Canvas by Lands' End
by Brian Lipton
LANDS' END Becky Gebhardt
Becky Gebhardt

Retail giant Lands’ End has announced the appointment of several new leadership roles across the company.

Becky Gebhardt, who has served as SVP and Chief Creative Officer since May 2014 and who has been with the company in different stages since 1991, has been promoted to EVP and Chief Marketing Officer for Lands’ End. In this new role, Gebhardt will lead all aspects of creative and marketing for the global lifestyle brand, including brand advertising, catalog, e-commerce and digital brand marketing, social media and retail marketing.

“As I look at all of the opportunities to grow Lands’ End as a global brand, the role of CMO is crucial to our success as we continue to connect with our long-term, loyal customers, and introduce the brand to new customers in innovative and meaningful ways,” said Federica Marchionni, CEO, Lands’ End. “Becky’s extensive knowledge of Lands’ End, her proven track record as a business leader for directing brand and creative efforts for multi-channel businesses, along with her 20-plus years of industry expertise focused on consumer brands and customer experiences make her the ideal candidate, and we are excited to have her at the helm leading this critical function.”

Marchionni has also announced that Mike Zhang recently joined Lands’ End as Vice President, E-Commerce, Digital Marketing and Innovation, and that Mike Holahan was promoted to Senior Vice President, Multi-Channel Marketing.

Zhang will lead the continued elevation of the brand’s digital transformation, driving consumer purchasing behavior and expand the customer’s experience across all digital channels, and end-to-end strategic marketing plans.

Holahan, who has been with Lands’ End since 2008, will oversee the company’s catalog marketing efforts, business analytics and consumer insights, as well as further defining the promotional cadence and marketing strategies to drive profitability for Lands’ End. Both men report to Gebhardt.

Finally, the company will expand the role Angie Rieger, Senior Vice President of Inventory Management and Planning. She will help drive the company’s US Direct business, as well as identify and address the financial impact of business decisions and strategic initiatives and will assume an influential leadership role with critical, cross-functional partners, including marketing and finance. She will report directly to Jim Gooch, CFO/COO, Lands’ End.


  1. Are you kidding? I just left a long one! It was not exactly pro-Frederica Marchionni, as I don’t know anything about most of her relationships with the company, but it was certainly against using Gloria Steinem’s appearance in the catalog as an excuse! Acceding to pressure from the religious schools’ decision to boycott Lands’ End struck me as comparable to Ted Cruz voting for Donald Trump, presumably also because of pressure. No, I won’t stop buying from Lands’ End because of this, but unless the new CEO continues to show the same newly-enhanced style that the last catalog showed, I may not find anything in it worth buying.

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