Handbag designer Vera Bradley is looking to streamline its corporate structure by eliminating several key executive positions.

The brand will be removing the positions of brand president, chief creative officer, and chief revenue officer in an effort to drive cost savings, focus more on marketing and merchandising, and better position the company to deliver consistent growth.

It has also kicked off its search to hire a senior vice president of merchandising and design, with merchandising, product development, design, and planning and allocation teams reporting to the person in the role.

Vera Bradley also announced the appointment of Alison Hiatt as its chief marketing officer. Hiatt will oversee digital marketing, customer data, and eCommerce in her role and manage the brand’s creative marketing, retail store, and retail brand experience teams.

Before joining Vera Bradley, Hiatt most recently served as chief marketing officer for Salt and Straw. She played a vital role in transforming the unique ice cream company from a regional brand into an emerging national player through innovative digital marketing, eCommerce initiatives, and strategic partnerships.

Before joining Salt and Straw, Hiatt was chief marketing officer of Banfield Pet Hospitals, a division of Mars, Inc. Hiat has also held several marketing-related and other retail posts with REI, Starbucks, and Amazon.

In addition to shaking up its executive ranks, the company is taking on full ownership of bracelet brand Pura Vida, with Co-Presidents Griffin Thall and Paul Goodman leaving the company. The company is acquiring the remaining 25% stake in Pura Vida from Thall and Goodman for $10 million.

Photo credit: Vera Bradley