Bath & Body Works Appoints Maurice Cooper as ...
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Member Maurice Cooper
Chief Customer Officer, Bath & Body Works
“BECA’s mission is important on so many levels, but three reasons strike me as particularly relevant. First, BECA creates a safe space. For marketing executives of color, these come few and far between. Any place where you can be vulnerable and show up as your authentic self is valuable, but this is especially true among others who share with you lived experience, struggles, and successes. Second, BECA is both a place to learn and share. This circular exchange is powerful, meaningful, and bonding. Lastly, BECA is positioned for action. Fellowship is essential, but mobilizing for the benefit of others brings purpose. These reasons and more, have me humbled, excited, and grateful to be a part of the BECA family!”
Maurice Cooper is the Chief Customer Officer at Bath & Body Works, Inc. In his role, Cooper is responsible for executing a comprehensive strategy to strengthen and elevate the brand, including growing and retaining Bath & Body Works’ passionate customer base through the development of a personalized, connected, and compelling end-to-end customer experience.
Prior to this role, Maurice served as the Senior Vice President of Marketing – Guest & Brand Experience at Target. Maurice is a dynamic storyteller, award-winning marketer, and proven general manager, developing an inspiring and bold vision for multi-billion dollar brands, and translating it into strong financial performance and consumer love.
Maurice served as SVP, Chief Marketing Officer, and then was promoted to EVP, Chief Growth & Experience Officer at Wingstop Restaurants, a publicly traded, $1.5 billion fast-growing fast-casual concept, with 1,350+ restaurants in 9 countries. Under his leadership, Wingstop saw same-store sales growth exceed Wall Street consensus by more than 2.5X, restaurant transactions increase by 900bps YOY, a statistical growth in brand awareness and equity scores leading to nearly 2MM new guests, and a digital sales mix that outpaced the industry by 3X. As a result, Maurice received national recognition as a 2019 CMO Club Growth Award recipient for outstanding acceleration in the business.
Prior to Wingstop, Maurice had progressive domestic and global brand leadership responsibility at InterContinental Hotels Group (IHG), where he led global brand definition, strategy, and innovation for the four brands of the Holiday Inn Brand Family. Heading up an estate of more than 3,500 hotels, in over 50 markets, and contributing more than 70% of IHG’s EBITDA, Maurice drove global marketing communications platforms delivered around the world and across digital channels, as well as food and beverage, service, and hotel design strategies.
For nearly 10 years, Maurice was a “next generation leader” and standout marketer at The Coca-Cola Company, responsible for the Coca-Cola, Sprite, and Coke Zero brands, as well as serving as a General Manager of the company’s Venturing and Emerging Brands business unit (e.g., Honest Tea, illy coffee, ZICO coconut water, and Core Power protein drink). During his tenure, Maurice outpaced internal forecasts to lead Coke Zero past $2 billion in sales, co-authored and executed the turn-around strategy for Sprite and launched product and digital innovations, such as My Coke Rewards, the largest consumer products loyalty program in the US. He consequently was honored during this time by AdWeek, The Internationalist, and MediaVest for marketing excellence.
Maurice began his career as a consultant at the Boston Consulting Group and is a graduate of both the Darden School of Business at the University of Virginia, where he received his MBA, and Morehouse College, where he received a BA in Marketing.
