With new CEO Art Peck officially taking the helm of Gap Inc. this Sunday, the apparel retailer yesterday named a new executive with responsibilities for e-commerce and marketing.

Scott Key is now senior vice president and general manager of customer experience, which includes oversight of a combined e-commerce and marketing group for the Gap brand. Since 2013 Key has been senior vice president and general manager of customer engagement marketing for the Gap brand; he has been with Gap Inc. in various roles since 1990.

“Scott will help us bring together our marketing and digital expressions so each interaction with our customers is consistent and compelling,” says Jeff Kirwan, Gap global brand president. “It’s a customer-first approach that reflects how people shop today.”

In a further shuffling of employees, Gap eliminated the position of creative director.

Gap Inc. is No. 19 in Internet Retailer’s Top 500, and No. 289 in the Europe 500.