Target has promoted Rick Gomez to the position of executive vice president and chief marketing officer.

In his new role, Gomez will be responsible for furthering Target’s brand positioning and leading the integration of all marketing programs as well as overseeing marketing and media strategy, creative, marketing communications, guest research, loyalty, corporate communications and corporate responsibility efforts.

Gomez joined Target in 2013 and has been instrumental in driving growth in categories including baby, kids, style and wellness. He has also driven a host of Target’s marketing initiatives, including live commercials during the 2015 and 2016 Grammy’s telecasts, among others. Prior to joining Target, Gomez held several positions at PepsiCO, Quaker Oats and MillerCoors, where he focused on integrated marketing, brand building and customer engagement.

“Rick has a deep understanding of the retail marketplace and brings an analytical, strategic and collaborative approach to the work he leads to reach our guests and drive the business,” says Brian Cornell, chief executive officer and chairman, Target. “As our new chief marketing officer, Rick will build on Target’s history of world-class marketing to drive traffic, sales, guest loyalty and brand equity during a time of rapid retail change. Rick is a very talented marketer whose leadership will be critical as we continue to refine our marketing efforts and reach our guests in new, relevant ways.”