Abercrombie hires Will A. Smith as Chief Marketing Officer

By

Obi Anyanwu

Published
Jan 31, 2017

Abercrombie & Fitch announced on Monday the appointment of Will A. Smith to Chief Marketing Officer.

 
In this role, Smith will be responsible for all brand, creative and digital marketing for the company. He will report to Abercrombie President and Chief Merchandising Officer Fran Horowitz.

Smith joins Abercrombie after the company changed its brand image and marketing. The company launched a more wholesome marketing campaign for the holiday season that is a far cry away from its 'sexy' past image.

Prior to joining Abercrombie, Smith worked at Caleres Inc. and most recently served as Chief Marketing Officer. He joined Caleres, formerly known as Brown Shoe Company, in 2008 and was instrumental in the parent company’s corporate rebranding initiative, rapid e-commerce traffic gains, revitalizing the customer loyalty program, and improving the in-store experience among others.
 
Smith also worked at Liz Claiborne across various brand and marketing roles.