Lands’ End has appointed Sarah Sylvester, a former Victoria’s Secret executive, chief marketing officer after operating without one for a decade.

The appointment marks efforts to elevate the brand’s profile and accelerate growth, the company indicated. Lands’ End’s marketing function has been overseen by the creative team.

Asked why the Dodgeville, Wisc.-based Lands’ End operated without a CMO for so long, a spokesperson replied by email, “The marketing function has evolved alongside the brand’s business growth and Lands’ End adapted the role to match strategic priorities at different stages. Sarah’s appointment as CMO represents Lands’ End’s evolution as the team continues to grow the brand and attract new and younger customers, underscoring a renewed commitment to brand-building, modern marketing leadership and long-term growth.”

Ten years ago, Becky Gebhardt served as CMO.

Sylvester worked for almost 20 years at Victoria’s Secret, rising through the ranks to her most recent position as executive vice president of marketing, where she led brand reinvention efforts.

Last January, WHP Global inked a deal to acquire a 50 percent stake in a joint venture holding Lands’ End’s intellectual property. The brand management firm agreed to pay Lands’ End $300 million enabling Lands’ End to repay a term loan in full and positioning the brand for growth.

Under the deal, WHP leads the joint venture’s global licensing strategy and brand expansion, while Lands’ End retains operational control of its direct-to-consumer and business-to-business businesses. WHP’s expanding portfolio includes Vera Wang, Rag & Bone, Toys “R” Us, Joe’s Jeans, G-Star, Anne Klein and Bonobos.

In May 2025, Lands’ End Inc. said it was exploring strategic alternatives, including a sale, merger or similar transaction to maximize shareholder value. The decision by the board appeared to be a response to pressure exerted by billionaire investor Edward “Eddie” Lampert, a major shareholder who in April 2025 sent a letter to the board advocating for a sale.

Andrew McLean, chief executive officer of Lands’ End, in a statement characterized Sylvester as “a transformative marketing leader with a proven ability to modernize iconic brands while staying true to what customers love most.” He added, “As we enter our next chapter of growth, her expertise in building emotional connection, sharpening brand clarity, and driving measurable impact will be instrumental. This appointment reflects our commitment to elevating the Lands’ End brand and accelerating our long-term strategy.”

In her statement, Sylvester said she’s joining Lands’ End at “a pivotal moment” and would help shape the brand’s next era of growth. “There is tremendous opportunity to deepen customer connection, expand cultural relevance, and drive modern, data-informed storytelling that honors the brand’s heritage while positioning it powerfully for the future,” she said.