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H.E.B. Names Bath Chief Digital Officer

H.E.B. has named Jag Bath to the newly created position of chief digital officer, overseeing all of the company’s digital products and services.

The retailer is expanding its omnichannel offerings across its home state of Texas. Bath will continue in his current role as CEO of Favor Delivery, an on‑demand delivery service founded in 2013 and now a wholly-owned subsidiary of H.E.B. In his dual role, he will report to H.E.B. COO Martin Otto.

As it builds out its digital services, H.E.B. has also added HEBtoyou Delivery and H.E.B. Curbside, which is available in more than 100 locations and is on track to reach 200 locations. in 2018. also began allowing customers to order and ship grocery, drugstore and general merchandise products to 48 states and military bases worldwide.

“Jag is a leading national figure in the digital space and this appointment reflects the central importance of building out H.E.B.’s omnichannel service to meet customers’ evolving needs and expectations,” Otto said. “Our primary goal is to enable our customers to shop, pay for and receive their products in whatever way they choose, all while delivering an exceptional customer experience.”