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Marketing Officers

Change Gauge: Marketing Officers Trends and Moves

Best Marketing Talent is Coming From Unlikely Place -- Outside Their Categories



​More and more, companies are looking beyond their industries in the hunt for marketers with diverse experiences.

A proliferation of consumer information, product choices and distribution options are dramatically increasing marketing complexity. Companies are being forced to balance limited resources against a multitude of potential marketing strategies and customer segments.

In short, all eyes are on the chief marketing officer. And there is a strong demand for talent that is not only world class but brings new skills to the table.

In retail, new purchase channels demand a new generation of marketers. Retailers now look to their chief marketers as thought leaders who can successfully blend and leverage a variety of critical competencies, including digital strategy, social CRM implementation, traditional advertising, in-store promotions, e-commerce, agency management and data analytics.

In the first quarter, retailers looked to agencies and other consumer segments for marketing leadership. For example, Target hired CMO Jeffrey Jones from indie shop McKinney, while Guess named Hub TV alum Amber Tarshis senior VP-marketing.

Technology and entertainment companies are also selecting marketers with varied backgrounds.
Microsoft recruited Thom Gruhler from McCann Worldgroup to lead marketing for Windows phone devices. Dish Network appointed a former Procter & Gamble leader, James Moorhead, as CMO. Mr. Moorhead is known in ad circles for his work on the Old Spice "Man Your Man Could Smell Like" campaign.

Facebook hired Rebecca Van Dyck, who most recently served as global CMO at Levi's. Ms. Van Dyck also spent time in the agency world working on brands like Apple and Nike.

And Sundance Channel brought Monica Bloom onboard as its senior VP-marketing. Ms. Bloom had most recently been responsible for brand strategy and development at Red, the charitable organization focused on eliminating AIDS.

Finally, continued focus on improving the consumer experience across the hospitality and restaurant businesses is driving an influx of outside marketers.

Wendy's made 20-year P&G veteran Craig Bahner its CMO. And, InterContinental Hotels named Larry Light to the role of global chief brands officer. Mr. Light, author of "Six Rules for Brand Revitalization," served as McDonald's CMO from 2002 to 2005 and has been a consultant at Arcature, a brand-management firm.

Already the spring has been a busy season, with half a dozen major moves at marketers ranging from Best Buy to Research in Motion in just the last few weeks.

So, who's next? Here are a few open CMO roles worth keeping an eye on.

  • Old Navy: Vacant since June
  • Kmart: Vacant since October
  • Sears: Vacant since January
  • Avon: Vacant since January
  • Levi's: Vacant since February
  • RadioShack: Vacant since March
  • The Hub TV: Vacant since March

 

Consumer Sector

Consumer Products & Services

  • FGX International named Gina Lazaro Executive Vice President & Chief Marketing Officer. She most recently served as Vice President, Latin America Marketing at Alberto Culver.
  • Frito-Lay Inc. promoted Ram Krishnan to Vice President, Global Brands managing the Lays, Doritos and Cheetos US business and also strategy, positioning, communication, innovation platforms globally across all three brands.
  • Ideavillage Products Corporation named Jordan Stanley as Senior Vice President & Chief Marketing Officer to oversee the company’s marketing and new product positioning efforts as well as manage its Direct Response TV (DRTV) initiatives. He is known for his creative and busy savvy experience from Y&R Worldwide, where he developed advertising for American Home Products, Colgate Palmolive, Kraft Foods and Y&Rs new business development efforts worldwide.
  • Mercedes-Benz appointed Bernhard Glaser, a 20-year veteran of the company in Germany and in the US, as Vice President, Marketing US. He replaces Steve Cannon who has been named Chief Executive Officer.
  • Michael Angelo’s Gourmet Foods named Dan Hammer Vice President, Marketing and is also a member of the executive team. Prior to joining, he served as Consultant to Fat Boy Ice Cream and was Senior Vice President, Marketing at Schwan’s Consumer Brands.
  • Pabst Brewing Co. named Daniel McHugh, an Anheuser-Busch marketing veteran, as Chief Marketing Officer to continue to build upon a strong and loyal customer base with relevant geographic specific marketing programs. He most recently served as Managing Partner at marketing consultancy ScootOver Marketing and Vice President, Group Account Director servicing Rite Aid Corporation for Marc USA.
  • PepsiCo Inc. appointed Elana Gold as Chief Marketing Officer of PepsiCo-Strauss Fresh Dips and Spreads International business. She is charged with creating a strong, experiential fresh foods brand and to lead the development of a global market for the category. She joined from EffectiveBrands where she was Partner & Global Practice Leader for Marketing Excellence.
  • Schwan’s Food Service Inc. appointed Mary O’Broin as Vice President, Marketing to oversee category management, innovation, marketing communications, research and culinary for the unit. She most recently served as Board Chair for the Women’s Foodservice Forum and prior served in marketing leadership roles with Unilever Food Solutions, Kraft Foods, MasterFoods and Nabisco.

