David’s Bridal Creates Chief Partnership Officer Position As It Aims For Product Category Expansion

  • January 10, 2020 at 7:28 PM EST
  • By Bryan Wassel
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David’s Bridal is continuing its turnaround efforts with the creation of a Chief Partnership Officer role, which will help the retailer maintain the momentum of its expanding partnership department. Nevin Shetty was promoted to the new position, and Lia Madonna will assist him in the role of Head of Partnership Services.

Shetty is the former CEO and Co-Founder of Blueprint Registry, a digital registry and web site builder that David’s Bridal acquired in 2018. In his new position, he will be responsible for identifying, diversifying and building partnership opportunities, to drive strategic initiatives and support the partnerships growth plan. Shetty will report directly to CMO Kelly Cook.

Madonna has been with David’s Bridal since 2008, and has always played a role within the company’s partnerships team. She previously led the department in prospecting, forecasting and prioritizing partnership opportunities. The bolstered partnerships team is designed to help David’s Bridal enhance its offerings across the wedding planning process.

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“In addition to providing our brides a one-stop shop for all her dress and accessory needs on her special day, we want to be her one-stop shop for the wedding day and beyond, as well,” said Cook in a statement. “As ‘stress-free devotees,’ we are committed to making things as easy, elegant and effortless as possible for her as she plans every last detail of her magical moments. Strategically, we see this as key component of our growth strategy as it exponentially increases categories we serve.”

These promotions aren’t the only recent executive changes at David’s Bridal, which created the Chief Digital Experience Officer role for fellow Blueprint alum Lizzy Ellingson in December 2019. Ellingson oversees the retailer’s omnichannel efforts as it launches new market-to-market planning tools, updates its AI capabilities and improves its web site optimization.

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