Old Navy Searches for New Lead Marketer

Amy Curtis-McIntyre Departs Amid Traffic Concerns at Retailer

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Old Navy is on the hunt for a new chief marketer.

Amy Curtis-McIntyre, senior VP-marketing, quietly left the retailer earlier this summer after just more than a year in the job, a spokeswoman confirmed. "Given the challenges in driving traffic, Amy and Tom [Wyatt, Old Navy's president] agreed it was time to make a change in the marketing leadership," the spokeswoman said. She said that Old Navy is actively looking for a replacement.

Amy Curtis-McIntyre
Amy Curtis-McIntyre

Gap Inc. CEO Glenn Murphy didn't mince words in discussing Old Navy's marketing shortfalls with analysts last week. The retailer has posted negative sales at stores open at least a year in four of the past six months. In July, same-store sales fell 3%. During the company's second-quarter earnings call he said he was disappointed that more customers weren't getting in the door to see the improved product.

"Old Navy, we had some story lines, but the marketing did not pull, did not drive traffic as much as we wanted," Mr. Murphy said. "So, I'm disappointed in the brand. I'm disappointed in the leadership; that we've been unable to get enough people and the customers we target to come in and see what [Nancy Green, Old Navy's chief creative officer] has actually put into the store."

Old Navy, which spent $221 million on measured media last year, according to Kantar, introduced a new campaign, "Old Navy Records: Original hits. Original styles," in February. The campaign, introduced by Ms. Curtis-McIntyre, replaced the "Supermodelquins." Old Navy worked with music house Honor Roll on the campaign as well as industry heavyweight Joseph Kahn, who has won several MTV Video Awards and a Grammy. The commercials feature original tracks from various bands. CP&B is Old Navy's creative agency.

The "Old Navy Records" concept is being fine-tuned in an effort to drive more traffic, but Mr. Murphy told analysts that "if we can't fix what we have, we'll have a brand new [campaign]."

In an email, Ms. Curtis-McIntyre said she has been traveling with her family. Asked about future plans, she said she will continue traveling and do some writing.

Ms. Curtis-McIntyre was named to Old Navy's top marketing job in March 2010. She had previously been senior VP-brand communications for Hyatt Hotels and Resorts. She was also the founding CMO of JetBlue. Ad Age named her a Woman to Watch last year.

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