Becky Gebhardt has been promoted to executive vice president and chief marketing officer at Lands’ End.
Gebhardt, who has held different positions at the company since 1991, has been senior vice president and chief creative officer since May 2014. She fills the position that Steven Rado vacated last month. In her new role, Gebhardt will lead the creative and marketing teams at Lands’ End.
Federica Marchionni, Lands’ End’s chief executive officer, said, “As I look at all of the opportunities to grow Lands’ End as a global brand, the role of [chief marketing officer] 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.”
The ceo said that Gebhardt’s extensive knowledge of the brand and 20-plus years of industry expertise focused on consumer brands and customer experiences make her the ideal candidate for the job.
Marchionni also said that Mike Zhang has joined the company as vice president, e-commerce, digital marketing and innovation. Zhang will work on the brand’s digital transformation, which will help drive consumer purchasing behavior. Zhang will work closely with Mike Holahan.
Holahan, who has been at the company since 2008, was promoted to senior vice president, multichannel marketing. He has over 20 years of experience in marketing and data analytics.
Both Zhang and Holahan will report directly to Gebhardt.
Further, Marchionni said the company has expanded the role of Angie Rieger, senior vice president of inventory management and planning, to help drive the U.S. direct business. “Angie will 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.”
Rieger has nearly 25 years’ experience in inventory management and planning. She will report directly to Jim Gooch, the company’s chief financial and operating officer.