Marketing Officers

Marketing Moves 2016: Q1 – Q2

 



​Marketing Turnover Reaches New High

To better understand current trends in the appointment and turnover of marketing officers, Russell Reynolds Associates tracked and analyzed 175 notable, publicly disclosed marketing-leadership moves in the first two quarters of 2016.

KEY FINDINGS

  • Record turnover. So far, 2016 has witnessed the highest level of marketing-leader appointments and turnover since Russell Reynolds Associates began comprehensively tracking all major appointments four years ago. In the first six months of this year, we recorded 175 marketing-leader appointments, compared to 147 in the prior six months and 134 in the same period of last year

  • Retail volatility. Some industries, and most notably the retail industry, experienced particularly high volatility. Among the top 30 US-based retailers by revenue, 48 percent have turned over their marketing leader in the last 12 months alone. See From CMO to C-Uh-Oh1 for more insight. In the first half of 2016, retail appointments accounted for 17 percent of all CMO hires, up from 9 percent this time last year

  • External hires dominate. The clear majority of marketing officer appointments during the first two quarters were external hires, at 62 percent, as they were in the first two quarters of 2015 (63 percent). Technology companies exhibit the greatest tendency to recruit an external marketing leader, in 86 percent of appointments in the first half of the year

  • Outsiders in financial services. Financial services continued its strong and persistent trend of appointing marketing leaders from outside the sector, with 62 percent of financial services marketing-leader appointments pulling talent from outside the industry. The consumer sector is the source of the most cross industry hires to financial services (50 percent)

  • Insiders elsewhere. The consumer and technology industries maintained their trend of appointing marketing leaders from within their own sectors

  • Gender diversity grows slightly. Women accounted for 40 percent of all marketing-leadership appointments, up one percent from Q3-Q4 2015, and from 34 percent in Q1-Q2 2015.

  • External elevations more common than internal promotions. Of the marketing leaders that left their role in Q3- Q4 2015, only 23 percent were internally promoted to roles like president, chief digital officer, or chief executive officer. However, of those that left their company during that time period, 33 percent joined new companies under similar titles.

GENERAL TRENDS

Industry Breakdown of Marketing Moves

Continuing a pattern we have seen in previous quarters, the consumer sector accounted for just over half (53 percent) of the turnover among marketing leaders. Within the sector, the breakdown was as follows: 16 percent of marketing moves took place in retail – up 4 percent from the final two quarters of 2015, the largest increase of any sector – 14 percent in consumer digital and media companies, 13 percent in consumer products and services, and 10 percent in leisure and hospitality.

The high level of turnover among retail marketing leaders is undoubtedly the result of ongoing industry turmoil, as legacy brick-and-mortar retailers continue to adapt to the reality of multichannel commerce and the rapidly changing consumer landscape. (For more, see From CMO to C-Uh-Oh.1)


Internal vs. External Hires

The majority of marketing leader appointments continue to be external hires. As has been the case for the last few years, the first half of this year saw companies looking externally for their marketing executives significantly less of the time (64 percent) than they did in the second half of the prior year (73 percent of the time). Those proportions were consistent with data from the year earlier, with 63 percent of marketing hires coming externally in the first half of 2015, but 84 percent in the second half of 2014.


Inside of Industry vs. Outside of Industry 

Three sectors, in particular, continued to exhibit strong trends in the sources of their external hires over the past two years. The majority of technology and consumer external appointments still came from inside the sector (72 percent and 84 percent, respectively). For technology, this was a decrease from 79 percent in the previous two quarters; for consumer, this was a significant increase from 70 percent in the previous two quarters.

In contrast, only a minority of external marketing-leadership appointments in financial services came from inside the sector (38 percent). This was a two percent decrease from the prior six months, and an 8 percent increase from the first half of 2015.


Where Do Chief Marketing Officers Go?

To gain additional insight into marketing officers’ career paths, we analyzed the patterns of marketing leaders who left their roles in Q3 or Q4 of 2015. Of those departing marketing leaders, approximately 23 percent were internally promoted into a non-marketing role, while 61 percent left the company for a new opportunity. The remainder either retired (4 percent), or have either not yet taken on a new role or not made their new employment public (12 percent).

In the latter half of 2015, of those who left to pursue a new opportunity, 75 percent stayed in the same industry, while 25 percent moved to a different industry. Of this same group, 55 percent take on a marketing leadership role, while 18 percent move up to a higher, non-operating role (i.e., chief growth officer, chief strategy officer, etc.) and 15 percent moved to an operating role. Also, 14 percent began working as independent consultants.

