VP Digital Marketing: Bed, Bath and Beyond

“Vice President, Digital Marketing”
(Union, New Jersey)
Company Overview
Founded in 1971 by Warren Eisenberg and Leonard Feinstein and currently headquartered in Union, New Jersey, Bed Bath & Beyond Inc. (BBBY) operates a chain of over 1,400 specialty retail stores in the U.S., Canada and Mexico under the names Bed Bath & Beyond, Cost Plus World Market, Christmas Tree Shops and That!, Harmon Face Values and buybuyBABY. In addition, the Company operates Of a Kind, an Ecommerce website that features specially commissioned, limited edition items; One Kings Lane, an authority in home décor and design; PersonalizationMall.com, an industry-leading online retailer of personalized products; Chef Central, an online retailer of kitchenware, cookware and homeware items; and Decorist, an online interior design platform that provides personalized home design services. The Company also operates Linen Holdings, a provider of a variety of textile products, amenities and other goods to institutional customers. The Company is also a partner in a JV which operates retail stores in Mexico under the name Bed Bath & Beyond.
While the retail landscape is facing headwinds and changing dramatically, BBBY remains a financially strong and profitable company with deep operating experience focused on a carefully managed transformational journey to drive long-term success. BBBY is solidifying their position as the trusted expert in the home and for heart-felt life events. The BBBY roadmap focuses on a set of strategic initiatives designed to move the company forward in several key focus areas that will position the company for the future of retailing. BBBY prides itself on offering the most extensive, broad and appealing merchandise selection in an inviting and easy to navigate in-store or online customer experience that surprises and delights its shoppers. BBBY associates strive to exceed their customer’s expectations by consistently offering knowledgeable, pleasant and world-class service. For more on the company, please visit www.bedbathandbeyond.com.
Position Overview
Reporting directly to the Chief Marketing Officer (Eric Steinberger), the VP, Digital Marketing will be the Company’s global “Digital Storyteller” – responsible for the strategic planning and tactical execution of the company’s Digital Marketing initiatives that support profitable and recurring Ecommerce and in-store traffic and revenue growth. The VP, Digital Marketing will have direct responsibilities for a 14-person Digital Marketing team, oversight of three significant agency relationships, and indirect leadership of a 20+ person technology team, which includes a significant content and SEO development team. Scope includes stores in the U.S., Canada and Mexico.
Over the last 5 years, Bed Bath & Beyond’s Digital Marketing capabilities and Digital Media spend have increased at a significant pace, supporting double-digit growth in the Company’s online channels and driving (and converting) critical in- store traffic. With significant investments in their Ecommerce platforms, the Company has set the stage for the next level of profitable, organic growth. This position is primarily focused on Bed Bath & Beyond, buybuy Baby, Christmas Tree Shops, and Harmon, while also providing consultative support to the other brands as well (One Kings Lane, PersonalizationMall, Chef Central, Decorist, Cost Plus World Market, and Of a Kind).
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Bed Bath & Beyond ~ “Vice President, Digital Marketing” Page 2 of 6
Scope of Responsibilities
• Annual Strategic Planning – With input from the broader BBBY organization, and the CMO, draft the Annual Operating Plan (AOP) for Digital, including commitment to a range of internal Key Performance Indicators (KPIs). The Digital Marketing plans must embrace and support the broader BBBY corporate growth agenda, and importantly, the plans must also reflect alignment with Marketing (both Channel and Audience/Life Event owners), Merchandising and Content across non-Digital channels. As a key driver of the broader corporate growth agenda, the primary objective for Digital is profitably driving and converting traffic, both online, and to BBBY brick and mortar stores.
• Daily Digital Oversight – Oversee the vision, strategy, tactics and day-to-day management and activation of the Company’s online Marketing channels, focused on driving both online and in-store activity while meeting MROI objectives. This will include Paid Search (including brand and non-brand text ads and shopping campaigns), SEO, Affiliate Marketing, Display (including core display and paid social media—Facebook, Pinterest, Instagram), Retargeting, and Comparison Shopping Engines. Given the competitive environment and rapid pace of Retail, this Digital leader must be nimble, agile, and able to adjust quickly, when the situation requires such action (and reaction).
• Digital & Brand Storytelling – As referenced in the Position Overview, BBBY is looking for a storyteller. Not just a Digital Storyteller, but someone who can tell compelling Brand stories, leveraging a range of Digital tools and channels. The Company has historically been “Performance Marketing” driven and as part of their ongoing Digital Transformation, there is more focus on engaging customers with exciting and unique Brand messages, visuals and other elements that can be uniquely designed and shaped across the range of available Digital Marketing tools.
