By  on April 30, 2012

The Bon-Ton Stores Inc. has extended the contract of Tony Buccina, vice chairman and president of merchandising, to Feb. 15, 2013, and will begin a search for a new chief merchandising officer.

Bon-Ton also named Luis Fernandez executive vice president and chief marketing officer, a new position. Fernandez, formerly vice president of Last Call marketing and customer insights at the Neiman Marcus Group, will oversee Bon-Ton’s sales promotion, marketing and e-commerce.

“Bringing in a new chief marketing officer allows us to change the reporting structure to better position us for growth,” Brendan Hoffman, president and chief executive officer, told WWD. “Tony focuses on all the merchants and the private brands. Before, he also had planning and allocation and e-commerce. I thought the scope was too large so we restructured to where e-commerce moves into marketing, and planning and allocation moves up to Barbara Schrantz, our chief operating officer.” Buccina’s contract was set to expire April 30.

At Neiman’s, Fernandez developed strategies broadening the luxury chain’s appeal to include younger and contemporary customers. He had been a vice president at Neiman’s since 2002 with responsibilities in marketing, online, catalogue, and customer relationship management systems and strategies, providing research and analytics for NMG divisions. Earlier, Fernandez worked at The Limited, Victoria’s Secret Stores and Alliance Data Systems.

Buccina, a 20-year veteran of Bon-Ton, will help ease Hoffman’s transition. Hoffman joined Bon-Ton in January, after serving as president and ceo of Lord & Taylor and, before that, president of Neiman Marcus Direct and vice president of Last Call. At NMG, he worked with Fernandez. “I know Luis shares my vision of optimizing technology to reach our customers — existing and new — to increase awareness of our message of fashion, quality and value,” Hoffman said.

The 272-unit Bon-Ton, based in York, Pa. and Milwaukee, Wis., operates department stores in 23 states under the Bon-Ton, Bergner’s, Boston Store, Carson Pirie Scott, Elder-Beerman, Herberger’s, Younkers and Parisian nameplates.

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