US retail giant Gap Inc has named its former executive, Jamie Gersch, as chief marketing officer (CMO) of Old Navy in a bid to drive the brand's vision in the run-up to the holiday season.

Gersch, who previously spent 14 years at the San Francisco-based retailer, most recently served as CMO at US fashion label Charlotte Russe. She will return to Gap at the end of October, replacing Ivan Wicksteed in a position which has been vacant for six months.

"We are thrilled to welcome Jamie back to Old Navy," says Sonia Syngal, Old Navy president. "After a comprehensive search, Jamie's combination of passion for our brand, experience driving results in the business, cross-channel experience, and creative smarts made her the ideal CMO for our brand. I know she's going to accelerate Old Navy's brand vision and help us continue to deliver an incredible, inclusive and accessible shopping experience for our customers around the world.'

Syngal, who has been at Gap for 12 years, was promoted to global president in April of this year.

Gap promotes sourcing executive to lead Old Navy

Earlier this month, Gap Inc saw its share price tumble as it turned in its 15th negative monthly comparable sales result. 

While same-store declines for July were recorded at its Banana Republic and namesake brands, Old Navy was the best-performing division and managed to generate a positive 1% comp gain, making it the only unit to beat expectations.

Gap shares tumble as August sales slide