BJ’s Builds Out Digital, Omnichannel With 2 New Execs

BJ’s Wholesale Club has hired two digital-focused executives – Scott Kessler as EVP and CIO, and Rafeh Masood as SVP and chief digital officer – to further build out its existing digital and omnichannel platforms.

Kessler, who replaces the soon-to-retire Peter Amalfi, has extensive experience leading IT at multibillion-dollar retailers and ecommerce companies, building systems that support rapid sales growth, and delivering improvements in IT service and efficiency. He most recently was EVP and CIO at Charlotte, N.C-based Belk, a $4 billion department store chain with nearly 300 stores.

Prior to that, Kessler was SVP, products technology at GSI Commerce, a global provider of ecommerce and interactive marketing services for some of the world’s leading brands that was based in King of Prussia, Pa. He also held a leadership position at Dublin, Ireland-based Accenture, working for various global clients.

“BJ’s has made rapid progress in our omnichannel initiatives, and I’m pleased to have two new executives of this caliber join our team as we transform our company,” said Christopher J. Baldwin, president and CEO of BJ’s Wholesale Club. “Both Scott and Rafeh have extensive experience in building teams and delivering the technology and systems that drive growth. They will lead the investment in technology, people and systems as we build the omnichannel and digital platforms that showcase our value and deliver convenience to our members.”

Joining in a newly created role, Masood will drive the strategy and vision for the company’s ecommerce and omnichannel efforts. He will focus on programs and initiatives that drive sales, showcase value and enhance convenience for members. His strong leadership and collaborative style will make him a valuable member of the BJ’s leadership team and a key driver of its transformation.

Masood has broad experience in operations and digital initiatives, and a record of building successful ecommerce programs at major retailers, including his most recent one, Coraopolis, Pa,-based Dick’s Sporting Goods, where he was VP, customer innovation technology. At Dick’s, Masood was responsible for all digital platforms, enterprise architecture and the use of technology to improve the customer experience.

Westborough, Mass.-based BJ's operates 214 clubs and 132 BJ's Gas locations in 16 states.