Dive Brief:
- Kohl’s on Monday announced that Christie Raymond has been named the company’s chief marketing officer, according to a company press release. Raymond will report to CEO Michelle Gass.
- Raymond has been acting as interim chief marketing officer since May. She came to Kohl’s in 2017 as senior vice president of media and personalization, and was promoted to executive vice president of customer engagement, analytics and insights in June 2020.
- Raymond is replacing former Chief Marketing Officer Greg Revelle, who exited the company on June 1. Revelle’s departure was announced in May, along with the exit of Chief Merchandising Officer Doug Howe.
Dive Insight:
Raymond’s role as interim chief marketing officer is now permanent.
In the position, she will spearhead Kohl’s marketing strategy, brand and creative, media, loyalty, customer analytics, corporate communications, and philanthropic efforts. Raymond will also drive customer engagement, loyalty, traffic and build the brand.
"I'm thrilled to have Christie step into the role of Chief Marketing Officer for Kohl's. She joined Kohl's several years ago bringing her tremendous experience and customer-driven leadership approach to the marketing organization,” Gass said in a statement. "She has been an asset to our senior executive team and she will be instrumental in our continued path forward as we deliver great value, a compelling brand portfolio and an inviting omnichannel experience to our millions of customers nationwide."
Additionally, Raymond will scale Kohl’s Media Network, the retailer’s in-house retail media agency. The network’s expansion was announced in late July, as the company furthers advertising opportunities and media services to vendors and partners to build out new revenue streams.
The goal of the network, Raymond explained in July, is to leverage the company’s consumer data and insights to connect partners to personalized audiences.
Kohl’s has had a tumultuous year, which has included pushing back on activist investors who were calling for board and operational changes. The company recently rejected a takeover bid from Vitamin Shoppe owner Franchise Group.
Last month, S&P Global Ratings gave Kohl’s a negative outlook, indicating the possibility of a future credit downgrade.
