Bed Bath & Beyond’s Chief Digital Officer Adds Title of Chief Brand Officer

Union, N.J. — Cindy Davis has stepped down from her positions as executive vice president, chief brand officer, and president of Decorist effective August 30, 2021. As a transition, Bed Bath & Beyond Inc. has named Rafeh Masood, executive vice president and chief digital officer, as chief digital officer & interim chief brand officer. He will lead the combined brand, marketing and digital teams effective immediately.

“Rafeh’s demonstrated success and leadership in the realms of digital transformation and customer engagement make him the right person to take on these additional responsibilities,” says Mark Tritton, Bed Bath & Beyond’s president and CEO. “As we support a customer base that has moved towards digital, we look forward to Rafeh’s leadership, contribution and a smooth transition.”

Since joining Bed Bath & Beyond in 2020, Masood has worked overseen the end-to-end customer journey from e-commerce merchandising and user experience optimization, to customer contact management and support. Previously, he served as senior vice president at BJ’s Wholesale Club.

For more information, visit



SOURCE: Bed Bath & Beyond Inc.

Tagged under