Sharon Otterman, a 25-year veteran marketing executive in the entertainment, media and sports sectors, has been named chief marketing officer of Macy’s.
Otterman will begin leading the division’s marketing organization starting Dec. 11, and will report to Tony Spring, president and chief executive officer-elect of Macy’s Inc. In February, Spring succeeds Jeff Gennette as CEO.
Otterman succeeds Richard Lennox, who left Macy’s last May to become chief marketing officer at AutoNation Inc.
In announcing Otterman’s appointment Tuesday, Macy’s Inc. stated: “Otterman will lead Macy’s strategic marketing, spearhead the company’s brand evolution and build awareness, engagement and loyalty among all customer segments. This includes brand activation, campaign advertising and content planning, creative, visual merchandising, branded entertainment and media strategy for the Macy’s brand. She also will be responsible for leading and building upon Macy’s iconic experiences, including the Thanksgiving Day Parade, Macy’s July Fourth fireworks and annual Spring Flower Show.”
In his statement, Spring said, “Sharon brings a diverse background in media, entertainment and digital transformation to Macy’s. We are excited to leverage her expertise to bring more retail theater across our shopping experiences. She is a passionate strategist and has a successful track record of evolving brands, developing creative marketing campaigns and driving profitable growth. We look forward to having Sharon as part of our leadership team.”
Most recently, Otterman served as chief marketing officer at Caesars Entertainment, where she launched Caesars Sportsbook, a new sports betting brand in the U.S., and enhanced the sports betting and gaming brand experience, Macy’s noted.
Prior to Caesars Entertainment, she served as executive vice president and chief marketing officer at Madison Square Garden Company, chief marketing officer for NBCUniversal’s News Division, and was also the vice president of marketing at ESPN. Macy’s also indicated that earlier in her career, Otterman pioneered creative and media campaigns at top advertising agencies.
Other recent appointments made by Spring, in conjunction with Gennette, include Massimo “Max” Magni as chief customer and digital officer, and Olivier Bron as CEO of Bloomingdale’s.