CMO success at Macy's

http://online.wsj.com/article/SB121133559993909309.html
An article and interview with the CMO of Macy’s provides great insight into some of the ways in which CMOs are being successful. The CMO is also the head of the online business in this case. He is working with celebrity endorsers and mass marketing specific brands, and at the same time utilizing new and old media in innovative ways to build on the brand. His involvement in the online business means that he is directly involved in building the Macy’s customer experience for the web, which could potentially be a very significant revenue stream in the future. The ‘My Macy’s” initiative works on both local levels through newspapers and local ads, and the on the web. They are also building a strong integration of the online and in-store inventories to simply the purchasing process.