Female Opps: Bath & Body Works taps first chief customer officer following CEO hire (Score 42)

Sales Lead: Bath & Body Works (B&BW) named Maurice Cooper as its first-ever chief customer officer (CCO), effective May 2023 (we are still attempting to confirm Cooper's email & will update as we learn more)

  • Cooper joined from Target, where he was the SVP of guest and brand experience marketing.
    • In this role, he oversaw all omnichannel traffic and development, and he executed brand, category, and promotional marketing.
  • Now, he will execute a comprehensive strategy to strengthen and elevate B&BW's brands.
    • This involves growing and retaining the company's passionate customers by developing a personalized, compelling, and connecting end-to-end customer experience.
  • **Note: We will provide Cooper's contact information when we confirm it; until then, please feel free to reach out to other DMs.**
  • The company will likely:
    • Implement strategy shifts
    • Return to higher spend
    • Seek new agency partners
  • Target demographic
    • Millennial women

​​​​​​​​​​​​​​Additional recent leadership shifts:

  • ​​​​​​​This hire closely followed B&BW's appointment of creative SVP John Camilleri (January 2023) and CEO Gina Boswell (December 2022).
    • Camilleri was previously the SVP and ECD at Rue Glit Groupe.
    • Boswell was most recently on the member board of directors at ACCO Brands.
      • ​​​​​​​She brought marketing expertise from roles such as the global brand president at Alberto Culver.
      • Boswell succeed Nick Coe, B&BW's incumbent CEO since July 2011, who retired.

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: B&BW has spent approximately $2.8m on digital ads YTD, less than half of the approximately $5.9m spent by this point last year.
    • YTD data: So far this year, the company has earned ~364.4m digital impressions, 73% via Facebook ads, 22% via Instagram ads, and 5% via YouTube ads.
    • Last year: B&BW spent roughly $17.9m on this channel last year, 37% less than the roughly $28.4m spent in 2021.
  • Additional channel insights  
    • The company utilizes Google Ads along with search, digital, Facebook, Instagram, and online video (via Youtube.com) ads.

Additional agency insights:

  • Opportunity: Reach out soon in case agency reviews follow this hire.
  • Current agency roster:
    • ​​​​​​​In-House: Media

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.