Vera Bradley, Inc. announced that Lockie Andrews has been named to the newly created post of Chief Growth Officer for its Pura Vida Brand. In this role, Andrews will be responsible for all digital, performance marketing, sales, and merchandising initiatives across Pura Vida's channels of distribution. Andrews will join cofounders Griffin Thall and Paul Goodman in leading Pura Vida to the next level of growth by creating and executing innovative, performance-based marketing; exploring, developing, and launching new sales channels; and driving category growth and expansion.

Andrews is an accomplished leader with a deep background in retail, marketing, digital strategy, technology, and data analytics. She most recently held the post of Head of eCommerce and Digital Operations at vertically-integrated party supplier Party City, leading the enterprise's eCommerce re-platforming and increasing site conversion by sixty percent. Previously, she served as Chief Information Officer and Chief Digital Officer of UNTUCKit, where she led the digital transformation and data analytics of the high-growth, omni-channel retail brand.

Since 2007, Andrews has also been Managing Director and Chief Executive Officer of Catalyst Consulting, a boutique advisory firm specializing in innovation and leveraging data and technology to increase revenue and drive operational efficiency, serving a myriad of well-known brands and companies. Prior, she was Chief Operating Officer for Tadashi and Vice President of Business Development and Planning for babystyle, both multi-channel lifestyle retail brands.