CONSUMER SECTOR

CONSUMER DIGITAL AND MEDIA

BBC America appointed Oscar Mendez as executive vice president, marketing and digital. Mendez is now responsible for all strategic, creative and consumer marketing, along with all digital activity, social and ad-sales marketing. He was most recently executive vice president and chief marketing officer at MundoFox.

Constant Contact appointed John Orlando as chief marketing officer. Orlando was most recently vice president, customer and product marketing at the same company.

Consumer Reports appointed Kim Miller as chief marketing officer. Miller is now responsible for enterprise wide brand, digital and print marketing, as well as fundraising, customer care and consumer insights. She was most recently vice president, digital marketing, at J. Crew.

DraftKings appointed Janet Holian as global chief marketing officer. Holian is now responsible for overseeing worldwide revenue, including daily fantasy sports games, advertising, sponsorships and brand licensing, as well as game operations and events and the company’s global marketing program. She was most recently chief executive officer at Gemvara.

Dropbox saw the departure of Julie Herendeen, its vice president, marketing. Dennis Woodside, the company’s chief operating officer, has led the marketing function since her departure.

Entercom Communications appointed Ruth Gaviria as chief marketing officer. Gaviria served most recently as executive vice president, corporate marketing, at Univision Communications.

The Enthusiast Network appointed Jonathan Anastas as chief marketing officer. Anastas was most recently the global head of demand generation and lifecycle marketing at Roku Entertainment.

Go Daddy appointed Barbara Rechterman as its chief marketing and customer officer. Rechterman was most recently chief customer officer at the company.

IronPlanet appointed Matt Ackley as senior vice president and chief marketing officer. Ackley served most recently as chief marketing officer at Practice Fusion.

Lionsgate Entertainment appointed Michael Fisk as executive vice president, international marketing. Fisk is now responsible for developing international marketing strategies for all Lionsgate films and works closely with international distributors in local markets. He also provides creative direction for, and oversight of, the local execution of global strategies. He was most recently senior vice president, international marketing, at Sony Pictures.

Major League Baseball saw the departure of Jacqueline Parkes, chief marketing officer, who left for a new opportunity at MTV.

MTV Networks appointed Jacqueline Parkes as executive vice president, marketing and creative. She was most recently the chief marketing officer at Major League Baseball.

New York Times appointed David Rubin as senior vice president and head of brand. Rubin is responsible for leading enterprise-wide brand strategy, development and execution. He was most recently the head of global marketing at Pinterest.

Omnicom Media Group appointed Joshua Prince as its chief marketing officer, Omnicom Health. Prince served most recently as president of the CDM Group at the company.

Pandora Media saw the departure of its chief marketing officer, Simon Fleming-Wood.

SEGA of America appointed Mike Evans as chief marketing officer. Evans was most recently vice president, marketing, at the company.

Shutterstock appointed Jeff Weiser as its chief marketing officer. Weiser is now responsible for the company’s global marketing organization, focusing on building customer demand, identifying new revenue opportunities and increasing brand awareness. He was most recently senior vice president, strategic analysis, database marketing and online acquisition marketing at Beachbody, LLC.

Snapchat appointed Betsy Lack as head of its global brand strategy. Lack was most recently a contributing editor, New Establishment, at Vanity Fair.

Time, Inc. appointed Leslie Dukker Doty as executive vice president, consumer marketing and revenue. Doty was most recently the chief marketing officer at Trusted Media Brands.

Tinder appointed Ferrell McDonald as chief marketing officer. McDonald was most recently senior vice president and head of originals marketing at Starz Entertainment.

Twitter appointed Leslie Berland as chief marketing officer. Berland was most recently executive vice president, global advertising, marketing and digital partnerships at American Express.

Warner Brothers Pictures appointed Blair Rich as president, worldwide marketing. Rich is responsible for developing and executing all marketing campaigns and creating the strategy for Warner Bros. Pictures’ global releases. Additionally, Rich has full marketing oversight on releases from New Line Cinema as well as all titles produced by the company’s longtime production partners, Alcon and MGM. She was most recently executive vice president, worldwide marketing, at the company.

Wikia appointed Christy Shannon as vice president, marketing. Shannon now oversees global marketing for the company, including brand-building efforts, developing product-launch strategies and leveraging digital marketing strategies, as well as events and public relations. She was most recently senior director, integrated marketing, at the company.

CONSUMER PRODUCTS AND SERVICES

Beam Suntory appointed Rebecca Messina as global chief marketing officer. Messina was most recently senior vice president, marketing, innovation, ventures and emerging brands, at Coca-Cola.

Boston Beer Co. appointed Jon Potter as chief marketing officer. Potter is responsible for the planning, development and execution of brand development, marketing and advertising initiatives. He was most recently managing director, Chandon California, at Moet Hennessy USA.

