Bath & Body Works just announced its second new CEO in three years, and he’s coming straight from a leadership shakeup at Nike. According to a press release published this morning, Daniel Heaf will take over at Bath & Body Works, effective immediately.

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Heaf arrives at the company fresh off of his most recent executive position at Nike, a role which he departed in March after management chose to eliminate his role, according to documents reviewed by Bloomberg. Bath & Body Works’s current CEO, Gina Boswell, has stepped down from the position after just over two years.

Alongside the CEO swap, Bath & Body Works also preannounced better-than-expected first quarter results this morning. Per the press release, the company expects net sales to increase year-over-year by 3% to $1.4 billion for the quarter ending on May 3. It also maintains its initial full-year 2025 guidance that net sales are expected to rise by 1% to 3%, a change that the company says reflects a 10% tariff on Chinese goods but excludes any other potential tariffs.

So far, investors haven’t been sold on the news of Heaf’s new role: Since market close, stock is down 1.42% as of this writing.

Who is Daniel Heaf?

Before joining Bath & Body Works, Heaf held leadership roles at both the BBC and Burberry. Most recently, he served a six-year stint at Nike.

According to his LinkedIn, Heaf started at Nike as the vice president of global direct digital commerce. From there, he moved up to become the vice president of Nike Direct, the company’s direct-to-consumer branch, during which time he oversaw 45,000 employees across 41 countries and “more than doubled the business to $22.3 billion in five years,” per the press release.

Heaf’s last position as Nike’s chief strategy and transformation officer started in 2023 and came to an unceremonious end this March. Bloomberg found that his position was eliminated as part of a larger corporate overhaul spearheaded by Nike CEO Elliott Hill, who took the helm in October. Hill has been fighting an uphill financial battle amidst the Trump administration’s global trade war, given that Nike’s main country of import, Vietnam, is currently facing an impending 46% tariff. In March, Nike announced middling third-quarter financial results and warned of a potentially worse fourth quarter, which ends this month.

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In his new role at Bath & Body Works, Heaf says he plans to harness the company’s “extraordinary untapped potential” and lead it into its “next chapter of growth.”

“Together, with the foundation of an iconic brand, more than 50,000 associates, tens of millions of active loyalty members, and a strong North American store footprint and supply chain, we have an opportunity to become the defining home fragrance and beauty brand of choice globally,” Heaf said in the press release.

This post originally appeared at fastcompany.com
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