Lands’ End names a new CMO and reshapes its leadership

June 21, 2016 12:57 PM

Lands’ End today promoted Becky Gebhardt to executive vice president and chief marketing officer and announced it has added a vice president of e-commerce and digital marketing to its leadership team.

Gebhardt, who has been with Lands’ End since 1991, previously was senior vice president and chief creative officer, a position she held since May 2014. As chief marketing officer, she will oversee marketing and creative teams, brand advertising, e-commerce and digital brand marketing, social media and retail marketing. Lands’ End, No. 44 in the Internet Retailer 2016 Top 500 Guide, had estimated 2015 web sales of $1.14 billion, down 5.0% from $1.20 billion in 2014.

“The role of CMO is crucial to our success as we continue to connect with our long-term, loyal customers, and introduce the brand to new customers in innovative and meaningful ways," CEO Federica Marchionni said.  "Becky's extensive knowledge of Lands' End, her proven track record as a business leader for directing brand and creative efforts for multi-channel businesses, along with her 20 plus years of industry expertise focused on consumer brands and customer experiences makes her the ideal candidate, and we are excited to have her at the helm leading this critical function."

Gebhardt replaces Steven Rado, who resigned in May. Rado had joined the retailer in May 2014 from Office Depot Inc. (No. 9 in the Top 500).

Lands’ End also on Tuesday said Mike Zhang joined the retailer in April as vice president, e-commerce, digital marketing and innovation. Zhang has more than 15 years’ experience in customer acquisition, performance marketing and strategic marketing, having most recently been chief marketing officer at Kurbo Health, which uses mobile technology to help overweight children eat healthier and lose weight. Prior to Kurbo, he was chief marketing officer for nearly two years at Smart Destinations Inc., a marketing and ticketing company that sells multi-attraction passes.

Zhang will work closely with Mike Holahan, who was promoted to senior vice president, multichannel marketing, from his vice president role. Holahan, with Lands’ End since 2008, will oversee catalog marketing efforts, business analytics and consumer insights.

Both positions will report to Gebhardt.

The role of Angie Rieger, senior vice president of inventory management and planning, is being expanded to help drive the U.S. Direct business, Marchionni said. She will report to Jim Gooch, chief financial and chief operations officer. Gooch, the former president of Radio Shack Corp., joined Lands’ End in January, replacing Michael Rosera, who left the company.





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