Dive Brief:

• Gap has appointed former PepsiCo marketer Fabiola Torres as global chief marketing officer, a spokesperson for the brand confirmed to Marketing Dive. Women’s Wear Daily first reported the news.
• Torres will oversee marketing, creative, merchandising, store experience and operations teams. A greater sense of cohesion is important as the retailer vies for a rebound, Gap CEO Mark Breitbard wrote in a memo to employees reviewed by Marketing Dive.
• Gap’s last CMO Mary Alderete departed in 2022, per her LinkedIn page. The hire of Torres follows the release of Gap’s spring campaign focused on linen and themed around the hit Jungle song “Back on 74.” 

Dive Insight:

A new global CMO is part of Gap’s ongoing efforts to put its brand back in the cultural conversation after years of slumping sales. Torres has worked for a variety of marketers, most recently PepsiCo, where she served as CMO for the food and beverage giant’s energy drinks segment and Hispanic business unit. Other past gigs include Apple, as vice president of global marketing, and Nike, where the executive spent nearly two decades.

“It was incredibly important to bring on a leader who can navigate transformation, build brands that shape culture, and lead with purpose,” Breitbard wrote in his memo. The CEO called out Torres’ ability to connect with globally diverse audiences. 

Torres is joining Gap fresh on the heels of the brand having a presence at this week’s Met Gala. Zac Posen, who parent Gap Inc. named creative director and chief creative officer of Old Navy in February, helped style actor Da’Vine Joy Randolph for the star-studded event known for its over-the-top attire.

“I couldn’t have asked for a more exciting week to start as a Global Chief Marketing Officer Gap an iconic brand with a compelling history that celebrates individuality and self-expression for all generations,” Torres wrote in a LinkedIn post about her new job. 

Torres’ purview is wide-ranging as the brand focuses on streamlining and cohesion for its turnaround plan. Gap has not had a CMO for nearly two years. Erika Everett, Gap’s head of marketing, will remain in that role, a spokesperson confirmed.

Gap is looking to build on momentum from a seasonal campaign centered on linen that leaned into a song and dance popular on TikTok and featured Grammy Award-winning artist Tyla. Gap Inc. CEO Richard Dickson has made reclaiming brand mojo a priority since joining the retailer, which also owns Old Navy and Banana Republic, in August. The company kicked off the year with a U.S. media agency review, Campaign previously reported.