Retailer The Talbots has named ex-Nike executive Lori Wagner as the new executive vice president, chief marketing officer in charge of the Talbots brand.

In a newly-created role, Wagner will oversee all advertising, catalogue development and direct marketing for Talbots, as part of the company's strategy to reinvigorate the brand.

Wagner has more than 15 years' marketing and brand-building experience in the speciality retail sector, most recently as chief marketing officer of Nike division Cole Haan.

She has also worked for companies including Kenneth Cole and the J Crew Group.

She will report to Talbots president and CEO Trudy Sullivan as chief marketing officer of Talbots; and to Talbots COO Phil Kowalczyk as head of Talbots direct business.

"Today's appointment reflects our commitment to revitalise and elevate our core Talbots brand," said Sullivan.

"We are thrilled to welcome Lori on board, and believe she can introduce excitement and innovation to our marketing strategies that will refresh and solidify the image of this iconic brand."