Sears hires top marketing exec David Friedman

By Sandra M. Jones
Posted Aug. 25, 2010 at 4:13 p.m.

Sears Holdings Corp. hired Razorfish executive David Friedman to take the retailer’s top marketing post, replacing Richard Gerstein, who resigned in May.

Friedman, 46, begins his job as senior vice president and president of Sears’ marketing business unit on Sept. 13.

He was most recently president of the Americas at Razorfish in Chicago, a digital marketing company, where he was head of the firm’s retail and consumer goods practice. Before that, Friedman spent 10 years with Accenture, formerly Andersen Consulting, as an associate partner working with retail and consumer products companies.

Friedman will be the third top marketing officer at Hoffman Estates-based Sears since investor Edward Lampert took control of the company in 2005. Maureen McGuire, an IBM Corp. veteran, held the post from 2005 to 2008, when she resigned.

As Sears’ chairman and largest shareholder, Lampert has been cutting back on investing in Sears and Kmart stores and pouring money into its online businesses. Publicis Groupe SA of France bought Razorfish from Microsoft Corp. last year to expand its Internet advertising business.

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