Hasta La Creative!

More change is afoot at Ralph Lauren Corp. The 50-year-old fashion brand has hired its first chief marketing officer as the company strives to create a more cohesive brand voice and marketing strategy. Jonathan Bottomley will start as the top marketer at the New York-based retailer on April 3. Mr. Bottomley was briefly a strategy officer at Virtue, Vice Media’s ad agency. Before that, he served at top London shops including BBH and TBWA.

“As we write our next chapter, we continue to add exceptionally strong leaders with passion, energy and talent to lead our company into the future,” said Mr. Lauren, who serves as executive chairman and chief creative officer of the company he founded, in a statement. He noted the company’s evolution.

A marketing makeover, or an expanded effort in the department, might help the brand strengthen its consumer focus as it deals with sales declines. Ralph Lauren has struggled in recent years to convince trend-driven consumers to buy its classic wares, and last year introduced a restructuring turnaround plan under then-chief executive Stefan Larsson. The plan is still underway, though Mr. Larsson recently announced he will depart the company in May as a result of differences in opinion over direction. A highly regarded retail executive credited with reviving sales at Old Navy and H&M, Mr. Larsson’s tenure was briefhe joined Ralph Lauren in November of 2015. A search is underway for a new CEO.

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