Ed Lampert tapped longtime IBM ( IBM) image maven Maureen McGuire Wednesday to devise a marketing strategy for Sears ( SHLD) and Kmart.

McGuire, who helped develop IBM's "e-business" campaign in the late 1990s, was named executive vice president and chief marketing officer for Sears Holdings. She will oversee the chief marketing officers at Sears and Kmart and report to Lampert, the hedge fund manager who owns the biggest chunk of Sears stock.

Lampert also named McKinsey partner Corwin Yulinsky executive vice president, customer strategy and insight. Yulinsky ran the consultancy's financial institutions practice and once handled the customer relations strategy for Chase Manhattan.

"These two experienced and highly effective executives will bring Sears Holdings a new level of creativity and focus on marketing and our customer relationships," said Mr. Lampert. "I particularly value the winning attitude and record of success that they will bring to Sears Holdings, and I expect them to help lead the on-going change in Sears' culture."

Sears Holdings also made permanent the appointment of David McCreight to president of Lands' End, a position he previously held on an interim basis.