Bed Bath & Beyond Names Masood Digital, Brand Chief

Bed Bath & Beyond, Tritton

Bed Bath & Beyond has made changes to its executive team with the appointment of a new brand officer.

Rafeh Masood has been named the retailer’s chief digital officer and interim chief brand officer to lead the company’s brand, marketing and digital teams. He previously served as Bed Bath & Beyond’s executive vice president and chief digital officer. 

Cindy Davis, the company’s executive vice president and chief brand officer has stepped down. 


“Rafeh’s demonstrated success and leadership in the realms of digital transformation and customer engagement make him the right person to take on these additional responsibilities,” said Mark Tritton, Bed Bath & Beyond’s president and CEO.  “As we support a customer base that has moved towards digital, we look forward to Rafeh’s leadership, contribution, and a smooth transition.”

Since joining Bed Bath & Beyond in 2020, Masood has worked to establish an omni-always shopping experience for customers, including overseeing the end-to-end customer journey from e-commerce merchandising and user experience optimization, to customer contact management and support. 

Previously, he served as senior vice president at BJ’s Wholesale Club. Additionally, he is an adjunct faculty member at Carnegie Mellon University.