MINNEAPOLIS — As chief guest experience officer, Cara Sylvester is responsible for deepening guest engagement, attracting new shoppers and overseeing the Target brand. In this role, she leads the teams responsible for the retailer’s marketing, media and creative strategy as well as its e-commerce business. Sylvester also oversees Target Circle, the company’s loyalty program, and its in-house media company, Roundel.
Sylvester joined Target in 2007 as senior manager of corporate strategy. Two years later she joined the merchandising team as a buyer.
Sylvester joined the executive ranks in 2017 when she was promoted to vice president of beauty and dermstore, leading the launch of Target’s beauty concierge program. In recent years she has directed the evolution of Target’s omnichannel shopping experience, forging strong connections between the retailer’s marketing, digital and technology capabilities, including the strategic application of generative AI (artificial intelligence).
During Target’s Financial Community Meeting, Sylvester discussed some of the ways the company is blending physical and digital retail along with social to bring more Target magic to consumers.
“Social platforms are already among the fastest-growing drivers of traffic to our digital platforms … and because we know where consumers are starting their shopping journey, we can use AI to identify emerging trends from these social platforms to more quickly amplify relevant products we carry.”
“We are connecting our digital experiences with our already beloved store experience unlike anyone else. We were one of the first retailers to offer Drive Up. Even though this service has delivered consistent growth and high net promoter scores, that hasn’t stopped us from innovating to make it even better … adding features like Starbucks or Returns right to your car.
