Dive Brief:

• American Apparel Inc. has named Cynthia Erland, president of Los Angeles-based Erland Creative, to take over its marketing and communications, effective March 9.

• The company also named digital commerce and business analytics veteran Thoryn Stephens to a new position of chief digital officer, also effective March 9.

• Both will report to new CEO Paula Schneider, who has unleashed a series of significant changes to the company’s approach and culture since coming on in early January.

Dive Insight:

Schneider is certainly shaking things up this week, bringing on veterans Erland and Stephens in from the outside, while letting American Apparel veterans and creative directors Iris Alonzo and Marsha Brady, go. 

“Both are innovators with deep expertise working with established brands,” said Schneider of her new hires. “They will be an important addition to our experienced, creative and passionate team.”