Macy’s Names MacDonald CMO
Federated Department Stores has hired Anne MacDonald as CMO for the retail giant and president of Macy’s Corporate Marketing division.
MacDonald replaces Peter Sachse, who takes the new post of chairman-CEO of Macys.com.
Her mandate is to build Macy’s into “a leading American consumer brand,” per Federated President-CEO Terry Lundgren, as the retail chain goes national reach this fall when it renames 400 May stores as Macy’s. That, plus renaming its Marshall Field’s stores, will give Macy’s 800-plus stores in 45 states, united under the positioning of “affordable luxury.”
“MacDonald’s … track record with iconic brands will help take Macy’s to the next level of strategic marketing insight and innovation at this historic point in the company’s history,” Lundgren said.
Federated began corporate marketing for Macy’s in 2003 to supplement regional marketing. Sachse launched the division, and is credited with establishing “a coordinated approach to advertising and sales promotion across the company,” said Lundgren.
MacDonald had been CMO at Citibank’s Global Consumer Group, and earlier was VP-brand management at Pizza Hut, and executive VP-managing director at N.W. Ayer, overseeing Procter & Gamble.
Meanwhile, Macy’s Corporate Marketing has hired Starcom USA, Chicago, to handle its $200 million account for media planning and buying, including TV, radio, print, out of home and Internet advertising.
