Gap is the retail turnaround story of the year.Customers are flocking to Gap’s stores and investors are buying up its shares. The rebound can be attributed to Gap making some great hires and improving product, marketing and customer service.
At Business Insider’s Social Media ROI Summit in New York, we chatted with Gap’s director of global digital and social media Rachel Tipograph about what it’s like behind-the-scenes during such an epic turnaround.
There has been a major shift in the company’s culture in the past year, Tipograph says.
“Everyone understands who our customer is, from the marketers to the designers to the store associates,” she says. “Once we all understood that, we could start to help the company.”
Her team responsible for a whopping eight to 12 advertising campaigns a year. The normal workload is one to three campaigns.
“We never stop working — I have no idea what day of the week it is!” she says. “There’s a sense of humbleness, and we’re never taking the fact that the brand is doing well for granted.”
“I used to work somewhere where we’d ring the gong when we did something well, but Gap is a much more modest company.”
If you’re interested in working with Tipograph, she is hiring a person to work on her team. Tweet @racheltipograph for more information.
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