Dive Brief:

• Apparel retailer Gap, Inc. has named Scott Key to the newly created post of senior vice president and general manager of customer experience. 
• The company announced last week that it will shutter one of its five brands, Piperlime, leaving Gap, Old Navy, Banana Republic, and Athleta. 
• The company’s flagship brand will eliminate the position of creative director altogether in search of an integrated strategy.

Dive Insight:

Gap Inc. is undergoing rapid change under new CEO Art Peck. A week ago, the company announced it will shutter its Piperlime brand, and yesterday the retailer named company veteran Scott Key to the new position of senior VP and general manager of customer experience for its flagship brand. Creative director Rebekka Bay will leave the company, and Gap will eliminate the position altogether.

The moves seem designed to accommodate retail’s shift toward omnichannel strategies. Key has led aspects of Gap’s digital and customer engagement efforts in the past, and will help integrate e-commerce and marketing for the apparel giant as it develops a unified, “customer-first” approach.