Macy's names new head of media network

Macy’s Inc. has announced the new VP of its Macy’s Media Network.

Michael Krans will lead the department retailer’s in-house media publisher, which works with advertising partners to engage shoppers. He joins Macy’s following his most recent role leading the fashion team at Walmart Connect, where he partnered across the enterprise to drive accelerated revenue growth with the company’s biggest apparel suppliers.

Krans previously worked at major publishers including Hearst and Condé Nast overseeing revenue growth, advertising, and marketing initiatives with an emphasis on retail, home, beauty, and fashion campaigns. In the new role, he will report to Max Magni, chief customer and digital officer.

Macy’s Media Network aims to bring personalized advertising content through strategies fueled to Macy’s and Bloomingdale’s shoppers, driving brand storytelling and business priorities for advertisers. The media network was launched in August of 2020.

“We’re excited to welcome Michael to Macy’s, Inc. He takes the reins of our growing retail media network bringing with him more than two decades of sales and marketing experience,” said Magni. “Macy’s Media Network is one of retail’s premier platforms for advertisers helping them to connect with highly engaged customers across Macy’s and Bloomingdale’s, giving marketers a host of opportunities to more effectively leverage their media campaigns.”

Last year, Macy's partnered with demand-side ad platform The Trade Desk, allowing advertisers to target customers from Macy’s and Bloomingdale’s via the Macy’s Media Network for off-site digital media plans. This marked the first time that Macy’s has coordinated an audience partnership with a demand-side platform.

Late last month, Macy’s said it would be “focusing resources” by closing approximately 150 underproductive Macy’s locations, including some 50 by the end of 2024, and prioritizing investment in approximately 350 “go-forward” nameplate locations and the continued expansion of small-format stores. In October, Macy’s  said it would open up to 30 small-format, off-mall stores through fall 2025, starting in fall 2024.