Target Hires Gomez to Lead Brand & Category Marketing

Rick Gomez - TargetMinneapolis-based Target announced Thursday that it has hired Rick Gomez as vice president of brand and category marketing. Gomez will lead Target’s marketing strategies for all categories and brand initiatives, including multicultural marketing, exclusive artists and licensing, creative collaborations and the REDcard. Notable for your readers he will be charged with Target’s Private Brands, which include Archer Farms and Up & Up and packaging teams. He fills the role vacated by Will Setliff this past year.

Gomez joins the retailer from MillerCoors, where he was vice president of brand marketing for brands that included Miller Lite and Coors Light. Prior to that, he held leadership positions in marketing at PepsiCo and Quaker Oats.

“Rick’s deep knowledge of brand marketing will accelerate our efforts to align marketing and business strategies, build brand love and deliver on Target’s ‘Expect More. Pay Less’ brand promise,” Target Chief Marketing Officer Jeff Jones said in a statement.

This marks the second major appointment by Chief Marketing Officer Jeff Jones, who joined the retailer nearly a year ago. In January, Jones recruited Todd Waterbury, a longtime creative director at Portland, Oregon based advertising agency Wieden & Kennedy, as its senior VP-creative.

According to Adage, Mr. Jones has repeatedly expressed his desire to “modernize” what marketing means at the retailer and focus on content. He’s said he’ll focus on user-experience design, embrace data, listen and connect with guests across a host of channels, and find new ways to harness Target’s advocates to speak on its behalf.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.