To capitalize on the rep of its internationally renowned Thanksgiving Day Parade, US retail biggie Macy’s has created the Macy’s Parade & Entertainment Group. The new marketing division is charged with securing partnerships with entertainment types and properties of all stripes for new local and national events in the works.

Robin Hall, formerly group VP of annual and special events at Macy’s East, has been named SVP of the new group. In his new position, Hall and his team will work closely with the company’s divisional event partners to grow Macy’s event portfolio.

The Macy’s Parade & Entertainment Group, meanwhile, will continue to produce and market the company’s national events, including the big parade, the fourth of July fireworks and annual flower show. The Group will also spearhead store events and programs that involve multiple Macy’s divisions.

Amy Kule, has been promoted to group VP of the new division from her VP of annual events marketing and promotions at Macy’s East post, and will oversee national event marketing and promotion.