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Coca-Cola marketing exec joins SWFL retailer in senior VP role

Leana Less has nearly 30 years of marketing experience.

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  • | 8:18 a.m. August 31, 2022
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Leana Less (Courtesy photo)
Leana Less (Courtesy photo)
  • Charlotte–Lee–Collier
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Women’s retailer Chico’ FAS has named former Coca-Cola executive Leana Less senior vice president of marketing.

Less will lead marketing efforts for all three Fort Myers-based Chico's FAS brands and outlets — Chico's, White House Black Market and Soma — as well as drive customer acquisition, spearhead the Chico's, WHBM and Soma loyalty programs and all other end-to-end marketing responsibilities at Chico's FAS, according to a statement.

Less most recently was head of consumer marketing for Estée Lauder subsidiary Aveda, where she helped drive significant e-commerce growth, contributing to the brand's overall expansion efforts, the release states. Prior to that role, she served was vice president of global connections and media at Coca-Cola Co., where she crafted a five-year transformation using digital as an enabler for growth. She also managed global agency relationships across the corporation, including 700 agency partners spanning 200 countries.

Less also held a number of roles in the South African advertising industry, most notably as director and board member at Mediacom Africa, where she oversaw new business development and was a key account lead, the release adds.

"Leana is an exceptional marketing leader whose diverse global experience in consumer engagement, strategic vision and digital expertise will support driving our three-year growth strategy and our four pillars of being customer led, product obsessed, digital-first and operationally excellent," Chico's FAS CEO and President Molly Langenstein says in the statement.  

"I am delighted to be joining this women-led organization,” Less says in the release. “I love what the brands stand for, and I am looking forward to working closely with Molly and the dynamic team at Chico's FAS."

Chico's FAS had $1.8 billion in revenue in fiscal 2022.


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