One of North America’s oldest and most storied retailers has brought changes to its senior marketing team as it continues to face losses and attempts to turn itself around.

Hudson’s Bay will head into the holiday shopping season with Meghan Nameth as its new SVP of marketing. Nameth, a former managing director at PwC Canada’s One Analytics practice, will lead the company’s integrated marketing strategy, with a focus on cross-channel customer engagement and sales. Her duties include oversight of brand, marketing and PR at the Hudson’s Bay Co.-owned department store chain.

She replaces former SVP of marketing Patrick Dickinson, who held the position until June.

In a statement, Kerry Mader, EVP and chief customer officer at Hudson’s Bay, said Nameth’s strategic marketing and brand-building expertise will support the company’s efforts to evolve its shopping experience for customers.

Nameth reports into Mader, formerly chief business operations officer at the company, who was himself moved into the chief customer officer role at Hudson’s Bay in early September. Mader’s new role comes with oversight of customer experience, stores, digital, marketing and store operations.

While at PwC, Nameth worked with the consultancy’s clients on marketing, customer and product analytics. Her prior experience includes time as VP of North American marketing analytics and insights at TD, as well as marketing and brand management roles at P&G and Mars Canada.

During the quarter ended in Aug., comparable sales at Hudson’s Bay stores fell 3.4%, while sales at HBC’s Saks Fifth Avenue grew 0.6% and those at discount banner Saks Off 5th were up 3.4%.

Toronto-based HBC has been pursuing a turnaround since the arrival of chief executive Helena Foulkes in February 2018. Since then, it has hired CMO Bari Harlam to lead HBC’s marketing efforts across its North American retail banners, and hired Stephen Hold as head of tech and digital.

More recently, the company offloaded its New York-based Lord & Taylor banner to clothing subscription and rental service Le Tote. It has also reportedly dropped 300 “unproductive” brands from its Canadian department stores, while adding around 100 new ones. New arrivals include outdoor retailer L.L. Bean, the home goods arm of Anthropologie, and Spanish fast-fashion retailer Mango.

Last month, the board of the 349-year-old company agreed to a plan to be taken private by a group of investors led by executive chairman Richard Baker. The deal, which valued at the company at $1.9 billion, requires the approval of a majority of minority shareholders, which Bloomberg News has reported plans to vote against the proposal.