• Traffic & Digital Acquisition – Profitably drive BBBY’s Digital customer acquisition as the company’s prospect base continues to expand and migrate online. This work will include the creation of new sites, new landing pages, and the ongoing trafficking of digital assets to drive profitable customer acquisition and deliver against aggressive revenue and EBITDA goals across the day-to-day business. This work will need to be closely coordinated with the VP, Marketing (offline), so the approach and messaging is integrated, consistent, and optimized for success. The focus for driving this traffic will include 7 major Ecommerce platforms: Bed Bath Beyond (U.S. site), Bed Bath/buybuy Baby (combined Canadian site), buybuy Baby (U.S. site), Christmas Tree Shops (U.S. site), Harmon (U.S. site), Beth Bath Beyond (blog site), and One Kings Lane (U.S. site)
• Digital Innovation – Over the past five years, Bed Bath & Beyond has become strongly committed to a “Digital-First” strategy for customer acquisition and engagement. The Company has made significant progress, but there is much yet to be done. This new Digital leader will drive innovation and advancement of the overall Digital Marketing agenda through the development and execution of a multi-year roadmap. This work will require close collaboration with—and input from—multiple colleagues, and from external consultants. With stiff competitors in their space, BBBY must be relentless here.
• Personalization – Working with the broader BBBY Marketing team (supporting the execution of omni-channel efforts), the Digital leader will be a critical architect of the Company’s ongoing efforts to enhance personalization across the customer lifecycle in order to drive relevance and engagement while maximizing LTV. This is critical to delivering a warm, insightful and targeted shopping experience for its customers, particularly those in high LTV segments (e.g., Movers, Newlyweds, College Students, etc).
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Scope of Responsibilities (continued)
• Optimize Tech Stack – Optimizing the customers’ Digital experience and journey requires building a strong foundation upon which to build the Digital strategy. The VP,Digital Marketing must look at how Digital technologies can help BBBY better understand and guide the customer’s story from beginning to end. To address these challenges, the Digital leader will work closely with IT to optimize BBBY’s enterprise architecture solutions and roadmap so that systems and data evolve in a way that is aligned with the needs of the BBBY business. With an optimized architecture and platforms in place, BBBY can pull together siloed tools into more efficient Digital structures in order to extract more value and increase efficiencies.
• Attribution & Analytics – Collaborating closely with other senior Marketing and business leaders, work to improve forecasting and yield, enhance MROI (“defend the spend”) and assess new business opportunities for BBBY. Drive increased adoption of the Company’s omni-channel attribution solution to accelerate improvements in overall Marketing efficiency and customer acquisition. Develop a keen understanding of all sources of BBBY customer data and partner with the Research team to optimize how data is used to inform the overall Digital Marketing strategy and tactical efforts.
• Support Internal Partners – This Digital leader will also advise the broader family of Bed Bath & Beyond brands, as needed. This includes One Kings Lane, PersonalizationMall, Chef Central, Decorist, Cost Plus World Market, and Of a Kind. Support acquisition and fulfillment value goals for BBBY’s key life stage businesses/segments—wedding and baby registries, movers, and college students. Partner with the broader BBBY organization to understand their business objectives and be seen as the subject matter expert on Digital.
• Shape World Class Digital Team – There are strong assets currently in-place at BBBY, in terms of people, systems, technologies, tools, etc., and as the business grows, the company is becoming more aggressive about investing in the quality of infrastructure required to propel BBBY into a leading position on the Digital front. This new VP will need to be deeply committed to building out this functional capability, with both talent and systems. They will also need to think holistically about their team, which will include direct and indirect reports, cross-team/functional colleagues, and a variety of external partners (Digital agencies, Technology partners).
Performance & Success Measures
• Increase revenue growth and profit (both Ecommerce and Stores)
• Driving incremental new-to-file customers (both Ecommerce and Stores)
• Deliver against established MROI and ROAS targets (by program and channel)
• Retention and value measures (Incremental LTV, Reduced Attrition)
• Successful implementation of attribution solution
• Improvement in key efficiency metrics across channels
• 360-degree feedback from internal teammates (and external customer feedback)
© 2018 Wiser Partners, LLC
Wiser Partners, LLC | 6940 Standing Boy Rd., Suite 102 | Columbus, GA 31904 | [M] 706.566.1037 | www.wiserpartners.com

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Reporting Relationships
The new “VP, Digital Marketing” will report to Mr. Eric Steinberger, CMO for Bed Bath &
Beyond. Eric has held this position for more than five years, and as CMO, he
and Digital Marketing, Media Buying, CRM, Creative, Content, PR and Promotions. Prior to joining
Publicis in June, 2011. Eric joined Rosetta as part of a 40-person team generating $10MM in revenue, and he was instrumental in helping build the business to 1,300 employees and $250MM
oversees all Print
Bed Bath & Beyond, Eric spent more than seven years with Rosetta, which—at the time—was the largest independent Interactive Marketing agency in the country, prior to being acquired by
in revenue. Prior to Rosetta, Eric worked for AOL, where he was a Director of Retention Marketing, leading a 20-person team tasked with reducing cancellation rates across the 21MM
AOL subscribers. He came to AOL from American Express, where he spent five years in both Sales and Product Management roles, for the Platinum and Centurion (“Black”) cards. Eric started his
career as an Analyst for Arthur D. Little. He earned his BS in Operations Research and Industrial
Engineering from Cornell University, and he earned his MBA from the Stephen M. Ross School of
Business at the University of Michigan.
