Chico's appoints new marketing chief

Chico's FAS Inc. announced on Tuesday the appointment of Leana Less to the role of senior vice president of marketing, effective immediately.

The Fort Myers, Florida-based company said Less will lead marketing efforts for all three Chico's FAS brands and outlets – Chico's, White House Black Market (WHBM) and Soma - as well as drive customer acquisition, spearhead the Chico's, WHBM and Soma loyalty programs, and all other end-to-end marketing responsibilities at Chico's FAS.

"I am delighted to be joining this women-led organization," said Less. "I love what the brands stand for and I am looking forward to working closely with Molly and the dynamic team at Chico's FAS."

A marketing veteran with 27 years of experience across several categories ranging from beauty and CPG, Less joins Chico's from Estee Lauder hair care brand Aveda, where she served as head of consumer marketing.

Prior to that, she served as vice president of global connections and media at Coca-Cola Company, and has held a number of roles in the South African advertising industry, most notably as director and board member at Mediacom Africa, where she oversaw new business development and was a key account lead for a portfolio of CPG accounts including Coca-Cola Sub-Saharan Africa, Procter & Gamble and Nokia South Africa.

"Leana is an exceptional marketing leader whose diverse global experience in consumer engagement, strategic vision and digital expertise will support driving our three-year growth strategy and our four pillars of being customer led, product obsessed, digital-first and operationally excellent," said Chico's FAS CEO and president, Molly Langenstein.

Founded in 1983, Chico's FAS is today one of the leading fashion retail companies in North America. It currently operates 1,258 stores in the U.S. and sells merchandise through 58 international franchise locations in Mexico and two domestic franchise airport locations.

Chico's appoints new marketing chief

See also