Victoria’s Secret & Co. is reshaping its tech leadership with the appointment of Adrian Butler as Chief Technology Officer (CTO) and Gerri Martin-Flickinger to its board of directors. Butler joins the company from Foot Locker, where he held the same title, and will oversee technology.
The two appointments support the company’s long-term growth strategy, according to the company’s press release. Butler has previously held leadership roles at Target and Dine Brands Global, parent company to Applebee’s and IHOP.
Butler supported Foot Locker through a long-term growth strategy called Lace Up. At Victoria’s Secret, he will be responsible for driving the company’s technology efforts.
The company also added Martin-Flickinger, who previously served as CTO at Starbucks, to its board of directors. The appointments reflect the company’s commitment to evolving its leadership, governance, and technology expertise, said Board Chair Donna James.
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The tech leadership appointments at Victoria’s Secret follow a period of transition in board leadership for the lingerie retailer. Less than a month before the annual shareholder meeting, board director Mariam Naficy said she would not seek reelection, following a proxy battle waged by activist investor group BBRC.
Martin-Flickinger will join the board as Naficy’s replacement after a search beginning in May, conducted with an executive search firm. CEO Hillary Super declared the company was in “growth mode” last year following a 3% rise in sales.
In June, the company released a better-than-expected Q1 performance and began trading under its new stock ticker, VSXY. Martin-Flickinger’s expertise in technology, AI, digital commerce, and consumer retail will help the company align with its Path to Potential strategy to revive sales, sharpen brand identity, and capture younger customers, James said.
Victoria’s Secret declined to provide further comment on the company’s technology goals or incoming leadership. However, retailers are turning to technology to improve customer experience, enhance decision-making, and personalize shopping.
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Within the lingerie vertical, direct-to-consumer brand Adore Me (which is owned by Victoria’s Secret) launched a generative AI-powered custom design tool in 2024 that allowed consumers to create their own customized undergarments. In the wider retail sector, companies like Best Buy, Gap, Dick’s Sporting Goods, and Walmart have all implemented AI into their internal workflows and customer experiences.
Investment into the technology within the retail sector is steadily increasing — 39% of retailers said they anticipate AI will account for more than 10% of their tech spend by 2028, a December 2025 National Retail Federation report found.
As the retail industry continues to evolve, Victoria’s Secret will focus on leveraging technology to drive growth and improve customer experience.
