J.Jill has appointed Viv Rettke, a veteran of leading growth and transformation strategies at Cole Haan and Reebok, to the newly-created role of chief growth officer.

The company indicated that Rettke will be responsible for the performance of the direct to consumer channel and will work closely with the senior leadership team “to define and lead a holistic growth strategy aligning brand, marketing, and direct and retail sales channels,” and lead the company’s AI initiatives.

She will report to chief executive officer and president Mary Ellen Coyne, who in a statement said Rettke has “a proven ability to accelerate business growth at leading companies in fashion and other consumer industries. We’re confident her deep expertise across brand building, corporate strategy, business transform

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