Dive Brief:
- Adding another C-Suite executive to its ranks, Bath & Body Works named Maurice Cooper as its chief customer officer, the company announced Wednesday. Cooper will step into the newly created role on May 22.
- Cooper will manage the company’s customer growth strategy by developing tailored and enticing customer experiences, the company said.
- Cooper most recently served as the senior vice president of marketing guest and brand experience at Target. He also previously held multiple executive roles at Wingstop Restaurants.
Dive Insight:
Bath & Body Works has made some other leadership changes recently.
CEO Gina Boswell joined the company in December from Unilever. The retailer announced the upcoming departure of its CFO, Wendy Arlin, who will leave in late July, or sooner if a replacement is found. The retailer also named Thilina Gunasinghe as its chief digital and technology officer, another newly created position that Gunasinghe started in April.
“With the new chief customer officer role and Maurice’s hiring, we are doubling down on our commitment to delighting customers and optimizing their experiences,” Boswell said in a statement. “Maurice is an accomplished executive who not only brings expertise in bold and inspiring brand storytelling but also a steadfast dedication to finding innovative ways to enhance connections with customers. We are excited to have Maurice join our team as we focus on meeting the needs of our customers and capturing the diverse set of opportunities in front of us to deliver long-term growth.”
Bath & Body Works has tried to attract customers through different channels. Last August, the company debuted its loyalty program that lets U.S. shoppers earn incentive points. At that time the company also announced its app, which allows consumers to shop, earn points and view exclusive content.
Its intensified focus on customer experience comes as Bath & Body Works tries to reverse declining sales. In Q4 the retailer reported a 4.6% dip in net sales and a 26.9% drop in net income to $434 million. The retailer said it plans to shutter about 50 stores located in malls and open 90 locations outside of malls this year.
