28 Feb - 2019
Recognized as one of retail’s most successful and innovative marketing executives for over three decades, Martine Reardon is best known for leading the multi-faceted world of marketing at Macy’s, the national retailer famous for its fashion and iconic events, most recently as its Chief Marketing Officer, from 2012 through 2016. In her role at Macy’s , she captained the company’s 1,300-person marketing organization, including advertising, creative, and brand development, social, mobile and digital media , public relations , cause marketing, media planning and consumer insights for more than 800 stores and, the sixth largest internet business in the country. In addition, she presided over the Macy’s Thanksgiving Day Parade , the spectacular 4th of July Fireworks shows, and tentpole fashion extravaganzas in New York City and key markets around the country. During her tenure, Macy’s recorded five consecutive years of comp sales growth, added more than $5 billion in sales, and achieved 6 consecutive years of double digit growth. Martine is credited with steering Macy’s marketing into the ominchannel era, guiding the organization in its shift from a traditional department store to a company widely recognized at the top of the list of the most progressive ominchannel retailers. In advance of most industry competitors, she introduced Macy’s customers to innovative new technologies, adopting QR codes, beacons, live streaming and cutting edge shopping applications that built relevance and deepened the shopping experience well ahead of the curve. Under her leadership, Macy’s received many significant retail industry accolades, including Mobile Marketer of the Year, Direct Marketer of the Year, Brandweek Marketer of the Year, and the L2 Genius Award for relevance in retail marketing several years running. Most recently Macy’s was named the country’s top department store in the Harris Poll’s annual study, recognizing the strongest brands by customer preference. Martine was responsible for navigating Macy’s through its 2005 merger with the May Department Stores, and in 2009 blending seven regional department store teams into one national marketing organization, recruiting top talent from across the country to create the acknowledged best-in-class retail marketing group in the United States. Her highly acclaimed team received numerous honors, including Emmy’s, Clio’s, Reggie’s, Effie’s, Racie’s, and most recently a Webby, the internet’s most prestigious honor, for Wish Writer, a long-form web-based holiday video that garnered more than 33 million views. She was also highly instrumental in building Macys profile as an entertainment brand, connecting the retailer to film and television celebrities, pop music icons, the biggest names in fashion, and
creating memorable cultural moments that resonate with all ages and ethnicities. The cast of celebrities that Martine helped popularize in a well-known series of television commercials included vignettes from stars like Jennifer Lopez and Jessica Simpson, Ryan Seacrest and Martha Stewart, Thalia Sodi, Madonna, Taylor Swift, Sean Diddy Combs and even Donald Trump. Under Martine’s direction, Macy’s was one of the first retailers to play a featured role in a reality show on network television, “Fashion Star”, which offered viewers the first-ever opportunity to purchase live from the runway while watching from their living rooms at home. She also brought high-fashion designer capsule collections within reach of Macy’s shoppers, attracting names like Karl Lagerfeld, Nicole Richie, and Giambatista Valle, along with forging great fashion collaborations with stars like Lady Gaga and Elton John, Heidi Klum and Zooey Deschanel, among others. As one of the industry’s most recognized leaders in pioneering an omni sensibility in retail marketing, Martine is credited with a stunning number of firsts: -First U.S. retailer to engage in long-form web-based video content-First retailer to introduce store beacon technology -First U.S. retailer to adopt QR codes -First retailer to live-stream a fashion show on Facebook -Pioneer usage of Periscope, Instagram, and Snapchat -Fashion and fragrance launches for celebrities including Justin Bieber, Ariana Grande, Kendall Jenner and Taylor Swift, among others. Most recently, Martine received the “Power of Women to Make A Difference” Award from the United Way of New York City; the Lifetime Mission Award bestowed by the American Heart Association; and was inducted into Legends and Leaders, an exclusive association of industry veterans and marketing luminaries. In 2015, Martine was ranked in the top ten of the “50 Most Influential CMO’s in the World” published annually by Forbes, and inducted into the Mobile Hall of Fame by Mobile Commerce Daily, a leading mobile industry authority. Also in 2015, she received a prestigious Matrix Award presented by New York Women in Communications, and served as Advertising Women of New York’s honoree at its annual roast. AWNY has also named her a Changing the Game winner and a Woman to Watch. She has been recognized as one of the Top 50 Women in Brand Marketing by Brand Innovators, and was the recipient of the 2014 CMO Award for Leadership, presented by New York’s influential CMO Club. Martine served for 6 years on the National Board of the Make A Wish Foundation, as well as the Retail Advertising Marketing Association, a division of the National Retail Federation. She has chaired the American Heart Association’s annual Go Red for Women New York City luncheon since 2006, is a member of the International Women’s Forum, and participates in many industry events and conferences as keynote speaker. Through the cause marketing initiatives she created, Macy’s efforts for its signature charitable programs raised over 30 million dollars annually. Martine just joined the board of Empire Company Limited, Sobeys Inc, a 24.4 billion dollar food retailer in Canada and is a strategic advisor to the National Retail Federation (NRF) as well as a strategic advisor to iHeart Media Group. Martine began her spectacular retail career in special events department of Abraham and Strauss, a division of Federated Department Stores. Her favorite quotation, by Margaret Goetchell, Macy’s first female store manager in 1851, is “Be Everywhere, Do Everything, and Never Fail to Astonish the Customer,” which continues to inspire her every day. She is a native New Yorker and lives on the city’s Upper East Side.
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