Byline: Sharon Edelson

NEW YORK — Rochelle Udell has surfaced at The Limited Inc. The former editor in chief of Self is working at the Columbus-based company’s New York offices in the newly created position of senior vice president of brand development.
On Friday, the Limited confirmed the appointment. Udell reports to Daniel P. Finkelman, senior vice president of brand and business planning in Columbus.
“Rochelle’s addition is an important step in strengthening our branding and brand development efforts and is proof positive of our continuing commitment to the strategic brand initiatives we currently have under way,” said Leslie H. Wexner, the Limited’s chairman and chief executive officer.
“Rochelle is a terrific addition to the creative team and will complement the leadership talent we already have in Marie Holman-Rao [president of Limited Design Services,] and Ed Razek [president of Limited Brand and Creative Service].
“Rochelle has demonstrated her considerable talents across a wide range of media channels.”
Udell, who resigned from Self in June, said, “I’m thrilled about joining the Limited.
“It’s an opportunity for me to use all of my skills, including editorial, creative, marketing skills and my online skills. It brings all of that together for me.”
Udell started her career as an art director at Vogue in 1972. In 1993, she was named vice president of creative marketing and new media. She became editor in chief of Self in 1995.
Asked how she felt about leaving publishing, Udell said, “I’ve switched before. I started Calvin Klein’s in-house advertising agency in the early Eighties and worked for Jerry Della Femina’s ad agency, Della Femina Travisano and Partners, for four years.
“I’ve had a life inside and outside of publishing. I was a school teacher in New York City. “If you can do that, you’re equipped to do anything.”
Udell has also designed and produced over 100 books.
She declined to discuss her specific responsibilities, saying, “Right now I’ve got a lot to learn.
“I’m so excited about this company,” she added. “It’s a big company with powerful brands and amazing talent that has built the company. “I’m really looking forward to this.”