- Barry Janoff, Brandweek

NEW YORK Peter Weedfald is leaving his position as svp, CMO at electronics chain Circuit City.

Weedfald helmed the launch of Circuit City's new "Simplicity guaranteed" ad campaign. Euro RSCG, New York, handles. He also oversaw the debut of the chain's Firedog tech-help service, which was created to compete with Best Buy's Geek Squad.

Weedfald joined the company in 2006 as svp, general merchandise manager for entertainment and content. Circuit City has not announced a replacement.

The move comes as Circuit City, Richmond, Va., posted net losses every quarter during the past year, although it has yet to announce its full 2008 earnings. For the year ended Feb. 28, 2007, it posted a $12 million net loss. Circuit City spent $190 million on media in 2007, per Nielsen Monitor-Plus.

Last week, investor Mark Wattles announced he planned to oust Circuit City's entire board of directors. Circuit City responded that Wattles Capital Management only owns a small stake in the company, which it acquired in February.

"As Circuit City begins its new fiscal year, I am leaving my position as svp, CMO this week," said Weedfald in an e-mail. "I continue to be highly supportive of all our Circuit City associates focused intently on the art of the possible during difficult, hyper-competitive and cloudy economic times."

Prior to joining Circuit City, Weedfald headed up marketing for Samsung Electronics America, Ridgefield Park, N.J. Under his watch, the brand blossomed from a value-price player to a premium brand challenging the likes of Sony in most categories.

Weedfald said, "I am returning to my home in New Jersey. I will be intently focused, full time, seeking my next sales and marketing opportunity."