Victoria’s Secret & Co. has announced pivotal changes in its technology leadership, appointing Adrian Butler as its new Chief Technology Officer. Butler, who previously held the same position at Foot Locker, will spearhead the company’s technological advancements. Joining him in a strategic role, Gerri Martin-Flickinger, the former Chief Technology Officer at Starbucks, has been appointed to the company’s board of directors.
New Leadership Directions
The lingerie retailer signalled its commitment to strengthening its leadership and technology strategy with these appointments. Adrian Butler’s experience at Foot Locker, where he contributed to the “Lace Up” growth strategy, alongside his previous positions at Target and Dine Brands Global, brings a wealth of retail and technology expertise to Victoria’s Secret.
Gerri Martin-Flickinger, renowned for her proficiency in tech and digital commerce, is set to replace board director Mariam Naficy, who will not seek reelection. Naficy’s departure follows a proxy dispute initiated by activist investor group BBRC. Martin-Flickinger emerged as the chosen candidate after an extensive search that began in May.
A Strategic Approach to Growth
The company’s Board Chair, Donna James, emphasized that these changes reflect Victoria’s Secret’s dedication to advancing its leadership, governance, and technological prowess, all crucial elements in achieving its long-term strategic objectives. CEO Hillary Super highlighted the company’s upward trajectory in 2022 after it reported a 3% increase in sales and delivered an impressive first-quarter performance this year. The retailer also began trading under its new stock symbol, VSXY, in June.
Martin-Flickinger’s capabilities in AI, consumer retail, and digital commerce are expected to bolster the company’s “Path to Potential” strategy, which aims to rejuvenate sales, refine brand image, and engage younger consumers.
Adapting to Technological Trends
Despite the announcement, Victoria’s Secret withheld further comments on its technological initiatives. Broadly, retailers are leveraging technology to enhance consumer engagement through personalised shopping experiences and improved decision-making. Notably, Adore Me, a direct-to-consumer lingerie brand acquired by Victoria’s Secret, introduced a generative AI tool in 2024, allowing customers to design custom undergarments.
This trend isn’t isolated to Victoria’s Secret; major retailers like Best Buy, Gap, Dick’s Sporting Goods, and Walmart are integrating AI to revolutionise internal operations and customer interactions. According to a December 2025 report by the National Retail Federation, retailers expect AI to constitute more than 10% of their technology expenditure by 2028, underlining the sector’s growing reliance on advanced technology.
Reporting based on coverage first published by retaildive.com.