To help business leaders better understand current trends surrounding the marketing function, Russell Reynolds Associates analyzed 137 companies that reported marketing officer moves during the first two quarters of 2013. Below is a summary of our findings.
Internal vs. External Hires
An overwhelming majority of new hires (73%) came from outside the organization. We believe a major contributing factor to this high number is a failure among chief marketing officers (CMO) and their respective companies to effectively develop the next generation of marketing leaders. According to a survey we conducted of nearly 1,500 marketing leaders globally, less than one-third of CMOs are confident in the bench strength of their teams, and more than half cannot name a ready successor if one was needed tomorrow. (For more information on this survey, please see our recent whitepaper titled Confronting the CMO Succession Gap: Five Key Findings for Improving the Readiness and Retention of Future Marketing Leaders, available here.
Inside vs. Outside of Industry
Across sectors, the majority of marketing officer appointments occurred within the same industry, with the following notable exceptions:
- Nonprofit: Sixty percent of appointments were from a different industry. We believe this reflects the sector’s continued desire to adopt the same sophisticated marketing techniques (e.g., social media, mobile devices, Big Data) that for-profit organizations are utilizing to drive customer loyalty and revenues.
- Professional Services: Thirty-seven percent of appointments were from a different industry. We believe this reflects the increasing importance professional services firms are placing on content marketing, lead generation and digital channels (such as LinkedIn) to interact with clients—all of which are strategies that do not necessarily require sameindustry experience and can benefit from fresh perspectives.
- Healthcare: Forty-four percent of appointments were from a different industry. This particularly is noteworthy as this sector was the least likely to look externally for marketing talent in the previous two quarters. We believe this shift reflects the industry’s changing environment stemming from healthcare reform, where new business models—and, therefore, different marketing approaches—are being sought and tested.
Analysis of Outgoing Talent
Finally, in addition to examining the dynamics of marketing leaders moving into new roles (i.e., incoming talent), we analyzed where outgoing marketing leaders were headed. This analysis revealed several interesting insights:
- Twenty-nine percent of the outgoing marketing leaders remained within their organization, moving into a new role such as chief executive officer, chief operations officer or head of e-commerce.
- Thirty-eight percent of outgoing marketing leaders moved to another firm. Within this group, 57% moved within the same industry.
- Of the outgoing leaders, 71% remained in marketing, and 29% left to pursue another position, ranging from head of strategy and operations to president.
- On average, outgoing marketing leaders had company tenure of six years, and those in the chief marketing officer role spent three years in the position prior to departure.
Consumer Products and Services
Bacardi Limited has named Andy Gibson as Chief Marketing Officer. He succeeds Silvia Lagnado, who left the company at the end of 2012. Gibson, who has more than 20 years of experience in consumer products marketing and sales, most recently was Chief Marketing Officer for Carlton & United Brewers. In his new role, he takes charge of leadership and strategic direction of the company’s portfolio of brands.
Bebe has appointed Keith Keegan as Senior Vice President, Marketing. He previously was Vice President of Marketing at American Eagle Outfitters.
Coty has appointed Timothy Bunch as Vice President, Marketing—Fragrance. He was previously General Manager, Americas and Europe at Tria Beauty.
Diageo has appointed Syl Saller to Chief Marketing Officer, replacing Andy Fennell, who has been promoted to President and Chief Operating Officer. Saller previously was Global Innovation Director at the company.
Diamond Foods’ Executive Vice President, Chief Marketing Officer Andrew Burke has resigned from the company, effective mid-August.
Hickory Farms has named Michael Holton as Chief Marketing Officer. He previously was Vice President of Brand Marketing at the company. Holton joined Hickory Farms in 2002 as Manager of Consumer/Trade Marketing. In his new role, he leads all elements of marketing and the consumer brand experience.
Jenny Craig has named Leesa Eichberger as Chief Marketing Officer. In her new role, she drives strategic direction and implementation of the company’s marketing initiatives. Eichberger has 20 years of marketing experience.
Kimberly-Clark has announced that Mercedes Bazterrica, former Vice President, Marketing— International, no longer is with the company. Kimberly-Clark has promoted Clive Sirkin to Vice President and Chief Marketing Officer. Sirkin joined the company in 2007 and has held a variety of marketing leadership positions.
