New head of creative at Lands' End

Lands' End has named Becky Gebhardt as SVP, chief creative officer. Gebhardt was actually VP of creative at the company from 2004 to 2007.

The announcement comes a day after the company, which was recently divested by Sears, named Steven Rado as SVP, chief marketing officer.

Gebhardt will be responsible for developing and implementing global creative brand strategies that focus on digital, retail and catalog, a role that will drive and execute the creative vision that supports the merchandising strategy and marketing campaigns across all channels. In this role she will be responsible for overseeing all aspects of the creative organization including concepts, art direction, photography and creative operations.

"We are very excited to welcome Becky back to Lands' End," said CEO and president Edgar Huber. "Her experience directing brand and creative efforts for multi-channel businesses along with her focus on the customer experience aligns well with our strategy for future growth. She is innovative and brings a proven track record in leading global creative organizations for businesses our size."

Gebhardt comes to Lands' End from Crocs and Bag Borrow or Steal. She served as VP, global creative director and VP of creative, PR and online experience, respectively. During her tenure she was responsible for the global brand creative vision and execution in more than 90 countries, customer experience and communications.

"Becky's creative vision, knowledge of the brand's heritage and her overall experience across the retail industry will be invaluable as she joins the Lands' End team to help us elevate and evolve the brand," said Huber.




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