Marketing Turnover Continues to Increase; Approaching Gender Parity in CMO Appointments
To better understand current trends in the appointment and turnover of marketing officers, Russell Reynolds Associates tracked and analyzed 177 notable, publicly-disclosed marketing-leadership moves in the second half of 2016.
Record turnover continues. The year 2016 saw the highest level of marketing-leader appointments and turnover since Russell Reynolds Associates began comprehensively tracking all major appointments four years ago. 177 marketing-leader appointments were recorded in Q3-Q4, after 173 in Q1-Q2. This compares to 134 and 147 in the same periods of 2015, respectively.
Gender diversity takes a leap. A record 47 percent of marketing-leadership appointments were women during Q3-Q4 2016. Women have typically accounted for 40 percent of these appointments in the past.
External hires continue to increase. The majority of publicly reported chief marketing officer appointments continues to be external hires. The final two quarters of 2016 saw the highest proportion yet, at 74 percent. Healthcare companies exhibited the greatest tendency to recruit an external marketing leader, in 90 percent of appointments, followed by technology companies, at 88 percent.
Outsiders in healthcare and industrial. Both continued a strong and persistent trend of appointing marketing leaders from outside their respective industry, with 78 percent and 67 percent, respectively, of their marketing-leader appointments pulling talent from outside the industry in Q3-Q4. The consumer industry provided the highest number of cross-industry hires into the healthcare industry, at 57 percent.
Insiders elsewhere. The consumer and technology industries maintained their trend of appointing marketing leaders from within their respective industries. In addition, financial services reversed its long-standing trend of hiring industry outsiders in Q3-Q4, with 77 percent of its marketing appointments coming from inside the industry.
Retail turnover slows, but still volatile. Among the top 30 US-based retailers by revenue, 33 percent have turned over their marketing leader in the last 12 months, down from 48 percent from July 2015 to June 2016. Retail accounted for 10 percent of all marketing moves in the past six months.
Marketers gaining a seat at the table. Sixty-one percent of appointments report to the company CEO and, in turn, are a part of the executive committee.
Internal promotions less common than external. Of the marketing leaders who left their role in Q3-Q4 2015, only 9 percent were internally promoted. Of those who left their company, 36 percent were "externally promoted" to a higher position at a new company.
Industry Breakdown of Marketing Moves
The consumer industry as a whole accounted for just under half – 49 percent – of the marketing-leadership turnover in the final six months of 2016, down from the 53 percent in the first half of the year. Within the retail sector, volatility among marketers slowed, down from 16 percent of all marketing moves in the first half to 10 percent in the second half. For the remainder of the sectors within consumer, 19 percent of marketing moves in Q3-Q4 were made by consumer digital and media companies, 9 percent took place within consumer products and services, and 11 percent were within leisure and hospitality.
Internal vs. External Hires
As has been the case for the last few years, the second half of 2016 saw companies looking externally for their marketing executives significantly more often (74 percent of the time) than they did in the first half (64 percent). In 2015, the second half saw an approximate increase of 9 percentage points over the first (72 percent versus 63 percent), and similar differentials occurred in 2014 and 2013, when RRA first began tracking these marketing-leadership changes.
Healthcare and technology companies demonstrated a major aversion to the internal promotion of marketing talent, with 90 percent and 88 percent of their appointments being external, respectively. The financial services industry was not far behind, as companies have also shown a tendency to hire marketing leadership from outside their respective organizations (83 percent).
For internal appointments, the average tenure with the company prior to promotion was 6.27 years across all industries, a decrease from 9.88 years in the first half of the year, yet down only slightly from the 6.83 years of experience prior to promotion seen in the second half of 2015.
Inside of Industry vs. Outside of Industry
External technology and consumer appointments have maintained a trend of being largely from within the same industry (60 percent and 83 percent, respectively, in Q3-Q4 2016). There was some movement toward a 50-50 split in technology appointments during latter half of 2016, down from 79 percent in Q3-Q4 2015, but intra-industry moves still outweighed inter-industry. In contrast, consumer appointments have remained just over 80 percent intra-industry over the past 2 years.
Unsurprisingly, almost all other industries poached marketing talent from other industries in Q3-Q4, as has been the case for a while now. The industrial and natural resources industry stayed flat, at 33 percent intra-industry hiring, while healthcare dropped to 22 percent, from 33 percent in the same time period of 2015. There was one surprise, however: As noted above, just 23 percent of financial services marketing hires came from outside the industry; this was a complete reversal from the data of any prior time period.
