David's Bridal makes C-suite additions; begins CFO search
One of the nation’s leading bridal and special occasion apparel retailers is shaking up its C-suite as it continues its “Aisle to Algorithm” tech transformation.
David’s Bridal has named Scott Saeger as its new chief technology officer, and Heather Braddock as its new chief global transformation and operations officer. The retailer said the changes are designed to scale technology, AI initiatives, operations and revenue across the company's global platform and services, and come a year following the launch of its "Aisle to Algorithm" technology initiative.
In tandem with the additions, chief financial officer Rob Cooper has stepped down after 20 years of service at David's, after overseeing transitions to an interim CFO. David's has initiated a search for a new CFO who will help “scale the company's growth strategy” and support continued expansion of the "Aisle to Algorithm" platform.
[READ MORE: David’s Bridal launches wholesale division]
Saeger joins David Bridal from exhibition experience provider E/M Group, where he served as chief information and digital officer. Previously, he served as senior VP and chief information officer at Rue21, and held the same position at GNC Health for more than five years before that.
Braddock is returning to David’s Bridal after a brief stint as the VP of sales and operations at A&bé Bridal Shop. She previously spent more than 11 years at David’s Bridal in a variety of roles, including VP of operations.
“With Scott and Heather joining our incredible team, we are shifting from building the foundation to high-octane scaling,” said Kelly Cook, CEO of David’s Bridal, who detailed the company’s tech initiatives in an interview with Chain Store Age earlier this month. “We aren't just selling gowns; we're owning the entire wedding journey through our Pearl by David's ecosystem. By fusing code, content and commerce, we are delivering personalized experiences at an unmatched scale, and we are just getting started.”
David’s Bridal noted that all “revenue-driving pillars” will now report to Elina Vilk, president and chief business officer. This includes merchandising, marketing, e-commerce, wholesale and enterprise sales, and Pearl by David's, the company's AI-powered wedding planning and media ecosystem.
In conjunction with these changes, Bob Walker, who announced his retirement earlier this year, will transition to executive advisor beginning April 1, where he will continue to support strategic initiatives. As of April 1, store operations, distribution centers, and joint venture teams will report to Braddock.
“We are grateful to Bob Walker and Rob Cooper for their impactful contributions to David's,” added Cook, who has led David's Bridal since last April. “We are excited to usher in a new CFO who will help drive the next phase of growth as we continue expanding our AI-powered wedding ecosystem."
David’s Bridal has more than 190 stores across the U.S., Canada, and franchise locations in Mexico.
