Craig Smith has joined Bath & Body Works as its new Executive Vice President of Digital, effective November 2. The appointment follows advisory work that included supporting a recent website relaunch, positioning the digital leader to expand the brand’s omnichannel growth and consumer connections.
Craig Smith Takes Executive Digital Role at Bath & Body Works
Bath & Body Works has formalized its digital leadership by appointing Craig Smith as Executive Vice President of Digital, with his tenure officially beginning on November 2. The move places an experienced digital transformation leader at the helm of the company’s online initiatives (Retail Technology Innovation Hub). Smith brings an extensive background in guiding digital growth for major consumer brands, including previous leadership roles at Burberry, Apple, Skype, and Givenchy.
Rather than stepping in cold, Smith is already well-acquainted with the company’s digital infrastructure. He initially joined the business earlier in the year as an e-commerce advisor, working closely with various teams to evaluate and strengthen the brand’s online presence.
Website Relaunch Precedes Executive Appointment
The leadership transition follows a critical operational milestone for the retailer. During his tenure as an e-commerce advisor, Smith contributed directly to the successful relaunch of the company website, an initiative that improved the digital shopping experience and upgraded underlying technical capabilities.
Since joining us earlier this year as an E-Commerce Advisor, Craig has already put his unique expertise to work by helping strengthen our digital capabilities, enhance our online consumer experience and partner with teams across the business to successfully relaunch our website.
Bath & Body Works executive, Retail Technology Innovation Hub
That website overhaul altered the customer-facing platform just in time for the executive remit to expand. Moving from an advisory capacity into an executive office allows Smith to oversee broader structural goals rather than isolated project delivery.
Craig Will Accelerate Digital and Omnichannel Growth
The appointment links directly into Bath & Body Works’ overarching corporate strategy, known internally as the Consumer First Formula. Within this framework, digital channels serve as a primary vehicle for unlocking the brand’s full commercial potential.
Digital is a critical part of our Consumer First Formula and our ambition to unlock the full potential of Bath & Body Works. In his new role, Craig will help accelerate our digital and omnichannel growth, strengthen how we connect with consumers and create more seamless, engaging shopping experiences across our channels.
Bath & Body Works executive, Retail Technology Innovation Hub
By unifying physical and digital environments, the company aims to eliminate friction in the buying process. Smith’s background leading digital transformation and growth initiatives at global technology and fashion houses will dictate how those omnichannel touchpoints evolve as the retail calendar moves forward.