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New Role for Gap’s Peterson

NEW YORK — Gap Inc. has appointed a former Vivendi Universal promotions executive to the newly created role of vice president of brand exposure and promotions. <BR><BR>Kristin Peterson joined Gap in November to develop marketing and brand...

NEW YORK — Gap Inc. has appointed a former Vivendi Universal promotions executive to the newly created role of vice president of brand exposure and promotions.

Kristin Peterson joined Gap in November to develop marketing and brand campaigns for the company’s three brands: Old Navy, Gap and Banana Republic. She reports to Anne Gust, Gap’s chief administrative officer.

According to a Gap spokeswoman, Peterson will work with the company’s existing marketing team and “look at new ways to connect with consumers beyond traditional print and TV campaigns, including partnerships, alliances, promotions, content development, charitable tie-ins and product placement.”

Considering that Gap plans to enter a new market — women aged 35 and older, with 10 concept stores to be rolled out this year, the appointment of Peterson is well timed. Additionally, Gap confirmed Thursday that it plans to open three stand-alone Banana Republic Petite stores in February in Boston, Seattle and Los Angeles.

The Gap spokeswoman, Amy Lund, could not confirm what projects Peterson is working on, however, but added that the retailer is “very excited to have her on board.”

Peterson was formerly senior vice president of national promotions at Vivendi Universal, where she developed national campaigns for Universal film and home video releases. She also held past marketing roles at Revlon, Calvin Klein and Disney consumer products.