David’s Bridal has hired Elina Vilk as chief business officer and to lead Pearl by David’s, the company’s event planning platform.
In her new role, she will help the wedding retailer and services brand drive growth. Pearl, specifically, is designed to help make it easier to plan weddings and find and manage vendors during the wedding planning process.
Vilk is tasked with overhauling Pearl to expand on this vendor service and also to create a media network and marketplace to help grow businesses.
“With women accounting for 85% of consumer spending and 75% identifying themselves as the primary shopper for their household, we’re seeing brand decisions really begin once she gets engaged as she officially steps into the role as household CEO,” said Vilk in a statement shared with Brand Innovators. “It’s our goal to be there for her and form an emotional connection during this important milestone that can last a lifetime. My focus is to continue building a world class platform with her at the forefront of every decision we make, ensuring we’re deeply connected to that bride and are there for her every step of the way.”
Vik comes to David’s Bridal from Hootsuite, where she was CMO for the last year. Her hiring at Hootsuite made the company’s executive leadership team made up of 75% women.
Elina joined Hootsuite from WooCommerce where she was global CMO. Prior to WooCommerce, Elina has led global marketing teams at Meta, PayPal, eBay and Visa.
