Bed Bath & Beyond Inc. has tapped a former Burlington Stores executive to head marketing.
The home décor retailer appointed Bart Sichel as executive VP, chief marketing & customer officer. He will oversee fully integrated marketing and customer strategies for Bed Bath & Beyond, Buybuy Baby and Harmon.
Sichel has more than 35 years of experience spanning marketing leadership, retail and consulting. Most recently, he supported a wide variety of clients at his own consulting firm bps Captura. Sichel was the chief marketing officer at Burlington Stores for eight years, from 2011 to 2019, where he was responsible for marketing, e-commerce, and strategy, as the company executed a turnaround.
Prior to Burlington, Sichel was with McKinsey & Company for 13 years, where he was a partner in its marketing and retail practices.
The appointment of Sichel comes while Bed Bath & Beyond is in the midst of a turnaround effort under the direction of new CEO Sue Gove.
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“I am excited to welcome Bart to the Bed Bath & Beyond leadership team and am confident that his retail experience and deep knowledge of marketing and customer engagement will further support our strategic plan currently underwaystated Gove. “As we execute our turnaround, energetic and results-driven leaders like Bart complement our highly engaged management team who are focused on serving our customers.”
Gove said that Sichel “has an excellent track record when it comes to building brands, driving brand loyalty, marketing strategy, advertising, and customer insights and analytics, which will be instrumental as we continue to expeditiously pursue our back-to-basics philosophy, work to accelerate our performance, and ensure our customers have access to an assortment of compelling brands at great values.”
“I’m joining Bed Bath & Beyond at an important moment for the company and look forward to partnering with the entire leadership team to build on the power of each concept and strengthen relationships with our partners,” said Sichel. “Bed Bath & Beyond , BuyBuy Baby and Harmon are each beloved shopping destinations and we will be focused on capturing the hearts and minds of our customer through product assortment, dynamic store experiences, and omnichannel services.”