Kraft Foods Group has appointed Deanie Elsner to the newly created role of Chief Marketing Officer. In this role, Elsner reports directly to the company’s Chief Executive Officer and is responsible for brand building, marketing and innovation. She previously was President of Beverages at Kraft and has been with the company since 1992.
Luxco has appointed Steve Einig to the newly created position of Chief Marketing Officer. Einig most recently was Director of North American Lighting Products at Energizer Holdings, Inc.
Method Products has appointed Alison Worthington as Chief Marketing Officer. She previously was Director, Worldwide Strategy and Marketing at Microsoft Corp. Worthington’s new role encompasses general management, marketing and product management.
Nutrisystem has named Keira Krausz as Chief Marketing Officer. She previously was Vice President of Marketing for QSP Inc., a subsidiary of Time Inc.
PepsiCo’s Chief Marketing Officer Salmin Amin left the company to become Chief Operating Officer at S.C. Johnson. He is the 30th senior brand manager to leave the company since 2008. A successor has yet to be named. PepsiCo has named Kristin Patrick as Global Chief Marketing Officer of its flagship soda brand. In her new role, Patrick is responsible for driving global positioning, consistency and innovation for the Pepsi cola brand. She most recently was Chief Marketing Officer at Playboy Enterprises.
PlayPower, Inc. has appointed Lynne Vandeveer as Chief Marketing Officer. She previously was Senior Category Director at Kellogg Co.
Southern Wine & Spirits of Florida (a division of the nation’s largest wine and spirits distributor Southern Wine & Spirits of America) has named John Wittig as Senior Vice President, Sales & Marketing. In this new role, Wittig, in part, is responsible for advising on the strategic direction of the business’ commercial side. He has been with the company since 2008.
Tupperware Brands has named Mercedes Bazterrica as Senior Vice President & Chief Brand Marketing Officer. She previously was Vice President, Marketing—International at Kimberly-Clark.
Xerox Corporation has appointed Toni Clayton-Hine as Vice President of Global Marketing and Value Proposition. In this role, she is responsible for expanding the company’s channel presence. Clayton-Hine most recently was Vice President, Global Partners Marketing at CA Technologies.
Zipcar, Inc. has named Brian Harrington as Chief Marketing Officer. He most recently was Principal of The Little Harbor Group, a Boston-based boutique consultancy.
Albertsons has named Amy Kirby as Vice President of Marketing. In this role, Kirby is responsible for leading marketing functions, developing company-wide campaigns, advising leadership on advertising and working with executives to manage the company’s marketing efforts. Albertsons also has named Mike Massimino, formerly Group Vice President, Center Store, as Senior Vice President, Marketing and Merchandising. He is responsible for national merchandising and vendor partnership development.
Bob’s Stores has appointed Sarah Murphy as Chief Marketing Officer. She most recently was Vice President and General Manager, World Markets Insurance Services at American Express Travel Related Services. In her new role, Murphy focuses on improving capabilities around analytics, direct marketing and digital marketing.
BootBarn Inc. has named Jayme Maxwell as Vice President of Marketing. She previously was Vice President of Marketing, Education to Careers at Apollo Group/University of Phoenix.
Coach, Inc. has named Alice Milligan as Senior Vice President, Direct Marketing—Customer Relationship Management and Analytics. Milligan previously was Senior Vice President, Interactive Marketing at American Express. In her new role, she is responsible for direct marketing, e-mail marketing, customer relationship management and analytics.
Crocs has named Andy Sackmann as Chief Marketing Officer. Sackmann joined the company in June 2011 and has led global e-commerce until now. As Chief Marketing Officer, he is responsible for all aspects of Crocs’ marketing, including branding, advertising, consumer promotions and online communications.
Dockers brand has appointed Adrienne Lofton Shaw as Vice President and Chief Marketing Officer. She is responsible for both creation and leadership of brand strategy and global marketing efforts. Lofton Shaw previously was Senior Marketing Director at Under Armour.
