October 2, 2006, 12:00 AM

Lands’ End gets a new CMO, and its marketing moves in a new direction

Gerard Cunningham joins Lands’ End from GAP, where he was VP of operating strategy. The appointment signals more focus on the use of analytics to drive marketing at Lands’ End.

Paul Demery

Managing Editor, B2B E-commerce

Lands` End has tapped Gap, Inc. to find its new chief marketing officer, in a move that signals a new direction of marketing efforts at the company. Gerard Cunningham. Cunningham had been Gap’s vice president, operating strategy, and in that role introduced analytical and customer insight capabilities that improved the customer experience at Gap, Old Navy and Banana Republic Stores.

 

In his new role at Lands’ End, Cunningham will lead the company`s end-to-end marketing activities, including customer segmentation, creative direction, catalog development, advertising and public relations activities. A company statement says Cunningham’s appointment signals new leadership and “a fresh direction at Lands’ End, focusing on an increased emphasis on the use of analytics and customer insights to drive marketing.”

 

“Gerard has an impressive track record as a marketer. He brings Lands’ End his extensive experience in creating customer-focused, research-driven, world-class marketing programs that are proven to drive growth,” says David McCreight, Lands’ End president, to whom Cunningham will report directly.

 

Priopr to joining Gap, Cunninghom held leadership roles in marketing and strategy with DemandTec, Evant, Prophet Venture Advisors and Booz, Allen & Hamilton. He began his career with Procter & Gamble, where he founded and lead that company’s European Marketing Team.

 

Lnads’ End is a member of Sears Holdings Corp., which is No. 7 in the Internet Retailer Top 500 Guide to Retail Web Sites.

 

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