A veteran executive with 25 years of experience in entertainment, media and sports industries will head up marketing at Macy’s Inc.'s namesake banner.
The department store giant has appointed Sharon Otterman as chief marketing officer of Macy’s, effective Dec. 11. She will report to Tony Spring, president and CEO-elect, Macy’s Inc., who is scheduled to succeed Jeff Gennette when he retires in February.
Most recently, Otterman served as chief marketing officer of Caesars Entertainment, where she launched Caesars Sportsbook, a new sports betting brand in the U.S., and enhanced the sports betting and gaming brand experience.
Prior to Caesars Entertainment, Otterman served as executive VP and chief marketing officer at Madison Square Garden Company (from 2015 to 2018). Before that, she was chief marketing officer for NBCUniversal’s News Division (from 2009 to 2015). From 2003 to 2009, Otterman was the VP of marketing at ESPN (from 2003 to 2009).
In her new role at Macy’s, Otterman will lead strategic marketing, spearheading the company's brand evolution and building awareness, engagement and loyalty among customers. This includes brand activation, campaign advertising and content planning, creative, visual merchandising, branded entertainment, and media strategy for the Macy’s brand.
She also will be responsible for leading and building upon Macy’s signature experiences, including the Thanksgiving Day Parade, Macy’s July 4 fireworks and annual Spring Flower Show.
“Sharon brings a diverse background in media, entertainment, and digital transformation to Macy’s,” said Spring. We are excited to leverage her expertise to bring more retail theater across our shopping experiences. She is a passionate strategist and has a successful track record of evolving brands, developing creative marketing campaigns, and driving profitable growth.”