In episode 466 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kelly Cook, president of brand, technology and finance at David's Bridal, the nation’s leading bridal and special occasion authority. Listen in as Cook describes her unique position leading the marketing, finance and technology teams (1:05), the shifts in customer behavior she's seeing at David's Bridal (3:10), and how the retailer is expanding its offerings to keep customers beyond bridal (5:35). She details the role that social media plays in David's Bridal's new "anywhere commerce" strategy (7:30) and how the bridal retailer is connecting data across channels (10:45).

In addition, Cook discusses David's Bridal's utilization of technology such as artificial intelligence to keep pace in marketing (14:10), testing AI-generated content (18:30), and the emotional investment of purchases in the bridal category (20:20). Lastly, she shares how she sees the bridal customer changing in the future and how David's Bridal is positioning itself for future success (22:40).

Kelly N. Cook is a seasoned omnichannel, digital, IT, brand and marketing executive who thoroughly enjoys the challenges of growing companies and transforming brands. She specializes in centering brands around the customer, advancing brands down the digital and innovation paths, and galvanizing a workforce behind growth strategies. Her successes include substantial profit increases and stock growth, plus numerous external recognitions such as Newsweek, Best Place to Work for Women, Forbes, Most Inclusive Marketing. Her industry experiences are as diverse as they come, from airlines to recycled waste to fashion to big-box retail to home décor … and now brides. Companies include Continental Airlines, DSW, Pier 1, and now David’s Bridal, where she proudly leads marketing, IT, digital, harmonious experiences, analytics and insights plus e-commerce.

Cook was recognized by Harvard Business School as one of 2003’s Most Dynamic Women in Business. She considers herself a leader with a servant’s heart who is thrilled by ordinary folks doing extraordinary things. She knows the power of a made-up mind is transformational and believes that if cauliflower can become pizza, anything can happen. She has a MBA and a Master of Finance from Tulane’s Freeman School of Business. She is a wife of 30 years to Damon and a mom of five, including triplets. She resides in Houston. She is also a mom to two very fat, spoiled basset hounds, Jasper and Rufus.