Hilding Anders appoints chief digital officer to lead DTC strategy


Bed manufacturing giant, Hilding Anders, has appointed Jason Forbes to oversee its direct-to-consumer (DTC) growth strategy.

Jason Forbes

Mr Forbes – a former Capgemini, Time Warner and Coty executive – will join the group as president of online brands and group chief digital officer.

He brings over 20 years’ experience in driving disruptive growth for brands through digital, eCommerce and P&L leadership. These will be “crucial pillars” for Hilding Anders as the group launches 3 priority brands across DTC channels in 2021.

As group chief digital officer, Mr Forbes will be jointly responsible for the launch of a multi-brand digital hub in Copenhagen. This will include recruiting and building a team of 80 people in early 2021, including cross brand domain experts across marketing science, product innovation, digital marketing, marketplaces and omnichannel management.

Previously, Mr Forbes held the position of global CEO at Beamly, prior to its acquisition by Coty, to accelerate their digital transformation. At Coty, he was promoted to chief digital & media officer where he built their digital and eCommerce leadership teams across a 70+ brand portfolio, including Covergirl, Wella. Gucci, Burberry, Calvin Klein and Hugo Boss. He led the company’s global digital transformation along with divisional digital SVPs, growing eCommerce revenues globally by 300 per cent in under 3 years across DTC and enhanced global retailer partnerships including Boots, Walmart and Amazon.

Mr Forbes brings broader experience leading and transforming global business units across the US, EMEA and Asia Pacific including PepsiCo, Cap Gemini Ernst & Young as US media practice lead and Time Warner as SVP of Strategy, New Products & Marketing.

On his appointment, Jason Forbes, said: Hilding Anders is a stand-out in the industry, combining a strong heritage with an appetite for data driven agility.

“We’re on track to launch a new AI powered sleep routine recommendation service by December. Consumers want to improve not just the quantity but also the quality of their sleep; applying 30 years of sleep research to personalize these sleep recommendations will help democratise sleep innovation for everyone.”

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