April 7, 2014, 11:48 AM

There’s a new baker in the e-commerce kitchen at Mrs. Fields

Kimberly Aylward will head up all e-commerce and brand marketing for the specialty retailer.

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E-commerce veteran Kimberly Aylward has joined Famous Brands International as general manager of direct-to-consumer gifting for the Mrs. Fields cookie and gift basket brand, a newly created position.

Aylward previously was vice president of e-commerce for Ascena Retail Group Inc. She held that position since 2012, arriving at Ascena when it acquired Charming Shoppes Inc. that year. Aylward joined Charming Shoppes in 2009 to head up the e-commerce arm of the Catherine’s women’s apparel chain. Prior to that role she spent a dozen years in a variety of positions at Garnet Hill, a unit of the HSN Inc. e-commerce empire. Ascena Retail Group is No. 140 in the Internet Retailer 2013 Top 500 Guide; HSN is No. 24.

At Famous Brands Aylward will oversee e-commerce sales and branding for Mrs. Fields. Famous Brands says Mrs. Fields will launch a new web site and add new products for sale online in 2014. “Mrs. Fields has committed itself to expanding its e-commerce business and I look forward to playing a key leadership role in championing these strategic initiatives,” Aylward says.

Famous Brands is owned by private equity firm Z Capital Partners LLC. Z Capital Partners gained control of Mrs. Fields and yogurt brand TCBY in 2011.

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