Build-A-Bear Workshop Names New Chief Marketing Officer

As Build-A-Bear Workshop continues to execute its multiyear strategy, the company has announced Julia Fitzgerald as the new chief marketing officer. With a proven track record of driving digital transformations and more than 20 years of experience, Fitzgerald is set to lead Build-A-Bear’s brand communications, marketing, public relations and creative services, while simultaneously integrating the Build-A-Bear Foundation, the company’s 501(c)3 organization, into these efforts.

“As we look forward to our next quarter century, our consumer base has expanded beyond kids with 40% of sales to teens and adults, our footprint has evolved beyond malls to tourist and hospitality areas, and our categories have extended beyond plush to include gifting, collectibles, gaming and entertainment,” says Sharon Price John, president and chief executive officer, Build-A-Bear Workshop.

“At this juncture, it is more critical than ever for Build-A-Bear to create impactful and diversified communications and content, effectively delivered across a wide array of touchpoints to a variety of consumers. We do this by leveraging access to our in-store marketing, first-party contacts, social media and public relations to drive awareness and sales. With over 10 billion media impressions generated annually, Build-A-Bear has reached iconic status providing even more opportunity and desire for consumer connectivity. We welcome Julia and her knowledge, experience and passion to further integrate and elevate our efforts to drive value across the company through our evolved marketing and communications strategy.”