Retail

  • The Finish Line appointed Jay Custard as Vice President, Digital Marketing to lead and direct corporate strategies involving digital customer acquisition, retention and superior customer satisfaction, as well as developing new strategies to support future growth. He joined form Crocs where he most recently served as Vice President, E-Commerce, Global.
  • Gilt Groupe Inc. named Elizabeth Francis as Chief Marketing Officer, responsible for the company’s new customer generation and retention programs across all channels as well as creative direction, overall brand positioning, and research and analytics. She joined from Intelligent Beauty, a where she was Chief Marketing Officer.
  • Guess? Inc. named Amber Tarshis as Senior Vice President, Marketing to lead all aspects of marketing, including retail marketing, consumer relationship management, special events and social media. Her background includes marketing and brand management positions with brands such as Warner Bros. Entertainment, Puma and Victoria’s Secret, where she ultimately served as Senior Vice President, Marketing. She most recently served as Chief Marketing Officer for TheHub TV Network.
  • Kenneth Cole Products Inc. appointed Amy Choyne as Chief Marketing Officer to oversee marketing, media, public relations, creative services and account management. She joins from Anthropologie where she was Executive Director, Marketing.
  • Macy’s Inc. promoted Martine Reardon as Chief Marketing Officer, responsible for all marketing, advertising, creative, development, social media, cause marketing, brand public relations, tourism marketing, customer insights and data analysis. She is a veteran of Macy’s and most recenty served as Executive Vice President, Marketing for three years. She replaces Peter Sachse who was promoted to Chief Stores Officer.
  • Overstock.com Inc. hired Timothy Dilworth as Senior Vice President, Marketing, responsible for defining and driving all marketing activities across the organization. He most recently served as Senior Vice President, Marketing at Coldwater Creek.
  • Sterling Jewelers named Cathy Fisher Vice President, Marketing Strategy & Business Development. She most recently served as Chief Product Officer for AkzoNobel.
  • Target Corporation appointed Jeffrey Jones II as Vice President & Chief Marketing Officer to continue lead the company’s marketing strategy. He joined from McKinney, an advertising agency and prior to that he was Chief Marketing Officer at Gap Inc.

