On the fast track to formulating a new long-term strategy for Sears, CEO Alan Lacy is hunting for a high-level executive who might help get him there quickly.
The Hoffman Estates-based retailer is in the early stages of a search for a top executive whose duties would include overseeing the company’s crucial marketing function as well as its huge customer relationship management area–a part of the company that currently falls outside the marketing realm.
Sears spokesman Ron Culp confirmed that a high-level search is under way.
Just what the key strategy post will be called is not clear. Though the position will include duties of a chief marketing officer, sources say the job will be broader.
Sears hasn’t had a chief marketing officer in place since Mark Cohen, who left the U.S.-based operation to run Sears in Canada in early 2001.
The retailer is believed to have contracted with Chicago-based executive search firm Gregory Michaels and Associates to conduct the search, but no one there was available to comment.
Lacy’s move to enlist a top marketing and customer relationship strategist comes at an important time. With plans to start integrating the acquisition of Lands’ End into its stores beginning this fall, Lacy wants a marketing partner who can help map out a long-term attack plan for Sears.
If there has been a criticism of Lacy among analysts in his tenure, it’s that he hasn’t been able to articulate a clear-enough strategy for investors.
“Alan has a lot of fixes for the operational side of the business. It’s the marketing side where he needs the help,” said one Sears source.
Where this leaves senior vice president of marketing David Selby is anyone’s guess. Selby, who got high marks for the introduction last fall of Sears’ new advertising–“Sears. Where else?”–took over the top marketing reins after Cohen. But Selby’s advertising experience doesn’t appear to be enough to get Sears to the next level.
With Lands’ End being such a dramatic change for Sears, Lacy is smart enough to realize that he needs the type of big-picture thinking that probably has to come from the outside.
Sears is the second big Chicago company conducting a heavy-duty search for a top strategist. McDonald’s Corp. is in the early stages of its search for a global marketing chief. It has been a long time since this town has seen such high-level executive recruiting frenzy.
Jel-Sert hits big with Spidey: Ken Wagner, CEO of West Chicago-based Jel-Sert Co., has been mining Hollywood for licensing deals for several years. He hit the jackpot this year with Sony/Columbia Pictures’ “Spider-Man” turning out to be the summer blockbuster hit.
Though tiny compared to other marketing partners that joined up with “Spider-Man,” Jel-Sert’s licensing deal for its Fla-Vor-Ice may have been one of the best deals of the summer.
“It’s done more than anyone suspected,” Wagner said of the “Spider-Man” packages. “Sales are up significantly.”
Wagner, whose brands also include Mondo Fruits Squeezers, Wyler’s and Flavor Aid, has slowly built Hollywood licensing contacts for years.
“It allows us to add a little more excitement, which is what retailers are looking for,” he said.
His break for “Spider-Man” came through a previous relationship with Saban International and its Digimon characters. A former marketing executive from Saban works in licensing at Sony Pictures, which opened the door for the “Spider-Man” connection.
Separately, Jel-Sert named Santosh Padki, formerly of ConAgra, as its new director of marketing.
Saunders re-ups at Ch. 5: WMAQ-Ch. 5 executives remain committed to 10 p.m. anchor Warner Saunders. The station re-signed its lead anchor to another contract, station chief Larry Wert confirmed Thursday. Terms of the deal weren’t disclosed.
On the move: Matt Bijarchi, formerly of Cliff Freeman Partners, New York, joined Young & Rubicam Chicago as senior vice president, director of broadcast production, reporting to Mark Figliulo, chief creative officer, managing partner. In addition, the agency named Larry Gies, vice president, brand planning director; Holly Hedlund, account director; and Lisa Dellabella as an account director.
