Mary Gerzema Joins Bath & Body Works as Group Vice President, Media

Bath & Body Works has appointed Mary Gerzema as Group Vice President, Media, adding experienced media leadership as the company continues evolving how it connects its brands with customers across an increasingly complex media environment.

Mary shared the move on LinkedIn, expressing her excitement about joining the Bath & Body Works team and highlighting the importance of brand as media continues to evolve through new technology, data, tools and partnerships.

Leading Media Strategy for a Beloved Brand

As Group Vice President, Media, Mary will help shape how media across channels supports Bath & Body Works' brand and growth priorities.

Her focus will span the evolving media ecosystem, including the use of data, technology and new partnerships to strengthen customer engagement while maintaining the brand connection that has helped Bath & Body Works build a loyal customer base.

Mary described the opportunity as one that brings together the changing media landscape with a brand that has a strong and distinctive relationship with its customers.

Bringing Media Leadership to Bath & Body Works

Mary joins Bath & Body Works following her experience with The Estée Lauder Companies, where she worked alongside leaders including Vimla Black Gupta and Veronique Gabai Pinsky.

The move gives Mary an opportunity to bring her experience in media and marketing into the consumer and beauty retail space, working with a brand where media plays an increasingly important role in reaching both existing and future customers.

Her mandate comes as consumer brands continue balancing brand building with increasingly data-driven approaches to media planning, measurement and customer engagement.

Looking Ahead

Mary's appointment comes at a time when brands are navigating rapid changes across media, technology and consumer behavior.

At Bath & Body Works, her focus will be on helping the organization evolve how media works across channels while continuing to strengthen the connection between the brand and its customers.

For Mary, the move marks a new chapter with a company whose brand strength and customer connection make it an especially compelling opportunity.

About Bath & Body Works

Bath & Body Works is a specialty retailer known for its portfolio of personal care, fragrance and home fragrance products. The company operates through stores and digital channels, serving customers across multiple markets.