Target Corp. has promoted Lisa Roath to the post of executive vp and chief marketing officer.
In her new role, the company noted, Roath will lead the retailer’s core marketing functions including creative, guest marketing strategy, retail brand experience, social media, paid media strategy and marketing strategy and operations. She joins Target’s leadership team and will report to Cara Sylvester, executive vp and chief guest experience officer.
A 17-year Target veteran, Roath was most recently senior vp of food and beverage merchandising, the company stated.
“Marketing plays such an important role in Target’s guest experience and brings to life the inspiration, care and connection people feel when they shop with us,” said Sylvester in announcing the promotion. “Lisa’s detailed understanding of the retail landscape, her experience leading teams to deliver strong business results and her deep knowledge of and empathy for our guests make her the ideal candidate to steward Target’s brand and grow our relationship with guests.”
In a blog post, Roath identified marketing as a core component in Target’s relationship with consumers. Roath pointed out that she led a 2017 companywide merchandising repositioning that prepared her for the kind of new projects she’ll supervise in marketing. Her experience at Target encouraged Roath to focus on three factors in the initiatives she tailored to the actions and expectations of the brand: value, ease and differentiation. She added that marketing can convey the spirit of the Target brand and that it will be important to encapsulate that in what might emerge going forward.
