Bed Bath & Beyond names chief digital officer its interim chief brand officer

Bed Bath & Beyond is revamping itself. (File photo)

Bed Bath & Beyond has appointed its chief digital officer to lead the company’s brand, marketing and digital teams.

Executive Vice President Rafeh Masood, who joined Union-based Bed Bath & Beyond in 2020, will assume the role of interim chief brand officer, the company said in a news release.

“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,” CEO and President Mark Tritton said. “As we support a customer base that has moved towards digital, we look forward to Rafeh’s leadership, contribution and a smooth transition.”

The previous chief brand officer, Cindy Davis, also stepped down from her positions as executive vice president and president of Decorist on Monday, the company said.

“On behalf of the entire company, we want to thank Cindy for her contributions to Bed Bath & Beyond,” Tritton said. “We appreciate her hard work during her tenure of our early transformation, and we wish her nothing but the best in her future endeavors.”