Wanda Gierhart, a former chief marketing officer at Neiman Marcus Group and Limited Brands, is entering the movie business.

Gierhart has joined Cinemark Holdings Inc. as executive vice president and chief marketing officer. Cinemark operates 533 theaters with 5,957 screens across the U.S. and in 15  Latin American countries.

“Wanda’s extensive retail marketing background will provide great insights and augment the strength of our global marketing organization,” said Mark Zoradi, Cinemark’s chief executive officer.

Wanda Gierhart  Chris Rupert

Gierhart joined Neiman Marcus in 2008 and left two years ago. She played a key role in trying to attract younger customers to the luxury chain and driving the omnichannel strategy. E-commerce at NMG accounts for about a third of the company’s total volume and is continuing to grow. Earlier, she was chief marketing officer at Design Within Reach, and Limited Brands. She also served as president and ceo of TravelSmith.

In another executive change at Cinemark, Sean Gamble has become chief operating officer in addition to continuing to serve as chief financial officer.