Daniel Heaf

Daniel Heaf’s appointment as CEO of Bath & Body Works in May 2025 represents a pivotal moment for the iconic American retailer as it pushes for digital transformation and renewed global relevance. Known for his track record at Nike, Burberry, and BBC Worldwide, Heaf has been tasked with accelerating growth, driving innovation, and positioning Bath & Body Works as a leader in home fragrance and beauty on a global stage.

Career and Background

A British native, Daniel Heaf holds a degree in Geography from The University of Nottingham, and began his professional journey by building digital ventures at BBC Worldwide. He rose through diverse roles in the digital media and retail sectors before joining Burberry as Senior Vice President, where he led digital marketing, e-commerce, and customer experience, pioneering initiatives like livestreamed global runway shows.

Heaf joined Nike in 2018, first leading the company’s direct-to-consumer digital commerce and then overseeing its global Consumer Direct business—managing 45,000 employees across 41 countries. He was appointed Nike’s Chief Strategy & Transformation Officer in 2023, where he fostered business agility and spearheaded enterprise-wide growth until his role was eliminated amid a corporate restructuring in early 2025.

Leadership Philosophy and Transition to Bath & Body Works

As CEO, Heaf inherits a business that has weathered pandemic disruption, leadership change, and shifting consumer preferences. Stepping in for Gina Boswell, who returned the retailer to stability, Heaf is now focused on “extraordinary untapped potential” and Bath & Body Works’ continued transformation. In his first official statements, Heaf emphasized, “With more than 50,000 passionate associates, tens of millions of loyal customers, and a strong foundation in both retail and digital, we have the opportunity to become the home fragrance and beauty brand of choice globally”.

His experience scaling Nike’s digital platforms—from the Nike App to the SNKRS platform—suggests a keen focus on modernizing Bath & Body Works’ customer experience, loyalty, and omnichannel strategy.

Strategic Vision and Early Results

Heaf’s appointment comes at a time when Bath & Body Works is emerging from a year of normalization and seeking to reignite growth. The company reported Q1 2025 net sales of $1.42 billion, a 2.9% increase year-over-year, and a 29% jump in earnings per share, with strong performance in new fragrance launches and “buy online, pick up in store” orders.

The retailer maintains more than 1,900 U.S. and Canadian stores, and 524 international franchised locations, planning to open at least 30 additional international stores by the end of 2025. Heaf has signaled international as a key opportunity.

Challenges and Market Position

Despite the operational turnaround and guidance of his predecessor, Bath & Body Works faces ongoing challenges—including a 40% stock drop since May 2024 and removal from the S&P 500 due to market cap decline. The brand continues to benefit from a predominantly North American supply chain, helping to mitigate tariff and logistics headwinds. Earnings guidance for fiscal 2025 remains positive, with projected sales growth of 1-3% and free cash flow targeted at $750–850 million.

The board and investors are keenly watching Heaf’s efforts to attract younger and more male customers, not just through signature fragrances but also a stronger digital presence, store innovation, and international expansion.

Milestones and Achievements

Heaf’s consumer-first ethos and bold, transformative leadership are already being tested as he partners with Bath & Body Works’ 50,000-strong workforce to “realize our full potential”—a point he emphasized in his inaugural LinkedIn post as CEO.