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Gap names ‘customer experience’ chief; eliminates creative director post


San Francisco -- Incoming Gap Inc. CEO Art Peck is wasting no time reshaping the apparel giant. In its latest management shakeup, the retailer named company veteran Scott Key to the new position of senior VP and general manager of customer experience for its namesake brand. It also announced that Rebekka Bay, creative director for the Gap brand, was departing the company, effective immediately.

The latest changes come on the heels of Gap’s announcement last week that it was shutting down its Piperlime brand.

Bay, Danish trend forecaster and design consultant, joined Gap in 2012 to help revitalize the brand. She previously helped launch H&M’s upscale Cos brand. In announcing her departure, Gap also said that, as part of a review of "the right leadership structure for Gap," it is eliminating the creative-director role altogether.

During his time at Gap, Key has served in several senior leadership roles within the growth, innovation and digital division, working closely with incoming CEO Art Peck. Most recently, he oversaw the company’s customer engagement marketing function. In his new role, Key will oversee a newly combined e-commerce and marketing organization.

“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,” said Jeff Kirwan, global brand president of Gap. “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.”

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