PacSun adds marketing muscle to regain glory

Former Guess? and Victoria’s Secret executive Amber Fredman-Tarshis has joined Pacific Sunwear of California to help the teen retailer brand reconnect with customers.

"I have been really impressed by Amber's leadership and marketing acumen since I was first introduced to her five years ago, and I am very excited to now have her join the PacSun team," said Gary H. Schoenfeld, president and CEO of PacSun. "Amber's diverse and accomplished marketing career, which includes executive roles at Puma, Warner Bros., Victoria's Secret and most recently CMO at Guess?, is a great complement to expanding and diversifying our coveted portfolio of brands and connecting to our 17-24 year old target demographic."

In her new role as senior vice president and chief marketing officer, Fredman-Tarshis will work closely with the company's leadership to strengthen the PacSun brand among consumers while developing new and effective ways of reaching the target market.

"Much of my career has been focused on creating emotional connections with consumers and telling great stories that bring brands to life,” Fredman-Tarshis said. “I look forward to developing the brand's Golden State of Mind positioning and celebrating the incredible stories PacSun has to share."

Pacific Sunwear of California Inc. is a specialty retailer focused on bringing customers a curated merchandise assortment inspired by the California lifestyle. The company operates 620 stores in all 50 states and Puerto Rico.