The department store has rented the 2,200-square-foot billboard for 60 years and filed an injunction stipulating that it can't legally go to a competitor.
The coronavirus's delta variant is undermining consumer sentiment heading into the holidays, according to several reports.
Chief Digital Officer Rafeh Masood on Monday took over Cindy Davis' duties on an interim basis, amid the retailer's private label push.
CEO Sonia Syngal said stepped-up marketing investments, improved brand management and technology enhancements are paying off.
The retailer enlisted "SNL" cast member Aidy Bryant for a campaign that includes a TV spot, OOH placements and content on TikTok and Instagram.