Kmart Gets a New CMO

Former Holiday Inn Exec Mark Snyder Will Succeed Bill Stewart

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NEW YORK ( -- Kmart has a new chief marketing officer: Mark Snyder, formerly of Holiday Inn.

Kmart's parent, Sears Holdings, said Mr. Snyder would take on the role of VP-CMO. He succeeds Bill Stewart, who left the company to become a full-time volunteer on a campaign to protect gay marriage in California.

Mr. Snyder joins the company from InterContinental Hotels Group, where he was senior-VP of global brand management for the Holiday Inn family of brands. Prior to working with InterContinental, Mr. Snyder spent time at Hilton Hotels and Harrah's Entertainment. He will report to Richard Gerstein, chief marketer for Sears Holdings.

Mr. Snyder worked on a relaunch of Holiday Inn in 2007, which was meant to create a more contemporary brand image. That background, said Mr. Gerstein, will be a boon to Kmart.

A 'proven leader'
"Mark comes to Sears Holdings with over 20 years of experience in hospitality branding, competitive market positioning, consumer experience development, advertising and promotional marketing," Mr. Gerstein said in an internal announcement. "He is a proven leader who has designed and implemented successful branding strategies, along with building and developing results-oriented teams."

The search is still on for a chief marketer for the Sears, Roebuck & Co. division. Mr. Gerstein said that both internal and external candidates are being considered.

Last month Maureen McGuire, Sears Holding's chief marketing officer, departed the company. Mr. Gerstein, who had been CMO at Sears, Roebuck & Co., then ascended to the top spot.
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