Tanner Glaves is the manager of creative direction for Macy's Branded Entertainment. In his role, Glaves is responsible for all branding, creative marketing, and collateral for Macy's Special Events, including the Macy's Thanksgiving Day Parade, Macy's 4th of July Fireworks, Macy's Flower Show, and Macy's Santaland.
History with the Macy's Parade[]
Glaves began his work with Macy's as a marketing and design intern at Macy's Herald Square in 2011. Over the years, Glaves would become the art director for special products and campaigns, and for branding and new media.
In 2017, Glaves became the art director for Macy's Branded Entertainment, having been selectively chosen to pioneer a rebranding of all special events, with focus on the Macy's Parade. The rebrand focused on the tradition that Macy's built its special events upon, while updating and refreshing the creative standards of Macy's Branded Entertainment. In 2021, Glaves was named the manager of creative direction.
In addition to serving as the manager of creative direction, Glaves is the current "Voice of the Parade," calling elements into the line of march at the Parade's commencement point at 77th Street and Central Park West.