SEARS NAMES NEW CHIEF MARKETING OFFICER

Janine Bousquette Is Former eToys, PepsiCo Executive

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SAN FRANCISCO (AdAge.com) -- Sears, Roebuck & Co. named former eToys and PepsiCo executive Janine Bousquette to
Janine Bousquette with an eToys product.
a newly created top marketing position, the company said today.

Ms. Bousquette takes the title of executive vice president and chief customer and marketing officer.

Previous marketing chief
David Selby, who had been Sears' marketing chief, has left the company, Sears said in a statement.

Ms. Bousquette has worked in a number of top marketing positions during her career. At eToys she held the post of executive vice president and chief marketing officer, and prior to that she had marketing roles at Pepsi-Cola Co. and Procter & Gamble Co.

Continuing shakeup
The switch is the second made to top management by Sears CEO Alan Lacy in recent days. Previously, Mr. Lacy ousted the retailer's head of credit and finance.

Meanwhile, the retailer today also warned that third-quarter profits would fall below expectations.

In her new role, Ms. Bousquette will have a broad range of duties, described by the retailer as a "strategic integration" of marketing, customer-care

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and customer-relationship management. She will oversee Sears' annual advertising budget, which was estimated at $1.4 billion in 2001, ranking it 12th in the nation, according to Advertising Age data.

Search started in May
In May, Mr. Lacy indicated he was looking for a chief to head up both marketing and additional customer-related activities.

Mr. Selby, 45, was named to Sears' top marketing position in early 2001 with the title senior vice president of marketing. Unlike his predecessor, Mark Cohen, who was tapped to run Sears' Canada, Mr. Selby did not hold the title of chief marketing officer.

Under Mr. Selby's watch, Sears ended a flurry of diverse promotional campaigns for soft lines from agency WPP Group's Y&R Advertising, Chicago, and for hard lines and automotive from WPP sibling Ogilvy & Mather Worldwide. A new umbrella campaign, tagged "Sears: Where else?" attempted to brand the retailer though light vignettes pointing out the wide spectrum of products available at the department store. He also headed the retailers' push into Hispanic and multicultural marketing.

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