Gap’s global chief marketing officer Seth Farbman is to leave the company in the New Year, ending a three-year stint during which he led an overhaul of the brand’s marketing strategy.

Farbman, a former ad agency exec at Ogilvy, will reportedly leave his role on 31 January, although he is expected to remain in place for an extended period in a consultancy guise.

Since joining, Farbman launched Gap’s first global marketing campaigns, including a 2011 promotion around the brand’s 1969 collection and, more recently, its ‘Dress Normal’ ads starring celebrities such as actresses Anjelica Huston and Elisabeth Moss.

The new approach appeared to provide the apparel retailer with a much-needed profits boost, although recent signs have suggested a more negative picture. Last month, Gap cut its full-year earnings, leading to a near-5% fall in its share price.

Farbman is the latest in a series of high-profile departures at the brand: in October, CEO Glenn Murphy announced he would be leaving in February, while senior global director-marketing communications Marcela Aguilar left in September to join Apple.

A Gap spokeswoman told Ad Age: “Seth has led global marketing for Gap brand, creating the marketing platform ‘Believers in Bright’ and the newer ‘Dress Normal’ campaign.

“He has championed diversity in advertising and been a strong advocate for the Gap Inc. Personal Advancement and Career Enhancement programme.”