Favor CEO Named H-E-B Chief Digital Officer

In a continued effort to expand and prioritize its omnichannel offerings, H-E-B has appointed Favor Delivery CEO Jag Bath to the newly created position of chief digital officer, in which he will oversee the retailer’s digital products and services.

H-E-B acquired on-demand delivery service Favor in February. Bath will continue in his current role as CEO in addition to the new role, and will report to the retailer’s COO Martin Otto.

"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 in a statement. "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."

Bath’s appointment to the new digital leadership position marks H-E-B’s latest move in a series of strategic partnerships and investments to enhance its digital offerings in Texas. In addition to Favor, the retailer has also launched H-E-B To You Delivery and Curbside, which is currently available at more than 100 locations with plans to reach 200 in 2018. The company’s website also offers shoppers the ability to order and ship grocery, drugstore and general merchandise products to 48 states and military bases worldwide.

Related:H-E-B Acquires Delivery App Favor

"I'm excited to take on this new role as we accelerate H-E-B's efforts to become the digital industry leader in Texas,” Bath said in a statement. “The investment we are making is reflective of the importance of building out new digital products and services to complement H-E-B's world-class brick-and-mortar stores."