Campbell Soup Company appointed Greg Shewchuck as senior vice president, chief marketing and commercial officer, Americas. Shewchuck is responsible for the financial management and consumer experience associated with all the brands within the company’s US retail portfolio. He will focus on building authentic relationships with consumers by using all elements of the modern marketing mix, especially digital channels; on accelerating marketing innovation; and on new growth platforms. He was most recently global head of marketing and chief marketing officer at Mead Johnson Nutrition Company.

Celsius, Inc. appointed Vanessa Walker as executive vice president, sales and marketing. Walker is responsible for leading the company’s sales and marketing efforts, as well as the development and execution of corporate strategy. She was most recently an executive vice president, sales and marketing, at LaCroix Sparkling Water.

Cintas appointed Bob Mitchell as chief marketing officer. Mitchell was most recently senior vice president, sales, at the company.

Converse saw the departure of Geoff Cottrill, chief marketing officer, who left for a new opportunity at MullenLowe.

Coty saw the departure of its chief marketing officer, Jill Scalamandre, who left for a new opportunity at Shiseido.

EveryWare Global appointed Jeffrey Jarrett as chief marketing officer. Jarrett was most recently senior vice
president, marketing, at Duracell.

Frito-Lay appointed Jennifer Saenz as chief marketing officer, North America. Saenz was most recently vice
president, marketing innovation, at the company.

Jack Link’s Protein Snacks appointed Tom Dixon as its chief marketing officer. Dixon is now responsible for the strategic planning of all marketing and innovation functions across the company’s family of brands. He was most recently the chief marketing officer at Welch’s.

JM Smucker appointed Geoff Tanner as senior vice president, growth and innovation. Tanner was most recently vice president, marketing, and general manager, Pet Division, at the company.

Kimberly-Clark appointed Scott Usitalo as chief marketing officer. Usitalo was most recently president, Family Care – North America, at the company.

KIND Snacks appointed Miguel Leal as executive vice president, marketing. Leal was most recently chief marketing officer at Diamond Foods.

Mag Instrument appointed Malissa Peace as chief marketing officer. Peace was most recently senior vice president, marketing, at Vanco Payment Solutions.

Marchon Eyewear appointed Thomas Burkhardt as chief marketing officer and head of global licensing. Burkhardt was most recently vice president, global marketing – Calvin Klein Fragrances and Cosmetics, at Coty.

Mars appointed Andrew Clarke as chief marketing and customer officer. Clarke is now responsible for overseeing media, consumer marketing and sales, focusing on creating a better connection between the sales and marketing functions. He was most recently chief customer officer at the company.

Moët Hennessy USA appointed Rodney Williams as chief marketing officer and executive vice president, brands. Williams is now responsible for developing and implementing consumer-driven strategic and operational brand plans that maximize brand growth, image and equity profitability, as well as leading the communication strategy. He was most recently executive vice president, spirits, at the company.

PPG Industries appointed Max Wetzel as vice president, global strategic marketing, Architectural Coatings. Wetzel was most recently chief marketing officer and general manager, Home Centers – US and Canada, at the company.

Red Wing Shoe appointed Dave Schneider as vice president and chief marketing officer. Schneider was most recently senior director and global head of marketing at the company.

Revlon appointed Fabian Urquijo as senior vice president and chief marketing officer, professional brands. Urquijo was most recently vice president, global marketing, at the company.

Sak Brand Group appointed Aaron Duncan as chief marketing officer, Sak Brand Group, and creative director, Sakroots. Duncan is responsible for leading the global marketing strategy, creative, visual merchandising and e-commerce for the Sak Brand Group and overseeing product design and global licensing for the Sakroots lifestyle brand. He was most recently vice president, global softlines – consumer products, at Mattel.

Schwan’s Consumer Brands appointed April Anslinger as its senior vice president and chief growth officer. Anslinger is responsible for all sales, marketing and customer-development functions. She was most recently global brand director, Herbal Essences, at Procter & Gamble.

Tate’s Bake Shop appointed Steven Jarmon as its chief marketing officer. Jarmon was most recently a course instructor and education consultant at DMA.

LEISURE AND HOSPITALITY

Auberge Resorts appointed Michael Minchin as chief marketing officer. Minchin is responsible for the national and resort sales teams and oversight of all brand marketing initiatives, including advertising, public relations, e-commerce and social media. He was most recently senior vice president, marketing, at Four Seasons Hotels and Resorts.

Best Western Hotels & Resorts appointed Dorothy Dowling as senior vice president and chief marketing officer. Dowling is responsible for overseeing marketing and sales strategies, direct advertising, public relations, e-commerce and consumer and field marketing. She was most recently senior vice president, marketing and sales, at the company.

