Update: Lord & Taylor hires new CMO
Fresh off of a rebranding effort, upscale retail chain Lord & Taylor has appointed a new chief marketing officer, according to the company
Roger Adams joins Lord & Taylor with several years of marketing experience under his belt, serving in the newly created position of senior vice president and chief marketing officer. He joins the company from The Home Depot, where he also served in the CMO capacity.
Adams has marketing experience at several well-known corporations, including Pepsi-Cola, Nabisco, Keebler and General Motors. At GM, Adams oversaw the Buick, Pontiac and GMC brands and built the company’s CRM infrastructure and improved its Web platforms. He graduated from Northwestern University with a degree in communications and received his MBA from New York University.
New York-based Lord & Taylor operates nearly 50 stores in nine states and Washington, D.C. Founded in 1826, the company is the nation’s oldest department store. The company retails luxury accessories and apparel for women, men and children.
LaVelle Olexa, senior vice president at Lord & Taylor
, spoke further with WinmoEdge on Adams’ appointment at the company.
“Basically, he will be focusing on our new Internet launch for August, as well as refining our customer relations management,” she said.
While many of Adams’ specific strategies and initiatives are still in development, Olexa said that a primary focus of his is to find new ways to expand the reach of Lord & Taylor’s recently launched re-branding campaign.
Both Olexa and Adams report to President and Chief Executive Officer Jane Elfers, and Olexa said that she and Adams will collaborate closely on ideas for generating brand awareness for Lord & Taylor stores.
Olexa said that the company is continually evaluating its strategy, adding “we are always open to new ideas.”
According to The List database, New York-based BrandBuzz is Lord & Taylor’s creative agency of record.
According to Nielsen Monitor-Plus, the company spent about $48 million on media in 2006. About $25 million was spent on local newspaper ads, about $11.5 million was spent on local newspaper advertisements and about $10.4 million was spent on national newspaper ads.
As Lord & Taylor is all ears for new ideas, take steps to get on the company’s radar if your firm has deep roots in retail marketing. Lord & Taylor may be a good candidate for firms with event marketing or buzz marketing expertise to help kick off the company’s recent facelift. Put in a congratulatory message to Adams and start building a relationship for future projects.