Gap eliminates creative director role
Gap has announced that it is eliminating the role of creative director and that the current post holder, Rebekka Bay, will be leaving the company.
The struggling retailer said the move was a result of an evaluation of “the right leadership structure for the brand.”
Jeff Kirwan, global brand president of Gap, said: “I would personally like to thank Rebekka for her passion and the creative processes she’s brought to the brand. She has helped develop a dynamic design team, some of the best creative talent in the industry, and I’m confident that our strong bench of senior designers will see the brand into its next phase.”
Gap said it had a “strong” senior design team in place to ensure a “seamless transition” as it considers the long-term leadership approach for the global design team.
In an additional move, the retailer has also appointed Gap veteran Scott Key as senior vice president and general manager of customer experience. In his new role, Key will oversee a newly combined e-commerce and marketing organisation.
Key has previously held a number of senior leadership roles within Gap’s growth, innovation and digital division, working closely with incoming chief executive Art Peck. Most recently, he oversaw the company’s customer engagement marketing function.
Kirwan said: “Now’s the time to intensify our customer focus and break-through with a truly dynamic and integrated approach to building relationships with our customers. Scott will help us bring together our marketing and digital expressions so each interaction with our customers is consistent and compelling. It’s a customer-first approach that reflects how people shop today.”
He added: “As we look to the future, now is the right time to make these changes and focus the brand on delivering casual, American style and building strong relationships with our customers around the world.”
