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Omnichannel growth in focus at American Apparel


American Apparel is bolstering its omnichannel effort with two new hires in marketing and digital engagement.

The company announced two leadership appointments: Thoryn Stephens has been named chief digital officer, a newly created position, and Cynthia Erland has been named SVP of marketing.

"I am excited to welcome Thoryn and Cynthia to the Company," said Paula Schneider, CEO of American Apparel. "Both are innovators with deep expertise working with established brands. They will be an important addition to our experienced, creative, and passionate team."

In his newly created position as CDO, Thoryn Stephens will be responsible for optimizing the company's digital marketing, data analytics, and e-commerce strategies. Prior to joining the Company, Stephens was VP of data science at Tillster, the global leader in customer engagement programs for the restaurant industry. He has also built products and platforms for some of the world's largest brands, including the first optimization program for the Fox Network Group.

Cynthia Erland will oversee the company's marketing and communications programs. Erland is a seasoned marketing executive with over 20 years of fashion and entertainment branding experience. Most recently a senior marketing executive at Perry Ellis International, C&C California, Universal Studios and E! Networks, she has built a consistent track record of driving successful brand recognition through advertising, public relations, digital media, celebrity seeding, promotions and events.

Both Stephens and Erland will assume their roles on March 9.

American Apparel operates 245 retail stores in 20 countries including the United States and Canada.

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