Gap brand announced Thursday creative director Rebekka Bay has left the company. In evaluating the right leadership structure for the brand, Gap said it decided to eliminate her creative director role. The move is among a series of leadership changes designed to focus the global fashion and retailing needs of the business.

The Danish design consultant, who helped launch H&M’s Cos brand, joined Gap in 2012 in an effort to reconnect the brand to consumers. No successor has yet been named, however Gap said it has a strong senior design team in place to ensure a seamless transition.

Gap global brand president Jeff Kirwan said, “I would personally like to thank Rebekka for her passion and the creative processes she’s brought to the brand.” He added, “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.”

The company also announced the appointed of Gap Inc. veteran Scott Key to senior vice president and general manager of customer experience. In the role, Key will oversee a newly combined e-commerce and marketing organization.

Kirwan concluded, “As we look to the future, now is the right time to make these changes and focus the brand on delivering casual, American style and building strong relationships with our customers around the world.”