Target’s New CMO Wants the Brand To Get Its Edge Back

Two months into the job, Target's new chief marketing officer has some ideas of how the retailer will return to the forefront of culture. Mark Weinstein, former CMO of Hilton, was named CMO of Target in September. At Hilton, he spent 16 years overseeing the company's global brands, from high-end luxury destinations to boutique hotels and budget chains. Weinstein gave a preview of what to expect from his leadership at Target while speaking at ADWEEK House: Commerce Summit in Los Angeles during one of his first public appearances in the role. Weinstein's mandate is to return the more than 60-year-old retailer to sustainable, long-term growth. “Target stands for great design, great value, great experience—all together," Weinstein said while speaking with Zoë Ruderman, ADWEEK's chief content officer. "You come in for bananas, and you can also redecorate your house. That's a pretty powerful, compelling message when we're at our best, with collaborations along the way.” Target posted sales growth in the first two quarters of 2026 under new CEO Michael Fiddelke. Fiddelke has pushed the company to improve its merchandising, guest experience, technology, and team. The past two quarters of growth reverse more than three years of missed sales. “We are being held to a higher standard, because when we're at our best, we're at a higher standard," Weinstein said. "We didn't always live up to that potential in the last few years." Getting back its spark Weinstein said to expect more curation within Target stores. For example, within homeware, expect more home vignettes rather than clumps of pillows. Weinstein is also interested in exploring more exclusive collaborations around major events or franchises. Weinstein cited Pokémon's 30th anniversary as one such event. He said to also expect great products that look like they cost thousands of dollars—like cashmere sweaters that cost less than $50. “It's easy to be a mature brand and sort of forget that what got you there was disrupting culture," he said. Still, he said that being a brand of culture has its risks as well. Target was criticized over its LGBTQ+ merchandise in 2023 and pullback of DEI initiatives last year. More recently, Target faced backlash for a children’s Halloween costume that critics said evoked racist minstrel caricatures. “As the world has become a little more fractured, it can make you a little less bold," Weinstein said, not mentioning any of the controversies in particular. "The way you balance that is, you're really clear on who you are—you don't try to play in every conversation that people would ask your opinion on." 'Exciting, energizing retail will win' Weinstein said Target is in a category of its own. When the brand is at its best, Target offers the latest in cultural trends alongside quality everyday necessities at a good price, he said. "Candidly, I don't think we have competitors," he said. "There are some people you could buy the same things from—where they're promising 'cheapest.’ Cheapest is different than value; that might sacrifice quality or merchandising display." Historically, Target's ties to culture have been seen through fashion and beauty brands. A collaboration with designer Michael Graves on teapots in the the 1990s kicked off these collaborations. Other notable collaborators include Isaac Mizrahi, Rodarte, and Lilly Pulitzer. Weinstein's goal is to bring back the same cultural buzz that led to Target's 'Tar-zhay' nickname. “We talk a lot about when we're at our Tar-zhay," Weinstein said. "That means we have a little bit of an edge in culture. ... It means great product, great style, great design, great collaboration, but always a great value." Weinstein said to succeed, retailers need to focus on curation, have a strong point of view, activate shoppers' senses, be predictable and discoverable, and offer a mix of higher-end and value items in the cart. “Exciting, energizing retail will win," he said.

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Target’s New CMO Wants the Brand To Get Its Edge Back

The former Hilton exec said to expect more collaborations, curation, and low-price luxuries

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Mitchell Parton

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