Cara Sylvester on Embracing Her New Role as Target's Head of Marketing

There are few retailers more beloved in the U.S. than Target, which gained some $9 billion in market share over the course of 2020. Entrusted with protecting that brand and its $90 billion business is Cara Sylvester, who was promoted to chief marketing and digital officer in February. "When I tell people I work at Target, their faces light up. Everyone is excited to share a story about a recent Target find, an experience they had at their local store or a team member that made their day," Sylvester said. "These conversations are incredibly energizing for me and are a big part of what’s kept me at Target for nearly 14 years." Sylvester said that throughout her career, she's learned a lot about the power of possibility, and the opportunity posed by the position of chief marketing and digital officer is no different. In fact, it's those professional experiences that have "forced" Sylvester out of her "comfort zone" that are the most fulfilling. "It’s true that you learn and grow the most when you’re willing to say 'yes' to different opportunities and responsibilities that challenge you in new ways," she explained. One of the things that motivates Sylvester or gets her out of bed every day is her team. "One of the benefits of my role is that I get to work with many different teams across the organization, from merchandising and supply chain to technology and stores." Indeed, key pillars to her leadership style are empathy and caring for those who work under her, traits she is known for at Target. Though she's only a few months into the role, Sylvester said she has already learned a great deal from that team. "Over the last year, in particular, I’ve been blown away by Team Target’s commitment to delivering for our guests and caring for one another, and I believe we’ve created a really special and unique culture that you can’t find anywhere else," Sylvester said. Sylvester went on to explain that marketing is "a balance of art and science," adding she loves both "the math and the magic." It's important in a rapidly evolving landscape where a retailer must remain nimble and flexible. As a retailer, it's also imperative to "remain guest-centric." To that end, Target is making strides in personalization, with offers customized for each of its 90 million Target Circle Rewards members, and inspiring discovery with a limited-time-only collection. "In today’s world, both marketing and retail is all about understanding the consumer and pursuing the most meaningful, authentic connections," she said. How she got the gig "Some of my most interesting and rewarding professional experiences have been the ones that have forced me out of my comfort zone," she said. What excites her about the role The power of the Target brand and the stories customers and employees share about their experiences with the retailer. She is also excited by her team, which not only delivers for the guests but also cares for one another. Pro tip "At Target, the marketing and digital teams are responsible for orchestrating the Target experience guests know and love, no matter where, how or when they’re shopping with us," Sylvester said. "The key to doing this successfully is understanding the guest—who they are, what they’re thinking and feeling, anticipating what they might want and need next—and collaborating across the organization to create an experience that will allow you to build and deepen those relationships over time."