Circuit City Names Marketing Chief

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Fiona Dias, president of Circuit City Direct, the chain's online operation, has been given additional responsibilities as senior VP/chief marketing officer.

She succeeds Ernie Speranza, who joined Circuit City from Toys 'R' Us 13 months ago.

Speranza was hired to re-energize Circuit City's marketing efforts, and was responsible for the retailer's “You're Just What I Needed” ad campaign, which played off the eponymous pop tune by The Cars.

“In her new role, Fiona will combine her expertise in marketing with her very successful leadership of Circuit City Direct, facilitating the development of our multichannel strategy,” said Circuit City's president Phil Schoonover. “Fiona's experience, talents and energy make her uniquely qualified to promote a consistent brand message to consumers at all touch points — in stores, on the Web and via the telephone.”

Indeed, Circuit City's online business has been one of its bright spots during an otherwise challenging period for the company.

Dias, 39, joined the chain in 2000 as senior VP/marketing and was named president of its e-tail operation in 2003. She previously held various posts with Proter and Gamble, Penzoil, Frito-Lay and Stick Networks, a wireless software company.


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