New CMO for Old Navy
The position of chief marketing officer has been vacant at Old Navy for six months, but that’s about to change. Jamie Gersch, most recently chief marketing officer at Charlotte Russe, will fill the position at the end of October. Gersch will be replacing Ivan Wicksteed, who recruited Elizabeth Banks, Amy Poehler and Julia Louis-Dreyfus for Old Navy advertising spots. Before joining Charlotte Russe last year, Gersch spent 14 years at Gap Inc., and as vice president, marketing at San Francisco-based Old Navy, she oversaw communication strategy across all channels and led annual and seasonal marketing.
Total Retail’s Take: Old Navy has been a bright spot for struggling Gap Inc., yet even it has seen its sales decline recently. Old Navy added activewear and stretch denim to its product assortment, and ramped up its marketing efforts — e.g., Amy Schumer will star in at least six Old Navy commercials through the end of this year. Old Navy knows what its customers want and responded by adding new product lines. The company kept its foot on the pedal for six months without a CMO, so things will hopefully get even better now with Gersch on board.
