# Target CMO Seeks Cultural Edge

> Target's new CMO aims to revive the brand's cultural influence through curated products and collaborations.
- Title: Target CMO Seeks Cultural Edge · Adweek | Shortify
- Summary: Target's new CMO aims to revive the brand's cultural influence through curated products and collaborations.
- Keywords: target, cmo, cultural edge, curated products, collaborations, merchandising, Adweek
- Source: Adweek — https://adweek.com/commerce/targets-new-cmo-wants-the-brand-to-get-its-edge-back
- Author: Mitchell Parton
- Published: 2026-11-13T11:00:00+00:00
- Read time: 1 min
- Topics: target, cmo, cultural edge, curated products, collaborations, merchandising
## New CMO at Target
Mark Weinstein, former Hilton CMO, joined Target in September to rebuild its cultural relevance.
## Target's Cultural Mandate
Weinstein aims to return Target to sustainable long-term growth through great design, value, and experience.
## Target's Best Message
Weinstein says Target offers bananas and home redecoration, combining cultural trends with everyday essentials.
## Curation Focus
Weinstein plans more home vignettes and exclusive collaborations like Pokémon's 30th anniversary event.
## Value-Driven Products
Weinstein highlights cashmere sweaters under $50 as examples of high-end products at accessible prices.
## Cultural Risks
Target faced backlash for LGBTQ+ merchandise and Halloween costumes criticized for racist minstrel imagery.
## Key takeaway

Target's new CMO wants to restore the brand's cultural edge by focusing on curation, exclusivity, and value-driven collaborations.