• by Sarah Mahoney , Yesterday

As Target continues to build its comeback strategy, the company is deepening the leadership bench with a new CMO, naming Mark Weinstein as chief marketing and guest experience officer.

Weinstein joins Target from Hilton, where he served as global CMO for all 28 brands and Hilton Honors, as well as head of luxury brands for the hospitality company.

Lisa Roath, currently Target's executive vice president and chief operating officer, held the CMO role from 2023 to 2025. In 2025, she rose to executive vice president and chief merchandising officer. When Michael Fiddelke stepped into his role as Target's CEO in February 2026, Roath's promotion was part of a broader shuffling of the C-suite.

Weinstein, who will report to Fiddelke, will also lead Roundel, Target's retail media network, and Target+, the retailer’s marketplace. 

"As we continue writing the next chapter at Target, deepening how we know and engage our guests will be critical to our success," said Fiddelke in the announcement. "Mark has a proven ability to understand what consumers value and turn those insights into brand connections that feel relevant and personal. His leadership will help us elevate the guest experience across every interaction with Target, deepening existing relationships, welcoming new guests and driving continued growth." 

In a blog post, Weinstein said that he sees the retailer’s best opportunity “to be even more in culture and conversation, by fully connecting all marketing through a consistent brand platform, more fully harnessing the power of loyalty and personalization, and really defining our in-store and digital guest experience of the future.”

The retailer has to be good at everything, he said. “But where will we be distinctive? Be great? What do we want to be known for?”

Weinstein joins as Target turnaround efforts are taking hold. After years of poor results and strategic missteps, Fiddelke announced a $6 billion transformation plan. Last month, the company posted a second straight quarter of sales gains, as traffic gained and consumers responded more positively to new merchandising initiatives.