Media Mavens 2013

Media Maven Nancy Slavin Juggles Macy's 26 Private Brands

Senior VP-Marketing Performs Media Magic for the Retailer

By Published on .

Developing an effective, innovative media and marketing plan for one brand is plenty challenging. Try doing it for 26 brands and labels -- that's what Nancy Slavin, Macy's senior VP-marketing for private brands, does.

Nancy Slavin
Nancy Slavin

Ms. Slavin grew up in the world of traditional department stores, beginning her retail career at Abraham & Strauss nearly three decades ago. Today she leads a team of more than 300 people and has responsibility for marketing brands like Alfani, Charter Club and I.N.C., which make up 20% of Macy's $28 billion in annual sales.

"When you create a new nameplate with a unique demographic to whom you have to market, you have to build a brand and build awareness," said Ms. Slavin, 55. "We get to set the brand up in bricks and online in a national way, but you can't be complacent. It's still incumbent on our team to do everything a worldwide brand does."

If you were stranded on a desert island, which magazines would you want most?
Wine Spectator

What is your guilty-pleasure TV show, old-school sitcom or magazine?
"I Love Lucy."

Describe your daily media consumption.
Online media: New York Times (paper version on weekend), New York Post, Google Alerts, WWD, Huffington, Stylesight, Bloomberg plus social media: Twitter, Instagram.

What device would you least like to drop into the tracks in front of an oncoming train?
My BlackBerry.

If you weren't doing this job, what would you be doing?
Sotheby's art auctioneer.

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