Retail giant Macy's appoints a fresh Chief Marketing Officer
Here's the Rewritten Article:
A New Marketing Boss for Macy's: Sharon Otterman
Get ready for some fresh marketing moves at Macy's! They've just brought on Sharon Otterman as their new Chief Marketing Officer, starting December 11. She'll be reporting directly to the new CEO-elect Tony Spring.
Sharon Otterman was most recently rocking the marketing scene at Caesars Entertainment, where she tackled tasks like spearheading their sports betting and gaming brand experience. Before that, she was shaking things up at Madison Square Garden Company, NBCUniversal’s news division, and ESPN.
Previously, Macy's marketing role was held by Richard Lennox, who shifted gears three years back to become the Chief Customer Officer. He's since left the company, and Abby James filled in during the interim, according to a Macy's spokesperson via email.
Changes Afoot
Tony Spring is gearing up to lead Macy's, the country's biggest department store, as well as one of its major retail enterprises, come the new year. Spring, who had led Bloomingdale's, was recently tapped to replace Jeff Gennette, another company veteran who had climbed the ranks. Both started at the store level and worked their way up to the top spots. For the chief marketing role, though, Macy's is going outside the company family, with Spring stating they wanted someone with a "diverse background in media, entertainment, and digital transformation."
"We're super stoked to utilize her expertise to bring more retail excitement across our shopping experiences," he said in a statement. "She's a passionate strategist and has a proven track record of evolving brands, creating killer marketing campaigns, and driving profitable growth."
Macy's is in the thick of significant changes, like a shift away from some of the malls it has long anchored. Instead, the company is setting up more smaller-format locations in strip centers for both its Macy's and Bloomingdale's businesses.
In its latest financial quarter, sales and profits took a dip, but Macy's managed to exceed expectations, including reporting healthy margins. The company did, however, continue to lose market share in that period, according to GlobalData research.
Fun Fact: Sharon Otterman isn't Macy's only new face. Thomas J. Edwards, who comes from Capri Holdings, was named Chief Operating Officer and CFO, starting June 22, 2025.
Enrichment Data:- Macy's has undergone considerable changes with new leadership appointments and strategic initiatives like closing underperforming stores and establishing more small-format locations instead.- Thomas J. Edwards, previously of Capri Holdings, has also joined Macy's as the Chief Operating Officer and CFO, starting June 22, 2025.
- Sharon Otterman, with her diverse background in media, entertainment, and digital transformation, is set to drive Macy's retail industry leadership through her innovation in marketing.
- Otterman's appointment marks a significant shift in Macy's marketing strategy, as she is poised to bring fresh vibrancy to their shopping experiences.
- Macy's, currently in an evolving stage, is looking to AI and other technological advancements to enhance its business, finance, and retail operations.
- In today's health-conscious society, Macy's could explore collaborations with wellness brands to cater to this growing demand and capture a broader customer base.
- The appointment of Thomas J. Edwards as the Chief Operating Officer and CFO in 2025 is another strategic move by Macy's to strengthen its financial footing and operational efficiency.
- The entertainment industry and Macy's could collaborate to create unique experiences for consumers, merging sports, betting, and shopping to offer engaging, multi-dimensional entertainment options.
- As Macy's pursues a career-oriented approach, it seeks to provide engaging and rewarding business and career opportunities to attract the best talent in the industry.
- The changes in leadership and strategic initiatives, such as closing underperforming stores and rolling out small-format locations, indicate that Macy's is positioning itself for an industry resurgence in the near future.
