---
title: "Nata Dvir of Macy’s: Inside the Strategy to Transform Retail Through Customer Behavior, Team Alignment, and Authentic Leadership"
url: "https://authoritymag.co/articles/nata-dvir-of-macy-s-inside-the-strategy-to-transform-retail-through-customer-behavior-team-align"
publisher: "Authority Magazine"
author: "Sara Connell"
authorUrl: "https://authoritymag.co/authors/sara-connell"
interviewee: "Nata Dvir"
company: "Macy’s"
category: "Business"
datePublished: "2022-03-27T14:36:39.990Z"
dateModified: "2026-11-12T17:07:55.028Z"
tags: "Business"
---

# Nata Dvir of Macy’s: Inside the Strategy to Transform Retail Through Customer Behavior, Team Alignment, and Authentic Leadership

*The Chief Merchandising Officer at Macy’s shares how her early career mistakes, curiosity about customer behavior, and commitment to diversity shaped her leadership path.*

> I joined the company as an executive trainee just as they were building out a merchant planning team to support their location-specific merchant efforts.

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As*a part of our interview series called “Women Of The C-Suite” , we had the pleasure of interviewing Nata Dvir.*

*Nata Dvir is Chief Merchandising Officer at Macy’s, overseeing merchandising strategy for the iconic retailer. As Chief Merchant, Nata and her team are focused on making Macy’s the style source for customers, helping them express their unique style and celebrate special moments, big and small. Before her appointment to this role in February 2021, Nata held various high-impact leadership roles within Macy’s merchant organization. Most recently, Nata was the General Business Manager for Beauty, where she transformed the cosmetics and fragrance business, creating a more open and experiential environment in store, enhancing customer experiences, taking a fresh approach to digital engagement, and expanding new brands. Nata began her career as an executive trainee at Macy’s.*

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**Thank you so much for joining us in this interview series! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?**

I wasn’t sure what I wanted to do for my career when I was in college at Syracuse University. I tried to get exposure in many different fields — including preparing for law school. But I have always loved retail and enjoy watching what people are buying and how they are putting things together. One summer, that curiosity led me to an internship at Gucci in their ecommerce department.

My role at Gucci included tracking online orders, going to the flagship store in New York City to find the product, and then taking that item to the shipping office. In addition to tracking the orders, I would manually track trends and nuances in purchasing behavior by zip code. I found that study of customer behavior fascinating. For someone who is so curious about customers and their behavior, this role in the retail industry was the perfect fit. This experience was ultimately what got me my job at Macy’s. I joined the company as an executive trainee just as they were building out a merchant planning team to support their location-specific merchant efforts.

**Can you share the most interesting story that happened to you since you began leading your company?**

Macy’s is known not only for our products, but also for our unforgettable experiences like Macy’s 4th of July Fireworks®, the Flower Show and Macy’s Thanksgiving Day Parade® that help our customers celebrate special moments. I have been with Macy’s for 16 years — and during my time with the organization I have either attended the Thanksgiving Day Parade or have been in the parade (notably a balloon handler for Shrek!) — but I’ve never really seen or experienced how this parade is brought to life each year for America.

Just as I started in my current role, I had the opportunity to take on a new mentee from our MOSAIC program, which focuses on developing diverse, top talent within Macy’s. This individual also happens to work in our Parade office. As our relationship developed, I started to learn more about the work that happens behind the scenes — seeing parade costumes up close, watching how floats get sculped, and meeting the amazing artisans who bring all of this to life. Then, when I attended the parade that year, the whole thing felt different. I’ve lived in New York City my whole life but being a leader of this brand and seeing the whole lifecycle and effort that went into creating the parade, made me fall in love even more with our amazing organization.

**Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?**

At Macy’s, each of our locations are assigned a specific numerical code. These codes are used for a variety of operational reasons, but as merchants we use them to allocate orders. As a team, we have an intimate knowledge of our customer. This is brought to life in our stores by making sure the right product is available for that location’s specific customer base. Early in my career I was allocating orders to our Herald Square store (our biggest location) and thought the store code was number 1. It’s actually number 3. Because of my mistake I accidentally sent thousands of orders of one product to another store in our system, creating a lot of unnecessary workload for store number 1 that could have negatively impacted business in that location.

At the time it was not a funny mistake, but what I learned from it was that I am part of a team, and that my actions impact other people. The store team was amazing and thankfully was able to quickly come together and transfer the merchandise to the right store. It was a very humbling experience for me and a reminder that my actions or mistakes do have implications that can be felt throughout the organization.

