Gap scraps creative director role as it completes marketing team overhaul

Gap has completed an overhaul of its marketing, online and product functions in a move that has seen it eliminate the creative director role as it looks to create a more cohesive customer strategy.

The reshuffle sees creative chief Rebekka Bay leave the business with immediate effect, the second major casualty following chief marketing officer’s Seth Farbman being scrapped last month.

Customer engagement boss Scott Key has been promoted to senior vice president and general manager of customer experience of Gap brand, a role that will effectively replace the top marketing role within the business.

Key will now oversee a newly combined e-commerce and marketing team, and has been tasked with driving a connection across these customer touch-points globally.

Jeff Kirwan, global brand president of Gap, 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.”

Earlier this month Gap decided to close its Piperlime brand, including the online platform and single store in New York, by the end of the first quarter of 2015.

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