FORT WORTH, TX: RadioShack has hired Merianne Roth as VP of communications, a newly created role at the electronics retailer.
Roth is overseeing corporate communications, community relations, internal communications, and event marketing. She is reporting to SVP and CMO Jennifer Warren after starting at the company on Monday.
Prior to this, Roth was VP of marketing and communications at the Fort Worth Convention and Visitors Bureau since 2011. She has also served as director of consumer brand marketing and publicity at JCPenney for six years and senior PR manager at Pier 1 Imports for one year.
Roth said she plans to continue working with Weber Shandwick as the company's PR AOR.
“The plan is to work with them to make sure we have a strategic communications plan,” she said. “The positive momentum of the company continues to move forward, and part of that has been because of the counsel of Weber Shandwick.”
Joseph Magnacca, former EVP of marketing and merchandising at Walgreens, joined RadioShack as CEO in February. Magnacca is the retailer's fourth chief executive in three years.
In 2011, RadioShack named Weber AOR following a review. It had previously worked with Cohn & Wolfe. The retailer also hired sister Interpublic Group agencies Current Lifestyle Marketing and Axis to support its PR, CSR, and digital efforts in the US and internationally.
“Building a team and putting a sound plan into place is what I'd love to concentrate on,” Roth said. “RadioShack has been through a lot of transition lately, but at the end of the day this is one of those brands that has a legacy of innovation, quality, and service. My goal is to own that story again.”
RadioShack posted a 7% year-over-year revenue decrease and a loss of $43.3 million during the first quarter, the fifth consecutive quarter in which it reported a loss.
RadioShack has approximately 4,600 stores in the US and Mexico as well as about 1,000 dealer and other outlets worldwide. The company has approximately 30,000 employees.
This story was updated on June 1 with quotes form Roth.