**None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?**

One of my favorite things about Macy’s is our people and the community of leaders we have, as well as their willingness to help each other. I feel very fortunate to have leaders, peers and team members that have helped me get where I am today — it’s not one person but the community of support I’ve received. You can’t do anything alone, but the possibilities are endless when you have the strength of a team supporting the work. I am always working to pay it forward through fostering a culture that supports that team-first mentality.

**In my work, I often talk about how to release and relieve stress. As a busy leader, what do you do to prepare your mind and body before a stressful or high stakes meeting, talk, or decision? Can you share a story or some examples?**

I am an introvert, so I need to find time to recharge and fill up my energy tank. In my spare time, I can be found cooking, taking a Pilates class or running/walking through New York — anything that is a distraction and technology-free. As a native New Yorker, I can walk 50 blocks without noticing — I love walking through the city, watching people, looking into stores, and listening to podcasts. Those moments help me to stay strong both physically and emotionally, so that I can be mindful of my actions and the impact I am having on those around me.

I take this same approach when preparing for a high stakes meeting or discussion. I get prepared leading up to the event, and then give myself a buffer to distract myself by doing something very different and technology-free. I won’t focus on that event again until I need to walk into the room.

**As you know, the United States is currently facing a very important self-reckoning about race, diversity, equality and inclusion. This may be obvious to you, but it will be helpful to spell this out. Can you articulate to our readers a few reasons why it is so important for a business or organization to have a diverse executive team?**

We serve a very diverse customer, and it is our responsibility to make sure our product offerings and our team reflect and support that diversity. As a company we are committed to empowering our colleagues and customers through bold representation. We just launched our new social purpose platform — *Mission Every One* — with commitments to leverage our resources, talent, and scale to help create a more equitable and sustainable future. Our company is also intentional in reflecting that diversity internally. We are accelerating representation goals for our leadership by aiming to achieve 30% ethnically diverse representation by 2025 at the director level and above. We know that when we have diverse voices represented at and across all levels of the company, we are able to better support our customers and unlock innovation.

**As a business leader, can you please share a few steps we must take to truly create an inclusive, representative, and equitable society? Kindly share a story or example for each.**

I’ve been very fortunate to be a part of an organization where diversity, equity and inclusion are embedded into the culture, where it is celebrated, and where we can feel comfortable to bring our authentic selves to work each day. This also is reflected in our merchandising strategies and how we think about the product decisions. Through our social purpose platform — *Mission Every One*— we are committed to using our brand as a force for good through different initiatives and programs. For example, The Workshop at Macy’s is the retail industry’s longest running vendor development program dedicated exclusively to diverse -, Women -, LGBTQ-, and veteran-owned businesses. We select high potential applicants and provide the tools they need to better succeed and sustain growth through one-on-one education from Macy’s, Inc.’s top executives. As part of *Mission Every One*, we’ve committed to direct $5 billion of the company’s spend over the next 4 years to partners, products, people, and programs that help create a more equitable and sustainable future. In 2020, we also signed the 15% pledge, which is a commitment to increasing the number of purchases we make through black-owned brands. While we still have work to do, we’ve made great progress on these commitments.

**Ok, thank you for that. Let’s now jump to the primary focus of our interview. Most of our readers — in fact, most people — think they have a pretty good idea of what a CEO or executive does. But in just a few words can you explain what an executive does that is different from the responsibilities of the other leaders?**

As an executive, you must have a good grasp of the operations and help set the vision and strategy for your teams based on that knowledge, so that they can contribute to the success of the organization overall. I think my main role is to support my teams and remove barriers so they can own their work. I also focus on working with others to develop strategies that provide clear and consistent goals and objectives for my team to follow. My role also includes helping my team navigate complex problems, asking tough questions, acting as a sounding board for ideas, providing encouragement, or empowering open and constructive dialogue. As executives we can’t do or make decisions on everything. For me, it comes down to creating pathways for teams to be successful.

**What are the “myths” that you would like to dispel about being a CEO or executive. Can you explain what you mean?**

As an executive, it is important to adjust your involvement to how your team needs you. We need to be aware of decisions and strategies, but we can’t make them all, and we certainly don’t have all of the answers. You need to surround yourself with great thinkers and partners and know when it is important to step in and when you have to take a step back and let your team figure it out. Aligned to that, though this is not dispelling a myth — it is also really important to show recognition for what your team is doing and their efforts.

**In your opinion, what are the biggest challenges faced by women executives that aren’t typically faced by their male counterparts?**

I think, sometimes women have to push a little harder through internal and external barriers to express their ideas and get their voice heard. I am proud that at Macy’s, we’ve created a culture that celebrates the unique strength of all colleagues, regardless of gender, and empowers them to put their true self forward. This culture helped me to trust in the unique aspects of my executive presence as a woman leader and acknowledge them as personal and organizational assets.

