• by Sarah Mahoney , Yesterday

Gap has hired Michael Francis, who has been appointed chief customer officer of Old Navy, as the retailer continues to fine-tune its ambitious comeback project.

Besides leading Old Navy’s end-to-end customer strategy, he’ll have responsibility for strengthening brand storytelling, deepening engagement, and evolving customer experience. And as head of marketing shared services, Francis will also oversee media strategy and execution for Gap Inc., driving greater integration and effectiveness across all of the company’s brands – Gap, Old Navy, Banana Republic and Athleta.

Francis comes to the new role after more than a decade of consulting and board roles, but before that, held the CMO post at DreamWorks Animation and Target (for 12 years), and was president of JCPenney for one year.

He has recently acted as an advisor to Old Navy and reports to Haio Barbeito, president and CEO of Old Navy.

In the announcement, chairman and CEO Richard Dickson praised Francis as one of the most respected brand builders in retail. “With deep experience spanning retail, brand, and entertainment, he has a proven ability to connect creativity, culture, and commerce in ways that energize the business, attract customers, and build stronger brands with lasting loyalty.”

The news is the latest in a steady stream of changes as Dickson’s transformation takes hold, including lots of buzz-building. The company recently reported its eighth straight quarter of gains in comparable sales. That includes a 3% gain in fourth quarter sales at Old Navy, its largest division, reaching $2.3 billion. And Gap says Old Navy's value message continues to resonate across a wide range of income levels.

Zac Posen, Old Navy’s chief creative officer, dressed Kendall Jenner for this week’s Met Gala, for example, and Gap's flagship brand recently launched another well-received collaboration with Victoria Beckham.

Old Navy is looking to create its own momentum too, and today announced that Paris Hilton is starring in its new summer campaign, along with her mom, Kathy Hilton, as well as reality TV stars Ciara Miller and Rob Rausch, and influencers Erin Miller and Eric Sedeño.

“Paris Hilton is the perfect summer muse introducing our new campaign 'It’s Old Navy’,” Posen says in the campaign announcement. "She is a fearless businesswoman and incredible mother, always true to herself, and confident.”