Marketing Officers

Marketing Moves 2014: Q3 – Q4

 



In order to examine trends in the marketing officer function, Russell Reynolds Associates has tracked and analyzed 157 publicly reported marketing leadership moves during Q3 and Q4 2014.

Key Findings

  • In the second half of 2014, the Consumer sector accounted for almost half of all reported marketing leadership appointments, followed by the Technology sector, which accounted for just over a quarter of all marketing appointments.
  • The proportion of external appointments has increased from 76% in Q1 and Q2 2014 to 84% in Q3 and Q4 2014.
  • In most sectors, a majority of marketing appointments came from outside of the sector, particularly for Financial Services. Consumer and Technology appointments, however, tended to be from the same industry.
  • Average marketing officer tenure has increased from 3.6 years to 4.0 years.

Key Findings

Continuing the same pattern we have seen in previous quarters, the Consumer sector accounted for the largest number of marketing moves. Just under half of all moves (47%) came from the Consumer sector, with 19% from Consumer Digital and Media, 11% from Consumer Products and Services, 8% from Leisure and Hospitality and 9% from Retail. Also consistent with previous quarters, Nonprofit saw the fewest number of marketing appointments, accounting for only 0.5% of all moves.


 

 

Key Findings

In Q3 and Q4 of 2014, approximately 84% of marketing officer appointments came from outside the hiring organization. This is an 8% increase from the previous two quarters, when only 76% of appointments were external, and in line with Q3 and Q4 2013, when 83% of appointments were external. Some moves occurred in tandem with company reorganizations that resulted in eliminated or realigned marketing officer roles. For example, Citrix Systems’ former Chief Marketing Officer Steve Daheb left the company, and Citrix now has eliminated the Chief Marketing Officer role.

On average, internal promotes spent 7.6 years with their company prior to promotion. This is consistent with the previous two quarters but a significant increase from Q3 and Q4 2013, when internal recruits averaged five and a half years in an organization before promotion.

Female leaders comprised only 37% of all appointments, a significant decrease from the previous two quarters (45%) and from Q3 and Q4 2013 (42%).



 

 

Inside of Industry vs. Outside of Industry

For the first time in two years, most sectors saw a majority of marketing officer appointments from outside of the sector. This is a distinct change from previous quarters, when most appointments came from the same sector, and demonstrates organizations’ growing tendency to seek out-of-the box marketing officers with diverse skill sets and expertise:

  • The largest shift was seen in Financial Services, where only 27% of appointments were from the same industry. This is a dramatic decrease from 71% in the previous two quarters.
  • Appointments in Consumer and Technology were overwhelmingly from the same sector at approximately 79% and 72%, respectively. For Consumer, this is a slight decrease from 83% in the previous two quarters; for Technology, this is a slight increase from 67% in the previous two quarters.
  • Healthcare saw 43% of appointments from the same industry, and Industrial and Natural Resources saw 44%. For Healthcare, this is a significant decrease from the previous two quarters’ 67%. For Industrial and Natural Resources, this is only a slight decrease from the previous two quarters’ 40%.
  • Professional Services saw a decrease in appointments from the same industry, dropping from 40% to 29%. In the past two years, this sector consistently has seen less and less appointments from the same industry.
 


 

 


 

 
 


Where Did They Go?

In order to gain insight to marketing officers’ career paths, we have analyzed the patterns of marketing leaders who have left their roles:

  • Forty percent of outgoing marketing officers left their organization to pursue a new opportunity. Of those executives, 36% moved to a company in the same industry, 50% moved to a company in a different industry and 14% have not yet disclosed their new job. Sixty-four percent of those who pursued a new opportunity entered a marketing officer role at their new company.
  • Twenty percent of outgoing marketing officers were promoted within their organization, moving into a role such as head of international, chief product officer or chief digital officer.
  • Average firm tenure has decreased slightly from 6.0 years in Q1 and Q2 2014 to 5.9 years in Q3 and Q4 2014. Average role tenure has increased from 3.6 years to 4.0 years.
 
