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Head of Marketing at USPS Departs

The high-profile executive in charge of sales and marketing for the US Postal Service is leaving the organization in May. The announcement comes not long after the appointment of Postmaster General Megan Brennan, who replaced Patrick Donahoe.

Chief Marketing and Sales Officer Nagisa Manabe will leave the Postal Service effective May 22, after three years as a member of the Executive Leadership Team.

In a statement, Brennan said Manabe had been a strong leader for the Postal Service. “Nagisa elevated our approach to pricing, product and service development, and marketing strategy. She brought the organization closer to our customers through a higher level of engagement.”

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While Brennan and Donahoe were career postal employees, Manabe came from the private sector. She got classical MBA and brand training at Harvard Business School and Procter & Gamble.

She joined the USPS in 2012 from Coca Cola and reported directly to Postmaster General Donahoe. While there, she oversaw the “Priority: You” branding and the recent “This is Our Season” holiday advertising campaign.

Under the Priority Mail campaign, the USPS rebranded Express Mail to Priority Mail Express and began displaying estimated delivery times on Priority Mail receipts, labels, and on tracking. (See Five Things to Know about USPS Changes to Priority Mail.)

In a session at the PostalVision2020 conference last year, Manabe said the USPS was exploring the use of technology and big data to build new business lines, such as collaborating with grocery chains – “We are not that far from the point where the refrigerator will simply be able to reorder for you,” she said – and tapping into datasets that map consumer behavior that retailers could use to hone their marketing strategies.

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Ina Steiner

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. Send news tips to ina@ecommercebytes.com.


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