Posted on | by news-summaadvisory

Target Taps an Outside Voice as New CMO

Target is again shaking up its top marketer, as the retail chain recently announced Mark Weinstein is the new Chief Marketing and Guest Experience Officer.

Weinstein joins Target after 16 years at Hilton, most recently as Chief Marketing Officer and Head of Luxury Brands. In this role, he served as the global marketing head for all 28 brands, as well as Hilton Honors, the hotel company’s loyalty program. At Target, Weinstein is tasked with shaping a more connected guest experience and Target’s growth strategy. He’ll also oversee Target’s retail media network Roundel and Target’s marketplace.

“We have an enormous opportunity to bring the brand to life across every interaction with consumers, creating experiences that feel unmistakably Target while giving people new reasons to engage with, choose and prefer us,” Weinstein said in the press release.

Weinstein fills the vacant CMO seat after several other internal Target executives have held the role including:

  • Lisa Roath – CMO from July 2023-January 2025
  • Cara Sylvester – Chief Marketing and Digital Officer from 2021-2022
  • Rick Gomez – CMO from 2017-2021

Target Shakes Up C-Suite

This outside CMO hire is among several C-suite changes in the past year, and it is the most recent move since Michael Fiddelke became CEO. Target promoted Fiddelke to Executive Vice President and Chief Operating Officer in February 2024, from Chief Financial Officer. He replaced Brian Cornell, who was CEO for nearly 12 years, and is now Executive Chair of the Board at Target.

Other C-suite changes in 2026 include Roath now serving as Executive Vice President and Chief Operating Officer, Sylvester now serving as Chief Merchandising Officer, and Gomez is leaving Target.

“It’s the start of a new chapter for Target and we’re moving quickly to take action against our priorities that will drive growth within our business,” said Fiddelke in the press release announcing these changes. “These leadership changes align the right talent and expertise with key roles, and simplify our structure so we can advance our strategy with greater speed, clarity and accountability.”

Like many large mass merchants, Target has had its share of challenges and bright spots the past few years including:

  • Target removing and then apologizing for an offensive children’s Halloween costume.
  • Negative media coverage after announcing it will conclude its three-year diversity, equity and inclusion goals.
  • The Association of National Advertisers awarded Target the In-House Agency of the Year Award at its In-House Excellence Awards in June.

In terms of sales, 2026 comparable sales are increasing, up 3.8% year over year in its fiscal Q2 ended Aug. 1, and 5.6% year over year in its fiscal Q1 ended May 2. This is after decreasing comparable sales each quarter in 2025.