**What is the most striking difference between your actual job and how you thought the job would be?**

I was afraid I would be pulled away from my team and that I wouldn’t be able to keep the connections I had with colleagues at all levels of the business. I was also worried that some team members would be more reserved in conversation because of my new role. What I have learned is that I can make the time in my schedule to maintain these relationships, and that making that concerted effort is extremely important to being an effective leader. I personally hold roundtable discussions weekly with colleagues at different levels of my organization. I also make myself available for touch bases when a team member asks for one. Additionally, I realized that I have to be more thoughtful in the environments I create to ensure colleagues feel comfortable talking and sharing their perspective on the business or their experiences.

**Is everyone cut out to be an executive? In your opinion, which specific traits increase the likelihood that a person will be a successful executive and what type of person should avoid aspiring to be an executive? Can you explain what you mean?**

You have to be comfortable making decisions decisively and quickly, even amid ambiguity, with incomplete information, and in unfamiliar circumstances. You must be willing to learn and evolve your thinking and have a desire to compete and be committed to win while leading your team with you — not only through the wins but also through the opportunities. Through the ups and downs, you have to ask tough questions and find the energy to stay positive, engaged and collaborative, even when you want to shut down. Being a leader or an executive is not for everyone. But if you aspire to be one, I think you can develop the necessary skills by being committed to that development.

**What advice would you give to other leaders to help their team to thrive?**

Create a culture where the team comes first and where every team member knows and understands the value they bring to the table. You can have a room full of competitive and results-driven people, but if they don’t support each other, are not well-rounded or diverse, you won’t be successful as a team or as a team leader. I am always working to make sure I am creating a culture where that approach to business comes first.

**How have you used your success to make the world a better place?**

Developing talent is one of the most rewarding things I do, and I currently sit on a board that is focused on supporting rising, diverse talent in the fashion space starting in high school. I do find it very important that they have that support system starting that young and while they grow at the beginning of their professional career. This relationship can span decades, but it’s important to ensure we are supporting the leaders of tomorrow that will transform this industry.

**What are your “5 Things I Wish Someone Told Me Before I Started” and why?**

1. As a leader you have a megaphone. In the position that you are in, people will take anything you say very literally, and you must be conscious of what you say and how those ideas are interpreted.
2. Your teams can sense when you are stressed. Although you may not think about it, it is important to take a moment first rather than let your team see that frustration.
3. Slow down enough and explain the “why.” At the speed in which we all operate, you can’t assume everyone is on the same page.
4. How important it is for you and your peers to be aligned. As leaders, and with all eyes on us, we need to be in lock step with each other and show a united front.
5. Always find time to take care of yourself. Someone did actually give me this advice, and it was a nice reminder to make sure you find time to prioritize you and your health.

**You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.**

As I previously mentioned, our company is on a mission to create a brighter future with bold representation — we call it, *Mission Every One*.****This social purpose platform also drives how I think about my role and the influence I can have in the organization and society at large.

Part of my responsibility in supporting this effort is ensuring that my leaders are building out a diverse team of thinkers, from various backgrounds and cultures. When our teams are representative of the communities we serve, then we will make decisions that are reflective of our customers.

It’s also our commitment to use our business and brands to tackle the barriers to representation so, together, we can realize the potential of every one of us. Among a number of initiatives, we are focused on increasing our investment in underrepresented designers, brands and business partners, providing $2 million by 2025 to support programs and scholarships to underrepresented youth in fashion, design and sustainability, and offering mentorship and employment opportunities through our business.

**Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?**

“Authority is not enough to make you a good partner.” You can’t get anywhere in this business without teamwork, and it doesn’t matter where you are in the hierarchy. Working together towards the same goal, and in support of one another, is where our ideas and success comes to life.

**We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them**

I would love to meet Kirsten Green from Forerunner Ventures. Kirsten is a powerhouse that understands retail and what it takes for an entrepreneur to be successful. In my role I am charged with setting the strategy and finding the product that our customers are looking for. I would love the opportunity to speak with Kirsten and learn more about her view on brands, retail and the consumer mindset.

**Thank you for these fantastic insights. We greatly appreciate the time you spent on this.**

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Source: https://authoritymag.co/articles/nata-dvir-of-macy-s-inside-the-strategy-to-transform-retail-through-customer-behavior-team-align (Authority Magazine, Business). Interviewee answers are first-person statements of the guest. Index of all pages: https://authoritymag.co/llms.txt