US intimate apparel firm Maidenform Brands has named Lucille DeHart to the position of chief marketing officer.

As chief marketing officer, DeHart will be responsible for Maidenform's marketing strategies and operations, brand management, direct and online marketing, advertising, promotions and marketing communications, a statement said.

"We are very pleased to welcome Lucille back to the team to lead our marketing initiatives and help drive Maidenform's future growth," said Maidenform's chief executive officer, Maurice Reznik. "Lucille brings invaluable insight, industry expertise and a proven track record in brand development and strategic marketing initiatives."

DeHart brings over 20 years of marketing experience to Maidenform and was most recently vice president global marketing at luggage seller Tumi. Prior to this she served as vice president marketing at Polo Ralph Lauren and director of marketing at Maidenform.

"I am thrilled to be part of Maurice's team and to be returning to Maidenform. I look forward to leveraging the brand's rich history and unique heritage to further Maidenform's geographic expansion," said DeHart.