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Change Gauge: 20 key marketing moves

CMO Change Gauge


Ad Age | October 10, 2011


Marketing meets sales in new roles designed to drive commercial impact and cohesiveness. Plus,a number of companies—notably ad agencies—are embracing the CMO role.

Slow growth in the global economy continues to impact how companies think about marketing and sales leadership. Many are recognizing that chief marketing and sales officers are often the organizational catalyst behind growth, leading to an expansion in the scope and integration of these roles. Take HTC Corp. The mobile-phone company promoted Jason Mackenzie to the newly created role of presidentglobal sales and marketing. In a statement, the company said he will be responsible for ensuring sales strategies and go-to-market execution are aligned as HTC expands globally.

It’s a logical move, as CMO roles are, ultimately, about pursuing growth while enhancing a brand’s image and improving its competitive position. Combining these responsibilities will drive commercial impact and ensure cohesiveness between marketing plans and sales execution.

In addition, as many companies look to emerging markets for growth, CEOs are bringing in marketing leaders with international experience. Virgin Group named Ian Rowden, an exec with experience in the Asia Pacific region, its new CMO.The company noted Mr.Rowden will be charged with driving international expansion, as well as focusing on fast-growing areas, such as Latin America. Likewise, Torsten Kuenzlen, the new chief marketer for Molson Coors International, is expected to use his experience as president-director of Coca-Cola’s Indonesia business to aid in expansion into new markets.

Finally, some companies, notably advertising agencies, are embracing the CMO role for the first time. Erwin- Penland, a division of Interpublic Group’s Hill Holiday, WPP’s JWT, Omnicom’s Rapp and independent Eleven are just a few of the shops that have recently appointed chief marketers. Nature’s Variety and Bare Necessities also added CMOs for the first time.

CMO CHANGE GAUGE

Search Firm Russell Reynolds Associates highlights key trends and exec moves from the third quarter exclusively for Ad Age.

NAME - PREVIOUS ROLE - Current Role

Robert Bennett

Chief marketing officer Nature’s Variety

Senior director-global brand marketing, Burt’s Bees

 

Jay Dunn

Chief marketing officer Bare Necessities

VP-chief marketing officer Lane Bryant

 

Andy Gibson

Chief marketing officer Foster’s

General manager, Diageo Germany/Austria/Switzerland

 

Chris Goodman

Chief marketing officer KPMG

Exec VP-global managing partner Young & Rubicam

 

Rachael Heapps

Chief marketing officer Rapp

Chief creative officer-creative strategist, Rapp

 

Denise Incandela*

Chief marketing officer Saks Fifth Avenue

President Saks Direct

 

Rohit Jawa

Senior VP-global marketing operations Unilever

Senior VP-marketing operations Unilever Asia

 

Rob Kabus

President-chief marketing officer Eleven

President-global head of strategy Vizeum

 

Katy Kelley

VP-global marketing and communications Cohn & Wolfe

VP-corporate communications Ruder Finn

 

Torsten Kuenzlen

Chief marketing officer Molson Coors International

President-director Coca-Cola Indonesia

 

Jack Laschever

Chief marketing officer Forbes Media

Senior managing director-Venture Capital, DPEC Partners

 

Alison Lewis

Senior VP-marketing Coca-Cola North America

VP-general manager Odwalla, Coca-Cola

 

Jason Mackenzie

President-global sales and marketing HTC Corp.

President-North America, Latin America, HTC Corporation

 

Louis Mastriano

VP-sales and marketing Baker’s Pride

 

Alejandra Peña

Senior VP-marketing and brand director Pallini, Castle Brands

VP-marketing, liqueurs & spirits Remy Cointreau USA

 

Ian Rowden

Chief marketing officer Virgin Group

Chairman-CEO Saatchi & Saatchi Asia Pacific

 

Joe Saracino

Chief marketing officer Erwin-Penland

VP-marketing communications Verizon Wireless

 

Olivia Scott-Perkins*

Chief marketing officer Carol’s Daughter

Founder Omerge Alliances

 

Beth Waxman-Arteta

Chief marketing officer JWT, New York

Co-president, client services JWT

 

David Zucker

Chief marketing officer Vitacost.com

Chief marketing officer Gilt Groupe

 

ABOUT THE AUTHORS

■ Alan Cork concentrates on helping clients find consumer and customer-focused leaders in a variety of industries. He is a member of the Russell Reynolds Associates Consumer Products and Services, Leisure and Hospitality and Marketing Officers practices. Alan is based in Minneapolis/St. Paul.

■ Andrew Hayes recruits general managers, presidents and CEOs, as well as senior functional executives in marketing, sales, innovation, consumer insights and R&D, for both small private and large global consumer products and leisure and hospitality companies. He also serves as a member of the Russell Reynolds Associates CEO/Board Services Practice. Andrew is based in Houston.

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Change Gauge: 20 key marketing moves