NEW YORK -- Bloomingdale's has named Philip Blanco president and chief executive officer of Bloomingdale's by Mail Ltd.

Blanco succeeds Gordon Cooke, who left last November to become president of Time Warner Interactive Merchandising, a division of Time Warner Entertainment. Blanco, who joined the company Tuesday, is responsible for all aspects of the retailer's direct mail business. He reports to Michael Gould, chairman and ceo, and Jeffrey Sherman, president, of Bloomingdale's.

Most recently, Blanco was a consultant for direct marketing companies in such areas as acquisition evaluations, startups and brand development.

From 1988 to 1991, he was senior vice president of marketing and merchandising at Bedford Fair Industries, a direct marketing company. Prior to that, he was with mail-order house Hanover Direct, where he was executive vice president and general manager of its Women's Apparel Fashion Group.

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