Gymboree has appointed Laurie McCartney as Vice President of Marketing. McCartney previously was Chief Marketing Officer at Teleflora, LLC and, in her new role, is responsible, in part, for marketing strategy and development, as well as customer acquisition and traffic.
J.C. Penney’s Head of Marketing, Eric Hunter, has left the company. He previously had served as Group President and Chief Marketing Officer at Kellwood Company. Hunter is replaced by Jan Hodges, a J.C. Penney veteran, whose title now is Senior Vice President of Sales Promotion. Jo-Ann Stores, Inc. has appointed Riddianne Kline as Senior Vice President, Chief Marketing and Merchandising Officer. Kline retains her previous responsibilities of marketing and advertising for the company and also has assumed leadership of the merchandising, product development and inventory management groups. She most recently was Senior Vice President and Chief Marketing Officer of the company.
The Jones Group, Inc. has appointed Greg Clark as Chief Marketing Officer. In his new role, Clark oversees global marketing and brand identity for the company’s fashion brand portfolio. He also is responsible for driving communications and digital media strategy. Clark has more than 30 years of global strategy experience in the retail and packaged goods industries and most recently was Senior Vice President of Creative Marketing for J.C. Penney.
Nordstrom, Inc. has named Brian K. Dennehy as Chief Marketing Officer. He previously was Chief Marketing Officer at SVB Financial Group.
RadioShack has appointed Jennifer Warren as Senior Vice President and Chief Marketing Officer. In this role, she leads various aspects of the company’s marketing organization, including brand strategy, advertising, corporate communications, social media and online customer experience. Warren previously was with marketing agency Razorfish.
Shopko has appointed Michael B. Cooper as Senior Vice President, Marketing. He is responsible for all marketing initiatives and reports to the company’s President and Chief Merchandising Officer. Cooper previously was at Office Depot, Inc. as Vice President, Marketing.
Sports Authority has named Paul M. Okimoto as Chief Marketing Officer. In his new role, Okimoto is responsible for strategic development and oversight of the company’s plans to drive traffic and sales via e-commerce. He previously was Vice President of Marketing at RadioShack Corporation.
Summer Infant, Inc. has named Elizabeth Jackson as Chief Marketing Officer. Jackson has been working at the company since 2011 as interim Chief Marketing Officer and previously was President of Sedna Marketing Partners.
SUPERVALU has promoted Mark Van Buskirk to Executive Vice President, Merchandising and Marketing. In this role, he oversees companywide merchandising and marketing efforts, as well as directs SUPERVALU’s private brand offerings and retail pharmacy teams. Van Buskirk most recently was Vice President, Meat and Seafood Merchandising and Procurement.
Target has hired Rick Gomez as Vice President of Brand and Category Marketing. He previously was Vice President of Brand Marketing at MillerCoors LLC. In his new role, Gomez is responsible for directing Target’s marketing strategies for all merchandise categories, driving brand initiatives, and overseeing multicultural marketing and Target’s owned brands and packaging teams.
Tiffany & Co. has appointed Alice Kwak as Vice President, Global Marketing. Kwak has been Vice President and Owner of Lauris LLC since 2006. In her new role at Tiffany, she is responsible for the marketing discipline at the company and leads efforts to create a more global, strategic and analytical approach to business. The company also has named Andrea Davey as Vice President of Marketing. Davey previously was Managing Director, Frederic Fekkai Luxury Hair Care at Procter & Gamble.
Tuesday Morning’s Seth Marks has resigned as Senior Vice President and Chief Marketing Officer. He had been promoted to this position in June 2012—at the same time former Chief Executive Officer Kathleen Mason was fired.
Vera Bradley has appointed Bonita Inza as Executive Vice President, Sales and Marketing—Chief Experience Officer. In this role, Inza shares responsibility for executing the company’s growth strategies. She has 30 years of retail experience in senior leadership roles.
Walmart has named Brian Monahan as Vice President of Marketing for Walmart.com. In this role, he leads brand strategy and cross-channel marketing for the company. Monahan most recently was Managing Partner at Interpublic Group’s Magna Global.
