Blue Nile has appointed Starbucks veteran Alexandra Wheeler (pictured) as its new chief marketing officer.
She replaces Erin Daley, who joined the Seattle-based e-tailer as chief marketing officer last fall, but left the company earlier this year, according to a company spokesperson.
Wheeler has 20 years of digital marketing experience. She worked at Starbucks for more than a decade, eventually rising to vice president of global digital marketing and Starbucks Rewards marketing. There, she developed and executed the marketing strategy for the Starbucks Rewards loyalty program and the coffee chain’s mobile order and payment system.
A graduate of the University of Washington, Wheeler is a devout yogi and the mother of two children.
In 2016, Bain Capital and Bow Street purchased the formerly public Blue Nile and took it private in a $500 million transaction. Eight months later, the new management appointed Jason Goldberger as CEO. He has since spearheaded a site redesign and overhauled the company’s C-suite, appointing a new chief financial officer, chief operating officer, chief merchandising officer, chief product officer, and shifting company veteran Jon Sainsbury to chief strategy officer.
Last month, CFO Bill Koefoed told JCK that he expects the company will return to the public market “in a few years.”
In a statement, Goldberger called Wheeler “a transformational leader with a proven track record in driving results for some of the world’s most notable brands.
“She will be a tremendous asset to Blue Nile’s continued growth and commitment to our customers,” he continued. “Alex will focus on creating an integrated and meaningful brand experience for a digital audience while leveraging our industry expertise to serve them.”
Wheeler added in the same statement: “From my first conversation with Blue Nile, it was clear that this is a company with a relentless focus on the customer—offering the highest quality diamonds and jewelry at the very best price.”
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