Sears appoints Woo as CMO

HOFFMAN ESTATES, IL: Sears Holdings Corporation has hired Monica Woo as VP and CMO of the company, starting August 15.

HOFFMAN ESTATES, IL: Sears Holdings Corporation has hired Monica Woo as VP and CMO of the company, starting August 15.

Woo, former chief marketing and strategy officer for FreshDirect, is replacing Don Hamblen, who left in January 2010, and she will be reporting to Dave Friedman, SVP and president of marketing for Sears.

In her role, Woo will be in charge of marketing brand operations and advertising programs, and will oversee the entire Sears marketing department. She will also work to improve the company's digital elements.

“We're definitely aiming to provide more digital engagement with our online and mobile initiatives, and she brings a wealth of experience in that realm,” said Brian Hanover, PR director at Sears. “She's an expert marketer, as well.”

Hanover is also a new member of the Sears Holdings Corporation, joining the PR team three weeks ago from Weber Shandwick Chicago, where he was a VP. In his new position, he oversees seasonal campaigns, toys, outdoor living, and cause marketing for both Sears and Kmart, including Sears' Heroes at Home initiative to support military families.

Hanover, who replaced Natalie Norris-Howser, reports to Tom Aiello, division VP of PR at Sears, and works with three other PR directors, all of whom are in charge of different outreach efforts.

In April, Kmart, which is owned by Sears Holdings, hired Alison Brod PR to work on a fashion account, and more recently, Kmart included Hispanic celebrities Sofia Vergara and Cristina Saralegui in its Latina Smart blogger community.

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