The Hudson’s Bay Company  has announced the creation of HBC Digital, a group responsible for digital commerce and marketing across the enterprise that will be led by Michael Burgess, newly appointed President of HBC Digital, reporting to the Office of the Chairman. HBC Digital will drive the digital commerce and marketing strategy and execution across the enterprise, in partnership with each of HBC’s business units, including Saks Fifth Avenue, Lord & Taylor, Hudson’s Bay and HBC Outlets. HBC Digital will leverage talent and best practices across the organization to deliver outstanding digital experiences for its customers.
Richard Baker, Chairman and CEO of HBC, noted, “HBC Digital will leverage our scale and will help unlock a great deal of opportunity across all of our businesses.” He went on to say, “As our customers’ expectations continue to evolve and the lines between digital marketing and commerce continue to blur, we feel this group not only creates near-term benefits, but also will enable HBC to become more nimble in the digital marketplace.”
Michael Burgess said, “I am extremely excited about this new opportunity. Digital is transforming the shopping experience online and in store. We have a terrific team at HBC and a great opportunity to build a wonderful experience for our customers for each of our retail banners.”
In addition to digital commerce, HBC Digital will also lead digital marketing efforts across the enterprise. Working with each business unit, the HBC Digital team will bring HBC’s unique brands to life online. HBC Digital will act as a center of excellence, driving increased ROI on digital marketing spend and leveraging talent while delivering the highest quality work.