HBC names Bari Harlam as chief marketing officer

Hudson's Bay Company (HBC) has appointed Bari Harlam as its new chief marketing officer. Harlam will focus on data-driven customer insight marketing across HBC's retail banners in North America.


HBC's new chief marketing officer, Bari Harlam - Twitter: @BariHarlam

Harlam comes most recently from BJ's Wholesale as the retailer's executive vice president for membership, marketing and analytics. She was previously the CMO for Swipely, and was also SVP for marketing for CVS Caremark Corporation which operates the largest retail loyalty program globally, ExtraCare.

Before going into retail, Harlam was a professor at The Wharton School, University of Pennsylvania, as well as Columbia's Graduate School. She received her Bachelor's Degree, Masters, and Ph.D. from The University of Pennsylvania.

Harlam's expertise focuses on customer loyalty and personalized digital marketing through data analytics. HBC is looking to her extensive experience in branding, e-commerce, digital and social media.

"Successful marketing is grounded in analytics and digital insights," said Helena Foulkes, CEO, HBC in a statement, going on to explain that Harlam's ability to translate data into customer-first strategies will help "reinvent the way we market and deliver... experiences to our customers across all channels."

HBC's banners across North America include Lord & Taylor, Saks Fifth Avenue, Gilt and Saks Off 5th. HBC also is a partner with mall owner and operator Simon Property Group, Inc.

Harlam's appointment is effective immediately. Her predecessor, Milton Pappas, has left the company.

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