Home Masood Replaces Davis As Bed Bath & Beyond Brand Chief
August 31, 2021

Masood Replaces Davis As Bed Bath & Beyond Brand Chief

By: Mike Duff

Contributing Editor

Bed Bath & Beyond has announced that Cindy Davis stepped down from her positions as evp, chief brand officer, and president of Decorist effective August 30.

Rafeh Masood, evp and chief digital officer, will become interim chief brand officer, in addition to his other duties, and he also will take responsibility for the Decorist operation, a Bed, Bath & Beyond spokesperson told HomePage News.

Davis was a high-profile executive with the company since her appointment in the wake of Mark Tritton’s onboarding as Bed, Bath & Beyond CEO. She was part of the executive team that recently reopened the company’s Chelsea store in Manhattan as a flagship location and spoke to HomePage News about merchandising in the store.

Before joining Bed Bath & Beyond, Davis had been evp and chief digital marketing officer at L Brands. She also held leadership roles at Disney/ABC Television, Walmart and Sam’s Club, Bed Bath & Beyond stated in May of last year when the company announced her hiring. 

Rafeh Masood

Since joining Bed Bath & Beyond in 2020, Masood has been involved in developing the company’s “omni-always” positioning and associated customer shopping experience, including overseeing the end-to-end customer journey from e-commerce merchandising and user experience optimization to customer contact management and support, Bed, Bath & Beyond stated. Previously, he served as svp at BJ’s Wholesale Club. 

“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,” Mark Tritton, Bed Bath & Beyond president and CEO, said in announcing the executive changes. “As we support a customer base that has moved towards digital, we look forward to Rafeh’s leadership, contribution and a smooth transition.”

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