Aisle to Algorithm: David's Bridal's New CEO on Retail Transformation

Kelly Cook is the newly appointed CEO of David's Bridal. She joins Natalie on the podcast to discuss how David's Bridal is embarking on the biggest shift in its 75-year history, transitioning from a legacy bridal retailer to becoming a tech-powered retail, AI, and media powerhouse. 📺 This is a video episode and can be watched here. Kelly and Natalie explore: • How David's plans to expand beyond wedding dresses to capture a bigger piece of the $65 billion wedding industry, leveraging first-party data, AI-driven planning tools, and a digital marketplace to transform how brides shop, plan, and celebrate. • Retail media: with 90% of all US brides entering the David's ecosystem, how is David's monetizing this reach and what does Kelly think of the broader retail media explosion we're witnessing around the globe? • From virtual try-ons and mood boards to AI chatbots, how is David's utilizing AI to enhance the customer experience? • 100% of all David's owned communications are now AI-driven! How has this enabled David's to better serve the customer? • From cowboys boots to QR codes, what are the key bridal trends that Kelly is observing in 2025? • Learnings from pandemic pivots – curbside pick-up and augmented reality. • Kelly is the most recent example of a CMO to CEO transition, but we've also seen this with brands like Starbucks and Taco Bell. What's behind this trend? • Advice for future retail leaders. Kelly's bio: Kelly Cook is a visionary executive with over two decades of leadership in omnichannel strategy, digital transformation, IT, branding, and marketing. A catalyst for growth, she has a proven track record of driving business growth through brand evolution, pioneering innovation and aligning teams behind transformative strategies that drive bottom-line impact. Her leadership has propelled organizations to new heights – boosting profitability, increasing stock value, and earning industry accolades from Newsweek (Best Place to Work for Women) and Forbes (Most Inclusive Marketing). Her career spans a diverse mix of industries ranging from airlines and fashion to home decor and retail, and now the bridal fashion and wedding industry. Prior to joining David's Bridal, Kelly held executive leadership roles at top companies, including Continental Airlines, DSW Designer Shoe Warehouse, and Pier 1, where she spearheaded large-scale brand, marketing and digital initiatives that redefined customer engagement. In her current role at David's, Kelly leads marketing, IT, digital, customer experiences, analytics and e-commerce, ensuring that innovation and customer-centricity remain at the heart of the brand's growth. Recognized by Harvard Business School as one of 2003's Most Dynamic Women in Business, Kelly embodies a leadership style grounded in service to others. She finds joy in seeing individuals at any and every level do extraordinary things. She is a steward of the power of determination, often toting her mantra: "If cauliflower can become pizza, anything can happen." Kelly holds an MBA and a Master of Finance from Tulane University's Freeman School of Business. Beyond the boardroom, she is a devoted wife of 30 years to her husband Damon, the proud mom of five kids (including triplets,) as well as two pampered, plump basset hounds, Jasper and Rufus. Based in Houston, Texas, she continues to inspire her "Dream Makers," disrupt industries, and shape the future of brand innovation.