Could You be Curated by Kohl's? The Retailer Wants to be Your Digital Personal Shopper

Life in quarantine has been difficult for many industries, and retailers are no exception. With many brick-and-mortar retailers closing their doors during the quarantine, the industry has turned to digital to continue to deliver its services. But Chad Melnick has kept Kohl's at the edge of innovation, starting with partnerships with Facebook in 2019 to get the retailer a foot in the door when it comes to personalized online offerings. The senior vice president of marketing strategy and promotions sat down with us to talk about their continued digital efforts for Curated by Kohl's, why he believes the future of marketing is all about full-blown personalization and shares his thoughts on career paths and mentorship. Check out our full conversation with him. ADWEEK: How did you get to where you are today? Any noteworthy aha-moments along the way? I have to credit the strong managers and mentors throughout my career at Kohl’s. I’ve been lucky enough to work with people that were interested in my development and showed it by challenging me to be better and giving me the tough feedback that was necessary to improve. I’ve been fortunate to do so many different things within the business; from planning and buying to digital and strategy, and now marketing, the variety of work has been so important to not only my engagement and energy but most importantly to the development I’ve been able to realize. For me, authenticity is the most important calling card of a great leader. Success comes from having an authentic style. People who are approachable, understandable, and those that show they’re human and make mistakes, are the kinds of people I look up to and the kind of leader I strive to be. Authenticity keeps people wanting to be on your team and working hard to make an impact. What's the most innovative thing you recently worked on? (or are working on?) Launched in 2019, Curated by Kohl’s was one of the most interesting initiatives that I’ve been fortunate enough to lead. The program allows us to showcase our innovative muscle, by introducing our customers to many new and emerging, digitally-native brands. We took the program from a simple idea to a partnership with Facebook and full execution in less than six months. Maybe the biggest accomplishment of this initiative is that it became a blueprint for other “quick-to-market” initiatives and it planted seeds that will pay dividends long-term. What new or up-and-coming innovation(s) are you most excited about and how do you think it will change the future of marketing? I believe the future of marketing is headed toward full-blown personalization. There is a major shift in terms of how retailers like Kohl’s will market to consumers. Mass marketing and general public offers will certainly still be a part of the mix, but 1:1 personalized marketing, personalized content, and individualized or targeted offers are what customers expect more and more. It’s a really exciting time in retail too, and I’m looking forward to playing a key role in making Kohl’s a leader in this new frontier. Was there ever a time where you questioned your career path? How did you handle that? It goes back to the varied experiences I’ve had. I’ve tried to be extremely thoughtful in my career progression so that I’m able to gain experiences that align with where retail is headed—as opposed to where retail has been. The many major shifts in retail, such as brick and mortar to digital, and mass marketing to personalized marketing, made me think about my path. Ultimately, it came down to trusting myself to pursue opportunities where my skill set was aligned and the future of retail was at the forefront. How do you pick and develop the talent on your team? I focus less on prior work experience. I look for the intangibles that can exist regardless of a candidate’s experience: strong communication, presence, poise and determination because these skills are hard to teach. Individuals that have these inherent and transferable qualities will succeed no matter where they land, regardless of function. How An Engaged Community Keeps Peloton Pedaling Its Way to Success What’s the best advice you’ve ever received? Strengths are generally thought of as something you’re good at but—in fact—are actually what makes you feel strong, engaged, fulfilled and energized. Someone once told me to put myself in situations, whether that is a certain role or just my day-to-day interactions, that play to my strengths. Doing so will go a long way in ensuring success AND happiness. You're also part of the Adweek Executive Mentorship Program. What has been the biggest takeaway from your time with your mentor? I feel very lucky to be a part of the Adweek Executive Mentorship Program and to have the opportunity to learn from someone like Marisa Thalberg, EVP, chief brand and marketing officer at Lowe's Companies, Inc. Her disruptive campaigns and brand transformations across industries are inspiring. It’s been so helpful for me to connect with someone that holds experience across business segments. For me, who is relatively new to marketing, being able to absorb the wisdom from a true marketing expert has been incredible. Lowe’s Chief Marketer Marisa Thalberg on Setting up Marketing for Success

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Could You be Curated by Kohl's? The Retailer Wants to be Your Digital Personal Shopper

Svp of marketing strategy Chad Melnick explains why personalization is the future

Julian Gamboa

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Julian Gamboa