Lands’ End Inc. has appointed Sarah Rasmusen, currently senior vice president of e-commerce, to the newly-created position of chief customer officer.

The company said the promotion was part of its “continued focus to drive a consistent customer experience across the business.”

In her new role, Rasmusen will lead customer experience activities across all selling channels. She will also be responsible for developing strategies and plans related to leveraging and deploying customer-facing capabilities across these channels, such as price clarity, site speed, a callback service when customer care lines are busy, and transitioning from an outdated keyword-based search engine to a homegrown, A.I.-based internal search engine.

Sarah Rasmusen 

“Sarah has always focused on the priorities in our customers’ lives,” said Jerome Griffith, president and chief executive officer of Lands’ End. “As we further develop our distribution model, we will continue to focus on creating a consistent, high-quality, seamless customer experience across channels to enhance our customer connection whenever, wherever and however our customer chooses to shop.”

In the first quarter, Lands’ End indicated a 12.5 percent decline in net revenue partly due to the closing of shops inside Sears stores, though e-commerce revenues increased 5.1 percent same store sales at its own U.S. stores increased 12 percent.

In his review of the quarter, Griffith said, “Our strategic growth initiatives which are centered around delivering the right product, operating as a digitally-led company, executing a uni-channel strategy and improving business processes and infrastructure. These advancements put us on track to achieve our stated long term objectives of $1.8 billion to $2 billion in revenue and high single digit EBITDA margin.”

While digitally-led, Lands’ End brick and mortar expansion continues, with opening of three stores last quarter and plans to open an additional seven to nine this year.