 

 

CONSUMER SECTOR

CONSUMER DIGITAL AND MEDIA

ABC Family Worldwide, Inc. | has appointed Nigel Cox-Hagan as Senior Vice President, Marketing, Creative and Branding. In this role, he is responsible for the network’s creative marketing, strategic execution, audience development, franchise and brand management, and promotional partnerships. Cox-Hagan most recently was Executive Vice President, Creative and Consumer Marketing, at Viacom Inc.’s VH1 network.

Airbnb, Inc. | has named Paul Jeszenszky as Head of Online Marketing. He most recently was Head of Global B2B Digital Marketing Center of Excellence at Google.

Akadémos | has appointed Jonathan Shar as Chief Marketing Officer. He most recently was General Manager, Nook Digital Content, at Barnes & Noble, Inc.

Care.com, Inc. | has appointed Caroline Sheu to the newly created Chief Marketing Officer position. In this role, she oversees outbound marketing and member communications; acquisition and retention marketing; product marketing; event marketing; online and offline advertising; creative design; public relations and communications; and overall corporate positioning and branding. Sheu most recently was Vice President, Global Marketing, at Disney Interactive.

Condé Nast International Ltd. | has appointed Edward Menicheschi as Chief Marketing Officer and President of Condé Nast Media Group. He most recently was Vice President and Publisher of Vanity Fair.

Deezer | has named Beth Murphy as Chief Marketing Officer. She most recently was Executive Vice President and Chief Marketing Officer at Zinio LLC.

Electronic Arts Inc. | has named Chris Bruzzo as Chief Marketing Officer. In this role, he leads marketing strategy, including product marketing, creative and design, analytics, consumer insight, media planning and buying, network engagement, strategic communications, social and community engagement, digital content and owned channel strategy, and brand communications. Bruzzo most recently was General Manager, Senior Vice President, Evolution Fresh, at Starbucks Corporation.

Fluent, Inc. | has named Jordan Cohen as Chief Marketing Officer. In this role, he oversees marketing and partnership development. Cohen most recently was Vice President, Marketing, at Moveable Ink.

Foursquare Labs Inc. | has named Kinjil Mathur as Vice President, Marketing. She most recently was Chief Marketing Officer at Artspace.

Game Show Network, LLC | has named Chris Moseley as Executive Vice President, Chief Marketing Officer. She most recently was Senior Vice President, Product Management and Brand Oversight, at MSG Entertainment.

Getty Images | has named Susan Smith Ellis as Chief Marketing Officer. Smith Ellis most recently was Chief Marketing Officer at Morgan Stanley.

Harte-Hanks | has promoted Brian Dames to the role of Chief Marketing Officer. He most recently was Executive Vice President, Customer Solutions, at the company.

Interactive Media Holdings, Inc. | has promoted Jon Schulz to the role of Chief Marketing Officer. In this role, he is responsible for leading brand and product marketing, as well as business development and strategic partnerships. Schulz most recently was Executive Vice President, Business Development, at the company.

LeapFrog Enterprises, Inc. | has appointed Scott Steinberg as Vice President, Platform Marketing. In this role, he leads the company’s efforts to grow its existing platforms. Steinberg most recently was Vice President, Product Marketing, at Sony Computer Entertainment Inc.

McKinney & Associates PR | has named Adam Levine as Chief Marketing Officer. He most recently was Executive Vice President, Global Brand Marketing Director, at Deutsch Inc.

National Basketball Association | has named Pam El as Chief Marketing Officer. In this role, she is responsible for directing brand development, overall marketing and advertising for the National Basketball Association (NBA), the Women’s NBA and the NBA Development League. El most recently was Senior Vice President, Financial Brand Marketing, at Nationwide Financial.

National Football League | has appointed Dawn Hudson as Chief Marketing Officer. She most recently was Chairman of Parthenon Group LLC.

Netflix, Inc. | has named Stephen Bruno as Vice President, Originals Marketing. In this role, he leads the original content marketing team. Bruno most recently was Head of Marketing at The Weinstein Company.

