James Reath

Section 16 officer reporting to CEO.

Leadership and responsibility for all marketing and ecommerce functions, including General Manager/P&L ownership of DXL.com.

With a marketing department of 90 people, responsibilities include brand management, advertising, creative, visual merchandising, data and analytics, customer insights, CRM/loyalty, e-commerce, digital media and call center.

Year 1 highlights include:

• Strategic repositioning of company from functional offering to consumer insight-driven, emotional territory
• Revitalized brand ethos and consumer articulation: Wear What You Want campaign
• Complete rebuild of tech stack including ESP, CDP and AI capabilities improving email revenue by +200%
• Launched new loyalty program and grew enrolment over previous program by 26% and retention by 9%. Improved value perception by 95 basis points.
• Delivered YoY traffic comp growth across all channels
• Rebuilt marketing organization into modern, high-performance culture
• Improved health of customer file delivering gains in AOV, frequency and LTV
• Rebuilt customer app and delivered mid-to-upper double digit YoY growth in both users and revenue
• Gained executive leadership and board approval for 3 year $75M investment in brand marketing
• Creative and media agency review currently in progress

Marketing leadership of the transformation of Bed Bath & Beyond, buybuyBaby and Harmon Health & Beauty. Responsibilities include marketing strategy, investment, brand marketing, development and launch of owned brand portfolio, digital/performance marketing, CRM, media, creative, PR, loyalty program, registry, marketing operations, agency management and partnerships.

• Developed and successfully launched 8 new owned brands (Nestwell, Simply Essential, Our Table, Haven, Squared Away, H for Happy, Wild Sage and Studio 3B) as part of 3 year transformation strategy
• Developed new brand positioning and customer segmentation for Bed Bath & Beyond including the new "Home, Happier" brand campaign
• Developed new brand positioning and customer segmentation for buybuyBaby including new "Welcome to Parenthood" brand campaign
• Developed new brand positioning and customer segmentation for Harmon Health & Beauty
• Realized at 22% average ROAS increase across digital channels
• Improved efficiency of direct mail by 54% through deployment of propensity modeling and reduced spend by 48%
• Revamped social ecosystem and developed Home, Happier Team of influencers
• Created value architecture and decreased coupon expense by 27% while increasing sales by 11%

Drive a data-led, integrated omni-channel marketing approach that builds affinity and loyalty for the Macy's brand and positions the company for continued growth across multiple customer segments.

• Leadership of all brand marketing, communication and content strategy, integrated marketing communications, production and agency relationships
• Helped deliver 5 consecutive quarters of growth and reversing 16 quarters of declining sales
• Redefined marketing model to deliver synergy and increased brand affinity across layers of product authority, value/promo and loyalty
• Developed "Find the Remarkable You" fashion narrative and "Believe in the Wonder of Giving" holiday narrative that increased brand affinity (+12%) and purchase intent (+17%)
• Introduced social strategy and campaign targeting millennial customer acquisition delivering +11% new customers and generated +22% in incremental sales when retargeted
• Leveraged customer segmentation and sales data to build new Star Rewards multi-tiered loyalty program
• Increased ROAS by 13% YoY across all channels
• Drove process improvements in advertising production that drove significant savings (+23%)
• Headed teams in managing implementation and training on strategic initiatives for entire company.
• Planned strategically for development of transformation roadmap as executive.
• Drove corporate revenue by creating strategies that fit perfectly with company's vision and mission.

Leadership of 100+ person cross-functional team comprised of multiple Omnicom agencies (creative, media, multicultural, SEM/SEO, sponsorship).

• P&L responsibility for portfolio of retail clients including Lowe's Home Improvement, ToysRUs and BabiesRUs, Foot Locker and CVS
• Developed and implemented new agency retail offering, rebuilt agency teams with proper talent mix and specialization
• Increased revenue across portfolio: Lowe's +22%, ToysRUs +14%, Foot Locker +12%, CVS +10%
• During tenure, Lowe's became BBDO's most awarded business including 14 Cannes Lions

Agency practice leader and member of 9 person board of directors with P&L responsibility and leadership of 75+ person team.

• Managed agency's largest portfolio of clients including Qwest/CenturyLink B2B and B2C, Meijer, Sherwin-Williams, GNC and Mizuno
• Increased portfolio of clients by 250% and added $25M in agency revenue
• Led creation of agency retail practice and added 3 retail clients
• Introduced proprietary dynamic video production to retail clients allowing for multi-variant creative output at increased speed and dramatically reduced cost
• Created agency creative council resulting in 22% increase in creative awards

Leadership of all agency new business efforts and WPP multi-agency Sears team (Y&R - creative, Bravo - multicultural, Mindshare - media, Wunderman - sponsorship)

• P&L responsibility for $500M Sears business
• Led and won 5 new business pitches (Hilton, Einstein Bagels, Giant Eagle, Hotels.com, National Parks)
• Awarded 4 Cannes Lions and 2 Effies

Leadership of portfolio of businesses including Kellogg's Morgan Stanley, Washington Mutual and Visa

• Led all strategic positioning and portfolio management across multiple brands and consumer segments