Kmart Revamps Marketing Team, Hires CMO
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Kmart creative Mark Andeer has left the company, and the retailer has made personnel, structural and processing changes to its marketing team as part of an effort to evolve the brand’s overall marketing, the company said.
The reshuffle comes after Kelly Cook was named CMO, replacing former chief marketer Andrew Stein, who exited the role to join Big Lots in 2013. Ms. Cook, who recently joined Kmart from DSW, is tasked with leading the discount department store chain’s brand relaunch and omnichannel transformation.
A new team may bring a fresh perspective to the retailer, which is in need of a turnaround that goes beyond a marketing shakeup. Kmart’s comparable store sales fell 7% last quarter and parent Sears Holding Corp. shuttered 234 underperforming stores in 2014, most of which were Kmart locations, according to statements.
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