Jay Dunn has been named to the new post of chief marketing officer at Bare Necessities.

He will report to Noah Wrubel, chief executive officer.

Barenecessities.com is an online lingerie and legwear specialist that caters to more than 2 million customers with more than 3,700 styles and 180 brands.

Wrubel said Dunn “brings a successful track record of building intimate apparel brands that resonate with consumers.”

“Jay will help us grow from an industry leader to a nationally recognized destination brand selling the best branded intimate apparel on the Web,” said Wrubel. “Jay will lead our e-commerce and marketing teams and have responsibility for defining our brand strategy, creating innovative marketing campaigns, and building consumer awareness for Bare Necessities.”

Dunn was most recently vice president and chief marketing officer at Lane Bryant where he created the Red Bra TV campaign in 2010 that sparked controversy when it was banned from ABC for being too provocative. Dunn turned a negative situation into a positive boost for business at Lane Bryant by showing a video of the ad as well as Lane Bryant’s take on the network’s rejection on the Lane Bryant blog. Customers weighed in on all social channels, particularly on Twitter and YouTube. Sales of bras at Lane Bryant jumped 52 percent within the following several weeks, said a Bare Necessities spokesman.

The Lane Bryant campaign generated millions of hits on YouTube and won numerous awards including two Effies, two Tellys, two Prisms, The Platinum AME for North America, a Racie from the NRF, and was named Brandweek’s Top Story of 2010.

Dunn has led marketing teams to produce award-winning campaigns for Brookstone and The Home Depot.

Launched in December 1998, Bare Necessities is the second largest online lingerie retailer (only Victoria’s Secret is larger) and has sold almost 5 million bras in cup sizes ranging from 30A to 56J. Top-selling brands include Wacoal and Spanx, Hanky Panky and La Perla. Barenecessities.com offers both men’s and women’s intimates including shapewear, sleepwear and swimwear.

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