Company executives said Michael McCadden has returned to the retailer as a consultant under a one-year contract to head up marketing for its discount Old Navy division. Mr. McCadden had been chief marketing officer at Priceline.com until his resignation last December.
Mr. McCadden, who was with the Gap from 1996 to 1999, was responsible for some of the unit's most famous advertising, including Khaki's Swing.
At the same time, Gap eliminated the title of chief marketing officer for its three brands, and moved the post's current holder, Amy Schoening, back to her previous role, heading marketing for Banana Republic, with the title of executive vice president.
In a conference call earlier this week, Gap CEO Mickey Drexler appeared to indicate he was returning to the retailer's previous tagline "For every generation, there's a Gap."
But a spokeswoman said the company is not returning to the line, only to the store's roots in basic clothing.