EXCLUSIVE: Target Australia general manager marketing Lee Applbaum has left the company after less than nine months in the role, as the retailer continues to struggle against its rivals.
In August, AdNews revealed Applbaum joined Target from American electronics retailer RadioShack where he was executive vice president chief marketing officer.
According to Applbaum's LinkedIn profile, he finished up at Target in April but he has listed his former role at the Wesfarmers-owned retailer as independent consultant – chief marketing officer.
A statement from Target said: "Lee Applbaum left Target in early April prior to the appointment of Stuart Machin as Managing Director, to pursue other opportunities. Target is currently undertaking a global search for a new marketing director."
It appears Applbaum has also returned to the US. Updates on his Twitter profile showed he flew out of Melbourne on 2 May and was back in Dallas, Texas by 5 May.
Target's marketing efforts have been somewhat tepid in the past 12 to 18 months. In April 2012, the retailer confirmed to AdNews its creative account was being reviewed after the brand ended its 27-year relationship with the now-defunct The Campaign Palace a month earlier. But 13 months on, the review doesn't appear to have progressed.
Around that time, Target also parted ways with its then-general manager marketing and board director Murray Chenery who had been with the company for over 20 years.
Big Red, which had been added to the Target roster in December 2011, has been responsible for the brand's advertising.
While rivals Kmart and Big W have revitalised their brand images with new positionings and high profile marketing campaigns in the past two years, Target has struggled to communicate a coherent brand identity. Target's pre-tax earnings had declined 20.4% year-on-year in Wesfarmers' recent half year results while Kmart's had increased 24.9%. Big W's sales grew 3.6% in the same period.
Applbaum's exit comes at a time of upheaval for Target. The company's managing director, and former Sears Canada boss, Dene Rogers had also left in April after less than 18 months in the role. He was replaced with Coles' Stuart Machin.
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