Macy’s has named Maya Dukes as its new senior vice president and executive creative director, signaling her return to the organization as it pursues a sweeping overhaul.
Maya Dukes Brings Past Experience to Top Creative Role
On Tuesday, the company revealed that Dukes officially stepped into her position on Monday, where she now leads all creative direction and branding efforts. Reporting directly to Chief Marketing Officer Sharon Otterman, she will collaborate extensively with marketing, merchandising, and digital teams.
Dukes is well-acquainted with Macy’s, previously serving as a senior graphic designer from 2001 through 2007. After leaving Macy’s, she contributed her expertise at a number of high-profile companies, including Delta Air Lines, Jack Henry & Associates, Comcast NBCUniversal, The Home Depot, and Tuesday Morning. Her most recent post was managing director of global brand, creative and agency operations at Delta Air Lines.
Creative Strategy Fuels Bold New Chapter
Dukes’ appointment reflects Macy’s commitment to its Bold New Chapter strategy, introduced in 2024. This plan is designed to accelerate growth for the company, emphasizing priorities such as elevating the Macy’s brand, expanding in the luxury sector, and streamlining the organization for efficiency.
Chief Marketing Officer Sharon Otterman highlighted Dukes’ history of transforming brand vision into engaging storytelling, enhancing customer experiences, and updating creative processes, noting that these skills are vital for positioning Macy’s for future success. Otterman remarked on Dukes’ talent for bringing creative teams together and advancing strategies tailored to today’s consumers.
To increase relevance and customer connection, the company has rolled out various new programs. In February, Macy’s kicked off its “Celebrations Start at Macy’s” initiative, featuring a slate of in-store events and interactive programming throughout the year. Signature occasions encompass prom season, Mother’s and Father’s Day, the 50th Macy’s 4th of July fireworks, and the upcoming 100th Macy’s Thanksgiving Day Parade. Learn more about these plans here.
Strong Customer Engagement and Financial Momentum
Macy’s has also scaled up its Style Crew affiliate marketing program to foster greater customer loyalty. The initiative, expanded beyond social platforms in 2025, registered notable results: top creators achieved conversion growth of 30% to 40%, and program revenue jumped 315%. Insights into the Style Crew’s expansion are available here.
These strategies have aligned with positive financial results. In the first quarter of this fiscal year, net sales increased by 1.8% to $4.7 billion, while comparable sales rose by 3%. Net income climbed 66% to reach $63 million. The full financial report can be found in the company’s earnings announcement.
Macy’s will share its second quarter results on September 10, maintaining its focus on innovative approaches and creative direction as it aims for ongoing growth.