Big-box retailer Target appears to be doubling down on wokeism by promoting an LGBT Pride strategist, following backlash the company received for selling LGBT products.

The Minneapolis-based Target promoted Erik Thompson as senior LGBTQIA+ segmentation specialist and Pride lead. Thompson, who has been with the company since 2016, previously served as an associate buyer of men’s sportswear between 2016 and 2019. After that stint, he was promoted to buyer in Target’s beauty and cosmetics division.

The newly promoted LGBT marketing strategist plans to “flip the script and rewrite the narrative of [consumer packaged goods] retail industries to better serve all segments, and thoughtfully and authentically cater to all guests, all humans and all hearts who enter [Target] stores and across the nation.”

Thompson, who went by the handle @gaycruella on Instagram, shared the news of his promotion with his followers. The LGBT strategist said he was “honored” to accept the role, adding: “Time to whip out the glitter and hellfire, and rip that old world to shreds, darlings.”

One commenter put in their two cents on Thompson’s promotion, sarcastically asking: “[Are] you [going to] make Target’s sales tank, too?” He responded in the affirmative, answering that he would “make sales tank” with heart and kissing emojis.

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