Consumer Digital & Media
AccuWeather, Inc. has hired John Dokes as Chief Marketing Officer. In his new position, Dokes is responsible for marketing and expansion of the company’s digital presence. He previously has held roles at Marvel Entertainment, LLC and MTV, a division of Viacom.
AOL Inc. has hired Peter Land as Head of Communications. He previously was the No. 2 corporate communications executive at PepsiCo. Though Land is not responsible for marketing at AOL, he leads internal and external messaging and enhancement of the company’s media properties as brands.
Clear Channel Outdoors Holdings, Inc. has appointed Vicki Lins as Executive Vice President and Chief Marketing Officer for Clear Channel Outdoors Americas. Lins has more than 20 years of experience in the advertising industry and, in her new role, leads the marketing strategy and execution for all the company’s business. She most recently served in leadership positions at Comcast and its Canoe Ventures initiative. Pru Parkinson also has been promoted to Global Chief Marketing Officer of the company, responsible for brand marketing and internal communications. Parkinson joined Clear Channel International in 2010 as Sales and Marketing Director.
Comcast has promoted Greg Butz to Executive Vice President, Sales and Marketing Operations. He most recently was Senior Vice President of Marketing for Comcast Cable.
Dish has promoted Dave Shull to Executive Vice President and Chief Commercial Officer. He most recently led Dish’s programming and content acquisition group. In his new role, Shull maintains his programming responsibilities and has taken on leadership of product management, marketing and advertising sales.
Forbes has promoted Tom Davis to Chief Marketing officer. Davis most recently was Vice President, Sales and Marketing. He replaces Jack Laschever, who has been promoted to President, Forbes Conferences.
Hollywood Reporter has named Anna Magzanyan as Vice President of Marketing. She most recently was Vice President of Strategic Partnerships at Clear Channel Media and Entertainment for iHeartRadio.
NTN Buzztime has named Barry Chandler as Chief Marketing Officer. Chandler has nearly 20 years of experience in hospitality services and most recently founded Chandler Interactive, a service that helps restaurants and bars attract a larger customer base. In his new role at Buzztime, Chandler is responsible for the company’s marketing efforts, maintaining a particularly strong focus on content marketing and social media.
The Paley Center for Media has appointed Maureen Reidy as Chief Marketing Officer. In this role, she is responsible for all marketing, communications, digital and social media, creative services and commercial revenues. Reidy has more than 20 years of experience and most recently served as President and Chief Executive Officer of The Argus Group.
PennWell Corporation has appointed Paul Andrews as Vice President, Marketing Services. In his new role, Andrews leads the newly formed Marketing Services Division that aims to provide strategic consulting and marketing solutions, including digital and social media, website development and content marketing. He most recently held sales and marketing positions at Go Forward Media, LLC.
Virgin Media has appointed Jeff Dodds as Chief Marketing Officer. He replaces Nigel Gilbert, who has taken a new role within Virgin Group. Dodds most recently was Executive Director of Brands and Marketing Communications at Virgin.
WebMD has named Matthew Dumas as Senior Vice President, Marketing—Consumer Services. He previously was Cofounder and President of Ecosys Consumer Analytics.
World Wrestling Entertainment (WWE) has named Michael Pine as Senior Vice President of Global Sales & Partnership Marketing. He most recently worked in sales at IMG and has more than 15 years of experience in strategic sales and marketing. In his new role, Pine drives the strategic vision of WWE’s sales operation and revenue growth.
Leisure and Hospitality
Applebee’s Vice President of Marketing and Culinary, Becky Johnson, has left her position. The company has launched a global search for her replacement.
Centerplate has promoted Kay Towner to Senior Vice President of Sales and Marketing. Towner is a veteran on the company’s senior management team and, in her new role, directs both local marketing programs and specific national roll-out programs.
Community Coffee Company has named Scott Eckert as Vice President of Marketing. In this role, he is responsible for executing high-growth strategy. Eckert has held a variety of senior marketing leadership positions for consumer packaged goods companies and most recently was Head of ACH Food Companies’ Flavor Enhancements Division.
Crestline Hotels & Resorts has promoted Vicki Denfeld to Executive Vice President, Sales and Marketing. Denfeld has been with the company since 2002 and most recently was Senior Vice President of Sales and Marketing.
