Who Is Daniel Heaf? Ex-Nike Exec Now Steering Bath & Body Works

Bath & Body Works officially announced that Daniel Heaf would be their new CEO, effective 19th May 2025. He brings a powerhouse resume, including leadership roles with over two decades at Nike, Burberry, and BBC Worldwide. He is popularly known for blending digital innovation with strong brand storytelling. He has built a reputation for modernizing legacy companies and turning them into consumer-first, tech-forward brands.

Now, he brings that expertise to one of America’s most iconic personal care brands at a pivotal time. Bath & Body Works, known for its signature fragrances and massive mall presence, has been facing slowing sales and an urgent need to strengthen its digital and global game. In this article, we will take a look at Daniel Heaf’s impressive journey so far, his strategic visions, and what his leadership means for the future of Bath & Body Works. 

Daniel Heaf - Biography

Daniel Heaf - Education and Professional Journey
Daniel Heaf - Key Career Achievements
Daniel Heaf - Leadership Qualities
Daniel Heaf - New CEO of Bath & Body Works

Daniel Heaf - Education and Professional Journey

Daniel Heaf’s career has been anything but linear. After earning a bachelor’s degree in Geography from the University of Nottingham, he jumped straight into the fast-moving world of digital media.

His early career included pivotal roles at the BBC, where he led the digital innovation team and monitored how the corporation connected with younger audiences. His reputation for reshaping content for the digital age only grew stronger when he took on executive positions at Vice Media and Net-a-Porter.

He later became SVP digital commerce at Burberry, and subsequently, his next big move came when he joined Nike as VP of Global Digital Commerce, where he led end-to-end digital commerce experiences, including omnichannel strategy, mobile optimization, and consumer data platforms. Heaf was at the forefront of integrating storytelling into e-commerce, blending content with convenience in Nike’s shopping experiences across regions.

Daniel Heaf - Key Career Achievements

Heaf is not only a chief strategist, but also a transformative leader with a laser-sharp understanding of consumers. His track record spans the globe, driving bold digital and retail growth strategies for some of the most admired brands in the industry.

At Nike, Heaf most recently served as Chief Strategy and Transformation Officer, where he spearheaded sweeping operational changes that delivered material productivity gains and shifted the company’s focus toward its core strengths: innovation in product and brand.

Before that, he held the pivotal role of Head of Nike Direct, overseeing a massive workforce of 45,000 employees across 9,000 stores in 41 countries. Under his leadership, Nike Direct more than doubled its revenue to $22.3 billion in just five years, at a time when the retail industry was going through seismic shifts in consumer behavior.

At Burberry, as SVP of Digital, Digital Marketing, Customer Service & Data, Heaf played a central role in repositioning the brand as a digital pioneer in luxury fashion, helping usher in a new era of tech-enabled customer engagement.

Daniel Heaf - Leadership Qualities

Daniel Heaf is widely recognized for his transformative leadership in the realms of digital innovation, retail strategy, and consumer engagement. His career accomplishments, right from media and fashion to global sportswear and now personal care, highlight a consistent ability to lead organizations through significant digital and cultural transformations.

Visionary and Strategic Thinker

Daniel Heaf has demonstrated a strong capacity for setting and executing unified global digital strategies. During his tenure at BBC Worldwide, he was responsible for overseeing all global consumer-facing digital businesses, driving a cohesive digital vision, and establishing a corporate venturing unit to foster innovation.

Collaborative and Inclusive Leadership

Heaf's leadership style emphasizes collaboration and inclusivity. He believes in integrating startups and small businesses into larger corporate structures, not as a favor, but because they are the right fit for innovation. This approach reflects his commitment to diverse perspectives and his ability to build effective partnerships across various sectors.

Consumer-Centric Approach

Throughout his career, Heaf has maintained a focus on enhancing customer experiences. At BBC Worldwide, he concentrated on how digital innovations could improve customers' lives, rather than pursuing innovation for its own sake. This consumer-first mindset has been a consistent theme in his leadership roles.

Adaptive and Innovative Leader

Heaf's background includes founding and running a successful startup, as well as working with various media and technology companies. His experience with Channel 4’s corporate venture fund, 4IP, and his roles at Time Out, AOL, and BBC Radio showcase his adaptability and innovative approach to leadership.

Daniel Heaf - New CEO of Bath & Body Works

Daniel as the next CEO of Bath & Body Works,” said Sarah Nash, Chair of the Board. Daniel is a forward-thinking leader with a remarkable track record of driving innovative, transformative growth across iconic global brands. He brings bold and direct leadership, which energizes and inspires teams to rally behind him. 

His vision for evolving Bath & Body Works to be highly coveted, relevant, and resonant for customers everywhere, combined with his consumer-first mindset, makes him the right person to lead Bath & Body Works. Daniel, his leadership team, and the Board will partner closely to develop a forward-looking strategy that honors the company’s legacy while embracing bold, necessary transformation to meet consumers where they are.

Daniel Heaf becoming CEO is the start of big changes. As a brand strategist and online growth expert, he is poised to transform Bath & Body Works into a more modern brand. From AI-powered personalization to immersive omnichannel experiences and international expansion, Heaf is expected to reshape how the brand connects with the next generation of beauty and wellness consumers. In taking on this pivotal role, Daniel Heaf will do more than lead; he could redefine the future of personal care retail.

FAQs

Who is Daniel Heaf?

Daniel Heaf is the newly appointed Chief Executive Officer (CEO) of Bath & Body Works. He previously held senior leadership roles at Nike and Burberry.

What was Daniel Heaf's most recent role at Nike?

Most recently, Daniel Heaf served as Nike's Chief Strategy and Transformation Officer.

Who did Daniel Heaf replace as CEO at Bath & Body Works?

Daniel Heaf replaced Gina Boswell, who stepped down from the role.