Vera Bradley, Inc. announced a new streamlined corporate structure designed to drive cost savings, add more focus on marketing and merchandising, and position the Company to deliver steady top- and bottom-line growth. As a part of the reorganization, the Company has eliminated the positions of Vera Bradley Brand President, Chief Creative Officer, and Chief Revenue Officer. As a result, three members of the Vera Bradley Brand executive team – President Daren Hull, Chief Creative Officer Beatrice Mac Cabe, and Chief Revenue Officer Mary Beth Trypus – have departed the organization.

Pura Vida Co-Presidents Griffin Thall and Paul Goodman have made the decision to leave the Company, effective January 28, 2023. Although Thall is leaving day-to-day operations, he will continue in a consulting role to support the team with marketing and branding direction. Alison Hiatt has joined the Company as Chief Marketing Officer to oversee digital marketing, customer data, and ecommerce.

Hiatt is an accomplished consumer and marketing leader with a versatile and deep track record of success for several brands. Most recently, she was Chief Marketing Officer for Salt and Straw. Over the past four years, she was an instrumental part of transforming the unique ice cream company from a regional brand to an emerging national one through innovative marketing, digital, and ecommerce initiatives and strategic partnerships.

Prior to Salt and Straw, Hiatt was Chief Marketing Officer of Banfield Pet Hospitals, a division of Mars, Inc. Previously, she held marketing-related and other retail posts with REI, Starbucks, and Amazon.