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Bed Bath & Beyond appointed Bart Sichel as executive vice president and chief marketing & customer officer of the Union-based home goods retailer.

As part of his new role, Sichel will oversee fully integrated marketing and customer strategies for Beth Bath & Beyond as well as the buybuy Baby and Harmon Face Values subsidiaries, the company announced in a Nov. 10 press release.

Sichel, a former chief marketing officer at Burlington Stores Inc., also based in N.J., and partner at McKinsey, said, “I’m joining Bed Bath & Beyond at an important moment for the company and look forward to partnering with the entire leadership team to build on the power of each concept and strengthen relationships with our partners.

“Bed Bath & Beyond, buybuy BABY and Harmon are each beloved shopping destinations and we will be focused on capturing the hearts and minds of our customer through product assortment, dynamic store experiences, and omnichannel services. I look forward to working closely with this incredible team to engage customers, increase loyalty and win new fans for Bed Bath & Beyond’s family of banners,” he continued.

The position was previously filled by Mara Sirhal, who was appointed in June as part of a leadership shakeup at the company. In August, Sirhal was promoted to executive vice president and brand president of Bed Bath & Beyond.

Sichel will report directly to Sue Gove, who took on the role of chief executive officer and president in October after serving three months as interim leader.

His appointment comes as Bed Bath & Beyond is in the midst of implementing a turnaround.

Under the plan announced in August, the retailer aims to strengthen its financial positioning, increase customer engagement, drive traffic and recapture market share. As part of the first phase, the company is closing 150 banner stores – including three in New Jersey – and let go of about 20% of its Bed Bath & Beyond workforce.

Gove said she is excited to welcome Sichel to the leadership team and is confident his 35 years of experience will further support the company’s turnaround strategy.

“Bart has an excellent track record when it comes to building brands, driving brand loyalty, marketing strategy, advertising, and customer insights and analytics, which will be instrumental as we continue to expeditiously pursue our back-to-basics philosophy, work to accelerate our performance, and ensure our customers have access to an assortment of compelling brands at great values across Bed Bath & Beyond, buybuy BABY and Harmon,” said Gove. “As we execute our turnaround, energetic and results-driven leaders like Bart complement our highly engaged management team who are focused on serving our customer.”