May 2, 2014, 2:01 PM

Lands’ End hires a former Office Depot exec to head marketing

The retail apparel chain, once part of Sears, also appoints a creative officer.

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The newly independent Lands’ End has hired a former Office Depot Inc. executive as marketing chief. The retail apparel chain also appointed a new head of creative, another job that involves e-commerce.

Steven Rado, the new senior vice president and chief marketing officer for Lands’ End, worked as senior vice president, customer strategy for Office Depot from March 2012 to February 2014, according to his LinkedIn profile. Before that, he was vice president of marketing for Victoria’s Secret, whose parent company, L Brands Inc., is No. 25 in the Internet Retailer 2014 Top 500 Guide.

Office Depot, No. 9 in the Top 500 Guide, merged in November 2013 with rival OfficeMax Inc. Lands’ End also has an active recent history: Sears Holdings Corp., No. 5 in the Top 500 Guide, announced late last year it would spin off the apparel merchant into its own company. Sears bought Lands’ End in 2002.

Rado leads a team of 50 employees whose responsibilities include e-commerce marketing, public relations, consumer insights and other areas, Lands’ End says.

“I am confident that Steven's proven success in the marketing vertical will be a great asset to us," says Edgar Huber, CEO and president of Lands' End. "We look forward to adding a new member to the Lands' End leadership team who will bring a wealth of knowledge in marketing Lands' End to current and future consumers.”

Lands’ End also has rehired Becky Gebhardt, who becomes senior vice president, chief creative officer. She will oversee “global creative brand strategies that focus on digital, retail and catalog,” the retailer says.

Lands’ End first hired Gebhardt in 2000 as its group creative director, according to her LinkedIn profile. She became vice president of creative in 2004, a job she held until October 2006. After that, she held similar jobs for Avelle, the retailer once known as Bag, Borrow and Steal, as well as shoe manufacturer and seller Crocs Inc.

“We are very excited to welcome Becky back to Lands' End," says Huber. “Her experience directing brand and creative efforts for multichannel businesses along with her focus on the customer experience aligns well with our strategy for future growth. She is innovative and brings a proven track record in leading global creative organizations for businesses our size.”

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