Denise Incandela holds a fashion position at Wal-Mart USA

Wal-Mart Stores Inc., intensifying its war with Amazon for online shoppers, has hired Denise Incandela, a veteran of high-end digital companies, WWD has learned.

Incandela will become senior vice president of fashion for Wal-Mart’s U.S. e-commerce sites, which include Walmart.com, Jet.com and Shoes.com.

More from WWD

She will join Wal-Mart on October 2 and will be based at Jet.com’s headquarters in Hoboken, New Jersey. She will report to Scott Hilton, chief revenue officer of Wal-Mart’s U.S. e-commerce division.

“Fashion is a key category for our e-commerce business given its importance to our customers,” Hilton said. “He has incredible leadership that will greatly enhance our efforts to provide an exceptional shopping experience for our millions of customers.”

Incandela is serving as interim CEO of Aerosoles, which went bankrupt last week. Incandela has been working with Aerosoles only since April.

Prior to Aerosoles, Incandela served as president of Ralph Lauren Global Digital, leading a $700 million global direct-to-consumer company. She spent three years at Ralph Lauren until leaving reportedly due to some differences with management.

Before joining Ralph Lauren in February 2014, Incandela spent more than 14 years at Saks Fifth Avenue in senior positions, including executive vice president and president of Saks Direct. She is credited with building Saks’ digital business from scratch. Previously, she served as marketing director at Saks. She helped the company integrate marketing initiatives across all business channels.

Incandela, who lives in Manhattan, is considered a strategic, numbers-oriented person and is said to be great at using customer insights and data analytics to build businesses. She joined Saks Fifth Avenue in 1999, where she also served as senior vice president of business development and group senior vice president.

Prior to joining Saks, she was a consultant at McKinsey & Co., working in the retail practice.

A year ago, Jet.com founder Marc Lore sold the site to Wal-Mart for $3.3 billion and was later named president and CEO of Wal-Mart’s e-commerce division. According to comScore, Walmart.com receives up to 100 million unique visitors per month.

Wal-Mart also owns men’s clothing store Bonobos; home goods retailer Hayneedle; shoe retailer ShoeBuy; Modcloth, vintage-inspired retailer and multi-channel outerwear retailer Moosejaw. Wal-Mart operates e-commerce in 10 countries, including the US

The best of WWD