Media, Entertainment & Convergence

  • CNN Worldwide named Lynn Brindell as Senior Vice President, Marketing to work across all CNN brands and businesses to lead off-channel and digital marketing efforts, as well as develop strategies and programs to drive brand strength, and audience growth on all platforms. She most recently served as Executive Vice President, Strategic Marketing at The Weather Channel Inc.
  • Dish Network Corp. appointed James Moorhead as Chief Marketing Officer. He most recently served as Associate Marketing Director at Procter & Gamble where he marketed brands including Gillette, Vicks and Old Spice.
  • Disney Channels Worldwide promoted Richard Loomis from Senior Vice President, Marketing & Creative, to the newly created position of Senior Vice President & Chief Marketing Officer. His duties will expand alongside the growing Disney Channels Worldwide portfolio, for which he oversees all creative marketing strategies and decisions with the Disney media sales and marketing team.
  • Fab.com named Scott Ballantyne as its first Chief Marketing Officer to help accelerate growth for the business. He joined from Vonage where he was Chief Marketing Officer.
  • Facebook hired Rebecca Van Dyck as its first Chief Marketing Officer to lead global marketing. She most recently served as Global Chief Marketing Officer at Levi’s and prior served as Senior Director, Worldwide Marketing & Communications at Apple.
  • Google Inc. appointed Danielle Tiedt as Vice President, Marketing, YouTube to lead consumer marketing for the business as it is launching 96 entertainment channels. She joins from Microsoft where she served as General Manager of Bing.
  • Glam Media Inc. named Erin Matts as Chief Digital Marketing Officer & Senior Vice President of Glam Media. She is charged with providing a platform for brand marketers to engage with passionate social communities across all digital channels while fostering the development of online brand engagement and deepening the relationships with brands who want to engage with consumers in meaningful ways. She most recently served as Global Director, Digital Connections at Anheuser-Busch InBev.
  • Houghton Mifflin Harcourt named John K. Dragoon as Executive Vice President & Chief Marketing Officer to lead the company’s global marketing shared services, product marketing and brand and web strategies. He previously served as Chief Marketing Officer and Channel Chief of global software provider Novell.
  • Island Def Jam named Eric Wong as Executive Vice President, Marketing. The appointment marks a return to the company for Wong, who had previously worked as Vice President, Marketing in the mid 2000s. Prior to returning to IDF, he worked as Chief Marketing Officer at Bad Boy Records and Senior Vice President, Marketing at Atlantic Records.
  • SquareTrade appointed Ty Shay Chief Marketing Officer to oversee the growth and strategic direction of the company’s marketing efforts. He has a history of growing brands and businesses at Hotwire, Esurance, Clorox and Procter & Gamble. Most recently, Shay founded FanIQ, a sports social games site, which he grew to over 12 million users.
  • Sundance Channel promoted Monica Bloom as its Senior Vice President, Marketing to establish and evolve strategic brand positioning for Sundance Channels as the network continues to deliver high-quality, distinctive, non-fiction shows alongside independent films and an increased number of original scripted series. She most recently served as Head of Brand Strategy.
  • Technicolor named Ted Hong Chief Marketing Officer of M-GO, to lead marketing and communications around consumer adoption of the new application designed to combine electronic media (including movies, music, live TV and more) in one place. He was previously Chief Marketing Officer at Fandango and Movies.com.
  • Time Inc. named Jennifer Marchant as Vice President, Customer Marketing or their Time/Warner Sales & Marketing subsidiary. She joined from Post Foods where she most recently served as Senior Director, Trade Strategy & Operations.
  • Twentieth Century Fox named Debbie Miller as Executive Vice President, Marketing to oversee publicity, promotions, research, and digital marketing endeavors, while developing the company’s overall marketing strategy. She joined from CBS Films where she served as Executive Vice President, Worldwide Marketing. Also, Mary Daily, who had been acting as Twentieth Century Fox Home Entertainment’s top executive for motion picture marketing, North America, was promoted to President & Chief Marketing Officer, Worldwide Marketing.
  • Zumobi appointed Marla Schimke as Vice President, Marketing to lead marketing strategy to elevate the brand and launch the company’s new advertising solutions and premium media properties that are available across multiple mobile platforms and devices. She joined from AudienceScience where she served as Vice President, Marketing.

Leisure & Hospitality

  • Boston Market Corp. named Sara Rosenberg Bittorf as Chief Brand Officer, a new role. Her experience includes roles on both the corporate and agency sides of the business, and most recently served as Vice President, Marketing for Carrabba’s Italian Grill.
  • Delaware North named Todd Merry as Chief Marketing Officer to oversee the company’s strategic global marketing organization, spanning all of its operating companies and locations on three continents. He joined from Unisys Corporation where he served as Vice President, Global Marketing Strategy & Integrated Programs.
  • Extended Stay Hotels named Thomas Seddon as Chief Marketing Officer. Prior to joining, he was Chief Marketing Officer of Intercontinental Hotels Group which includes brands such as Crowne Plaza, Holiday Inn, Holiday Inn Express, Staybridge Suites and others.
  • InterContinental Hotels Group appointed Larry Light as Global Chief Brands Officer. He is an experienced brand consultant and earlier in his career served as Global Chief Marketing Officer for McDonald’s Corporation.
  • Jamba Inc. announced key personnel changes designed to accelerate the company’s brand marketing, global consumer products and product innovation platforms. Julie S. Washington, formerly the company’s Senior Vice President & General Manager of Consumer Products, was appointed to the new position of Senior Vice President & Chief Brand Officer. Also, Susan Shields, formerly Senior Vice President & Chief Marketing Officer, is now Senior Vice President & Chief Innovation Officer.
  • Sonic Corporation named James O’Reilly Senior Vice President & Chief Marketing Officer replacing Danielle Vona who left the company in January. He joined from Einstein Noah Restaurant Group where he served as Chief Concept Officer.
  • The Wendy’s Company appointed Craig Bahner as Chief Marketing Officer. He is a 20-yar veteran of Procter & Gamble where he most recently served as Vice President, North America Hair Care & Color.

