John Aylward has been named to the new post of executive vice president and chief marketing officer for HSN, an operating division of HSN Inc.

Aylward will have operating responsibility for the development of the brand, and will oversee integrated marketing, omnichannel marketing and creative. He will report to Bill Brand, president of HSN and chief marketing officer of HSN Inc., the $3.6 billion interactive multichannel retailer.

Most recently, Aylward served as senior vice president and head of marketing, brand engagement and media for DSW, before which he was vice president of marketing for Starbucks’ premium tea division Teavana. Earlier, he spent seven years at Gap Inc., where he started as senior brand manager for Gap Europe, and became director of marketing strategy for Gap North America and then brand director for Gap Europe.

“Everyone in retail today is impressed by the transformational success taking place at HSN. I am looking forward to working with Bill Brand and his team to help accelerate customer engagement, sales and overall brand esteem across all of HSN’s platforms,” said Aylward.