Airline Exec Touches Down As Apple’s New VP Of Online Retail


Apple has bolstered its online retail ranks by hiring former Delta vice president Bob Kupbens. Kupbens joins Apple as its new Vice President of Apple Online Retail.

At Delta, Kupbens was involved with the company’s marketing and digital commerce strategies. Prior to that he pioneered the e-commerce operations at Target.

At an AdAge event in 2013, Kupbens spoke about the culture change that occurred when he moved from working for a “love brand” like Target to an airline like Delta:

“I used to work at Target and when you went to a cocktail party and you told people that you worked at Target, you know what they’d say?” he asked. “‘I love Target! I’ll give you a big hug!’ You know what people say when you tell them at a cocktail party that you work at Delta? ‘I hate you! You lost my bag! You had me on the tarmac for seven hours. I’m going to kill you!’ It’s different when you work for a love brand.”

At Apple, Kupbens will reportedly work under SVP Of Retail & Online Stores Angela Ahrendts, who joined the company from her previous role as CEO of Burberry.

About the author

Luke DormehlLuke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He'd like you a lot if you followed him on Twitter.

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