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”…
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