Macy’s has appointed Maya Dukes as the Senior Vice President and Executive Creative Director, effective as of this past Monday. The announcement made on Tuesday comes as Dukes returns to the retail giant to steer its creative strategy and support its Bold New Chapter initiative.
Leadership for Bold New Chapter Initiative
In her new role, Dukes will be responsible for overseeing Macy’s creative strategy and branding. She will work closely with the marketing, merchandising, and digital teams, reporting directly to Chief Marketing Officer Sharon Otterman. Macy’s look to Dukes’ extensive experience, previously holding the post of senior graphic designer at Macy’s between 2001 and 2007, to propel them forward. Her professional history includes senior positions at Delta Air Lines, Jack Henry & Associates, Comcast NBCUniversal, The Home Depot, and Tuesday Morning.
Strategic Goals and Recent Developments
The Bold New Chapter strategy was unveiled in 2024 to rejuvenate Macy’s growth. It focuses on reinforcing its brand name, expanding its luxury segment, and enhancing operational efficiency. Sharon Otterman remarked on Dukes’ capabilities, describing her as possessing the creative vision, customer-focused mentality, and leadership skills to advance Macy’s brand storytelling and elevate customer experiences effectively.
The company has recently implemented marketing campaigns to enhance customer relationships. Notably, Macy’s expanded its Style Crew affiliate marketing beyond social media, achieving impressive outcomes in 2025 with conversion growth among leading creators rising between 30% to 40% and a 315% increase in revenue. Additionally, Macy’s “Celebrations Start at Macy’s” campaign, runs throughout the year to spotlight special moments with in-store events and experiences, including events for prom, Mother’s Day, and special anniversaries like the 50th Macy’s 4th of July fireworks and the upcoming centennial Macy’s Thanksgiving Day parade.
Financial Performance and Prospects
This executive appointment follows a successful quarter for Macy’s Inc., where Q1 net sales increased by 1.8% year over year, reaching $4.7 billion. Comparative sales across the board grew by 3%, and net income surged 66% to $63 million. Macy’s is scheduled to release its second-quarter earnings on 10th September.
Reporting based on coverage first published by retaildive.com.