Sara Lee Apparel Names CMO

NEW YORK Sara Lee Branded Apparel today named Kevin Hall to the new position of executive vice president and chief marketing officer, effective immediately.

Hall, 47, will be responsible for U.S. marketing activities for Sara Lee’s Hanes, Champion, Playtex, Bali, L’eggs, Just My Size, Barely There and Wonderbra brands. He will report to Richard A. Noll, CEO, Sara Lee Branded Apparel.

Hall joins the company from Fidelity Investments Retirement Services in Boston, where he was svp of marketing. Prior to Fidelity, he worked at Procter & Gamble for 16 years, responsible for Pantene, Old Spice, Pert Plus and Vidal Sassoon.

Sara Lee Apparel is currently a part of Sara Lee Corp., based in Winston-Salem, N.C. In February, Sara Lee began a transformation of its business portfolio to focus on food, beverage and household and body care products.

At that time, Sara Lee said it would spin off its branded apparel business in the Americas and Asia into an independent, publicly traded company that has since been named Hanesbrands. The spin-off is expected to be completed between now and this September.

Sara Lee Apparel spent about $85 million on ads last year, per Nielsen Monitor-Plus. Most of that was spent on Hanes ($50 million-plus), which is handled by Interpublic Group’s The Martin Agency in Richmond, Va.