Bath & Body Works, Inc. (BBW) has appointed Maurice Cooper as chief customer officer. In this newly created role, Cooper will be responsible for executing a comprehensive strategy to strengthen and elevate the brand, including growing and retaining its customer base through “the development of a personalized, connected and compelling end-to-end customer experience.”

According to BBW, Cooper is an award-winning marketer and proven brand-building executive with a track record of driving growth at Fortune 500 companies. He joins Bath & Body Works from Target Corporation where he most recently served as senior vice president, marketing – guest and brand experience and was responsible for overseeing all omnichannel traffic and developing and executing brand, category and promotional marketing.