Best Buy Chief Marketing Officer Frank Crowson is no longer with the retailer, the electronics chain confirmed. Crowson had been with the Minneapolis-based company for five years, working for the last two as CMO.
A Best Buy spokesman did not respond to multiple inquiries regarding plans for the CMO role or who is now helming the retailer’s in-house creative studio, which had been led by Crowson.
According to a roster of Best Buy’s leadership, Allison Peterson, chief customer officer, is tasked with customer strategy and driving “meaningful differentiation and brand love” with Best Buy customers. She also runs the chain’s loyalty program.
In recent years, Best Buy has doubled down on its in-house agency, which handles the bulk of the chain’s branding. The retailer’s recent holiday campaign, created internally, focused on the power of gadgets as gifts that will change lives. Ads ran on TV and digital.