Within consumer, three of the four sectors had a similar majority of appointments from within their respective sector. However, companies within the leisure and hospitality space tended to look to other sectors for marketing leadership more often than they did to their own. While there was no sector that stood out among these leisure and hospitality appointments, we note that non-consumer sectors accounted for exactly half.
Where Do Chief Marketing Officers Go?
To gain additional insights into marketing officers' career paths, we analyzed the movements of marketing leaders who left their roles in Q1 or Q2 of 2016. Of those transitioning marketing leaders, approximately 9 percent were internally promoted, down from 23 percent in the previous six months.1 Over 60 percent left their company for a new opportunity. The remainder either retired (4 percent) or have not yet taken on a new role or not yet made their new employment public (24 percent).
Of those who left to pursue a new opportunity, 52 percent stayed in the same industry, while 48 percent moved to a different industry. Of this same group of executives, 54 percent took on a marketing leadership role, 36 percent were externally promoted and 10 percent went to work as independent consultants.
CONSUMER DIGITAL AND MEDIA
20th Century Fox Film has appointed Pam Levine as president, worldwide theatrical marketing. Levine was most recently chief marketing officer at HBO. The company has appointed Beth Goss as chief brand officer. Goss is responsible for managing and crafting opportunities for fan engagement around the Fox Film brands, including current releases, library titles and projects in development. She was most recently founding partner at 8.Eight Entertainment.
A+E Networks has appointed Amanda Hill as chief marketing officer. Hill is responsible for managing marketing for A+E Networks' portfolio of brands and businesses in the US, including brand strategy, consumer and business-to-business marketing and all creative executions. She was most recently chief creative officer at the company.
Avvo has appointed Jason Moss as chief marketing officer. Moss was most recently vice president and general manager of CarRentals.com at Expedia.
Box has appointed Carrie Palin as chief marketing officer. Palin is responsible for leading Box's integrated go-to-market strategy and operations. She was most recently vice president, marketing, cloud data services and analytics software at IBM.
Boxed has appointed Jackson Jeyanayagam as chief marketing officer. Jeyanayagam was most recently the head of digital marketing at Chipotle Mexican Grill.
Buzzfeed has appointed Laura Henderson as senior vice president, marketing. Henderson was most recently global head of content and media monetization at Mondelez International.
CareerBuilder has appointed John Lenzen as chief marketing officer. Lenzen was most recently global chief marketing officer at Tata Consultancy Services.
Cars.com has appointed Brooke Skinner Ricketts as chief marketing officer. Ricketts was most recently vice president, brand and design, at Avant.
Comcast Spotlight has appointed Maria Weaver as senior vice president, marketing. Weaver is responsible for leading the strategic evolution of Spotlight's brand, reputation and product marketing. She was most recently senior vice president, head of national sales and marketing, at Interactive One.
Comparably has appointed Armen Avedissian as chief marketing officer. Avedissian was most recently president and chief operating officer at eHarmony.
David&Goliath has appointed Stephen Larkin as chief marketing officer. Larkin was most recently chief marketing officer at 180LA.
DigitasLBi has appointed Jill Kelly as chief marketing officer, North America. Kelly is responsible for leading the shape and form of the agency's brand voice to key audiences, outside of new business prospects and consultants. She was most recently chief communications officer at the company.
Dropbox has appointed Carolyn Feinstein as chief marketing officer. Feinstein was most recently senior vice president, global marketing, at Electronic Arts.
ELOQUII has appointed Melissa Weiss as chief marketing officer and executive vice president, direct to consumer. Weiss was most recently senior vice president, marketing, at J. Crew.
Fox Broadcasting Co. has appointed Laura Caraccioli as senior vice president, head of brand partnerships. Caraccioli is responsible for the network's strategic advertising partnerships for all of its content. She was most recently president, content marketing, at Electus.
FTD Companies has appointed John Leeman as chief marketing officer. Leeman is responsible for developing and coordinating a cohesive brand positioning for marketing programs and materials across the FTD brand portfolio and for overseeing acquisitions, partnerships, media, retention analytics, consumer insights, marketing operations, user experience, social media and public relations. He was most recently chief marketing officer at Axioma.
Game Show Network has appointed Robert Dyer as chief marketing and revenue officer. Dyer is responsible for leading marketing communication strategy and product and brand marketing. He was most recently president and chief executive officer at Crave Entertainment Group.
Goodby Silverstein & Partners has appointed Julia Mee as chief marketing officer. Mee is responsible the agency's marketing efforts, working on new business pushes, consultancy partnerships, staffing and portfolio management. She was most recently senior director, global advertising, media and sponsorships, at Cisco Systems.
