Sears has named Joelle Maher as president and chief member officer.
Some of Maher's responsibilities will include developing the Shop Your Way business strategy for the Sears format and aligning merchandising, marketing, pricing and selling with customers' needs.
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Sears is shifting its focus from running a store network to operating an online and offline business tied together by its Shop Your Way loyalty program.
Maher previously served as chief operating officer at children's clothing company Gymboree Corp. She's also held positions at Levi Strauss & Co. and Lucky Brand Jeans.
Shares of Sears Holdings Corp., based in Hoffman Estates, Illinois, shed 3 cents to $23.65 in Tuesday morning trading.