Union, N.J. – A new loyalty program and the launch of a portfolio of owned brands will be key focuses for two new hires at Bed Bath & Beyond Inc.
Kristi Argyilan joins the company as senior vice president-brand innovation, and Jim Reath signs on as senior vice president-marketing. Both are reporting to Cindy Davis, the company’s chief brand officer and president of Decorist.
According to the company, Argyilan, who most recently served as president of Target’s media company, Roundel, is now responsible for Bed Bath’s customer insight capabilities, the introduction of a new enterprise-wide loyalty program and development of new strategic partnerships and services to extend its position in core markets.
Reath, who was a senior marketer at Macy’s and, prior to that, an advertising executive, will launch new customer value propositions for Bed Bath & Beyond as well as buybuy BABY and Harmon Health and Beauty Stores. Additionally, he will oversee the launch this spring of a portfolio of owned brands, while also handling marketing strategy and deployment across all channels.
“Our portfolio of brands is uniquely positioned to serve customers across the magic moments in their lives,” said Davis, “and we will deepen our connection by taking a customer-inspired approach to build our authority in the home, baby, beauty and wellness markets.”
The new hires, she said, “bring deep expertise building brands, businesses and long-lasting customer relationships across the retail and consumer goods sectors.”
Bed Bath & Beyond also hired on three marketing and communications agencies for its creative efforts. MUH-TAY-ZIK/HOF-FER is the lead brand agency for the company, while M Booth was named agency of record for corporate and consumer public relations. We Are Social takes on the social media duties for buybuy BABY.