Omnichannel

J.Jill names Viv Rettke as chief growth officer

Photo: LinkedIn

January 5, 2026

J.Jill, a national lifestyle brand, has appointed Viv Rettke to the newly-created role of chief growth officer.

Rettke has led growth strategies across the fashion, footwear, and food and beverage categories for Cole Haan, Reebok and Kraft Heinz, according to a press release.

In her new role, Rettke will be responsible for direct channel performance, work closely with the senior leadership team to define and lead a holistic growth strategy aligning brand, marketing, and direct and retail sales channels, and lead the company's AI initiatives, reporting directly to CEO and President Mary Ellen Coyne.

"We are thrilled to welcome Viv Rettke to the J.Jill team as our first chief growth officer," Coyne said in the release. "She has a proven ability to accelerate business growth at leading companies in fashion and other consumer industries. We're confident her deep expertise across brand building, corporate strategy, business transformation, and retail sales and operations will help us realize the untapped potential to expand our customer file and unlock new efficiencies and market opportunities."

Rettke most recently served as chief strategy and transformation officer at Cole Haan, where she developed and led an enterprise-wide strategy that successfully evolved the brand's positioning from a men's dress shoe brand to a dual-gender global lifestyle brand. Prior to that she served as head of transformation at Reebok.

"I'm honored to join J.Jill and work with Mary Ellen Coyne and the company's talented leadership team to help drive its next phase of growth," Rettke said in the release. "I look forward to honoring the brand's strong legacy while advancing a comprehensive strategy that aims to strengthen and sharpen our competitive position, expand our reach, and leverage data analytics and innovation — including A I— to deliver sustainable, profitable growth."