More executive changes at Gap Inc.

Gap Inc. has implemented yet another management shake-up, this time eliminating its creative director.

Rebecca Bay, whom the apparel retailer brought in from Hennes & Mauritz in September 2012 to help revive its namesake brand, has left the company.

The retailer also said that it has named Gap Inc. veteran Scott Key as general manager of customer experience, overseeing a newly created e-commerce and marketing organization, as the company aims to sharpen its focus on customers.

Gap has been working to improve its core business as it prepares for its new CEO, Art Peck, to come on board next month. Peck has said he eager is to improve the performance of the Gap brand, following months of weak results.