California Apparel News

Pacific Sunwear of California Inc.’s marketing campaign, Golden State of Mind, will be expanding.

The mall retailer, with a fleet of 620 stores, announced on Nov. 18 that Amber Fredman-Tarshis was named as its senior vice president and chief marketing officer. It will be her job to direct the company’s Golden State of Mind marketing campaign, which debuted in 2012.

“Much of my career has been focused on creating emotional connections with consumers and telling great stories that bring brands to life. I look forward to developing the brand’s Golden State of Mind positioning and celebrating the incredible stories PacSun has to share,” she said in a statement.

Fredman-Tarshis’ résumé lists gigs directing marketing for fashion brands as well as entertainment. Her last job was as senior vice president of marketing for Guess, where she worked from 2012 until recently. From 2009 to 2012, she was chief marketing officer for The Hub television network. She also worked in executive marketing positions for Victoria’s Secret and Warner Bros.

At PacSun, Fredman-Tarshis will earn a base salary of $400,000 and an annual incentive bonus opportunity based on the company’s achievement of a preset financial target, which will be determined by Gary H. Schoenfeld, PacSun’s chief executive officer, according to the retailer’s financial documents. She also will receive a signing bonus of $50,000.

PacSun will announce results for the third quarter of its 2014 fiscal year on Dec. 3. For its second quarter, it announced net sales of $211.7 million compared with the same quarter of the previous year. Same-store sales increased 0.3 percent.