David’s Bridal creates new digital role

David's Bridal has appointed its first-ever chief digital experience.

The nation’s leading bridal retailer announced the internal promotion of Lizzy Ellingson to chief digital experience officer. In the newly created role, she will lead the digital transformation of David’s Bridal and support the company's omnichannel transformation. Under her leadership, the digital experience team will launch new to market planning tools, AI capabilities, and website optimizations meant to service customers along their entire shopping journey, whether it be for a wedding or other special event, the company said.

Ellingson is the co-founder (and served as chief product and design officer) of Blueprint Registry, a digital registry and website builder focused on creating a personal shopping experience for millennials. Blueprint Registry was acquired by David's Bridal in 2018.  

Ellingson will report to chief marketing officer Kelly Cook, who joined David’s Bridal in November, coming from Pier 1 where she held a similar role. 

"I'm thrilled to join the David's Bridal marketing team as we move towards making the digital experience more seamless for every customer," Ellingson said. "Our goal is to guide and inspire her as she shops for prom, special events, her wedding day, anniversaries, and beyond."