Women's wear operator Coldwater Creek has announced that Jerome Jessup will be joining the company as executive VP and creative director, starting 3 August.

He will be reporting directly to Daniel Griesemer, president and CEO of Coldwater Creek.

In this newly created role, Jessup will have functional responsibility for brand management, creative services and visual merchandising, a statement said.

"We are pleased to welcome Jerome to the Coldwater Creek organisation," said Daniel Griesemer, president and chief executive officer of Coldwater Creek. "Over the past year we have implemented several key strategic initiatives to improve our business, and we are confident that now is the time to invest in further developing our capabilities."

Jessup has spent the last four years running his own fashion collection and consulting practice. Prior to that, he was the senior executive vice president of design and merchandising for Ann Taylor.