Gap names first chief marketing officer

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The Gap Inc. has named Amy Schoening, 42, its first chief marketingofficer. Ms. Schoening, previously exec VP-marketing, for the BananaRepublic stores, was called upon to help with marketing for the Gap's corestores last year when those stores began to under-perform. She hiredModernista!, Boston, on a project basis for a holiday campaign andsubsequently for a spring effort. In her new role, Ms. Schoening willreport directly to Gap. Inc. President and CEO Millard Drexler. The shiftleaves the Gap Inc. with vacancies in the top marketing post in each of itsdivisions, Gap stores, Old Navy and Banana Republic. Gap corporatespokesman Alan Marks said the retailer's in-house advertising units willnot be consolidated or disbanded, and the new marketing department headswill continue to report to the president of the individual Gap Inc. brands,but also reporting, he said, "on a dotted line" to Ms. Schoening. Prior tojoining Banana Republic five years ago, Ms. Schoening was an accountexecutive at Foote, Cone & Belding, San Francisco, and worked at LeviStrauss & Co. The Gap joins a number of retailers ranging from J.C. Penneyto Kmart in establishing the post of Chief Marketing Officer.

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