Last mentioned: Mar 17, 2026
Strategy Implementation
Expected rollout of Sylvester's new brand-led marketing initiatives.
Sarah Sylvester Appointed
Lands’ End officially names Sylvester as CMO, poaching her from Victoria’s Secret.
Appointment Announced
Lands’ End officially names Sarah Sylvester as its new CMO.
Turnaround Strategy Initiated
The company begins a multi-year effort to modernize operations and revitalize the brand.
VSCO Rebrand
Sarah Sylvester helps lead the marketing transformation at Victoria’s Secret.
CMO Role Vacated
Lands’ End transitions away from a centralized CMO structure to a decentralized model.
CMO Vacancy
Lands’ End operates without a dedicated Chief Marketing Officer, focusing on operational stability.
Lands’ End has appointed Sarah Sylvester, a veteran of Victoria’s Secret, as its first Chief Marketing Officer in nearly ten years. The strategic hire signals a pivot from operational efficiency toward aggressive brand-led growth and modern customer acquisition.
Lands’ End has appointed Sarah Sylvester as its first Chief Marketing Officer in nearly ten years, signaling a pivot toward aggressive brand building. Sylvester, a long-time Victoria’s Secret executive, is tasked with modernizing the heritage retailer’s market presence amid a broader corporate turnaround.
Lands’ End has appointed Sarah Sylvester as its first Chief Marketing Officer in nearly ten years, poaching the executive from Victoria’s Secret. The move signals a definitive shift toward brand-led growth as the heritage retailer enters a critical turnaround phase.