IMAX has appointed Eileen Campbell as Chief Marketing Officer. She most recently was Global Chief Executive Officer of brand consulting agency Millward Brown.
Moe’s Southwest Grill has promoted Paul Macaluso to Chief Marketing Officer. He previously was Vice President of Marketing at the restaurant chain and is the company’s first CMO. In his new role, Macaluso is responsible for marketing and public relations functions, catering and creative services.
Outrigger has appointed Sean Dee as Chief Marketing Officer and Executive Vice President. In this role, he is responsible for global marketing and brand strategies with particular emphasis on the company’s Hawaii and Asia/Pacific regions. Dee most recently was President of Global Branding at Anschutz Entertainment Group.
Papa John’s International, Inc.’sAndrew Varga has resigned from his position as Chief Marketing Officer. He has accepted a new role as President of Zimmerman Advertising, Inc., Papa John’s advertising agency of record. Before joining Papa John’s in 2009, Varga spent more than 20 years at Brown-Forman Corp.
P.F. Chang’s Pei Wei has hired Julie Elkinton as Chief Brand Officer. She previously was Senior Vice President, Marketing/Brand Development at Olive Garden. Starbucks has named Sharon Rothstein as Chief Marketing Officer. She most recently was a marketing executive at Sephora.
Taco Bell’s Chief Marketing and Innovation Officer, Brian Niccol, has been promoted to President with responsibilities that include marketing, menu development and operations. Chris Brandt, former Vice President of Marketing, now is the company’s Chief Marketing Officer.
Wingstop Restaurants Inc. has named Doug Willmarth as Chief Marketing Officer. Willmarth, who succeeds Andy Howard, most recently was Chief Marketing Officer for Rave Cinemas.
World Triathlon Corporation has appointed Christopher Stadler as Chief Marketing Officer. He most recently was Global Head of Acquisition Marketing for Equinox Fitness Clubs. In his new role, Stadler oversees marketing, public relations, communications and athlete engagement efforts.
FINANCIAL SERVICES SECTOR
Assurance Agency has promoted Steven Handmaker to Chief Marketing Officer. In this new role, he is responsible for the company’s marketing, communications and branding efforts. Handmaker most recently was Executive Vice President of Marketing Communications at the company.
AXA Equitable Life Insurance Company has named Beth Pasciucco as Managing Director and Head of Brand Management and Customer Experience. In this role, she leads brand strategy, customer experience, advertising and marketing communications for the company. Pasciucco most recently was Chief Marketing Officer, Global Wealth Management Group at Morgan Stanley.
Berdon LLP has named Kayte Steinert-Threlkeld as Chief Marketing Officer. She previously was Chief Marketing Officer at Anchin, Block & Anchin LLP and has 25 years of experience in marketing. In her new role at Berdon, Steinert-Threlkeld leads the company’s marketing team in all business development and marketing endeavors.
Capital Access Network, Inc. has appointed James Mendelsohn as Chief Marketing Officer. He has 20 years of experience in financial and consumer marketing and most recently was at McKinsey & Company. In his new role, Mendelsohn is responsible for the company’s marketing and branding efforts as it transitions into its next phase of growth.
Cigna has named Lisa Bacus as Global Chief Marketing Officer. She most recently was Vice President and Chief Marketing Officer at American Family Insurance.
ETRADE Financial Corporation’s Chief Marketing Officer, Nicholas Utton, has left after nine years with the company. Liza Landsman has been appointed to replace him. In her new role, Landsman is responsible for all aspects of the company’s marketing and advertising. She has nearly 20 years of experience driving customer engagement strategies and most recently was Global Head of Digital at BlackRock.
FBL Financial Group has named Scott Stice as Chief Marketing Officer. He previously was Senior Vice President and Head of Field Strategy and Execution at Farmers Insurance Company. In his new role, Stice is responsible for sales, marketing and distribution of the company’s brand and agency force.
Fifth Third Bancorp has hired Maria Veltre as Senior Vice President and Chief Marketing Officer. She previously was Chief Marketing Officer at Citibank and replaces Larry Magnese, who has shifted roles to become Fift