Bebe has appointed former Limited executive Keith Keegan as SVP of marketing. In his new role, Keegan will lead all aspects of marketing and branding across all channels of the business. He will report to CEO Steve Birkhold.
Bebe has appointed current principal accounting officer and VP, corporate controller Liyuan Woo as its new CFO.
Steve Birkhold was named CEO at Bebe on the same day that the company reported a worse than expected second quarter loss and a 10.5% comp decline.