Lord and Taylor names CMO

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Roger Adams, previously the CMO at The Home Depot, has been named to the newly created position of SVP and CMO at Lord and Taylor.

Adams' duties include brand management, creative and media services, consumer relationship management, market research, consumer insights, Internet marketing and sales promotion. He will report to president and CEO Jane Elfers.

Adams' appointment is part of Lord and Taylor's re-branding effort, which began last fall. The initiative, spearheaded by Elfers, has included upgrading merchandise assortments, in-store services and amenities and brand packaging.

Earlier this week, e-commerce solutions provider iCongo Inc. reported that Lord and Taylor has selected its e-commerce platform for a relaunch of its retail Web site. The new platform will enable Lord and Taylor to enhance merchandising capabilities, improve inventory and order tracking and deliver a personalized customer experience through iCongo's personalization tools.

In 2006, Federated Department Stores, now known as Macy's, sold Lord and Taylor to NRDC Equity Partners for $1.2 billion.

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