Target taps senior merchant to lead marketing, brand experience

Lisa Roath, Target chief marketing officerMINNEAPOLIS – Target’s new chief marketing officer is a 17-year company veteran who started out as a buyer of lighting and décor.

In her new position as CMO, Lisa Roath will oversee core marketing functions, including creative, customer marketing strategy, retail brand experience, social media, paid media strategy and marketing strategy and operations.

She joins Target’s leadership team effective immediately and will report to Cara Sylvester, executive vice president and chief guest experience officer.

“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 guests,” said Sylvester.

Roath most recently served as senior vice president of food and beverage merchandising. She led the team through a period of explosive growth as Target grew its annual food and beverage sales by more than $5 billion since 2019 and established itself as one of America’s largest digital grocers. Prior to that, she held a series of VP positions in essentials merchandising and pricing & promotions.

From 2015-2017, she was VP of merchandising strategy & insights and a key player in the transformation of Target’s merchandising organization, including roles and responsibilities, process and technology.

“The goal was to identify areas to invest in to make our merch experiences even better — like getting faster at bringing new products to market and improving on retail fundamentals like excellent promotions and inspiring presentation,” Roath said.

She added, “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 guests who shop with us,” said Roath.

See also:

Related Posts