Lands' End makes executive changes

Lands' End has made several executive changes as the brand continues to navigate a turnaround.

    Becky Gebhardt

Becky Gebhardt has been promoted to exec-VP and chief marketing officer. She will lead all aspects of creative and marketing for the global lifestyle brand. Gebhardt has served as senior VP and chief creative officer since May 2014 and has been with the company in different stages since 1991.

Gebhardt will oversee the marketing and creative teams, ensuring the development of integrated customer strategies and campaigns including brand advertising, catalog, e-commerce and digital brand marketing, social media and retail marketing. She will also lead all efforts with our customer retention, engagement, analytics and new customer acquisition initiatives for all of the Lands' End businesses.

"As I look at all of the opportunities to grow Lands' End as a global brand, 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," said Federica Marchionni, CEO, Lands' End. "Becky's extensive knowledge of Lands' End, her proven track record as a business leader for directing brand and creative efforts for multichannel 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."    

In addition, Mike Zhang has joined Lands' End as VP, e-commerce, digital marketing and innovation, and Mike Holahan has been promoted to senior VP, multichannel marketing.

"Both positions will report directly to Becky Gebhardt, as we continue to focus on strategically building a stronger analytics team to elevate the customer experience, while creating and communicating enticing brand messages and personalized content, both in our catalog and across all digital channels," Marchionni said.

Angie Rieger, senior VP of inventory management and planning will have an expanded role to "identify and address the financial impact of business decisions and strategic initiatives and will assume an influential leadership role with critical, cross-functional partners, including marketing and finance," according to Marchionni.

Marchionni joined Lands' End last year and was tasked with reinvigorating the brand after its spin off from Sears Holdings. Since then, she has worked to cut costs, reduce the brand's dependency on catalogs and target more fashion-conscious shoppers.

For more:
- see this Lands' End press release