New York— Gap Inc. said today it has eliminated the creative director position for its Gap brand, “resulting in Rebekka Bay’s departure from the company, effective immediately.” The company added that its senior design team will take up the slack.
In other managerial shifts, Gap Inc. named Scott Key as senior vice president and general manager of customer experience. He will oversee the newly combined online and marketing division.
More changes are likely as Art Peck assumes the chief executive position of Gap Inc. in February. He succeeds Glenn Murphy who has been in the top spot since 2007. Peck, who’s a 10-year veteran of Gap, Inc., helped the company build its digital position and is expected to step up going after mobile commerce shoppers.
During his Gap Inc. tenure, Key has served in several senior leadership roles within the Growth, Innovation and Digital division, “establishing a track record for innovation while working closely with incoming chief executive officer, Art Peck. Most recently, he oversaw the company’s Customer Engagement Marketing function.”
“As we look to the future, now is the right time to make these changes and focus the brand on delivering casual, American style and building strong relationships with our customers around the world,” Jeff Kirwan, Gap’s global brand president, said in a statement.
Kirwan, who was head of Gap’s China business, took on his new role in December.
After several years of losing its way, Gap started a turnaround in early 2012 by increasing marketing and offering trendier merchandise.
“Now’s the time to intensify our customer focus and break-through with a truly dynamic and integrated approach to building relationships with our customers,” said Kirwan. “Scott will help us bring together our marketing and digital expressions so each interaction with our customers is consistent and compelling. It’s a customer-first approach that reflects how people shop today.”