Macys chief marketer on why telling a cohesive marketing story is crucial [Video]

For retailers looking to claim their share of more than $1.5 trillion in expected holiday retail sales, the next few weeks represent the most wonderful time of the year. That is certainly true for Macy’s as it attempts to finish 2024 strong and get back on track amid declining sales and a failed takeover attempt.

To celebrate the season, Macy’s last month kicked off a holiday campaign that anthropomorphizes its annual gift guide as a human Gift Guide. The expert curator role is played by actor Alison Brie (“GLOW,” “Community”) in a series of ads airing across TV, digital and social channels, including YouTube, Instagram and TikTok. 

“From a consumer standpoint, these beginnings of the seasons represent so much hope and excitement, but they’re also pretty stressful,” said Chief Marketing Officer Sharon Otterman. “Since we are known for our humanity and relatability, why not make it …