Marketing Eddie Bauer

Gary Yiatchos, formerly senior vp of corporate marketing for Federated Department Stores (Cincinnati) has been named to head up the Retail Marketing division of Eddie Bauer (Redmond Wash.).

According to the retailer's statement, Yiatchos, as divisional vp, “will lead the retail marketing team to drive traffic, customer conversion and the integration of all retail and in-store communication. He will also provide critical brand development leadership for Eddie Bauer.”

Yiatchos will report directly to Mark Staudinger, vp of Eddie Bauer's marketing division.

“Gary brings a wealth of experience, expertise and innovative thinking to the marketing division,” Staudinger said. “We're very excited to have someone of Gary's background join Eddie Bauer. His 20-plus years of experience in retail marketing and merchandising will bring fresh insights and strategic thinking skills to our business.”

Prior to moving to Federated corporate, Yiatchos was senior vp of marketing for Bon Marche (the Seattle-based division of Federated) and vp/dmm of cosmetics.

Eddie Bauer, a wholly owned subsidiary of The Spiegel Group (Naperville, Ill.), has gone through some management shake-ups this year as it struggles to regain its profitability. In January, president and ceo Richard Fersch unexpectedly announced his immediate retirement, replaced temporarily by Spiegel ceo Martin Zaepfel. (The company continues its search for a replacement.) And earlier this month, Engle Saez, former Starbucks marketing executive, was named senior vp and chief creative officer, replacing Lisa Bayne, who left in November to go to work for Smith & Hawken Ltd.