Retail in Asia

In People

Gap names customer experience chief, eliminates creative head

US clothing retailer Gap on Thursday named Scott Key as senior vice president and general manager of customer experience in a bid to intensify the brand’s customer focus. In the role, Key will oversee a newly combined e-commerce and marketing organisation, charged with driving a powerful connection across these critical customer touch-points globally.

During his Gap 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 CEO Art Peck. Most recently, he oversaw the company’s Customer Engagement Marketing function.

"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 Jeff Kirwan, global brand president of Gap. "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."

Gap also announced that, in evaluating the right leadership structure for the brand, it would be eliminating the Creative Director role, resulting in Rebekka Bay’s departure from the company, effective immediately.