After a disappointing holiday season and the admission from Target Corp. chairman and chief executive officer Brian Cornell that the retailer’s advertising performed unevenly and wasn’t always on point, it was announced Thursday that senior vice president, brand and category marketing Rick Gomez will be promoted to executive vice president and chief marketing officer, effective Jan. 29.

Gomez will be responsible for furthering Target’s brand positioning and leading the integration of marketing programs. In addition, Gomez will oversee the retailer’s marketing and media strategy, creative, marketing communications, guest research, loyalty, corporate communications and corporate social responsibility efforts. Gomez will continue to report to Cornell, and will be a member of Target’s leadership team.

Target has been without a chief marketing officer since Sept. 9 when Jeffrey J. Jones 2nd left to join Uber.

“Rick has a deep understanding of the retail marketplace and brings an analytical, strategic and collaborative approach,” Cornell said. “As our new chief marketing officer, Rick will build on Target’s history of world-class marketing to drive traffic, sales, guest loyalty and brand equity during a time of rapid retail change. Rick is a very talented marketer whose leadership will be critical as we continue to refine our marketing efforts and reach our guests in new, relevant ways.”

Gomez, who joined Target in 2013, was instrumental in driving growth in the signature categories of  baby, kids, style and wellness and championed the retailer’s renewed emphasis on deeper, more personal consumer research and the guest center of excellence. He was responsible for driving memorable marketing initiatives, such as Target’s award-winning live commercials that aired during the 2015 and 2016 Grammy Awards, and the marketing for Target’s partnership with Lilly Pulitzer.

Prior to joining Target, Gomez held positions at PepsiCo, Quaker Oats and MillerCoors, where he focused on integrated marketing, brand building and customer engagement.

“Target has long been known for unforgettable marketing,” Gomez said. “We’re considered one of the world’s most iconic brands. I’m incredibly proud and humbled to lead Target’s marketing team as we continue to sharpen our capabilities, cater to our guests and drive growth for Target.”