Ovation TV | has appointed Jodi Lipe as Senior Vice President, Marketing. In this role, she is responsible for all consumer marketing, partnerships and branding efforts, as well as the network’s social media. Lipe most recently was Executive Vice President, Marketing, at POPSUGAR Inc.

Publicis Groupe SA | has appointed Julie Levin as Chief Marketing Officer, North America. She most recently was Senior Vice President, Chief Growth Officer, at the Martin Agency.

Relativity Media LLC | has named Angela Courtin as its first Chief Marketing Officer. In this role, she oversees marketing, branding and advertising for the company. She also is charged with launching a new digital division. Courtin most recently was President, U.S., at Dentsu Aegis Network.

RetailNext, Inc. | has appointed Marc Dietz as Chief Marketing Officer. In this role, he is responsible for global marketing strategy and all corporate and product marketing programs. Dietz most recently was Executive Director, SaaS Strategy and Marketing, at IBM.

Sony Pictures Entertainment | has named Josh Greenstein as President, Worldwide Marketing and Distribution. In this role, he is responsible for day-to-day management of the company’s worldwide theatrical marketing and distribution activities. Greenstein most recently was Chief Marketing Officer at Paramount Pictures.

Square, Inc. | has appointed Kevin Burke as Head of Acquisition. In this role, he is responsible for attracting merchant customers across all channels, including retail, web and event marketing. Burke most recently was Chief Marketing Officer, Core Products, at Visa.

Turner Broadcasting System, Inc. | has named Michael Ouweleen as Chief Marketing Officer, Cartoon Network, Adult Swim and Boomerang. He most recently was Senior Vice President and Executive Creative Director for Cartoon Network’s creative group.

Univision Communications Inc. | has promoted Jessica Rodriguez to the role of Chief Marketing Officer. In this role, she oversees all marketing functions and leads cross-channel promotions, research and creative services. Rodriguez most recently was Executive Vice President, Program Scheduling and Promotions, at the company.

Viacom International Media Networks | has promoted Ross Martin to the role of Executive Vice President, Marketing Strategy and Engagement. In this role, he oversees corporate research, data and creative strategy teams. Martin most recently was Executive Vice President at the company.

The Walt Disney Company | has promoted Assad Ayaz to the role of Executive Vice President, Marketing, at Walt Disney Studios. He most recently was Senior Vice President, Marketing, at the company.

XO Group Inc. | has named Dhanusha Sivajee as Executive Vice President, Marketing. In this role, she oversees the brand, consumer marketing, partnerships and communications. Sivajee most recently was Chief Marketing Officer at AOL Brand Group.

 


 

CONSUMER PRODUCTS AND SERVICES 

Bai Brands LLC,| the natural beverages company, has named Michael Simon as Chief Marketing Officer. He most recently was Executive Vice President, Chief Marketing Officer, at Panera Bread.

Coty Inc. | has announced a new organizational structure intended to reinforce the company’s growth path and strengthen its market position. Steve Mormoris has been named Chief Marketing Officer, Fragrances. Previously, he was in charge of Coty Prestige, American Marketing, at the company.

Eastman Kodak Company | has named Steven Overman as Chief Marketing Officer and Senior Vice President, Corporate Marketing. In this role, he is responsible for the strategic development and coordination of Kodak’s brand identity, global marketing programs and activities, and communication of the company’s vision, strategy and progress. Overman most recently was Founder and Chief Executive Officer of Match and Candle.

Elizabeth Arden, Inc.’s | Chief Marketing Officer Kathy Widmer has resigned amid company restructuring. A successor has yet to be named.

The Estée Lauder Companies Inc.| has named Marie-Pierre Stark-Flora as Senior Vice President, Global Marketing. In this role, she is responsible for leading the brand’s global marketing strategy for luxury skin care, skin care, makeup and fragrance, as well as consumer engagement strategy, including digital marketing and media planning. Stark-Flora most recently was Founder and Chief Marketing Officer of Iluminage Beauty Inc.

