Bath & Body Works Taps Ex-Nike Exec as CEO

Bath & Body Works Inc. (Columbus, Ohio) has hired Daniel Heaf as CEO. He replaces Gina Boswell, who joined the retailer in 2022.

Most recently, Heaf was Nike’s Chief Strategy and Transformation Officer. Prior to that, he was Head of Nike Direct. Before Nike, Heaf served as SVP of Digital, Digital Marketing, Customer Service & Data at Burberry.

“Daniel is a forward-thinking leader with a remarkable track record of driving innovative, transformative growth across iconic global brands,” said board Chair Sarah Nash. “He brings bold and direct leadership which energizes and inspires teams to rally behind him. His vision for evolving Bath & Body Works to be highly coveted, relevant, and resonant for customers everywhere – combined with his consumer-first mindset – make him the right person to lead Bath & Body Works.”

Said Heaf: “Bath & Body Works has extraordinary untapped potential and sits at an exciting inflection point. Together, with the foundation of an iconic brand, more than 50,000 associates, tens of millions of active loyalty members, and a strong North American store footprint and supply chain, we have an opportunity to become the defining home fragrance and beauty brand of choice globally.”

Heaf exited Nike in March, as part of CEO Elliot Hills’ ongoing reshaping of his executive team. (Hills rejoined the footwear giant in its top spot last October.)

In the release on Heaf’s hiring, Nash thanked Boswell for her contributions to Bath & Body Works. “In the post COVID-normalization period she was able to stabilize the business and return it to profitable revenue growth,” she said.

Bath & Body Works sells personal care and home fragrance products at just under 1900 company-operated locations in the U.S. and Canada, and 529 international franchised locations.