As it focuses on strengthening store operations and digital growth, retail giant Target has announced leadership changes, effective February 2. Adrienne Costanzo will become Chief Stores Officer, overseeing nearly 2,000 locations and 350,000 employees. The change follows the retirement of Mark Schindele. Schindele had been with Target for 25 years.

Chief Information Officer Brett Craig is also retiring. Target’s current Chief Digital and Product Officer, Prat Vemana, will take on the role. Sarah Travis, who currently leads social commerce and Target’s media arm, Roundel, will take on the position of Chief Digital and Revenue Officer.

Leadership Changes Reflect Target’s New Focus

Costanzo’s promotion marks a significant shift in Target’s strategy. As Chief Stores Officer, she will report to Chief Operating Officer Michael Fiddelke. Schindele, who has led Target’s store operations for five years, will stay an adviser until his official retirement on March 29. 

Vemana’s expanded role as Chief Information and Product Officer reflects Target’s growing emphasis on technology. His responsibilities include advancing AI, data, and automation to strengthen Target’s operations and customer experiences.

These leadership updates may indicate a forward-looking approach to digital growth and merchandising strategies. Chris Bottiglieri is an equity research analyst at BNP Paribas Exane. He noted, “With today’s news of several new executive leadership changes, we wonder whether [management] is looking to usher in new strategic plans… to drive further digital penetration to compete with Walmart and Amazon.”

Holiday Season Brings Positive Momentum

Target’s sales during November and December rose 2.8% compared to 2023. This growth was welcome news, as it exceeded the company’s expectations. Comparable sales increased by 2%, while digital sales grew by nearly 9%. In more encouraging news for the company, Target’s online marketplace, Target Plus, expanded by 50%. 

CEO Brian Cornell praised the strong performance. He made special note of record-high sales on Black Friday and Cyber Monday. Customer traffic rose nearly 3% across stores and digital channels during the two months. This progress helped further fuel the retailer’s recovery. 

Jefferies analysts, led by Corey Tarlowe, described the holiday performance as “encouraging,” adding that it demonstrates Target’s ability to “drive relevance, value, and traffic during key times for consumers.”

Strategic Efforts Drive Value

Throughout 2023, Target worked to enhance its value proposition through new initiatives, including introducing Target Circle 360, a paid loyalty program built on the retailer’s free-tier offerings. 

Additionally, Target implemented price cuts on nearly 10,000 items—including popular items such as groceries and household essentials. 

While Target faces challenges in maintaining market share—especially in grocery, its discretionary segments showed signs of improvement. Wells Fargo analysts led by Edward Kelly described this progress as a welcome sign, adding that it reflected enhanced strength in areas such as toys and apparel.

Looking Ahead

Target’s leadership changes signal a renewed focus on innovation and adaptability in a competitive retail environment. The company aims to enhance in-store and digital experiences by combining seasoned expertise with a forward-looking approach. 

Adrienne Costanzo’s leadership of nearly 2,000 locations provides an opportunity to reinforce Target’s customer-first philosophy by ensuring seamless operations and strong employee engagement.

Prat Vemana’s expanded role highlights Target’s growing reliance on technology to streamline operations and personalize customer interactions. His focus on AI, automation, and data-driven strategies aligns with the company’s efforts to strengthen its competitive edge against Amazon, Walmart, and other retail giants. 

As demonstrated during the recent holiday season, Target’s ability to adapt to evolving consumer preferences will be critical to the company’s long-term success. By emphasizing value, innovation, and digital integration, the retailer is poised to sustain its momentum—and cement its position as a leader in the retail industry.