Bed Bath & Beyond appoints new brand and digital marketing leaders

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

Union-based Bed Bath & Beyond on Wednesday announced two leadership appointments for key areas of its brand and digital marketing teams, recently reorganized under Rafeh Masood, executive vice president and chief customer officer.

Mark Danzig has joined as senior vice president, creative, and Umesh Sripad as senior vice president, digital, both leading teams to strengthen Bed Bath & Beyond’s digital-first, omni-always strategy to build authority in the home, baby and wellness categories.

Danzig will be responsible for delivering brand preference across Bed Bath & Beyond, buybuy BABY, Harmon Face Values and Decorist banners through content that resonates with key customer and associate segments. Sripad will be responsible for driving digital business across all banners through enhanced user experiences, digital-first strategies, customer-facing technology and capabilities, and commerce.

“Mark and Umesh are exceptional leaders who bring Bed Bath & Beyond a wealth of retail expertise and proven success unlocking business growth,” Masood said in a prepared statement. “Mark, Umesh and their teams will be instrumental for our transformation as we create powerful and inspiring brand content and deliver digital innovations that are relevant to today’s customers.”

Previously, Danzig was vice president, creative, at Walmart Inc., where he led a cross-functional team devoted to developing and executing new brand architecture for the omnichannel ecosystem, including advertising, in-store visual, print and digital. Prior to this, he held leadership roles at Gap Inc., Travelsmith,, L.L. Bean and J. Crew.

Sripad joins Bed Bath & Beyond from IKEA USA, where he was chief digital officer, leading business transformation with responsibility for product, marketing, data, technology and operations. He has also held leadership roles at Overstock Inc., CNN Digital, the Weather Co. and APN News and Media.