Best Buy’s chief marketer exits, replaced by newcomer

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Jennie Weber left the retailer after over 20 years at the company, with Chief Creative Officer Marty Senn taking over the position.

Best Buy Chief Marketing Officer Jennie Weber has exited her role, the company confirmed to Retail Dive on Monday. The executive worked at Best Buy for over 20 years and is replaced by Chief Creative Officer Marty Senn , who joined the retailer in January.

“[Jennie] has been with the company for more than 20 years and has a well-earned reputation as a leader who inspires others, and who drives strategy and results with a deep and genuine care for the people around her,” Best Buy’s incoming CEO Jason Bonfig said in a note to employees shared with Retail Dive. “I have a deep sense of gratitude for what she’s built and the countless ways she made Best Buy better.”

The move comes as a surprise to some industry analysts, as Best Buy in July announced a C-suite shuffle that mentioned Weber would continue to report to Bonfig.

“We believe Jennie was an asset to Best Buy during her 20 years at the firm,” Jefferies analysts said in an emailed note Friday. “To be clear, Best Buy has a capable refreshed C-Suite; our concern here is the number of reassigned leadership roles over a short period of time, with a reshuffling in the marketing organization now added to the list.”

Senn came to Best Buy after years of working in advertising agencies. Bonfig noted in his note to employees that Senn’s “background, fresh perspective and innovative vision” make him a good fit to lead the marketing team.

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Bankruptcy filings have continued in recent months, including from QVC Group and Sleep Number.

As the industry enters another year marked by tariffs and falling consumer sentiment, retailers including J. Crew and Guitar Center face risks.

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