David’s Bridal overhauls leadership team

David’s Bridal announced on Wednesday several promotions of key leaders, three months after the struggling bridal retailer was rescued from bankruptcy by Cion Investment Corporation. 

The U.S. retailer said Kelly Cook will now serve as president, brand, technology, and finance; Nancy Viall will now serve as president, merchandising and supply chain; Bob Walker will now serve as chief operating officer; Rob Cooper will now serve as chief financial officer; and Andrea Dauphinee will now serve as chief resources officer.

Joining David’s Bridal in 2019 as EVP, chief marketing and IT officer, Cook in her new role will report to Jim Marcum, chief executive officer. She will retain ownership of the marketing and technology functions and will assume responsibility for the finance organization.

Viall joined David’s Bridal in 2020 as chief merchandising, design, and inventory management officer. Also reporting to Marcum in her new role, Viall will retain ownership of the merchandising and product development functions, and will assume the responsibility for supply chain, including the operation of distribution centers. 

Walker joined David’s Bridal in 2019 as chief retail Officer. Reporting directly to Marcum, the executive will maintain leadership of the field sales team and store operations, continuing his focus on customer experience with the addition of the contact center as the extended arm of the field customer service and sales team. He will assume the responsibility of running real estate and loss prevention as well in his new role.

Joining David’s Bridal in 2006 and serving in the financial planning and analysis function, Cooper’s appointment to CFO reports directly to Cook, where he will lead the finance team and become a member of the executive leadership team. Cooper assumes the role from departed CFO Charles Lockyer who moved on from the organization.

​Finally, Dauphinee joined David’s Bridal in 2018 as SVP, human resources. In her new role, she will report directly to Marcum, and will continue to lead the people function at David’s Bridal. 

“Brides turn to us during one of the most important moments of their lives, and our incredible leadership team ensures our organization is ready to meet our customers’ every need. Kelly, Nancy, Bob, Rob, and Andrea are exceptional leaders with the strategic acumen to guide David’s into its next era of success,” said Marcum.

“They have played key roles throughout the past few years, helping us navigate the pandemic, its aftereffects, and positioning us for the future as we continue to help make dreams come true.”

In April this year, David’s Bridal, the largest bridal retailer in the United States, filed for Chapter 11 bankruptcy, as it struggled to manage its costs after emerging from bankruptcy five years ago. Cion in July purchased the retailer in a no-cash bankruptcy sale, saving the retailer from shuttering operations.