Dive Brief:

• Bed Bath & Beyond on Tuesday announced it has appointed Jim Reath to senior vice president of marketing and Kristi Argyilan to senior vice president of brand innovation. Both will report to Chief Brand Officer Cindy Davis, according to a company press release.

• Reath came with experience from Macy's, where he served as a senior marketer responsible for integrated omnichannel marketing. He also served as the executive vice president and head of retail at global advertising firm BBDO.

• Argyilan previously worked at Target, where she served as president of the retailer's media company, Roundel. Before that, she served as Target's senior vice president for media, guest engagement and measurement.

Dive Insight:

Since he arrived in late 2019, CEO Mark Tritton has been working to overturn existing management and bring in a fresh team to help turn Bed Bath & Beyond around.

The latest appointments came after a string of other senior-level hires, including the announcement of Patty Wu to senior vice president and general manager for BuyBuy Baby last week.

Argyilan will work to expand the company's customer insight capabilities, introduce a new customer loyalty program spanning across Bed Bath & Beyond's banners and develop partnerships and services.

Reath will be responsible for the "launch of new customer value propositions" across the retailer's core banners this year and oversee marketing strategy across all channels for Bed Bath & Beyond, BuyBuy Baby and Harmon stores. Reath will also oversee the launch of new owned brands beginning this spring.

Bed Bath & Beyond in October announced big plans to ramp up its private-label strategy — a place the company has room to grow — aiming for more than 10 brands to launch over the next 18 months. Bed Bath & Beyond's private labels in 2019 accounted for just 10% of the company's overall sales.

Comparatively, owned brands make up one-third of sales at Target. While serving as Target's chief merchant, Tritton oversaw the launch of more than 30 private label brands in two and a half years. And before that, he spent seven years at Nordstrom Product Group, where he managed over 50 private label brands across physical and digital channels.

The retailer also announced Tuesday it has brought on three marketing and communications agencies: MUH-TAY-ZIK / HOF-FER as the lead brand agency for Bed Bath & Beyond, M Booth to handle corporate and consumer PR and We Are Social to lead social media for BuyBuy Baby.