American clothing retailer Gap Inc. has announced the departure of brand’s creative director Rebekka Bay with immediate effect. She won’t be replaced, as the creative director role will be terminated.

“I would personally like to thank Rebekka for her passion and the creative processes she’s brought to the brand,” said Jeff Kirwan, global brand president of Gap.  “She has helped develop a dynamic design team, some of the best creative talent in the industry, and I’m confident that our strong bench of senior designers will see the brand into its next phase.”

In addition, Gap has appointed Scott Key as senior vice president and general manager of customer experience. Among his tasks, Key will oversee a newly combined e-commerce and marketing organization, whose aim is to make the brand more customer-focused.