Even as an established leader in the digital sales arena, Target is looking to expand the impact of its business with a new chief marketing and digital officer.
The Minneapolis-based company announced today that Cara Sylvester will take up the post after 14 years with the sales giant. Sylvester – who is also Target’s first female CMO – was recently the company’s senior vice president for home goods. She will replace Rick Gomez, who will move to a new position as executive vice president and chief food and beverage officer. Prior to joining Target in 2013, Gomez spent nearly four years at MillerCoors as well as a year at PepsiCo as CMO of Hydration.
The changes come as part of a broader shake-up within Target’s operational leadership team. Along with announcing new positions for Sylvester and Gomez, the company promoted Christina Hennington to become the company’s first chief growth officer while Jill Sando was promoted to EVP and chief commercial officer. At the same time, Katie Boylan has been promoted to EVP and chief communications officer and will also oversee corporate responsibility.
According to Target CEO Brian Cornell, Sylvester’s new priorities will “deepen relationships for the Target brand across all platforms, advance the company’s popular loyalty program and internal media company, and encourage continued digital growth for the Target. salesman. ”
Chief Marketing and Digital Officer Cara Sylvester
Targets
Target’s move demonstrates the company’s commitment to digital. They are on the days of the CMOs only overseeing advertising or broadcast campaigns. Today’s CMOs manage everything from customer experience and loyalty programs to omnichannel communication and messenger service. In fact, Sylvester ‘s official title is chief marketing and digital officer, demonstrating the value that Target places on digital.
In recent years, Target has unveiled an updated app and a new loyalty program. These digital efforts will continue to grow and expand. He explains that Sylvester’s experience is in digital form, where he has a proven track record of strong sales management and market share benefits.
What does this mean for the future? The target is doubling down on digital. Even before retailers were forced to expand their digital offerings due to the spread of disease, Target has been breaking the line between e-commerce and brick-and-mortar buying. Its digital transformation, including redesigning stores with potential customers, offers a number of build and delivery options and the previously announced revamped loyalty program. become gold standards in sales. Many other companies have tried to follow in Target’s footsteps. A new CMO with a focus on digital efforts will lead the company forward even further.
Retailers need to embrace and prioritize digital in order to succeed. Digital strategies no longer sit in their own realm of the company but instead are integrated into all aspects of growth efforts and customer experience. These leadership changes according to Target indicate that the company intends to continue with their digital force. Other brands need to pay attention and develop their own efforts so that they can maintain and continue to offer innovative digital solutions to customers.
Blake Morgan is a knowledgeable messenger, keynote speaker and author of the bestselling book The Customer Of The Future. Sign up for her weekly newsletter here.