Target has finally filled its C-level marketing position, vacant since Jeff Jones left in September 2016 to join Uber as President of Ridesharing. The retailer promoted SVP of Marketing Rick Gomez to EVP and CMO, effective Jan. 29. He will report to Target Chairman and CEO Brian Cornell and serve as a member of the company’s Leadership Team.
Gomez is the latest executive to be promoted to a high-level slot from within a retail organization. Since December, Save Mart, lululemon, Staples, Rue21, and Nordstrom have all brought players up from their own minor league teams, rather than seeking talent from other “clubs.” These brands also have not reached outside the retail industry for their newest crop of leaders.
Prior to joining Target in 2013, Gomez held several roles at PepsiCo, Quaker Oats and MillerCoors. In his new role, he will be responsible for furthering Target’s brand positioning and leading the integration of all marketing programs, overseeing marketing and media strategy, creative marketing communications, guest research, loyalty, corporate communications and corporate social responsibility efforts.
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“Rick has a deep understanding of the retail marketplace and brings an analytical, strategic and collaborative approach to the work he leads to reach our guests and drive the business,” said Cornell in a statement. “As our new CMO, Rick will build on Target’s history of world-class marketing to drive traffic, sales, guest loyalty and brand equity during a time of rapid retail change.”
Target had a difficult holiday season in 2016, with comparable store sales declining 3% in the November/December period, though this weakness was partially offset by digital sales growth of more than 30%. Overall sales were down 1.3% compared to the same period in 2015. Target recently revised its Q4 and fiscal 2016 guidance based on its holiday results.