HBO has appointed Chris Spadaccini as executive vice president, consumer marketing. Spadaccini is responsible for strategic marketing for HBO and Cinemax, overseeing branding efforts and program marketing campaigns, as well as all digital platform marketing efforts. He was most recently executive vice president, brand and product marketing, at the company.
Lyft has appointed Melissa Waters as vice president, marketing. Waters was most recently vice president, brand and product marketing, at Pandora Media.
MDC Partners has appointed Ryan Linder as chief marketing officer, United States. Linder is responsible for overseeing marketing and business development in the US for MDC's agency portfolio, and promoting global growth. He was most recently senior vice president, business development, at the company.
Monumental Sports has appointed Hunter Lochmann as senior vice president, marketing and brand strategy. Lochmann was most recently senior vice president, marketing and brand strategy, for the Phoenix Suns.
NASCAR has appointed Jill Gregory as chief marketing officer. Gregory is responsible for consumer marketing, brand platforms, entertainment marketing, driver marketing, team marketing, social media and analytics and insights. She was most recently senior vice president, marketing and industry services, at the company.
National Hockey League has appointed Heidi Browning as executive vice president and chief marketing officer. Browning is responsible for all of the league's major marketing campaigns, with a focus on digital and social pushes for the brand. She also heads up the NHL's environmental and social initiatives. She was most recently senior vice president, strategic solutions, at Pandora media.
Pandora Media has appointed Nick Bartle as chief marketing officer. Bartle was most recently vice president, member marketing and communications, at LinkedIn.
Rauxa has appointed Laurel Rossi as chief marketing officer. Rossi is responsible for building the agency's brand-consulting, experiential and social capabilities. She was most recently president, life and wellness, at Havas Worldwide.
Shopkick has appointed Kristy Stromberg as chief marketing officer. Stromberg is responsible for solidifying the loyalty shopping app's analytics and audience reach across agencies and marketers. She was most recently senior vice president, marketing, at Simply Hired.
Starz has appointed Alison Hoffman as chief marketing officer. Hoffman was most recently executive vice president, marketing, at the company.
Swap.com has appointed Rich Lesperance as chief marketing officer. Lesperance was most recently vice president, digital marketing and customer relationship marketing, at Grubhub.
Trunk Club has appointed Linda Bartman as chief marketing officer. Bartman was most recently global chief marketing officer at CDK Global.
Walt Disney Company has appointed John Rood as senior vice president, marketing – Disney Channels Worldwide. Rood is responsible for on-channel promotion and off-channel marketing for a portfolio that includes Disney Channel, Disney XD and Disney Junior. He was most recently a consultant for the company.
Young & Rubicam has appointed JJ Schmuckler as global chief marketing officer. Schmuckler was most recently director, business development, at the company.
Zynga has appointed Doug Scott as chief marketing officer. Scott was most recently an advisor to YouTube Music at YouTube.
CONSUMER PRODUCTS AND SERVICES
Anheuser-Busch InBev has appointed Marcel Marcondes as vice president, marketing – United States. Marcondes was most recently global vice president, marketing brands and growth development platforms, at the company.
Beautycounter has appointed Michael McGeever as chief marketing and product officer. McGeever was most recently senior vice president and general manager, Kendo Brands, at LVMH.
Calvin Klein saw the departure of its chief marketing officer, Melisa Goldie.
Canada Goose has appointed Jackie Poriadjian-Asch as its chief marketing officer. Poriadjian-Asch is responsible for developing a business intelligence practice to provide insights that will help shape strategy across all aspects of the business. She was most recently senior vice president, global brand marketing, at UFC.
Cargill has appointed Chuck Gitkin as chief marketing officer, protein – North America. Gitkin was most recently senior vice president, brands and marketing, at Smithfield Foods.
Converse has appointed Julien Cahn as vice president and chief marketing officer. Cahn was most recently senior marketing director, Nike East, at Nike.
Diageo North America has appointed Sophie Kelly as senior vice president, marketing – whiskey. Kelly was most recently chief executive officer at The Barbarian Group.
General Mills saw the departure of its chief marketing officer, United States, Ann Simonds.
Iconix Brand Group has appointed Jamie Cygielman as executive vice president and chief marketing officer. Cygielman was most recently general manager and executive vice president at Madame Alexander Doll Company.
Innophos has appointed Sherry Duff as vice president and chief marketing officer. Duff is responsible for the marketing and technology organizations. She was most recently president and managing director at Arista Laboratories.
