Bath & Body Works Taps Former Nike Exec Daniel Heaf as CEO to Lead Next Growth Phase

THE WHAT? Bath & Body Works has named Daniel Heaf as its new Chief Executive Officer, effective immediately. Known for his transformative leadership at Nike and Burberry, Heaf will now steer the personal care and fragrance giant through its next stage of growth, following the departure of Gina Boswell.

THE DETAILS Heaf’s appointment follows a strategic search by Bath & Body Works’ board, which lauded his track record of scaling global brands through innovation in retail, product, and marketing.

As Chief Strategy and Transformation Officer at Nike, Heaf delivered significant gains by refocusing investment in product and brand. Earlier, he helped drive digital transformation at Burberry.

The leadership change was announced alongside the company’s preliminary Q1 2025 results, reporting net sales of US$1.4 billion and earnings per share of US$0.49, surpassing expectations. The company maintained its full-year 2025 outlook.Outgoing CEO Gina Boswell is credited with stabilizing the business and returning it to profitable growth following the pandemic-era normalization.

THE WHY?  Heaf steps in at a critical moment for Bath & Body Works, as the brand seeks to expand its dominance in home fragrance and personal care into new markets. With a strong North American footprint, a robust loyalty base, and ambitions for global relevance, the company is positioning itself for accelerated growth.

His consumer-first mindset and deep digital experience could drive the brand’s evolution from mall staple to globally coveted beauty and wellness powerhouse, particularly in the personal care space where Bath & Body Works has untapped global potential.

Source: Bath&BodyWorks

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