Macy’s taps Nickelodeon vet to head up iconic parade, fireworks and other events

Macy’s has brought on an experienced producer to lead its branded entertainment events. 

Will Coss has joined the department store giant as VP, executive producer of branded entertainment. He is responsible for all aspects of the planning and production of Macy’s iconic annual events including its Thanksgiving Day Parade and 4th of July fireworks, both of which are broadcast on national TV.

In the role, Coss oversees the ideation, design and construction, creative direction, logistics, operations, as well as the NBC national broadcast and marketing partnerships, for Macy’s event portfolio.

Coss brings to Macy’s extensive multi-platform production experience, across leading media networks and content providers, including MTV, VH1, NBC and Live Nation. He spent eight years at Nickelodeon, including serving as VP/live event television from 2015 to 2020. Cross won a Peabody Award for his work on CNN Heroes: An All-Star Tribute.

“I am pleased to welcome Will as the new leader of the extraordinary team who envision, design, build and execute these incredible events each year that enthrall and delight millions nationwide,” said Richard Lennox, Macy’s chief customer officer. “With his exceptional experience in live entertainment, he will help the team break new ground as the Parade marches towards its centennial and Macy’s continues to bring magic to the public with our lineup of annual celebrations.”