What: Nata Dvir’s rise through the ranks of Macy’s to become the retailer’s chief merchandising officer has been meteoric, Dvir talks about the secret sauce to serving consumers and the approach to climbing the ranks.

Why is it important: Dvir’s roles have spanned the retailer’s offering: She started in intimate apparel, then worked on cross-category strategy, in addition to fine jewelry and women’s shoes. For the past five years, though, she’s helmed the retailer’s beauty business and then was given merchandising responsibility for everything.

The secret is understanding so many different categories, and how customers have been able to shop across those categories. As chief merchant, versus running beauty, time is spent thinking about the customer across all the different categories, and how Macy’s brings it all together. Investing in categories that are important for the customers and new categories that customers are looking for from Macy’s.

For instance, in Beauty, it is important to keep customers in the loop about what’s trending and keep current on each new trend on TikTok or Instagram so they can provide what customers are looking for.

Dvir credits her rise to that ethos, as well as the proper guidance.

Macy's retailer's chief merchant’s view on customers