Union, N.J. – Bed Bath & Beyond has hired a former Burlington Stores exec to oversee integrated marketing and customer strategies for Bed Bath & Beyond, buybuy Baby and Harmon banners.
Bart Sichel, the company’s new EVP, chief marketing & customer officer, will report directly to corporate president and CEO Sue Gove.
Sichel has more than 35 years of experience spanning marketing, retail and consulting. He was the chief marketing officer at Burlington Stores for eight years, and before that, he was with McKinsey & Company for 13 years.
At Burlington Stores, he was responsible for marketing, e-commerce and strategy as the off-pricer executed a turnaround, transformed the brand and created meaningful shareholder value. At McKinsey, he was a partner and leader in the Marketing and Retail practices, which supported clients across department stores, specialty and big box retail as well as branded manufacturers. Most recently, he has supported a wide variety of clients at his own consulting firm bps Captura.
“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,” he said.
Gove said Sichel’s knowledge of marketing and customer engagement will support the company’s current strategic plan.
“Bart 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 across Bed Bath & Beyond, buybuy Baby and Harmon,” she added.