NBTY has appointed Derek Bowen as chief marketing officer and general manager, consumer products – North America. Bowen is responsible for leading the vitamins, minerals, herbs and supplements (VMHS) brand teams, the marketing intelligence engagement organization and the sports and active nutrition brand teams. He was most recently senior vice president and general manager, vitamins, minerals, herbs and supplements, at the company.
Royal Cup Coffee and Tea has appointed Anne Pritz to be its chief marketing officer. Pritz is responsible for overseeing Royal Cup's marketing and creative services departments and working with cross-functional teams to develop and implement cohesive and effective omnichannel marketing strategies. She was most recently chief marketing officer at Sbarro.
Serta Simmons Bedding has appointed Jim Gallman as executive vice president, marketing. Gallman was most recently senior vice president, brand management, at the company.
Shiseido Americas has appointed Claudia Poccia as chief marketing officer, Bare Escentuals. Poccia is responsible for all aspects of the BareMinerals brand and products on a global basis. She is tasked with outlining a strategic growth plan and exploring ways to build on the brand's position and to accelerate engagement with consumers, working closely with Shiseido's Digital Center of Excellence. She was most recently president and chief executive officer at Gurwitch Products.
Smithfield Foods has appointed Tim Zimmer as chief marketing officer. Zimmer is responsible for the brand strategy for Smithfield, Eckrich, Nathan's Famous and other portfolio brands and for overseeing domestic marketing activities across all channels for Smithfield's packaged meats business. He was most recently senior vice president, sales and business development, at the company.
Talking Rain Beverage Company has appointed Brian Kuz as chief marketing officer. Kuz is responsible for overseeing marketing initiatives and developing areas within the company such as channel distribution, product development, marketing communications and customer service for US and global verticals. He was most recently the head of shopper insights and category development at Red Bull.
LEISURE AND HOSPITALITY
Bloomin' Brands has appointed Chris Brandt as chief brand officer. Brandt was most recently chief brand officer at Taco Bell.
Caesars Entertainment has appointed Ruben Sigala as chief marketing officer. Sigala was most recently senior vice president and chief analytics officer at the company.
Canyon Ranch has appointed Kathleen Shea as chief marketing officer. Shea is responsible for all sales, marketing and public relations efforts. She was most recently vice president, sales and marketing – Americas, at Taj Hotels Resorts and Palaces.
Culver's Franchise System saw the departure of its chief marketing officer, David Stidham.
Delta Air Lines has appointed Dan Csont as vice president, brand management. Csont is responsible for overseeing the airline's brand design as well as its product development, customer experience and marketing communications programs. He was most recently global chief marketing officer, network solutions, at TE Connectivity.
Extended Stay America saw the departure of its chief marketing officer, Tom Seddon.
Ignite Restaurant Group has appointed Lou Anne Banks as vice president, marketing. She was most recently chief marketing officer at The Learning Experience.
Insomnia Cookies has appointed Megan Brock Bruton as chief marketing officer. Bruton was most recently senior director, marketing, at the company.
InvitedHome has appointed Wendy Purvey as chief marketing officer. Purvey was most recently chief marketing officer at Sotheby's International Realty Affiliates.
Jamba Inc. has appointed Rachel Phillips-Luther as chief marketing officer. She was most recently chief marketing officer at Zoe's Kitchen.
Life Time has appointed Michael Burgess as president, sales and marketing, and chief digital officer. Burgess was most recently president, HBC Digital, at Hudson's Bay Company.
Lightstone has appointed Lauren Levin as senior vice president, brands and marketing – Moxy Hotels. Levin is responsible for setting the strategic marketing direction and overseeing all marketing initiatives for Lightstone's portfolio of Moxy Hotels. She was most recently senior vice president, marketing, at SBE Group.
McDonald's has appointed Colin Mitchell as global vice president, brand. Mitchell is responsible for articulating the McDonald's brand vision and positioning and for inspiring and guiding the organization to reinvigorate the brand globally. He was most recently worldwide head of planning at Ogilvy & Mather.
Quiznos has promoted its chief marketing officer, Susan Lintonsmith, to the position of president and CEO.
Schlotsky's has appointed Claire Quinn as vice president, global marketing. Quinn was most recently principal at Capre Group.
ServiceMaster has appointed Marvin Davis as chief marketing and strategy officer. Davis is responsible for overseeing company strategy, including competitive intelligence, insights and analytics, and for all marketing, pricing and business development. He was most recently chief marketing officer at Edelman Financial Services.
SmashBurger saw the departure of its chief marketing officer, Josh Kern.
SoulCycle has appointed Ryan Scott as chief marketing officer. Scott was most recently co-chief executive officer and chief marketing officer at Pond5.
Topgolf has appointed Brian Radics