Nordstrom names executives to lead marketing, private label

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Dive Brief:

• Deniz Anders was promoted to chief marketing officer at Nordstrom, replacing Scott Meden, who is retiring. She has been with the retailer for 22 years, most recently as vice president of marketing, according to a company press release.
• Nordstrom has also hired Nina Barjesteh, a senior executive at Dick’s Sporting Goods, to lead the Nordstrom Product Group private label business.
• Before Dick’s, Barjesteh was chief merchant at Rue 21, and spent 20 years at Target in various roles, including vice president and general merchandise manager of women’s apparel, vice president and merchandise manager of kids, and vice president of apparel and accessories branding. 

Dive Insight:

In naming Anders to fill Meden’s shoes, Nordstrom is opting for continuity in its marketing.

“Deniz is a proven leader with the ability to drive integrated marketing strategies and plans to grow the business and connect with customers in meaningful ways across all channels and touchpoints,” Ken Worzel, chief customer officer, said in a statement. “Her deep marketing experience, paired with her understanding of our business, will be of enormous value as we continue to build on our heritage of service to get closer to our customers.”  

But in turning to Barjesteh, the department store is signaling a plan to upgrade its private label operations. The retailer joins Macy’s in turning to private label veterans from Target, which has reaped billions in revenue from its owned brands in several categories. Macy’s earlier this year hired one executive from Target’s private label team and contracted with an agency run by two others.

In a statement, Chief Brand Officer Pete Nordstrom said that Barjesteh will bring a fresh perspective to Nordstrom’s half-century-old private label business.

“Nina’s experience leading and transforming private label businesses will position us to take full advantage of this growth opportunity, and to continue building Nordstrom Made products that put our customers first through design, quality, and value,” he said.