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Gap's New CMO on What's Hot in Retail and the Rise of the Female CMO: Marketer's Brief Podcast

After joining Gap from Adidas eight months ago, Alegra O’Hare is ready for the holidays


Ad Age | October 30, 2019



The Ad Age article, "Gap's New CMO on What's Hot in Retail and the Rise of the Female CMO: Marketer's Brief Podcast," cites the Russell Reynolds Associates paper, "Marketing Moves Q1 – Q2 2019." The article is excerpted below.

It may seem a little early for holiday marketing, but that’s not the case for Gap, according to Alegra O’Hare, who joined the 50-year-old brand earlier this year as chief marketing officer from Adidas. This year, the brand is taking a more emotional route with its anthem spot, which will not air on TV, unlike previous years.

“We did a lot of analysis, return on advertising spend, ROI, marketing effectiveness across the board,” she says on the latest edition of Ad Age’s Marketer’s Brief podcast. “Digital is the broader medium and it comes across as one of the highest performing so we decided this year to go all in.”

...

O’Hare, who joined Gap in February, is one of a host of women taking on marketing leadership roles in recent months. According to a recent report from executive recruiting firm Russell Reynolds Associates, women represented 48 percent of marketing leadership appointments made in the first six months of 2019.

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Gap's New CMO on What's Hot in Retail and the Rise of the Female CMO: Marketer's Brief Podcast