Post by Ad Age

🎆🎇 It’s a big year for Macy's Retail Holdings, Inc.’s. This weekend, the 168-year-old retailer will host New York’s July 4th Fireworks show for the 50th time, which comes as the nation celebrates its 250th birthday. In November, Macy’s Thanksgiving Day Parade will turn 100. Such tentpole moments have led to “Celebrations Start at Macy’s,” the retailer’s new year-long marketing platform. Along with traditional TV spots, the push also includes in-store activations and events, including a “Celebrate Saturdays” initiative designed to drive customers into physical stores. “The shift we really made this year was going from fragmented campaigns to a cohesive campaign platform,” said Sharon Otterman, chief marketing officer of Macy’s. Otterman, a former marketer at Caesars Entertainment and Madison Square Garden, joined Macy’s in December 2023. On this edition of the Marketer's Brief podcast with Adrianne Pasquarelli, Otterman talks about the role Macy’s plays in shoppers’ lives and how the brand is using such consumer insights to inform its marketing plans. She also discusses sporting partnerships and using AI to solve customer problems. 🎧 Listen to the full episode: https://lnkd.in/dsd3b8Z7