Financial Services Sector

  • LPL Financial LLC hired Joan Khoury as Managing Director & Chief Marketing Officer. She most recently served as Senior Vice President, Strategic Marketing at Merrill Lynch, and the brokerage unit owned by Bank of America Corp. She was also previously Global Head of Marketing for Wachovia’s Evergreen Investments and for Bank of New York Mellon Corp.
  • Mozido appointed Monica L. Woo as Executive Vice President & Global Chief Marketing & Strategy Officer, responsible for overall brand strategy, communications and customer experience across channels, as well as key business-building initiatives. She most recently served as Chief Marketing Officer for the Sears brand at Sears Holdings Corp.
  • TD Bank named Vinoo Vijay as Chief Marketing Officer to oversee all marketing initiatives and branding strategies. He joined from Ally Financial Inc. where he served as Senior Vice President, Brand, Advertising & Relationship Marketing.

Industrial & Natural Resources Sector

  • BNSF Logistics appointed Jim Craig as Chief Marketing Officer, replacing Frank Armstrong, Vice President, Business Development, who retired. Craig joined from Yusen Logistics where he served as Senior Vice President, Corporate Sales & Marketing.
  • Colfax Corporation named Kenneth D. Konopa as Vice President of Marketing for ESAB, responsible for ESAB’s equipment and consumables manufacturing worldwide. He joined from Danaher Corporation where he served as President.
  • MicroSeismic Inc. named Indy Chakrabarti as Chief Marketing Officer, responsible for global marketing efforts including go-to-market and product marketing strategies, pricing and sales enablement. He joined from HIS Inc./Seismic Micro-Technology where he served as Chief Marketing Officer.

Professional Services Sector

  • Shaw Communications Inc. appointed Jim Little a Chief Marketing Officer to lead the strategic direction of the overall marketing and brand experience for all lines of business. He is charged with strengthening the corporate brand, maximize sales, increase marketing share and maintain industry leadership across all aspects of the business. He most recently served as Chief Brand & Communications Officer for RBC.

Technology Sector

  • Microsoft Corp. appointed Thom Gruhler as Corporate Vice President, Windows Phone Marketing to lead all advertising, marketing and communications activities for the division and work closely with product engineering teams and telecommunications partners to create greater awareness and customer demand for Windows Phone devices, software and services. He joined from McCann Worldgroup where he served as Global Managing Partner of Telecom & Technology.
  • NCR Corporation named Susan Somersille as Vice President, Global Marketing to oversee worldwide marketing, communications and business intelligence programs to drive increased awareness and consideration of NCR products and services. He joined from Nokia where he most recently served as Global Head of Operator Marketing.
  • Plantronics Inc. hired Marilyn Mersereau as Chief Marketing Officer to lead the company’s brand, marketing and communications initiatives. She most recently served as Senior Vice President, Corporate Marketing at Cisco Systems Inc.
  • Virtustream Inc. named Simon Aspinall as Chief Marketing Officer, responsible for Virtustream’s xStream portfolio of cloud solutions worldwide. He joined from Cisco where he was the Global Marketing Lead.


ABOUT THE AUTHOR

Alan Cork helps 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. He is based in Minneapolis. Andrew Hayes recruits chief marketing and chief customer officers, as well as general managers, presidents and CEOs for consumer products and leisure and hospitality companies. He is also a member of the Russell Reynolds Associates CEO board-services practice. He is based in Houston.

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Change Gauge: Marketing Officers Trends and Moves