Bed Bath & Beyond Taps Former Walmart & IKEA Execs to Bolster Digital Efforts

Liz Dominguez
Managing Editor
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Beth Bath & Beyond

Bed Bath & Beyond Inc. is restructuring at the leadership level, with Rafeh Masood, executive vice president and chief customer officer, announcing two key appointments for the company’s brand and digital marketing teams. 

The hiring move, which brings in execs from IKEA and Walmart, will reportedly strengthen Bed Bath & Beyond Inc.’s digital-first, omni-always strategy within the home, baby, and wellness categories.

Mark Danzig was tapped as senior vice president of the company’s creative department to deliver brand preference and content that resonates across Bed Bath & Beyond, buybuy BABY, Harmon Face Values, and Decorist banners. 

Danzig was previously VP of creative at Walmart Inc., where he led a cross-functional team that developed new brand architecture for the omnichannel ecosystem, including advertising, in-store visual, print, and digital. He also previously held leadership roles at Gap, Inc., Travelsmith,, L.L. Bean and J. Crew.

Umesh Sripad was named senior vice president of digital and will be responsible for driving digital business across all banners through enhanced user experiences, digital-first strategies, customer-facing technology and capabilities, and commerce.

Sripad comes from IKEA USA, where he was chief digital officer, leading business transformation across product, marketing, data, technology, and operations. He also previously held leadership roles at Overstock, Inc., CNN Digital, The Weather Company, an IBM Business, and APN News and Media.

“Mark and Umesh are exceptional leaders who bring Bed Bath & Beyond a wealth of retail expertise and proven success unlocking business growth,” said Masood. “Mark, Umesh, and their teams will be instrumental for our transformation as we create powerful and inspiring brand content and deliver digital innovations that are relevant to today’s customers."

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