David's Bridal Promotes President of Brand, Technology and Finance to CEO
Kelly Cook, who currently serves as David's Bridal's brand, technology and finance president, will become CEO of the company and attempt to position it as a digital-first media company to attract new customers, CNBC reported Wednesday.
Cook will succeed current CEO Jim Marcum on April 1, according to a company press release. Marcum will become the company's executive chairman, as well as continue serving as chairman of the board of directors.
Cook has been with the Pennsylvania-based David's Bridal since 2019, when she started as executive vice president and chief marketing officer, according to her LinkedIn profile. She previously held executive-level roles at retailers including Pier 1 Imports, Kmart, Sears, and DSW.
David's Bridal is shifting leadership roles elsewhere as well: Chief Business Officer Elina Vilk will take on the additional role of president, spearheading the company's "aisle-to-algorithm" strategy. Bob Walker will also take on the role of president along with his current title of chief operating officer, and he'll begin overseeing the human resources and supply chain departments. Meanwhile, Heather Reynolds has been named the senior vice president of merchandising, and Viola Chan has been named head of couture and design.
Total Retail's Take: The legacy retailer, which has been selling wedding dresses for 75 years, wants to expand categories to include men's suits, menswear, rentals, swimwear, occasion dresses and party dresses, Cook said in an interview with CNBC. At the helm of David's Bridal, Cook hopes to bring to life the company's "aisle-to-algorithm" business strategy, which prioritizes artificial intelligence-driven personalization, first-party data, and an expanded retail media network called Pearl Media Network, which launched in December.
For a company that two years ago was in the midst of bankruptcy and looking for a buyer, the turnaround would cement David's Bridal as the dominant player in the wedding industry.
- People:
- Kelly Cook
Marie Albiges is the managing editor for Women in Retail, Total Retail, and Women Leading Travel & Hospitality. She is responsible for content development, management and production for the group. Marie is a former journalist, a travel aficionado, a French native and fitness enthusiast who lives in Philadelphia with her partner, stepdaughter and dog.
