• by Larissa Faw , May 18, 2016

Rosetta has nabbed Target's head of social media Colleen McDuffe as group vice president, head of marketing and communications.

In this newly created role, McDuffe will be responsible for accelerating the agency’s go-to-market positioning in customer engagement and next-generation loyalty. She will be based remotely in Toronto, but will work primarily out of the New York office. McDuffe will report to Tammy Soares, president of Rosetta. 

McDuffe's leap from client-side to agency-side is specifically beneficial for Rosetta as her experience aligns nicely with the agency’s focus in using data-driven insights to deliver integrated, next-generation loyalty programs. 

“We’re at critical time where Rosetta must transform our marketing programs with a laser focus on today’s connected consumer,” said Soares. “Colleen has led some of the most forward-thinking, engaging campaigns and loyalty programs throughout her career for global brands like Target, BlackBerry and Samsung. Her deep understanding of digital marketing and loyalty makes her the ideal person to make customer engagement the centerpiece of all of Rosetta’s marketing efforts, allowing us to drive competitive differentiation, further industry relationships, and unlock new streams of growth and revenue on behalf of our clients.”

McDuffe brings more than 15 years of experience to this position. At Target, she was responsible for developing and executing comprehensive campaigns across Target’s social platforms, including Hollow Hill, a first-of-its-kind series of fully interactive 360-degree videos that allowed users to navigate a haunted mansion and then easily purchase featured products by clicking on accompanying shopping lists.

Prior to that, she spent time at Samsung, Research in Motion, Conair Consumer Products, and Royal Dutch Shell.