Marketing Lord & Taylor

Lord & Taylor LLC (New York) has named Roger Adams to the newly created position of senior vp and chief marketing officer. Adams, who becomes the fashion retailer’s first marketing chief, was formerly chief marketing officer for The Home Depot Inc. (Atlanta). His duties will include brand management, creative and media services, consumer relationship management, market research, consumer insights, Internet marketing and sales promotion. Adams will report to president and ceo Jane Elfers.

“Roger's deep experience in growing sales, growing brands and developing relationships will be invaluable to the continued success of Lord & Taylor,” Elfers said.

Adams has also worked with Pepsi-Cola, Nabisco, Keebler and General Motors. While at Pepsi Cola, North America, Adams was the architect of segmentation studies for new product launches. At General Motors, he led the Buick, Pontiac and GMC businesses.

Lord & Taylor says Adams’ appointment “is part of [our] re-branding campaign that has produced such buzz in the fashion industry. The campaign, which debuted last fall, showcases the results of Elfers' much-talked-about commitment to upgrading merchandise assortments, in-store services and amenities and brand packaging, while upholding Lord & Taylor's 182-year history.”

Lord & Taylor has been focused on creating a more upscale image since it was sold to NRDC Equity Partners (Purchase, N.Y.) in October 2006 by then-Federated Department Stores Inc. (Cincinnati), which acquired it as part of its acquisition of the May Department Stores Co. (St. Louis).