RICHMOND, Va. – Six weeks after joining Circuit City as senior VP/general merchandise manager for entertainment/content, former Samsung marketing guru Peter Weedfald has been given a new assignment at the No. 2 CE specialty chain.
Effective immediately, Weedfald becomes senior VP/chief marketing officer, succeeding executive VP/CMO Fiona Dias. Dias left that post for personal reasons on Aug. 27, and will serve as executive advisor of strategic branding initiatives — including the new firedog services brand — through the end of the year.
Weedfald’s merchandising responsibilities will be split on an interim basis between John Kelly, senior VP/general merchandise manager for technology, and Randy Wick, senior VP/general merchandise manager for audio and video.
“With his knowledge of the consumer electronics industry and his strong record of results in building the Samsung brand, Peter brings a unique set of skills to take Circuit City’s brand to a new level,” CEO Phil Schoonover said in a statement. “Peter will also focus on building the firedog brand and unifying our branding efforts.”
During his tenure as Samsung’s sales and marketing senior VP, Weedfald was instrumental in the multimillion dollar marketing and promotional campaigns that thrust the manufacturer into leading market-share positions in many of the categories in which it competes.
“During my tenure at Samsung, I was impressed with the work underway at Circuit City to improve the business,” Weedfald said. “I’m excited about the opportunity to re-energize Circuit City’s brands. My brief time in the merchandising organization will help to better integrate our merchandising initiatives and vendors into our branding efforts.”