Dive Brief:
- Direct-to-consumer bridal brand Birdy Grey appointed Tanya Hersh as its first chief marketing officer, according to a Tuesday press release.
- Hersh brings over marketing experience from companies including The Honest Company, Mattel and American Express, per her LinkedIn profile. The executive most recently served as vice president of consumer marketing at Amazon aggregator Boosted Commerce.
- At Birdy Grey, Hersh will focus on “acquisition, customer engagement, 360 marketing campaigns and brand-building” as the company scales, per the release.
Dive Insight:
Birdy Grey’s latest C-suite appointment follows updates to its leadership team over the past year.
"We are delighted to have Tanya join Birdy Grey as our very first CMO,” Grace Lee, co-founder and CEO of Birdy Grey, said in a statement. “She's an accomplished marketer with proven experience building and scaling brands, and amazing people leadership. She will play an essential role unlocking our next chapter of growth."
The bridal company in September hired Cat Chen as its new chief operating officer, succeeding Eloquii co-founder Steve Zawada, who exited the role after just four months. Additionally, Birdy Grey hired Brendan Hastings in September as its chief technology officer to lead product, tech and e-commerce strategy. In 2022, the brand appointed Liyan Shen as its chief financial officer.
Hersh takes on the head marketing position at Birdy Grey during a year when many retailers have tapped new executives for the CMO role.
Macy’s this week appointed Sharon Otterman as its new CMO, reporting to CEO-elect Tony Spring. Additionally, Wayfair, True Religion and Target all tapped new chief marketers in July. Earlier this year, Vans, Sephora and Levi’s also hired new CMOs.
