Target Appointed New Chief Marketing Officer

The retailer has named former Hilton executive Mark Weinstein as its new Chief Marketing and Guest Experience Officer.

Updated on Sept. 21, 2026 in Business Strategy

Isometric editorial illustration featuring geometric steel beams and solid volumes representing a corporate organizational structure. — Target has named former Hilton executive Mark Weinstein as its new Chief Marketing and Guest Experience Officer as part of a broader corporate restructuring. AI Illustration. Upload story photo >

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Target has officially appointed Mark Weinstein as its new Chief Marketing and Guest Experience Officer. He joins the retail giant following a 16-year career at Hilton, where he managed a portfolio of 28 brands.

Why it matters

This executive hire is part of a broader corporate restructuring at Target intended to drive business growth. The company aims to achieve greater speed, clarity, and accountability through these leadership changes.

Target reported a 3.8% year-over-year increase in comparable sales for fiscal Q2 and a 5.6% increase for fiscal Q1. The company has also navigated a 12-year tenure for Brian Cornell as CEO during this transition period.

The players

Mark Weinstein

He is the new Chief Marketing and Guest Experience Officer at Target who previously spent 16 years at Hilton.

Michael Fiddelke

He currently serves as the CEO of Target and is overseeing the recent corporate leadership changes.

Lisa Roath

She serves as the Executive Vice President and Chief Operating Officer at Target.

Cara Sylvester

She is the current Chief Merchandising Officer at Target.

Rick Gomez

He is a departing executive who was formerly part of the leadership team at Target.

The details

Mark Weinstein fills the CMO position previously held by Lisa Roath, who now serves as Executive Vice President and Chief Operating Officer. These changes, which include the departure of Rick Gomez, reflect the companys goal to simplify its organizational structure under the leadership of CEO Michael Fiddelke.

Cara Sylvester held the role of Chief Marketing and Digital Officer between 2021 and 2022.
Lisa Roath served as Chief Marketing Officer from July 2023 to January 2025.
Michael Fiddelke was promoted to his prior role of Chief Operating Officer in February 2024.
Target concluded its fiscal Q1 period on May 2, 2026.
Target concluded its fiscal Q2 period on August 1, 2026.

Market Landscape

This leadership shift reflects a broader trend among major retailers to consolidate marketing and guest experience roles to improve operational speed. It positions Target to better compete in a crowded market by aligning specific talent with streamlined internal structures.

Shoppers may notice shifts in how Target presents its guest experience as the new marketing team implements changes. These leadership moves are designed to increase efficiency, though they do not immediately alter retail pricing or current store operations.

The takeaway

Target is betting on external expertise to revitalize its guest experience strategy following several quarters of sales growth. This appointment highlights the importance of balancing traditional retail merchandising with modern, hospitality-driven brand management.