David’s Bridal Creates Chief Digital Experience Officer Position

David’s Bridal has promoted Lizzy Ellingson to the retailer’s new Chief Digital Experience Officer role. Ellingson will oversee the digital transformation of the brand, supporting its omnichannel efforts as David’s Bridal launches new market-to-market planning tools, updates its AI capabilities and improves its web site optimization.

Ellingson brings more than 15 years of design and digital product solutions experience to her new position, most recently as Co-Founder and Chief Product and Design Officer of Blueprint Registry, a digital registry and web site builder aimed at Millennials planning special occasions. She joined David’s Bridal in 2018 when the retailer acquired Blueprint Registry.

“I’m thrilled to join the David’s Bridal marketing team as we move towards making the digital experience more seamless for every customer,” said Ellingson in a statement. “Our goal is to guide and inspire her as she shops for prom, special events, her wedding day, anniversaries and beyond.”


David’s Bridal has been reinventing itself since emerging from bankruptcy in January 2019. New e-Commerce capabilities added by the acquisition of Blueprint Registry were highlighted during the revival, and the company hired James Marcum as CEO in June to leverage his experience in “leading retail and consumer companies through transitions, resetting strategy, building teams and positioning companies for growth,” according to Christine Pope, Board Chair of David’s Bridal.

Michaels added a similar role, Chief Customer Officer, in November. The role was designed to facilitate the creation of a customer-centric business strategy across all touch points and help both internal teams and external vendors optimize the Michaels customer experience.

Additionally, J.Crew created its own Chief Experience Officer position in February 2018 and chose former Starbucks Chief Digital Officer Adam Brotman to fill the role. He was credited with overseeing Starbucks’ mobile ordering, payment service and loyalty card initiatives, as well as spearheading the retailer’s in-store digital experiences, during his nine years at the company.

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