Sears Holdings taps Razorfish's Friedman as marketing chief

Dave Friedman

Sears Holdings hired former Razorfish executive David Friedman as SVP and president of marketing, effective September 13.

Friedman spent 11 years at Razorfish, serving as the digital marketing agency's president of the Americas since May 2009. Prior to his Razorfish tenure, Friedman worked 10 years at Andersen Consulting—now known as Accenture—as an associate partner for retail and consumer product companies.

Friedman will lead Sears Holdings' marketing operations. He will report directly to the company's marketing board of directors, while Kmart CMO Mark Snyder and Sears' CMO, a position that is currently vacant, will report to Friedman, said Kimberly Freely, director of communications at Sears Holdings.

Friedman will replace Richard Gerstein, who resigned in May to become Hewlett-Packard's SVP of strategy and worldwide marketing for its personal systems group.

At Razorfish, Friedman was responsible for operations in North and South America in his most recent position. He previously served as president of the company's central region from 2004 to 2009 and also managed a number of practice groups, including consumer products and retail, at the firm. He also worked as head of the global strategy practice at legacy company Scient.