August 25, 2010, 6:10 PM

Sears names a new head of marketing

David Friedman comes from interactive marketing agency Razorfish.

Thad Rueter

Senior Editor

Lead Photo

Sears Holdings Corp. today named David Friedman as senior vice president and president, marketing. Friedman, a veteran of interactive marketing firm Razorfish, will lead the retailer’s marketing business unit.

Friedman takes over a job held by Richard Gerstein, who in May joined Hewlett-Packard Co. as senior vice president of strategy and worldwide marketing for its Personal Systems Group. Sears is No. 8 in the Internet Retailer Top 500 Guide.

"David is a great addition to our executive team. He brings to our company a proven track record of assisting numerous retail and consumer organizations in building strong brands through focused digital, online and in-store customer experiences,” says Bruce Johnson, interim CEO and president of Sears Holdings. "Under his leadership, Sears Holdings will have the opportunity to enhance marketing efforts for engagement programs that give customers more reasons to shop with us.”

Those programs include Shop Your Way Rewards, Johnson says. Sears in July launched a program that encourages consumers to post video reviews about how they would spend 1 billion reward points. Sears posts the videos at

At Razorfish, Friedman most recently was president for the Americas.


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