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A&F Hires Will A. Smith As New CMO

Clothing store, Abercrombie & Fitch has appointed Will A. Smith as its new Chief Marketing Officer in hopes to take a new direction.

Smith will be responsible for all brand, creative and digital marketing, reporting to President and Chief Merchandising Officer Fran Horowitz.

Previously, Smith was the Chief Marketing Officer for footwear brand Caleres — formerly known as the Brown Shoe Company — playing a critical role in the company’s corporate rebranding initiative.

Smith will replace Craig Brommers, who left to become the Chief Marketing Officer of Gap in January 2016.

“We are delighted to welcome Will to our team,” said Horowitz in a statement. “He is a true marketing talent who has led successful, transformative brand campaigns spanning go-to-market advertising, digital marketing, mobile and customer loyalty programs.  He will be a tremendous asset as we continue to focus on strengthening our connection with our customers and enhancing the power and clarity of our brand identities.”