Dive Brief:
- DTC bridal brand Birdy Grey named Anthony Potgieter as its first chief growth officer, according to a company press release.
- Potgieter was most recently senior director of e-commerce at Stanley 1913. Prior to that, Potgieter held director of e-commerce roles for both Evolve and Wyze. He is credited with scaling Wyze’s DTC business to $200 million in two years, per the release.
- In his new role, Potgieter is tasked with scaling Birdy Grey’s business by maximizing its marketing, brand, digital product, partnerships and customer experience.
Dive Insight:
Birdy Grey is bringing on an executive with a track record of growing companies.
The bridal brand has introduced a chief growth officer following last year’s appointment of Jill Layfield as CEO. At the time of Layfield’s hiring, the company said its revenue had reached $100 million in 2024.
"We are so excited to welcome Anthony to the Birdy Grey team,” Layfield said in a statement. “He's truly customer-obsessed in every way — the kind of person who thinks deeply about the end-to-end experience, and he pairs that with creative range, an innovative mindset, and a sharp data-driven approach."
Founded as a digitally native brand in 2017, Birdy Grey expanded its C-suite over the past few years to grow its overall business. Potgieter was selected to navigate that growth.
“Birdy Grey drew me in for all the right reasons: a brand people genuinely love, a driven team, and a huge opportunity ahead,” Potgieter said in a statement. “The market has already spoken, now it's time to scale. I've spent my career unlocking the next level of growth for brands people are passionate about, and I couldn't be more excited to drive that transformation alongside this team."
Tanya Hersh was named the company’s first chief marketing officer in 2023, but left after just 14 months on the job, according to the executive’s LinkedIn profile. The brand has also hired Cat Chen and Brendan Hastings as chief operating officer and chief technology officer, respectively.
