Alexandra Wheeler is the new chief marketing officer at Blue Nile. She joined the company from Starbucks, where she oversaw marketing of the customer loyalty program.
Seattle—A digital marketing veteran whose resume includes developing and executing the marketing of Starbucks’ customer loyalty program is now in charge of creating relationships at Blue Nile.

The online retailer announced Monday that Alexandra Wheeler has joined the company as chief marketing officer. She replaces Erin Daley, who left the company earlier this year.

Wheeler has 20 years’ experience in digital marketing, including nearly 11 at Starbucks.

Most recently, she was as the vice president of global digital marketing and rewards marketing for the coffeehouse chain. Part of her job involved developing and executing the integrated marketing strategy for the Starbucks Rewards loyalty program, Mobile Order & Pay and personalized marketing communications.

Prior to Starbucks, she spent nearly seven years as an account director at Cole & Weber, working on accounts such as Microsoft, Texas Instruments and Dell Computer Corp.

Wheeler holds a bachelor’s degree in speech communication from the University of Washington and currently lives in Seattle, where both Blue Nile and Starbucks are headquartered.

Blue Nile CEO Jason Goldberger called Wheeler a “transformational leader” with a proven track record of producing results for some of the world’s most well-known brands.

“Alex will focus on creating an integrated and meaningful brand experience for a digital audience while leveraging our industry expertise to serve them,” he said.

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