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09/01/2021

Davis Departs Bed Bath & Beyond, Masood Steps Up

Just 15 months after joining Bed Bath & Beyond Inc. from L Brands, Cindy Davis has stepped down from her positions at Decorist, and Rafeh Masood has a new position.
Jamie Grill-Goodman
Senior Editor
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Cindy Davis wearing glasses and smiling at the camera
Just 15 months after joining Bed Bath & Beyond Inc. from L Brands, Cindy Davis has stepped down.

Just 15 months after joining Bed Bath & Beyond Inc. from L Brands, Cindy Davis has stepped down from her positions as executive vice president, chief brand officer, and president of Decorist.

In conjunction with the news, the retailer has appointed EVP and chief digital officer Rafeh Masood to chief digital officer & interim chief brand officer, to lead the combined brand, marketing and digital teams.

Masood, a 2017 RIS Influentials: Top 10 Movers and Shakers in Retail honoree, has worked to establish an omni-always shopping experience for customers since joining Bed Bath & Beyond in 2020, including overseeing the end-to-end customer journey from e-commerce merchandising and user experience optimization, to customer contact management and support.

"Rafeh's demonstrated success and leadership in the realms of digital transformation and customer engagement make him the right person to take on these additional responsibilities," commented Mark Tritton, Bed Bath & Beyond's president and CEO.  "As we support a customer base that has moved towards digital, we look forward to Rafeh's leadership, contribution, and a smooth transition."

Previously, Masood served as senior vice president at BJ's Wholesale Club and as the vice president, customer innovation technology, Dick’s Sporting Goods.

[Read More: Learn About the Tech Driving Customer Innovations From One of the Architects of Dick's Digital Strategy]

"On behalf of the entire company, we want to thank Cindy for her contributions to Bed Bath & Beyond. We appreciate her hard work during her tenure of our early transformation, and we wish her nothing but the best in her future endeavors," concluded Tritton.

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