“Alexander’s data-driven, agile approach to marketing will enhance our customer and digital-first strategy, accelerate our growth, build acquisition, enhance loyalty and drive profitability across channels,” said Nairn. 

“The Bay is one of the country’s largest premium lifestyle digital platforms, and we are thrilled to welcome Alexander to help us evolve the customer experience and build our business for the future.”

Meyer joins the company from Australia’s The Iconic, where for the past five years he served as chief marketing officer, at Australia and New Zealand’s largest fashion and sports destination. Prior to that, he served in senior and C-suite roles at organizations including AdidasVansQuiksilver

Meyer said, “It has been impressive to see the rapid, innovative digital transformation of The Bay, especially over the last year, and I am truly looking forward to joining an iconic, purpose-led company while building a data-driven marketing organization that champions social commerce

The Bay was spun off from Hudson’s Bay as a separate business in 2021. The Hudson’s Bay now operates its full-line locations, including a network of 85 Hudson’s Bay stores. The Bay operates thebay.com including Marketplace, which features over 500 sellers and various product categories.