David's Bridal hires chief business officer to lead Pearl by David's
David’s Bridal has added a marketing veteran to its C-suite who will lead its event planning platform.
Elina Villk has been named the bridal retailer’s new chief business officer. Vilk brings nearly 25 years of marketing and e-commerce experience to David’s Bridal. She most recently served as chief marketing officer at Hootsuite and WooCommerce, and held previous marketing roles at Meta, PayPal, Visa and Yahoo.
"With women accounting for 85% of consumer spending and 75% identifying themselves as the primary shopper for their household, we're seeing brand decisions begin once she gets engaged as she officially steps into the role as household CEO,” said Vilk. “It's our goal to be there for her and form an emotional connection during this important milestone that can last a lifetime.”
One of Vilk’s main responsibilities as chief business officer will be leading Pearl by David's, the retailer’s event planning platform that features gift registries, website building capabilities, and checklist and vision board tools to help brides plan for their big day. Launched in 2023, Pearl was designed to expand David's Bridal's market share in the event planning space.
"Welcoming Elina to the David's Bridal family serves as a pivotal moment in our business we believe will drive exponential growth," said Kelly Cook, president of brand, technology and finance at David's Bridal. "As the premier wedding authority, we've served over 100 million brides and bridesmaids over the years and are here to help her with more than just finding the perfect wedding dress. Pearl continues to become the leading event planning platform in the market bringing brides a seamless, stress-free experience and Vilk is poised to help us lead this critical new chapter ahead."
[READ MORE: David’s Bridal expands assortment with 1-800-Flowers.com brand]
David’s Bridal operates more than 190 stores across the United States and Canada.