Carnival Cruise Line appointed Kathy Mayor as senior vice president and chief marketing officer. Mayor is responsible for promoting marketing strategy across a variety of platforms, including digital marketing, e-commerce, advertising, guest loyalty and public relations. She was most recently global senior vice president, strategy, CRM and e-commerce, at Las Vegas Sands.

Celebrity Cruises appointed Peter Giorgi as its chief marketing officer. Giorgi was most recently global head of advertising and content at Airbnb.

Famous Dave’s of America appointed Alfredo Martel as chief marketing officer. Martel is responsible for overall brand strategy and innovation, as well as marketing, advertising and public relations. He was most recently chief operating officer, international, at Caribou Coffee.

Fazoli’s Restaurants appointed Donna Josephson as vice president, marketing. Josephson was most recently chief marketing officer at McAlister’s Deli.

Krispy Kreme Doughnuts appointed Jackie Woodward as its chief marketing officer. Woodward was most recently vice president, global media, at General Mills.

McDonald’s appointed Colin Mitchell as global vice president, McDonald’s brand. Mitchell is responsible for articulating the brand vision and positioning, and inspiring and guiding the organization to reinvigorate the brand globally, which includes tasks such as advertising, visual identity and packaging. He was most recently the worldwide head of planning at Ogilvy & Mather.

Omni Hotels & Resorts appointed Peter Strebel as chief marketing officer and senior vice president, sales. Strebel is now responsible for all branding, communications, marketing and business-development efforts, as well as the oversight of revenue management, global sales, e-commerce, customer loyalty, reservations and call center, branding, advertising, communications, digital marketing and market research. He was most recently senior vice president, operations, at the company.

Qdoba Restaurant Corporation appointed Keith Guilbault as brand president. Green was most recently chief operating officer at the company. The company has also appointed David Craven as chief marketing officer. Craven was most recently vice president, brand marketing, at the company.

Smashburger appointed Tom Ryan as its chief brand officer. Ryan is now responsible for overseeing the brand’s evolution as the company expands its operations and global ambitions. He was most recently chief concept officer at the company.

Smoothie King appointed Chris Miller as vice president, marketing. Miller is responsible for increasing the brand’s industry-leading same-store sales growth with innovative and franchisee-friendly marketing programs, and for developing new-store opening marketing plans in both current and new markets. He was most recently principal at Secret Recipe Marketing.

Snap Kitchen appointed Tressie Lieberman as chief marketing officer. Lieberman was most recently vice president, digital innovation and demand, at Taco Bell.

Southwest Airlines appointed Ryan Green as vice president, marketing. Green was most recently managing director, customer strategy and development, at the company.

Taco Bell appointed Marisa Thalberg as its chief marketing officer. Thalberg is now responsible for all product and brand marketing as well as consumer engagement initiatives. She was most recently the chief brand engagement officer at the company.

Texas Roadhouse appointed Chris Jacobsen as chief marketing officer. Jacobsen was most recently vice president, marketing, at the company.

RETAIL

Academy Sports + Outdoors appointed Thomas Lamb as executive vice president, chief marketing officer. Lamb was most recently chief marketing officer at Lowe’s.

American Eagle Outfitters appointed Kyle Andrew as executive vice president, chief marketing officer. Andrew was most recently senior vice president, brand director, at Kate Spade.

Beall’s appointed Jesse Blount as vice president and chief marketing officer. Blount was most recently divisional vice president, marketing, at the company.

Bob’s Discount Furniture appointed Stephen Nesle as chief marketing officer. Nesle is responsible for developing and managing all aspects of marketing, including marketing strategy, analytics, media, creative, social, brand, e-commerce, public relations and external partnerships. He was most recently executive creative director, East, at Blast Radius.

Bridgestone Americas appointed Eric Higgs as vice president, marketing – commercial tire. Higgs was most recently general manager, Hands & Face, at Kimberly Clark.

Charming Charlie appointed Ujjwal Dhoot as vice president, marketing. Dhoot is responsible for developing a marketing strategy that will build global brand awareness and drive traffic to all consumer touchpoints. He was most recently chief marketing officer at FSAstore.com.

Chicos FAS has eliminated the chief marketing officer position following the departure of Miki Beradelli.

The Container Store appointed Melissa Collins as chief marketing officer. Collins was most recently vice president, creative and online, at the company.

CustomInk appointed Lisa MacPherson as chief marketing officer. MacPherson was most recently senior vice president, marketing, at Hallmark.

EVINE Live appointed Nicole Ostoya as executive vice president and chief marketing officer. Ostoya was most recently the co-founder and chief executive officer of The Cocktail Lab.

EXPRESS appointed James Hilt as executive vice president, e-commerce and chief marketing officer. Hilt was most recently executive vice president, e-commerce, at the company.

Gap appointed Craig Brommer