US retail giant Target has announced a major senior management restructure under newly appointed CEO Michael Fiddelke, as the company works to drive growth and improve operational efficiency. The Target leadership changes, effective February 15, include new executive vice presidents reporting directly to the CEO and mark a significant strategic shift for the retailer.
According to the company’s statement, Cara Sylvester will assume the role of chief merchandising officer, transitioning from her previous position as chief guest experience officer. Additionally, Lisa Roath has been appointed chief operating officer after previously overseeing the food, essentials, and beauty divisions.
Executive Departures and New Recruitment
The restructuring will see chief commercial officer Rick Gomez exit Target, while Jill Sando, who leads merchandising for apparel and accessories, home, and Fun101, will retire from the company. Both executives will remain temporarily to facilitate a smooth handover process.
Meanwhile, Target has initiated an external search for a new chief guest experience and marketing officer. The company has not disclosed a timeline for completing this recruitment.
Strategic Goals Behind Target Leadership Changes
The retailer indicated that Sylvester will focus on strengthening Target’s authority in style and design through enhanced merchandising capabilities, product development, assortment design, and partner collaborations. In contrast, Roath’s mandate centers on improving speed, efficiency, and execution to elevate the overall shopping experience for customers.
According to Target, these organizational changes are designed to sharpen merchandising oversight and enhance the guest experience. The moves represent part of a broader strategy to simplify the company’s structure and accelerate decision-making processes.
CEO Fiddelke Outlines Vision for Growth
In his statement on the restructuring, Fiddelke emphasized the urgency of Target’s transformation efforts. “It’s the start of a new chapter for Target, and we’re moving quickly to take action against our priorities that will drive growth within our business,” he said, adding that the leadership changes align talent and expertise with key roles while simplifying organizational structure.
The CEO stressed that these adjustments would enable Target to advance its strategy with greater speed, clarity, and accountability. However, specific details about the company’s long-term strategic priorities were not elaborated upon in the announcement.
Workforce Reduction and Financial Outlook
Earlier this week, Target disclosed plans to eliminate approximately 500 positions across corporate, regional, and supply chain teams. The cuts were described as part of a broader effort to redirect resources toward store operations and frontline staff, according to company officials.
These workforce reductions reflect Target’s response to margin pressures and evolving customer demands in the competitive retail landscape. The company framed the decision as necessary to bolster physical retail performance amid ongoing industry challenges.
Additionally, Target reaffirmed its financial guidance for the fourth quarter of 2025 and full-year earnings per share expectations. The retailer said it expects Q4 2025 sales and both EPS and adjusted EPS to align with previously issued guidance, signaling confidence in near-term performance despite the organizational upheaval.
The complete impact of these Target leadership changes and workforce adjustments remains to be seen, with analysts expected to monitor the company’s first-quarter 2025 results for early indicators of the restructuring’s effectiveness. Further details about the new chief guest experience and marketing officer appointment are anticipated in coming weeks.
