Lands' End names first marketing leader in 10 years
A former Victoria’s Secret executive has joined the C-suite at Lands' End.
The apparel retailer has named Sarah Sylvester as chief marketing officer, filling a position that has been vacant for 10 years. Her appointment, which is effective immediately, underscores a renewed commitment to brand-building, modern marketing leadership, and long-term growth, Lands' End said in a press statement.
Sylvester is a Victoria’s Secret veteran, having worked for the retailer for nearly 20 years. Most recently, she served as executive VP of marketing, where she led brand reinvention efforts.
Sylvester’s appointment builds on Lands’ End’s recent joint venture announcement with WHP Global, with the brand management company paying the apparel retailer $300 million in cash for a 50% controlling ownership stake. The deal came nearly a year after Lands' End said it was exploring strategic options, which could include a sale, to maximize shareholder value.
Under the terms of the joint venture, WHP holds Lands’ End’s intellectual property and will lead the joint venture’s global licensing strategy and brand expansion. Lands’ End will retain full operational control of its direct-to-consumer and B2B businesses.
“Lands’ End has an extraordinary legacy built on quality, trust, and customer loyalty,” Sylvester said in a statement. “I’m thrilled to join at such a pivotal moment and help shape the brand’s next era of growth. There is tremendous opportunity to deepen customer connection, expand cultural relevance, and drive modern, data-informed storytelling that honors the brand’s heritage while positioning it powerfully for the future.”
In a statement emailed to WWD, Lands' End said that Sarah’s appointment as CMO represents the company’s evolution “as the team continues to grow the brand and attract new and younger customers, underscoring a renewed commitment to brand-building, modern marketing leadership and long-term growth.”
Lands' End will host a conference call to discuss its fourth quarter and fiscal 2025 earnings on Thursday, March 19.
