The Container Store Names New Digital Chief, SVP of Stores

The Container Store has made two promotions as it continues to focus on bolstering its Custom Spaces business.
Image courtesy The Container Store

The Container Store has promoted two executives as it continues to focus on strengthening its “Custom Spaces” business. Lindy Rawlinson, formerly EVP of Ecommerce and Digital Marketing has been promoted to Chief Digital Officer; and Jennifer Pape formerly of VP of Stores has been elevated to SVP of Stores. Both Rawlinson and Pape will report directly to CEO and President Satish Malhotra.

Rawlinson joined The Container Store in 2021 with more than 20 years of experience in digital retail. Over the past two years, she and her team have worked to enhance the company’s digital customer experience and drive its ecommerce business. In her new role as Chief Digital Officer, Rawlinson will oversee both ecommerce and marketing, including creative, traditional and digital media, as well as the loyalty, social media and public relations functions with a focus on bolstering the Custom Spaces offering across consumer touch points.

Pape joined The Container Store in 2015 and has held several leadership positions within the company, managing store operations and customer experience. As SVP of Stores she will continue to oversee the company’s expanding store fleet and have an increased focus on the Custom Spaces business. Her responsibilities will include managing and developing the Custom Spaces customer experience as well as the company’s in-home design service, which drove more than 85% of premium Custom Spaces sales in the second quarter of 2023.

“By bringing ecommerce and marketing together under Lindy, we will be able to tell a more cohesive brand story, specifically our differentiated offering of Custom Spaces and general merchandise,” said Malhotra in a statement. “Jen has done a fantastic job leading our store fleet and I am proud of the work she has already done to improve our Custom Spaces conversion rates. I’m confident in the executive leadership team we have in place as we continue to make progress on our path to $2 billion in revenue.”


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