Target Names New Chief Marketing Officer

Target has named Lisa Roath, a 17-year veteran with the retailer, as its newest executive vice president and chief marketing officer.

In her new role, Roath will lead the company’s core marketing functions, including creative, guest marketing strategy, retail brand experience, social media, paid media strategy and marketing strategy and operations. She will report to Cara Sylvester, executive vice president and chief guest experience officer.  

“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 guests.” 

Roath most recently served as senior vice president of food and beverage merchandising, leading Target through a period of explosive growth, with annual food and beverage sales increasing by more than $5 billion since 2019, led in large part by the retailer’s private brands. Since 2019, Target has launched 17 own brands, with Good & Gather and All in Motion each accounting for more than $1 billion in sales. 

During her time leading food and beverage merchandising, Roath’s focus on innovation helped quadruple the number of emerging brands in its assortment. Before that, she held a variety of leadership roles across Target, including on its pricing and promotions and merchandising teams.   

“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. “I’m honored to have the opportunity to lead this best-in-class team as we work together to fuel those connections with our guests, driving deeper loyalty and continued sales growth for years to come."