Dive Brief:

• Apple has tapped Marcela Aguilar, Gap’s senior global director of marketing and communications, as its director of global marketing communications, Ad Age reports.

• The hire of Gap's number two marketing executive continues Apple’s recent tendency to turn to the fashion world for top executives.

• Before her work at Gap Inc., Aguilar worked at ad agency BBDO leading its Procter & Gamble business, where she traveled extensively in that role.

Dive Insight:

Marcela Aguilar is credited with helping Gap boost its marketing efforts and sales and helping turn around its struggling brand. She has extensive global experience in fashion and marketing that will presumably serve Apple well as it launches its latest round of upgrades and products, including its Watch, which will hit the market early next year.