Victoria’s Secret & Co. is bolstering its technology leadership with two major appointments: Adrian Butler, formerly of Foot Locker, as Chief Technology Officer, and Gerri Martin-Flickinger, the ex-Starbucks CTO, joining its board of directors.
Leadership changes target technological innovation and growth
On Thursday, the lingerie company announced that Adrian Butler will step into the role of CTO. Butler brings deep expertise, having previously overseen Foot Locker’s technology strategy, where he was crucial to implementing the retailer’s extensive “Lace Up” multi-year plan. His professional history also features senior tech positions at Target and Dine Brands Global, which owns Applebee’s and IHOP.
Alongside Butler’s appointment, Gerri Martin-Flickinger, who led Starbucks as CTO and was instrumental in driving technology-enabled business change, will take a seat on the board. Donna James, chair of the board, emphasized that these moves reflect the company’s ongoing efforts to “evolve its leadership, governance, and technology expertise in support of its strategic priorities and long-term growth.” Read the official announcement.
Major board updates follow shareholder activism
This period of technological investment coincides with governance changes at Victoria’s Secret’s corporate leadership. Board member Mariam Naficy revealed she would not run for reelection less than a month before the annual meeting, following a proxy contest initiated by activist shareholders BBRC. The company selected Martin-Flickinger for the vacated seat through a “comprehensive search” that started in May, supported by an executive recruitment firm. See more on the board transition.
CEO Hillary Super has reiterated in recent statements that the company is entering a “growth mode,” pointing to a 3% year-over-year sales increase last year. This momentum continued with a strong start to the first quarter, announced in June, and the introduction of the new ticker symbol, VSXY. James noted that such leadership changes are part of the “Path to Potential” plan which seeks to revitalize the brand, increase sales, and resonate with a younger demographic.
Technology and AI rise across retail landscape
As retailers increasingly focus on technology and artificial intelligence for improved customer experiences and tailored services, Victoria’s Secret is following suit. Its subsidiary Adore Me introduced a generative AI custom design tool in 2024, enabling personalized lingerie creation. The retail industry as a whole—featuring brands like Best Buy, Gap, Dick’s Sporting Goods and Walmart—is embracing AI innovation for both internal processes and public-facing solutions.
The National Retail Federation reported in December 2025 that 39% of retailers expect AI to represent over 10% of their tech budgets by 2028, highlighting the increasing significance of such investments. Read the report.
Leadership emphasis underpins transformation strategy
While Victoria’s Secret has not provided additional details about its future technology initiatives or leadership moves, Donna James affirmed that Martin-Flickinger’s robust expertise in areas like technology, AI, digital commerce, and consumer retail would prove essential in fulfilling corporate objectives. The company’s recent leadership appointments demonstrate a commitment to advance retail trends, enhance the brand experience, and maintain competitiveness in the evolving retail sector.