A New Chapter for Digital Cuddles: Build-A-Bear Welcomes Carmen Flores to Lead E-commerce
In a move that signals a bold step into the future of playful retail, Build-A-Bear Workshop has announced the appointment of Carmen Flores as its new Senior Vice President of E-commerce and Digital Experiences. This strategic hire is set to lead the beloved brand’s next chapter of global digital growth, ensuring that the unique joy of creating a furry friend translates seamlessly into the online world.
Flores, a seasoned executive with a rich background at powerhouse brands like The LEGO Group, Richemont, and L’Oréal, brings a proven track record of driving digital transformation. Her mission at Build-A-Bear is clear: to expand the e-commerce business and define a global strategy that makes every digital interaction feel as personal and magical as a visit to a physical Workshop.
Why This Hire is a Big Deal for Build-A-Bear
This isn’t just a routine executive appointment. It’s a statement of intent. By bringing in a leader with Flores’s specific expertise, Build-A-Bear is doubling down on its commitment to:
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Elevating the digital guest journey across all touchpoints.
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Strengthening emotional connection with customers online.
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Delivering personalized and seamless digital experiences.
Voices from the Leadership Team
The excitement for this new chapter is palpable from both sides.
David Henderson, Chief Revenue Officer at Build-A-Bear, shared his enthusiasm: “We are absolutely delighted to welcome Carmen to the Build-A-Bear family. Her extensive experience and forward-thinking approach to digital transformation are exactly what we need as we continue to scale our reach.
Carmen Flores expressed her honor in joining the iconic brand, stating, “Build-A-Bear has created one of the most beloved brands, defined by its deep emotional connection with consumers… I look forward to unleashing its full potential alongside this great team.”
What to Expect: The Future of Digital at Build-A-Bear
With Flores’s background in omnichannel transformation and modernizing digital ecosystems for global brands, customers can likely anticipate a more integrated and engaging online experience. The goal is to ensure that the process of building a bear online captures the same signature joy and emotional resonance as the in-store experience.
This appointment underscores that for a brand built on cherished memories, the future is both physical and powerfully, thoughtfully digital.
Source: License Global