Target looks for a new CMO 

By April Berthene


July 1, 2024
Target new CMO

Target’s chief marketing officer Lisa Roath will move into the role of chief merchandising officer of food, essentials and beauty in early 2025, the mass merchant announced in June.  

Target is looking to hire externally for its next chief marketing officer. Roath will continue as chief marketing officer until Target replaces her.  

Roath only held the chief marketing officer role for about a year, although she’s held several executive position at Target since joining Target in 2006. Roath held roles including senior vice president of food and beverage merchandising, and vice president of essentials merchandising.  

A new chief marketing officer is not a reflection of any recent campaigns, said Paula Rosenblum, co-founder and managing partner at retail consulting firm RSR Research. 

“It’s not about anything except the company thrashing,” Rosenblum said.  

Target reported a total revenue and comparable sales decrease in its most recent fiscal quarter. It also announced it was decreasing prices on 5,000 products, including many grocery products.  

“Grocery is like a drug.  It’s a great traffic driver, but the margin is awful, it gets stale or rots and it really put Target in a world of hurt under the last CEO.  That tells me traffic is down and they’re trying to goose it,” Rosenblum said.   

In light of Target’s announcements, a grocery marketer would make sense for the retail chain, she said.  

Target announced other changes to its leadership team including: 

  • Christina Hennington moves to chief strategy and growth office from chief growth officer. 
  • Rick Gomez moves to chief commercial officer from chief food, essentials and beauty officer.