GNC Holdings, Inc. | has named Jeffrey Hennion as Executive Vice President, Chief Marketing and Ecommerce Officer. He most recently was President and Chief Financial Officer at Branding Brand, Inc.

The Goodyear Tire & Rubber Company | has named Richard Kellam as Senior Vice President, Sales and Marketing. In this role, he leads the establishment of a program of sales and marketing designed to enhance customer and consumer experience. Kellam most recently was Global Chief Customer Officer at Mars Incorporated.

iRobot Corporation | has named Dwight Brown as Vice President, Global Marketing. He most recently was Senior Vice President, Marketing, at Keurig Green Mountain, Inc.

Mondelez International | has appointed Dana Anderson as Senior Vice President, Chief Marketing Officer. In this role, she is responsible for agency relations, brand equity, brand strategy, marketing capabilities, media and digital. Anderson most recently was Senior Vice President, Marketing Communication and Strategy, at the company.

Murad Inc. | has named Elizabeth Ashmun as Chief Marketing Officer. In this role, she oversees all global marketing, including brand development, advertising, public relations, creative and education. Ashmun most recently was Global Vice President, Marketing, at Kate Somerville Skin Care, LLC.

Pernod Ricard SA| has promoted Conor McQuaid to the role of Chief Marketing Officer. He most recently was Managing Director, South Africa, at the company.

Pharmavite LLC| has appointed Etienne Patout as Chief Marketing Officer. He most recently was General Manager and Vice President, Wholesome Snacks, at Kellogg Co.

PulteGroupe, Inc. | has named Manish Shrivastava as Vice President and Chief Marketing Officer. In this role, he leads marketing strategy, consumer insight and marketing communications. Shrivastava most recently was Head of Brand and Shopper Marketing at The Coca-Cola Company.

Smith & Wesson Holding Corporation | has appointed Andrew Coccari to the newly created position of Senior Vice President, Sales and Marketing. In this role, he is responsible for leading all of the company’s sales and marketing activities. Coccari most recently was Senior Vice President, Strategic Growth, at Cannondale Sports Group.

Tempur Sealy International, Inc. | has appointed Jay Spenchian to the newly created role of Executive Vice President, Chief Marketing Officer. Spenchian most recently was Executive Vice President, Marketing, at Olive Garden

TreeHouse Foods, Inc.| has named Tammy Gianfortune as Chief Marketing Officer. In this role, she is responsible for product and category management, market research and consumer insight, innovation pipeline development and P&L management. Gianfortune most recently was Global Chief Marketing Officer at Coveris.

Weight Watchers International, Inc. | has named Maurice Herrera as Senior Vice President, Head of Marketing. In this role, he is responsible for strategic marketing and planning, advertising, public relations, digital and social media, product licensing and customer relationship management. Herrera most recently was Chief Marketing Officer at Materne Industries.

 


 

LEISURE AND HOSPITALITY 

Cici’s Pizza | has named Sarah McAloon as Chief Marketing Officer. She most recently was Chief Marketing Officer at Sbarro.

Denny’s Corporation | has promoted John Dillon to the role of Senior Vice President, Chief Marketing Officer. He most recently served as Vice President, Marketing, at the company.

Garden Fresh Restaurant Corporation | has named Julie Derry as Chief Marketing Officer. In this role, she leads all marketing activities and the development of the consumer brand strategy and positioning. Derry most recently was Senior Director, Digital Commerce, at See’s Candies.

Jack in the Box Inc. | has named Frances Allen as Brand President. She most recently was Executive Vice President, Chief Brand Officer, at Denny’s Corporation.

The Johnny Rockets Group Inc. | has named Joel Bulger as Chief Marketing Officer. In this role, he is responsible for field marketing, public relations, guest services, agency management, new menu item launches and social media—both domestically and internationally. Bulger most recently was Senior Vice President, Brand Marketing, at Church’s Chicken.

