C-SUITE

H-E-B gives digital exec a dual role

BY Marianne Wilson

The growing importance of digital in grocery retailing is reflected in H-E-B’s newest appointment.

The supermarket retailer, which ranks as the largest private employer in Texas, has appointed Jag Bath to the newly created position of chief digital officer, overseeing all of the company’s digital products and services. Bath will continue in his current role as CEO of Favor Delivery, the on demand delivery service founded in 2013 that is now a wholly-owned subsidiary of H-E-B. In his dual role, Bath will report to H-E-B COO Martin Otto.

“Jag is a leading national figure in the digital space and this appointment reflects the central importance of building out H-E-B’s omnichannel service to meet customers’ evolving needs and expectations,” Otto said. “Our primary goal is to enable our customers to shop, pay for and receive their products in whatever way they choose – all while delivering an exceptional customer experience.”

H-E-B has been steadily increasing its digital presence. Its offerings include HEBtoyou Delivery and H-E-B Curbside, which is available in over 100 locations and is on track to reach 200 locations in 2018.

“I’m excited to take on this new role as we accelerate H-E-B’s efforts to become the digital industry leader in Texas,” said Bath. “The investment we are making is reflective of the importance of building out new digital products and services to complement H-E-B’s world-class brick-and-mortar stores.”

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