Bebe names former Limited exec SVP, marketing

LOS ANGELES — Bebe has appointed former Limited executive Keith Keegan as SVP of marketing. In his new role, Keegan will lead all aspects of marketing and branding across all channels of the business. He will report to CEO Steve Birkhold.

“I’m very excited to work with Steve and the extremely talented team he has assembled to unlock the untapped potential of the Bebe brand,” said Keegan. “The opportunity is huge for Bebe to leverage its core DNA and create a fresh brand expression that will establish us as a leader, a brand that others will want to emulate.”

Keegan has more than 20 years of global retail and marketing experience in advertising, brand development, store design and visual merchandising at fashion retailers that include Abercrombie and Fitch, Limited and Express. Most recently, Keegan served as VP of marketing and creative director at American Eagle. In that position, he oversaw the marketing teams and the creative development and execution of all aspects of the Aerie brand experience.

“Keith has a long and successful track record working for highly visible global retailers and his passion for branding along with his creative vision will help take Bebe to a whole new level,” said Birkhold. “I’m thrilled to have him join our team as we strategically focus on creating an innovative brand experience to capitalize on the growth opportunities for Bebe.”

Bebe is a global specialty retailer that currently operates 245 stores in the United States, U.S. Virgin Islands, Puerto Rico and Canada.