Ovation Brands | has named Robert Crews as Senior Vice President, Marketing. In this role, he is responsible for all marketing, advertising and brand management, with a particular focus on reinvention efforts under way in the Ryan’s, Old Country Buffet and Hometown Buffet concepts. Crews most recently was Executive Vice President, Chief Marketing Officer, at Church’s Chicken.

Panera Bread’s | Chief Marketing Officer Michael Simon has left the company. The company’s Vice President of Marketing Chris Hollander, currently is serving as interim Chief Marketing Officer. A successor to Simon has yet to be named.

Popeyes Louisiana Kitchen, Inc. | has promoted Hector Munoz to the role of Chief Marketing Officer. In this role, he is responsible for all U.S. marketing initiatives, including advertising, calendar promotional planning, long-range marketing goals, brand positioning for product innovation and core menu items, and all other marketing communications. Munoz most recently was Vice President, Marketing, at the company.

Sizzler | has named Kristina Van Bruggen as Vice President, Marketing. She most recently was Group Account Director, T-Mobile USA, Inc., at TracyLocke.

Smashburger | has appointed Josh Kern to the newly created role of Chief Marketing Officer. He most recently was Chief Marketing Officer at Consumer Capital Partners.

Starbucks Corporation | has named Christopher Tebben as Vice President, Category Brand Management, Americas. He most recently was Vice President, Marketing, Pei Wei Asian Diner, LLC, at P.F. Chang’s China Bistro, Inc.

sweetFrog Enterprises, LLC | has named Matt Smith as Chief Marketing Officer. In this role, he is responsible for the planning, development, implementation and measurement of all sweetFrog marketing strategies, marketing communications and public relations activities. Smith most recently was Founder of Execute.

Valley Forge Casino Resort | has named Jennifer Galle as Chief Marketing Officer. In this role, she is responsible for the design and execution of resort strategies, centering on loyalty marketing, entertainment, hospitality and player development. Galle most recently was Vice President, Marketing, at Horseshoe Hammond.

 


 

RETAIL

At Home | has named Jennifer Warren as Chief Marketing Officer. She most recently was Chief Marketing Officer at RadioShack Corporation.

Best Buy | has appointed Greg Revelle as Chief Marketing Officer. In this role, he leads branding, offline and online advertising, customer relationship management, customer loyalty, enterprise growth initiatives, research and analytics. Revelle most recently was Chief Marketing Officer at AutoNation.

Chico’s FAS, Inc. | has named Miki Racine Berardelli as Executive Vice President, Chief Marketing Officer, and President, Digital Commerce. In this role, she is responsible for all of Chico’s brands’ e-commerce efforts, as well as customer analytics, digital marketing, social media and strategic planning. Berardelli most recently was Chief Marketing Officer at Tory Burch.

Columbia Sportswear Company | has named Stuart Redsun as Chief Marketing Officer. In this role, he is responsible for developing and executing global marketing programs for Columbia, Sorel, Inc. and Montrail. Redsun most recently was Vice President, Global Brand Marketing, at Under Armour, Inc.

Gilt Groupe, Inc. | has named Clay Cowan as Chief Marketing Officer of Gilt.com. He most recently was Senior Vice President, Global Digital, at Starwood Hotels and Resorts Worldwide, Inc.

|Guitar Center, Inc. has named Michael Amkreutz to the role of Vice President, Marketing, Merchandising and Ecommerce. In this role, he is responsible for all aspects of the company’s marketing campaigns, product assortment, in-store merchandising and ecommerce strategy. Amkreutz most recently was Chief Marketing Officer at Systemax Inc.

Lane Bryant, Inc. | has named Brian Beitler as Executive Vice President, Chief Marketing Officer. He most recently was Executive Vice President, Chief Marketing Officer, at David’s Bridal.

maurices | has appointed Ali Wing as Chief Marketing Officer and Executive Vice President, Digital Commerce. She most recently was Founder and Chief Executive of giggle.

Pacific Sunwear of California Inc. | has named Amber Fredman-Tarshis as Senior Vice President, Chief Marketing Officer. She m