Claire’s, the U.S. retailer of accessories, jewelry, and toys primarily aimed at tween and teen girls and young women, has hired Michelle Goad, most recently the chief digital officer of Athleta, as its chief brand officer.
Goad was chief digital officer at Athleta, owned by Gap Inc., from August 2024 through January 2026. Prior to Athleta, she led the growth strategy for Alo Yoga’s digital operations through her consultancy, Greatest of All Digital.
From April 2017 to January 2022, Goad worked at Nike. Her roles included serving as general manager of NbG, an in-house social commerce app aimed at Gen Z. Other roles at Nike included senior director/GM, Gen Z Digital Innovation.
At Claire’s, which was purchased last September by private equity firm Ames Watson out of bankruptcy proceedings, Goad will oversee a “brand-wide reimagining of Claire’s” across all consumer touchpoints, including store environments, social presence, product, and partnerships.
“Michelle is a proven brand builder with a unique ability to connect culture, community and commerce, especially when it comes to the younger consumer,” said Lawrence Berger, partner and co-founder at private equity firm Ames Watson. “She understands the power of this consumer and the responsibility that comes with serving her. We’re confident she will help redefine and modernize Claire’s for the next generation while honoring the emotional connection that has made the brand iconic.”
Image courtesy Claire’s
