Perianne Grignon Leaves Sears

Media-Services Exec Departing After 10 Years

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NEW YORK (AdAge.com) -- Sears just can't seem to keep marketing talent these days.

Perianne Grignon
Perianne Grignon
The company, which operates Sears and Kmart, has become a revolving door for marketers. Chief marketing officers at Sears Holdings and Kmart departed this summer, leading to a reshuffling of the ranks. Now Perianne Grignon, VP-media services, is leaving the company, Sears confirmed. Ms. Grignon has been with the retailer for nearly a decade. She was named an Ad Age Media Maven this year.

An executive close to the situation said Ms. Grignon has long been contemplating a change and perhaps a return to the agency side of the business, but added that the move was not a result of changes in the management ranks at Sears. Ms. Grignon has worked with a number of chief marketers during her tenure.

Sears sent a memo, obtained by Ad Age, to media partners earlier today saying Ms. Grignon would depart in January. The memo said that she would spend the next few weeks ensuring a smooth transition, although it did not name a replacement.

Before joining Sears, Ms. Grignon worked with marketers including AT&T and Nabisco and spent time on the agency side at Bates Worldwide.

Broader media mix
During Ms. Grignon's tenure at Sears, the retailer moved from being heavily dependent on newspaper inserts to thinking more broadly about its media mix. She orchestrated successful integration deals with properties such as ABC's "Extreme Makeover" and Bravo's "Top Chef." She also pushed the retailer to embark on a more aggressive digital push. During the back-to-school season, for example, Sears partnered with an array of youth-focused social, virtual and entertainment networks in a far-reaching digital campaign.

Other notable media deals on Ms. Grignon's watch include this year's "Reimagine you" program. That included a significant partnership with Hearst Corp. in which the media company created a site for the campaign and a booklet that was distributed in 13 of its publications.

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