Gap Inc. has appointed marketing executive Michael Francis to newly created leadership roles at both Old Navy and the wider company, as it looks to accelerate momentum at its largest brand.
Francis will serve as chief customer officer at Old Navy and head of marketing shared services across Gap Inc.’s portfolio.
He joins after leading consultancy Farview Associates and previously held senior roles at Walmart, Target, DreamWorks and J.C. Penney.
Reporting to Old Navy CEO Haio Barbeito, Francis has been tasked with strengthening brand storytelling, improving customer engagement and evolving the customer experience across channels.
Related Story
The move is the latest sign that Gap Inc. sees Old Navy as central to its turnaround strategy under CEO Richard Dickson.
Since taking over in 2023, Dickson has invested heavily in the banner, including bringing in designer Zac Posen as chief creative officer and using the chain as the launch point for new beauty initiatives.
Old Navy generated $8.7 billion in revenue last year, accounting for more than half of Gap Inc.’s total sales. While growth at the value-focused chain has slowed amid pressure on lower-income consumers, executives recently said the brand was regaining momentum and returning to more consistent growth.
Francis said Old Navy has “enormous opportunity ahead,” while Barbeito described the business as a “beloved brand with real momentum.”
The appointment suggests Gap Inc. is looking beyond price-led positioning and focusing more heavily on emotional connection, brand identity and customer experience as it tries to reinvigorate Old Navy’s long-term growth trajectory.
Click here to sign up to Retail Gazette‘s free daily email newsletter
