Gap Customer EngagementNow is the time to focus on customer engagement at Gap brand.

Jeff Kirwan, Global President of Gap, announced various leadership changes on Thursday aimed at intensifying the brand’s customer focus.

“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,” Kirwan said in a statement.

As part of its plans to create a consistent, customer-centric experience across all channels globally, the brand has appointed Gap Inc. veteran Scott Key as senior vice president and general manager of Customer Experience. In the role, Key will oversee a newly combined ecommerce and marketing organization, charged with driving a powerful connection across these critical customer touch-points globally.

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 chief executive officer, Art Peck.

“Scott will help us bring together our marketing and digital expressions so each interaction with our customers is consistent and compelling,” Kirwan said. “It’s a customer-first approach that reflects how people shopGap customer engagement today.”

Gap also eliminated its Creative Director role, resulting in Rebekka Bay’s departure from the company.

“I would personally like to thank Rebekka for her passion and the creative processes she’s brought to the brand,” Kirwan said. “She has helped develop a dynamic design team, some of the best creative talent in the industry, and I’m confident that our strong bench of senior designers will see the brand into its next phase. As we look to the future, now is the right time to make these changes and focus the brand on delivering casual, American style and building strong relationships with our customers around the world.”

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