Abercrombie & Fitch's turnaround efforts will continue with a new chief marketing officer. The teen apparel retailer has appointed Will A. Smith as its new CMO. Smith is an experienced retail executive, having most recently served as the CMO of Caleres, formerly known as the Brown Shoe Company. Reports say Smith will be responsible for all brand, creative and digital marketing, reporting to newly appointed chief executive Fran Horowitz.
"We're delighted to welcome Will to our team," said Horowitz in a statement to the press. "He's a true marketing talent who has led successful, transformative brand campaigns spanning go-to-market advertising, digital marketing, mobile and customer loyalty programs. He will be a tremendous asset as we continue to focus on strengthening our connection with our customers and enhancing the power and clarity of our brand identities."
Abercrombie & Fitch announced Smith's appointment only days after cutting 150 jobs at its company headquarters in New Albany, Ohio as part of cost reduction initiatives. Smith's hiring represents the first time the retailer has had a dedicated marketing department since January 2016, following the departure of former Senior Vice President of Marketing Craig Brommers.