Lands' End Hires Marketer

Lands' End Inc. (Dodgeville, Wis.) has named Gerard Cunningham chief marketing officer.

Cunningham, formerly vp, operating strategy, at Gap Inc. (San Francisco), will lead the specialty apparel retailer and marketer's end-to-end marketing activities, including customer segmentation, creative direction, catalog development, advertising and public relations activities. He will report directly to president David McCreight.

At Gap, Cunningham introduced analytical and customer insight capabilities that resulted in meaningful, measurable improvements in customer experience for Gap, Old Navy and Banana Republic brands. Prior to joining Gap, he held leadership roles in marketing and retail strategy at various consulting and marketing organizations. He started his career with Procter & Gamble Co. Inc. (Cincinnati), where he founded and led Procter & Gamble's European marketing strategy team.

Lands' End said Cunningham's hire signals a fresh direction, 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,” said McCreight. “He brings Lands' End his extensive experience in creating customer-focused, research-driven, world-class marketing programs that are proven to drive growth.”

Lands' End is a subsidiary of Sears Holdings Corp. (Hoffman Estates, Ill.). It runs about 15 outlet and retail stores in the U.S., U.K. and Japan, and its products can be found in about 870 Sears stores.