Victoria's Secret's Brand Chief Resigns After Less Than a Year in Role
Victoria’s Secret on Tuesday announced Brand Chief Amy Hauk has resigned less than a year in the role, reports CNN Business. Hauk served as Pink CEO since 2018 and took leadership of brand across the organization when the company merged its Victoria’s Secret and Pink lingerie operations and beauty business last July. Her resignation is effective March 31, 2023. Following Hauk’s departure, parent company Victoria's Secret & Co. CEO Martin Waters will assume the responsibilities of brand CEO, the company said.
Total Retail's Take: According to language in its SEC filing, Hauk made the decision to resign and notified Victoria's Secret in late December. The retailer continues to go through changes following several years of ownership, brand, marketing, leadership and organizational shifts. This has led to a struggle keeping customers interested and trusting the brand's new message of inclusivity, a stark contrast to Victoria's Secret's previous strategy. The person most responsible for solving this challenge is the brand chief, a position now being left vacant and integrated into CEO Waters' responsibilities.
Victoria's Secret this week also completed its acquisition of digital-native intimates brand Adore Me, Inc., as stated in the SEC filing. The industry continues to watch how the iconic lingerie retailer navigates changing consumer behaviors and attitudes as well as internal shakeups in its pursuit of profitability.
Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.