June 4, 2007, 12:00 AM

Online retail chief takes back top marketing spot at Macy’s

Peter Sachse will continue to oversee Macys.com as he moves back to the chief marketing officer slot at the nation’s largest chain of traditional department stores.

 

Peter Sachse, who gave up his post as chief marketing officer to head up Macys.com in February 2006, has returned to the company’s top marketing position. He will continue to head up the online operations of Macy’s Inc., the nation’s largest traditional department store chain, which has officially changed its corporate name from Federated Department Stores.

Sachse, 49, will take back the marketing reins from Anne McDonald, who joined Federated last year after Sachse (pronounced SAH-she) took the online job. The company has reported disappointing same-store sales over the past year and acknowledged consumer resistance to the rebranding of stores with the Macy’s name, replacing such venerable local brands as Filene’s, Foley’s and Marshall Fields.

Sales have been growing steadily, however, at the company’s web sites, which include Bloomingdales.com as well as Macys.com. Online sales last year were $620 million, up 38% from the year before “In the next two years, Macys.com alone should be the fastest growing part of Federated, not only in percentage terms but very close to No. 1 in absolute dollars as well,” Sachse told analysts in April. Macy’s is No. 30 in the Internet Retailer Top 500 Guide.

Sachse will continue to be based in New York and report directly to Terry J. Lundgren, the company’s chairman, president and CEO. Kent Anderson, president of Macys.com, and Helaine Suval, executive vice president for merchandising at Macys.com, will continue to report to Sachse.

"By combining the leadership of our marketing and online functions under Peter Sachse, we will be able to more effectively leverage the company`s fast-growing online presence as we continue to build Macy`s as a national brand through a broad range of marketing tools, including Internet advertising," Lundgren said in a statement announcing the management changes. "Going forward, our ultimate goal remains to grow sales by driving more customers into our stores and to Macys.com while positioning Macy`s as a destination for fashion and affordable luxury."

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