Lands' End announced the appointment of Gerard Cunningham as Chief Marketing Officer, reporting to David McCreight, President of the company.
As a member of the executive committee, Cunningham will be responsible for leading all marketing activities.
"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 McCreight.
"He is at the forefront in his field, and is a strong addition to our leadership team as we maintain our tradition of innovating to deliver the best possible customer experience across all our channels."
Cunningham will lead the company's end-to-end marketing activities, including customer segmentation, creative direction, catalog development, advertising and public relations activities.
This new leadership signals a fresh direction at Lands' End, focusing on an increased emphasis on the use of analytics and customer insights to drive marketing.
"I am joining an awesome company and a fantastic team, and share David's vision of continuing to build a brand that has a real, emotional connection to many people around the world," says Cunningham.
"The women, men and children who wear our apparel and use our home furnishings love the Lands' End products and brand. It is an honor to have the opportunity to build on this fantastic heritage, and to innovate to further enhance the customer experience, and communicate that great experience to a broader audience."