Kohl’s Corp. has named Greg Revelle chief marketing officer, responsible for the marketing organization and overall marketing strategy.
Kohl’s said Revelle will support the company’s “focus on driving customer engagement through analytics, enhancing the loyalty platform, accelerating customer traffic and continuing to build Kohl’s overall brand position.” He will report to Michelle Gass, chief merchandising and customer officer.
The $19 billion Kohl’s, like many retailers, have been suffering from thinning traffic and sales and needs to encourage consumers to shop its stores more often. Net income for the fourth quarter fell 15 percent to $252 million, as sales declined 2.8 percent to $6.21 billion. Profits for the full year declined 14 percent to $673 million, as sales dipped 2.7 percent to $18.69 billion.
Among its strategies, Kohl’s is putting greater emphasis on the active and wellness categories, and striving to reduce the time it takes to develop and market its proprietary apparel and home brands, but sees another sluggish year ahead.
“He is uniquely experienced in reaching customers in more relevant and personal ways,” said Gass. “We are excited to have him lead our efforts in driving omnichannel traffic, building strong customer engagement and leveraging data-driven insights to create powerful customer interactions. Greg and the marketing team will elevate and accelerate our loyalty and personalization efforts….”
“In serving millions of families across the country, Kohl’s has deep connections with its customers and is well positioned to be a leader in loyalty and personalized marketing,” said Revelle.
He succeeds Will Setliff who resigned last year as executive vice president of marketing.
Revelle was the chief marketing officer at Best Buy Co. Inc. where he led efforts to redefine Best Buy’s brand positioning and customer strategy, including a shift to digital and personalized customer communications. He also developed sophisticated analytics capabilities and drove growth in Best Buy’s loyalty program.
Prior to Best Buy, Revelle served as chief marketing officer at AutoNation, vice president of worldwide online marketing at Expedia Inc. and investment banker at Credit Suisse.