August 8, 2011, 2:42 PM

E-retailer Bare Necessities hires its first chief marketing officer

Jay Dunn joins Bare Necessities from the Lane Bryant unit of Charming Shoppes.

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Lingerie and undergarment retailer Bare Necessities has named former Charming Shoppes executive Jay Dunn as the web-only retailer’s first chief marketing officer. Dunn previously was vice president of marketing at Lane Bryant, a brand of Charming Shoppes, No. 132 in the Internet Retailer Top 500 Guide

In his new role, Dunn is tasked with creating innovative marketing concepts and growing brand awareness for BareNecessities.com, No. 249 in the Top 500 Guide. He will report to CEO Noah Wrubel.

"We are excited that Jay is coming on board to spearhead our next stage of growth," says Wrubel.  "Jay brings a successful track record of building intimate apparel brands that resonate with consumers.  He will help us grow from an industry leader to a nationally recognized retailer selling the best branded intimate apparel on the web."

Dunn, who worked at Lane Bryant for four and a half years, spearheaded the brand’s Red Bra advertising campaign, which drew attention after television networks ABC and Fox rejected the ads as too racy. That led some to accuse the networks of being prejudiced against plus-sized models. After the controversy, web sales grew 205% and bra sales increased 32% for Lane Bryant, according to the company’s advertising agency Zimmerman Advertising.

Prior to Charming Shoppes, Dunn worked in the marketing departments at Brookstone, No. 189 in the Internet Retailer Top 500 Guide, and The Home Depot, No. 43.

BareNecessities.com has more than two million customers and carries more than 3,700 styles from 180 brands, according to the company.

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