GameStop Names Chief Growth Officer Amid Transition To ‘Consumer-Obsessed’ Tech Company

A week after announcing it was becoming a “consumer-obsessed technology company”, GameStop has appointed a new chief growth officer to help the embattled retailer further its digital transformation. Elliott Wilke will serve in the position beginning on April 5, according to a Tuesday (March 30) announcement.

Wilke will supervise expansion strategies and marketing. He will concentrate on growing customer loyalty and expanding the reach of Power Up Rewards and Game Informer. Moreover, Wilke will collaborate with other executives on programs that include growing GameStop’s utilization of shopper analysis and data points to make the most of channel marketing.

Wilke has almost 20 years of eCommerce, consumer goods and branding experience. He worked for Amazon for the last seven years in different senior positions throughout areas like Worldwide Private Brands, Prime Pantry and Amazon Fresh. Wilke started his career at Proctor & Gamble and spent over 10 years in brand manager and marketing positions of growing responsibility.

The news comes while the digital transformation of GameStop that captivated investors for the last three months continued on March 23, as the company posted a 175 percent jump in its worldwide online shopping sales.

“We are focused on transforming into a customer-obsessed technology company that delights gamers,” CEO George Sherman said on the retailer’s earnings call.

The Texas-based company reported that total sales were down 3 percent to $2.1 billion as it shuttered 232 retail locations in the fourth quarter — and nearly 700 for the complete year — leaving it with 13 percent fewer retail locations or approximately 4,800 overall locations.

Beyond a new chief growth officer, GameStop has rejiggered its board, brought in a new chief technology officer, moved to a new chief financial officer and welcomed a new chief operating officer to the C-suite.

“As we look ahead, we are excited by the opportunities that are in front of us as we begin prioritizing long-term digital and eCommerce initiatives while continuing to execute on our core business during this emerging console cycle,” Sherman said.