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Dive Brief: - Macy’s named Maya Dukes as its senior vice president and executive creative director, effective Monday, the company said in a press release on Tuesday. - Dukes oversees the company’s creative strategy and branding and collaborates with the marketing, merchandising and digital teams. She reports to Chief Marketing Officer Sharon Otterman. - Dukes was a senior graphic designer at Macy’s from 2001 to 2007. She most recently served as a managing director of global brand, creative and agency operations at Delta Air Lines. She has held other leadership positions at Jack Henry & Associates, Comcast NBCUniversal, The Home Depot and Tuesday Morning. Dive Insight: Macy’s is bringing Dukes back into the fold to help the company execute on its Bold New Chapter strategy. The effort, which was first introduced in 2024, was designed to return the company to enterprise growth. It focuses on strengthening the Macy’s nameplate, accelerating luxury growth and streamlining operations. Dukes “brings the creative vision, customer-centric thinking and proven ability to build and lead high-performing creative organizations required to shape the next chapter of the Macy’s brand,” Otterman said in a statement. “Her experience translating brand strategy into compelling storytelling, elevating the customer experience and modernizing the creative process will be critical as we strengthen Macy’s for the future.” Macy’s has launched other marketing initiatives aimed at creating deeper relationships with its customers. The company recently expanded its Style Crew affiliate marketing program beyond social media. The program recorded significant growth in 2025, including a 30% to 40% conversion growth among top creators, along with a 315% increase in revenue. In February, the retailer launched its “Celebrations Start at Macy’s” campaign, a year-long platform designed to highlight special moments throughout the year with in-store events and immersive experiences. Those celebrations included prom, Mother’s Day, Father’s Day, the 50th Macy’s 4th of July fireworks and will focus on fall fashion and the upcoming 100th Macy’s Thanksgiving Day parade. Macy’s latest executive hire follows a positive quarter for the retailer. Macy’s Inc. reported Q1 net sales rose 1.8% year over year to $4.7 billion, with overall comparative sales rising 3%. Net income rose 66% to $63 million. Macy’s will report second quarter earnings on Sept. 10.
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