Serena Potter

Serena Potter joined macys.com in 2002 and has held several roles within the marketing organization in that time.
She managed the email program for five years, growing the database and managing the customer contact strategy through the Macy’s consolidation. With a focus on optimization, she increased the database size exponentially and grew the program into a top performing tactic, supporting both ecommerce and in-store sales.

In 2006 Serena moved to New York to build the Marketing Strategy team, a critical group core to the company’s omnichannel strategy. Working directly with Merchant teams and leading vendor collaboration to grow ecommerce sales and increase the relevancy and efficiency of marketing campaigns has paid off in spades as the company passed the $1B milestone last year and continues to beat the industry trend. Serena works closely with the product management team to continue to develop new innovative ways to shop and is now leveraging those learnings in Macy’s sprint into omnichannel everything, from mobile to tablet and technology in the store shopping environment. There is never a dull moment and that’s just the way she likes it.

Serena is a graduate of The George Washington University. Originally from Santa Cruz, CA, she currently resides in Manhattan.
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