Bed Bath & Beyond Makes Major Marketing Moves

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Bed Bath & Beyond Makes Major Marketing Moves

By Thad Rueter - 01/12/2021
Bed Bath & Beyond Makes Major Marketing Moves
Jim Reath 

Bed Bath & Beyond Inc. has appointed two new strategic marketing leaders.

Kristi Argyilan becomes the retailer’s senior vice president, brand innovation, while Jim Reath is the retailer’s new SVP, marketing. 

Argyilan and Reath will report to Cindy Davis, Bed Bath & Beyond's chief brand officer and president of Decorist.

Argyilan will be responsible for driving marketing innovation, including the expansion of the company's customer insights capability, the introduction of a new enterprise-wide loyalty program, as well as the development of new strategic partnerships and services that extend the company's authority in its core markets.  

Reath will be responsible for the launch of new customer value propositions for each of the company's core retail banners in 2021. He will oversee marketing strategy, marketing deployment across all channels and marketing operations for Bed Bath & Beyond, buybuy BABY, and Harmon Health and Beauty Stores, in addition to launching a portfolio of new owned brands starting Spring 2021.   

"Our portfolio of brands is uniquely positioned to serve customers across the magic moments in their lives, and we will deepen our connection by taking a customer-inspired approach to build on our authority in the Home, Baby, Beauty and Wellness markets. Kristi and Jim bring deep expertise building brands, businesses and long-lasting customer relationships across the retail and consumer goods sectors, experience that will help us innovate and inspire our customers to unlock the magic in every room,” said Davis.

Argyilan joins the company from Target, where she was president of its media company, Roundel following an earlier role as SVP for Media, Guest Engagement and Measurement. Prior to this, she held a number of strategic roles at MediaBrands, including as president of Magna Global and chief transformation officer at UM.  She also held executive positions at Arnold and Hill Holiday.

"This business has a special role in the lives of millions of people across North America and I'm thrilled to join at such a transformational moment,” Argyilan said. “There is enormous opportunity to establish new and innovative connections with customers and create strong and sustainable growth by reimagining loyalty across the enterprise." 

Reath joins Bed Bath & Beyond from Macy's, where he was a senior marketer with responsibility for data-led, integrated omni-channel marketing to build affinity and loyalty for the brand across multiple customer segments. Prior to this, he was EVP and head of retail for global advertising giant BBDO, with responsibility for Lowe's Home Improvement, ToysRUs, BabiesRUs, and Foot Locker. He also held executive positions at McKinney, Y&R and Leo Burnett. Reath has developed multiple award-winning campaigns, including securing several Cannes Lions throughout his career.  

"I'm delighted to join this iconic family of brands at such an important moment in its history,” Reath said. “Home has never been more important to our lives, and I'm excited to accelerate the omni-always transformation in marketing to unlock the potential of the business and deepen its connection with customers across North America."   

Bed Bath & Beyond also announced the appointment of three multi-award-winning marketing and communication agencies as it continues to strengthen its creative team. The company has appointed MUH-TAY-ZIK/HOF-FER as lead brand agency for Bed Bath & Beyond, and M Booth as agency of record for corporate and consumer PR. The agencies will be responsible for launching the company's new customer value proposition, as it seeks to help customers Unlock the Magic in Every Room. We Are Social has also been appointed as the lead social media agency for buybuy BABY.  

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