Target taps internal exec to lead marketing
Target Corp. is promoting a company veteran to serve as its chief marketing officer.
The discount giant named Lisa Roath as executive VP and chief marketing officer, effective July 12. In her new role, Roath will lead the company’s core marketing functions, including creative, customer marketing strategy, retail brand experience, social media, paid media strategy and marketing strategy and operations.
Roath will report to Cara Sylvester, Target executive VP and chief guest experience officer. Sylvester, who was appointed chief marketing and digital officer in 2021, assumed her current role in May 2022.
A 17-year Target veteran, Roath most recently served as senior VP of food and beverage merchandising. Before that, she held a variety of leadership roles across the company, including on its pricing and promotions and merchandising teams.
“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. “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 customers.”
“Target’s marketing has long been a key differentiator for our brand, and it plays a critical role in helping us foster meaningful connections with the millions of customers who shop with us,” said Roath. “I’m honored to have the opportunity to lead this best-in-class team as we work together to fuel those connections with our customers, driving deeper loyalty and continued sales growth for years to come.”
Target stays active with marketing initiatives
Roath is taking on the role of chief marketing officer in the middle of two major sales promotions taking place at Target. The discounter is currently running a week of sales for members of its Circle loyalty program (membership is free). Described as the biggest sale of the season (and scheduled during the July 11-12 Amazon Prime Day event, Target Circle Week offers significant savings on food and beverage, beauty, everyday essentials, electronics and more, according to the retailer.
And new this year, Target is kicking off the back-to-school promotional season by expanding its Circle teacher appreciation event beyond school supplies to give teachers a one-time 20% discount on an entire shopping trip, either in-store or online, from July 16 through Aug. 26. All K-12 teachers, homeschool teachers, teachers working at daycare centers and early childhood learning centers, university or college professors and vocational/trade/technical school teachers with valid identification are eligible.