# Bath & Body Works Names Ethan Feinstein Director of Social Media Strategy

> Ethan Feinstein joins Bath & Body Works as Director of Social Media Strategy after five years at Estée Lauder.

- Published: 2026-10-30T08:36:58+00:00
- Section: Leadership
- Author: News Desk
- URL: https://newsforagent.com/news/2026-10-30/bath-body-works-ethan-feinstein-social-media
- Source: [Retail Technology Innovation Hub](https://retailtechinnovationhub.com/home/2026/10/30/Ethan-Feinstein-takes-on-social-media-role-at-Bath-Body-Works-as-retailer-preps-new-Scotland-store)

## Key takeaways

- Ethan Feinstein joined Bath & Body Works as Director of Social Media Strategy after five years at The Estée Lauder Companies.
- Bath & Body Works will open its first standalone Scottish store at Frasers Plus Braehead this winter, ahead of Christmas, spanning more than 2,000 sq ft.
- Craig Smith joined Bath & Body Works as Executive Vice President of Digital, effective November 2nd.

Ethan Feinstein has joined Bath & Body Works as Director of Social Media Strategy, moving from The Estée Lauder Companies, where he spent five years and most recently served as Senior Manager, Global Social & Influencer Marketing at Clinique. [Retail Technology Innovation Hub](https://retailtechinnovationhub.com/home/2026/10/30/Ethan-Feinstein-takes-on-social-media-role-at-Bath-Body-Works-as-retailer-preps-new-Scotland-store) reported the appointment on October 30, 2026.

## Feinstein's Clinique Background and Social Media Mandate

Feinstein's CV also includes stints at Michael Kors and Coty. In a LinkedIn post, he said: "Few brands have the kind of emotional connection Bath & Body Works does and I'm excited to bring fresh ideas to a brand this beloved."

He described his remit across four areas: brand social channels, creators and talent partnerships, culturally relevant partnerships, and in-store experiences. "We're taking the brand in a bold new direction, and I'll be leading the charge," he wrote.

## Bath & Body Works' First Standalone Scottish Store

Frasers Plus Braehead reports that [Bath & Body Works](https://akta.pro/company-profiles/0000cw3/bath-body-works) will open its first standalone store in Scotland at the retail and leisure destination this winter, ahead of Christmas, spanning more than 2,000 sq ft.

Rachel Scott, Head of Leasing at [Global Mutual](https://akta.pro/company-profiles/000exjs/global-mutual), said the selection is "a significant endorsement of the destination's regional reach and the momentum behind our evolving offer." A Bath & Body Works spokesperson said: "Opening our first standalone Scottish store is an important milestone for Bath & Body Works, and Frasers Plus Braehead is the ideal location for this next step in our growth."

## Bath & Body Works' International Footprint

According to akta.pro [company records](https://akta.pro/company-data), Bath & Body Works operates over 550 international locations across 45 countries through a franchise model. The company entered Brazil in 2026 with its first store at Morumbi Shopping in São Paulo and a dedicated e-commerce site, [bathandbodyworks.com](https://www.bathandbodyworks.com).br. In July 2026, Bath & Body Works launched in over 600 Ulta Beauty stores and on Ulta.com under a retail partnership.

## Earlier Leadership and Store Moves

Craig Smith joined Bath & Body Works as Executive Vice President of Digital, effective November 2nd, bringing experience from Burberry, Apple, Skype, and Givenchy, Retail Technology Innovation Hub reported on October 26, 2026. Bath & Body Works opened its first Feel Good concept store at SouthPark Mall in Charlotte, North Carolina, with the format set to expand to Columbus, Ohio and Miami, Florida this fall, Stock Titan reported on October 23, 2026.

The retailer launched its holiday campaign on October 26 featuring Zooey Deschanel, with the season driving about 40% of its business, Glossy reported.

## Companies in this story

- [Bath & Body Works company profile](https://akta.pro/company-profiles/0000cw3/bath-body-works) · website: https://www.bathandbodyworks.com
- [Global Mutual company profile](https://akta.pro/company-profiles/000exjs/global-mutual) · website: https://globalmutual.com

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