Evo announced that Rebecca Heard, vice president of brand, marketing and e-commerce, had been promoted to chief marketing officer. Katie Little, formerly working for Lululemon, was hired as director of stores, U.S.

In her new role, Heard will oversee the company’s brand, marketing, creative, and merchandising functions.

“Since joining Evo three years ago, Rebecca has led the work of elevating our brand, refining our marketing and e-commerce strategies and driving our focus on the consumer. I’m excited for Rebecca and the team and proud to have a strong woman representing Evo at the highest level,” said Bryce Phillips, founder, and CEO.

As CMO, Heard will lead brand development and marketing across the company programs as the brand evolves from an online and brick-and-mortar retailer, including travel, retail, recreation, and hospitality businesses. Heard will continue to focus on organization-wide customer acquisition, retention and loyalty, connecting Evo’s brands with existing business units.

Heard has been with Evo since 2019. She brings more than a decade of global marketing experience to the newly formed role from Lululemon, where she worked as vice president of marketing and customer relationship management. Before that, she worked at Apple, Inc. and iTunes in international marketing.

Little brings nearly ten years of experience in retail operations and front-line team building. At Lululemon, her title was people and culture manager.