Macy’s has announced that Sharon Otterman has been named its chief marketing officer. Otterman will begin leading the company’s marketing organisation starting on December 11, reporting to Tony Spring, president and CEO-elect, Macy’s.

In this role, Otterman will lead Macy’s strategic marketing, spearheading the company's brand evolution and build awareness, engagement, and loyalty amongst 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 4th Fireworks and annual Spring Flower Show.

“Otterman brings a diverse background in media, entertainment, and digital transformation to Macy’s. We are excited to leverage her expertise to bring more retail theatre 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 Otterman as part of our leadership team,” said Tony Spring, president and CEO-elect, Macy’s.

Otterman has more than 25 years of experience leading marketing and transforming brands for Fortune 500 companies across entertainment, media, and sports industries. Most recently, Otterman served as the CMO at Caesars Entertainment, where she launched Caesars Sportsbook, a new sports betting brand in the US, and enhanced the sports betting and gaming brand experience. Prior to Caesars Entertainment, she served as EVP and CMO at Madison Square Garden Company, was CMO for NBCUniversal’s news division, and was also the VP of marketing at ESPN.