E-COMMERCE

Bark Appoints Former Nike CEO, Weight Watchers, to Chief Marketing Officer

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Short dive:

  • Bark, a company known for its subscription services BarkBox and Super Chewer, named Cindy Gustafson chief marketing officer. She will report to Bark co-founder and CEO Matt Miker.
  • Gustafson, who has more than two decades of experience, most recently served as WW International’s global marketing director, formerly Weight Watchers, the company said in a press release. She has also worked for companies such as Nike, American Express, Jaguar / Land Rover, Unilever and Booking.com.
  • As Bark’s head of marketing, Gustafson will develop strategies for brand growth.

Diving Insight:

As Bark looks to future growth, it continues to shuffle its C-set, attracting many retail executives to take positions.

Last year, the company named Anila Naira, a former director of Amazon’s global logistics, like him chief supply officer. It happened just a month after John Toth announced it would resign as CFO. And earlier this year, Micker – co-founder and CEO of Bark – regained the role of CEO only 16 months after retirement from office.

In his new role, Gustafson will be in charge of Be Bark and Food, which Micker called the company’s “strategic priorities and drivers of growth.”

“She will be involved in combining the BARK brand and customer experience in our product categories with a focus on expanding our presence in food,” Meeker said in a statement. “Cindy is a recognized leader and experienced professional in marketing, advertising and media, with significant business development experience through subscriptions and strong relationships with consumers. Her love for dogs will help continue to advance our mission to make dogs as happy as we are. ”

At the beginning of the pandemic Bark had a unique position to benefit by selling both online and in a category that was in high demand. The company, which went public through a special purpose acquisition campaign last year, reported in its latest revenue that total revenue increased nearly 34% year-over-year to $ 140.8 million, while active subscriptions increased by 371,000, bringing the total number of subscribers to 2.3 million.

Bark has built its wholesale network over the years as it looks on a scale. The company announced in February partnership with Walmart where products will be sold on the mass retailer’s website and in nearly 2,800 stores. This partnership adheres to similar wholesale deals with REI Target, Costco, Petco, PetSmart and Amazon.

https://www.retaildive.com/news/bark-taps-former-nike-exec-chief-marketing-officer/623905/ Bark Appoints Former Nike CEO, Weight Watchers, to Chief Marketing Officer

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