Talbots Inc. has named Lori Wagner as executive vice president, chief marketing officer, a new post for the company.
In her new role, Wagner will oversee Talbots’ promotional and marketing strategies, overseeing creative development, catalog and print production, and advertising and sales promotion. She also will manage the chain’s catalog and online store operations, which caters to women 35 and over. The position takes effect March 24.
Wagner’s duties previously were handled in-house by a team of people, Talbots said.
Wagner most recently worked as chief marketing officer of Cole Haan’s Nike division where she oversaw the brand’s repositioning and all aspects of worldwide marketing and advertising. She also was senior vice president of marketing at Kenneth Cole and senior vice president of brand marketing and creative at J. Crew.
The hiring comes as part of Talbots’ strategy to strengthen, reposition and reinvigorate the brand, the company said. Wagner’s arrival is the latest in a string of recent executive company changes, including the addition of new a J.Jill president, a senior vice president of merchandising and a chief merchandising officer.
In other news, Talbots said last week it plans to close 20 under performing stores this year. The firm did not elaborate on which outlets would close. The closing comes as Talbots also said it would shutter 78 Talbots Kids and Mens clothing stores by September.
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