Gomez succeeds Jeff Jones, who left the company in September to join Uber Technologies Inc.
In his new role, Gomez will be responsible for furthering Target’s brand positioning and leading the integration of all the retailer’s marketing programs. He will oversee marketing and media strategy, creative, marketing communications, customer research, loyalty, corporate communications and corporate social responsibility efforts.
Gomez, who will also serve as a member of Target’s leadership team, will report to chairman and chief executive officer Brian Cornell.
“Rick has a deep understanding of the retail marketplace and brings an analytical, strategic and collaborative approach to the work he leads to reach our guests and drive the business,” Cornell commented.
“As our new chief marketing officer, Rick will build on Target’s history of world-class marketing to drive traffic, sales, guest loyalty and brand equity during a time of rapid retail change. Rick is a very talented marketer whose leadership will be critical as we continue to refine our marketing efforts and reach our guests in new, relevant ways.”
Gomez previously served as senior vice president of marketing, a post he had held since joining Target in 2013. In that role, Gomez was credited with being instrumental in driving growth in Target’s signature categories of baby, kids, style and wellness.
According to the company, he championed the Target’s focus on deeper, more personal customer research and the establishment of Target’s Guest Center of Excellence. He has also driven some of the retailer’s most memorable marketing initiatives, including Target’s live commercials during the 2015 and 2016 Grammys telecasts and the marketing communications that supported the retailer’s Lilly Pulitzer partnership.
“Target has long been known for our unforgettable marketing,” Gomez said, “and we are fortunate to be considered one of the world’s most iconic brands. I’m incredibly proud and humbled to lead Target’s marketing team as we continue to sharpen our capabilities, cater to our guests and, most importantly, drive growth for Target.”
Before arriving at Target, Gomez spent nearly four years at MillerCoors, where he served as vice president of brand marketing. He previously held several positions at PepsiCo Inc. (including serving as chief merchandising officer of hydration) and at the company’s Quaker Oats Co. unit.