Dog box subscription site Bark has appointed Cindy Gustafson as chief marketing officer.
“I have profound admiration for the unique and impactful voice Bark has honed over time, as well as the deep relationships it possesses with its millions of passionate customers,” said Gustafson. “Bark’s digitally-native, data-driven, and dog-obsessed culture positions it to thrive in today’s consumer era.”
In her new role, Gustafson is tasked with heading Bark’s marketing organization and will be responsible for creating and executing strategies that drive the brand’s growth.
“I will be involved in unifying the Bark brand and customer experience across product categories – fun, food, home, and health – with a focus on growing Bark’s presence in food,” explained Gustafson.
Gustafson comes to Bark from WW International, Inc. –formerly Weight Watchers – where she served as global chief marketing officer and is credited with helping to modernize the brand, diversify the consumer base and help grow its global marketing practice. During her four years at the company, Gustafson led brand strategy, activation, insights, full-funnel media planning, investment and advertising, as well as their ambassador and influencer marketing programs.
Prior to WW, Gustafson has worked for a number of brands including: Nike, American Express, Jaguar/Land Rover, Unilever, Booking.com, Volvo and Royal Caribbean International. She also worked for global media agency Mindshare for more than a decade, holding several roles, including founder of Invention Studio and chief strategy officer.
Bark attracted Gustafson because of its “focus” and heart,” which she said is “a genuine mission that guides everything they do. I look forward to joining that mission and continuing to enhance the lives of dogs and their parents.”