Staff & Resources
This new Digital leader will inherit a team of 14 Digital professionals, including experts and/or specialists focused on SEO, SEM, Affiliate, Attribution, Media (Web Video), and a variety of other Analyst-type roles. The team also includes 20 Technology experts, (including an 8-person cross-functional SEO team), and they will oversee several agency relationships across Digital media with approximately 20-25 dedicated FTE’s supporting the business. As the Company continues to leverage and expand their “Digital First” strategy, this team may expand accordingly.
Key Internal Operating Relationships
• VP, Marketing (non-Digital)
• VP, Lifestage Marketing
• VP, Creative
• Chief Digital Officer (Ecommerce)
• Finance
• Multiple other functions outside Marketing
Compensation & Benefits
• Competitive Base Salary
• Restricted Stock Awards
• Vacation/PTO
• Comprehensive Health Care Benefits
• Relocation (as needed, to greater northern NJ area)
© 2018 Wiser Partners, LLC
Wiser Partners, LLC | 6940 Standing Boy Rd., Suite 102 | Columbus, GA 31904 | [M] 706.566.1037 | www.wiserpartners.com

Bed Bath & Beyond ~ “Vice President, Digital Marketing” Page 5 of 6
Candidate Profile
Experience Base
• Digital Marketing – Candidates should have recent experience developing Digital Marketing plans with a strong understanding of the current online customer acquisition channels and agencies/suppliers. Must have expertise with a variety of Digital channels, including Display Advertising, Affiliate, SEO/SEM, Social Media, Web Video, and Mobile/SMS. Experience with Marketplaces and International Marketing is also a plus. Must have a keen sense of tactical execution in this space.
• Ecommerce Experience – Ideally, current or recent senior-level experience leading (or influencing) an online business or online retail channels to drive and profitably grow that business, with a deep understanding of the current eCRM marketplace and suppliers. Experience leading or influencing Shopper Experience (UX), UI, Content Management, Digital Merchandising, and Shopping Cart.
• Multi-Unit Retail or Hospitality Expertise – Ideally, the VP should have a deep background in Retail or other high-SKU count, large traffic, Ecommerce businesses—ideally at a large, complex ‘clicks and mortar’ retailer with multiple brands. While there may be a background, that doesn’t include time spent in Retail, which can work for this role, understanding the Retail environment, and omni-channel customer journey, is critical. An understanding of gift registry businesses (e.g., bridal and baby) is also a plus. Experience in Hospitality or even Dining (Casual, QSR) could also work for this role.
• Functional Development – Demonstrated success building organizational capabilities and teams through process design, organizational development, and technology, recruiting and training high-performing Marketing teams. This includes both internal teams, and external team (agencies, consultants, suppliers, vendors).
Skill Set
• World-class Digital Marketing and Ecommerce skills (technically proficient) • Innovative, agile and creative thinking (fresh, imaginative thinking)
• Organizational leadership and team development (leads through influence) • Intellectual horsepower (highly analytical & strategic)
• Drives for results in prioritized manner (balanced sense of urgency)
• Listening skills, minimal ego (listen first, then respond)
• Complex problem-solving (explores all options, then acts)
• Organized and attention-to-detail approach (strong tactical execution) • Highly resourceful (stretches people and money; compresses time)
• Collaborative (works across levels and functions within the company) Personality Profile
• Self-directed/motivated • Flexible and adaptable • Results oriented
• Strong work ethic
• High integrity and trustworthy • Intellectually curious
• Ego in-check
© 2018 Wiser Partners, LLC
Wiser Partners, LLC | 6940 Standing Boy Rd., Suite 102 | Columbus, GA 31904 | [M] 706.566.1037 | www.wiserpartners.com

Bed Bath & Beyond ~ “Vice President, Digital Marketing”
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Search Contact
Danny Fleishman
Partner – Atlanta, GA Office danny@wiserpartners.com 706.566.1037 (M)
File: Position Specifications/Bed Bath & Beyond/BBB VP Digital Mktg Spec (09 28 18-F-DF)
© 2018 Wiser Partners, LLC
Wiser Partners, LLC | 6940 Standing Boy Rd., Suite 102 | Columbus, GA 31904 | [M] 706.566.1037 | www.wiserpartners.com