Daniel Heaf

Chief Executive Officer Bath & Body Works

Last Reviewed: September 30, 2026

Executive Summary

Daniel Heaf is Chief Executive Officer and a director of Bath & Body Works, Inc., the Columbus, Ohio home fragrance and beauty company listed on the New York Stock Exchange. The independent directors appointed him in May 2025 from outside the company. He had spent seven years at Nike, running its global direct-to-consumer business and then its corporate strategy and transformation office, after earlier digital roles at Burberry and BBC Worldwide. At Bath & Body Works he introduced the Consumer First Formula, a multi-year plan that the company describes as repositioning it from a specialty retailer to a global brand. In practice that has meant new products in its core categories, a refreshed brand identity, and sales through outside marketplaces, including Amazon.

Career Highlights

• Chief Executive Officer of Bath & Body Works since May 16, 2025, and a director since 2025.
• Launched the Consumer First Formula in the third quarter of 2025. The company’s August 2026 results reported its first growth in direct net sales since 2021.
• Chief Strategy and Transformation Officer at Nike from August 2023 to March 2025, where he built the company’s Transformation Office.
• Vice President and Head of Nike Direct from April 2020 to August 2023, overseeing 45,000 employees in 9,000 stores across 41 countries.
• Earlier Vice President, Nike Direct Digital Commerce, from 2018.
• Senior Vice President of Digital, Digital Marketing, and Customer Service & Data at Burberry.
• First-class bachelor’s degree in geography from the University of Nottingham.

Professional Journey

Heaf studied geography at the University of Nottingham, graduating with a first-class degree. Before Nike he held leadership roles at BBC Worldwide and then at Burberry as Senior Vice President of Digital, Digital Marketing, and Customer Service & Data. According to Bath & Body Works, he helped reposition Burberry as a digital innovator.

He joined Nike in 2018, first as Vice President of Nike Direct Digital Commerce. In April 2020 he became Vice President and Head of Nike Direct, the global business selling directly to consumers through Nike’s own stores and apps. There he oversaw 45,000 employees in 9,000 stores across 41 countries. Bath & Body Works’ filings put the growth of that business at $10.4 billion in 2018 to $22.3 billion in 2023, and credit him with expanding Nike’s portfolio of digital apps. From August 2023 to March 2025 he was Nike’s Chief Strategy and Transformation Officer. In that role he built Nike’s Transformation Office and developed its corporate, functional, consumer and geographic strategies.

Bath & Body Works named him Chief Executive Officer on May 19, 2025, effective May 16, succeeding Gina Boswell; he joined the board after the 2025 annual meeting. Board chair Sarah Nash described the appointment as the result of a strategic search. On taking the role, Heaf said he wanted the company to become the defining home fragrance and beauty brand globally, building on more than 50,000 associates, tens of millions of loyalty members and its North American store network.

In the third quarter of 2025 the company launched the Consumer First Formula. It focuses on product innovation in its hero categories, a modernised brand identity, wider distribution and a simpler operating model. Bath & Body Works began selling on Amazon earlier than planned and rolled out a new brand identity. In its second-quarter 2026 results, the company reported net sales of $1.5 billion, down 2.3%, and its first growth in direct net sales since 2021. Heaf described the business as being in the early stages of the transformation. In September 2026 the board’s compensation committee granted him a performance share award tied to four stock-price hurdles over four years.

Education

University of Nottingham, School of Geography

Bachelor of Arts, Geography (first-class)