Build-A-Bear Workshop Names New Chief Marketing Officer

Julia Fitzgerald joins Build-A-Bear Workshop to lead brand communications, marketing, public relations and creative services.
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License Global

March 30, 2023

Julia Fitzgerald.
Julia Fitzgerald.Build-a-Bear Workshop

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,

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.”


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