Lands’ End named former Gap executive Gerard Cunningham as chief marketing officer on Tuesday, signaling fresh initiatives at the apparel retailer.
Cunningham will be responsible for leading all marketing activities, including customer segmentation, creative direction, catalogue development, advertising and public relations activities.
With the appointment of Cunningham, Lands’ End is looking to increase its emphasis on the use of “analytics and customer insights” to drive marketing and build the brand.
“Gerard has an impressive track record as a marketer. He brings Lands’ End his extensive experience in creating customer-focused, research-driven, world-class marketing programs that are proven to drive growth,” said David McCreight, president of the company, in a statement.
Cunningham, who will report directly to McCreight, joins Lands’ End from Gap Inc., where he served as vice president of operating strategy. At Gap, he introduced analytical and customer-insight capabilities that resulted in improvements in customer experience at the Gap, Old Navy and Banana Republic brands.
“I am joining an awesome company and … share David’s vision of continuing to build a brand that has a real, emotional connection to many people around the world,” Cunningham said.
Lands’ End is owned by Sears Holdings Corp. Certain merchandise is sold in select Sears’ department stores. Lands’ End recently launched a women’s intimate line to complement its swimwear line for petite, average and plus-size women.