He comes from Williams-Sonoma, a specialty retailer of home products, where he oversees marketing strategy and operations. He is also responsible for consumer research, marketing analytics, and loyalty programming, and serves as the executive sponsor of Williams-Sonoma’s inclusion and diversity programs. Carbullido has also served in various roles with a number of leading retailers including Macy’s, Banana Republic, Gap, and Smith & Hawken.

Abercrombie & Fitch has invested in loyalty programs and developed direct-to-consumer and omnichannel capabilities. These steps have contributed to an improved top and bottom-line. The company undertook a massive rebranding initiative in 2014, moving away from the reputation it had built over the past decade. The company’s store count has been reduced, stores now have a smaller footprint with larger fitting rooms, and are integrated with technology. The overpowering perfume, which filled the stores earlier, has also been modified to a fresher, cleaner fragrance.