Marketing Officers

Marketing Officers Trends and Moves

Q3/4 2012



To help marketing leaders—and those who are keen to hire them—stay on top of key trends impacting the marketing function, Russell Reynolds Associates analyzed 160 executive moves across the last six months. These transitions reflect growing demand for marketing talent with the following three capabilities:

  • Digital Acumen
  • Customer Focus
  • Global Perspective

Digital Acumen

As digital technologies continue to transform the business landscape, organizations are increasingly demanding marketing officers who possess a high degree of digital acumen—i.e., knowing how to leverage innovations such as mobile devices, social media and e-commerce platforms to drive revenues. Nowhere is this more prevalent than in the retail sector, where these innovations have become firmly entrenched as a core aspect of everyday business. Of all the marketing executive moves that occurred in the last six months, 48% came from the Consumer sector, across the following subsectors: Retail (15%), Consumer Packaged Goods (16%), Media/Entertainment (12%), and Leisure and Hospitality (5%).

 

Customer Focus

Beyond the emphasis on digital, the emergence of Big Data is redefining the meaning of customer focus. Senior marketers are now armed with more information than ever before, and companies are searching for leaders who know how to unlock its full potential. This includes the ability to think creatively about capturing new types of information, mining existing (and diverse) data sets for unique insights, and leveraging data to engage with customers when, where and how they want via “mass customized” marketing messages.

Global Perspective

Finally, softness of the U.S. economy and growth (albeit slowed) of international markets continue to fuel demand for marketing officers with a broad, global perspective. Organizations are seeking leaders who possess diversity of thought, a passion for change and the ability to drive brand growth on an international stage. Given the limited supply of candidates with these attributes, firms frequently must look externally for talent. Indeed, 79% of the executive moves in the past six months involved external recruitments, while only 18% were the result of internal promotions (Figure 2).

 

Consumer Products

Consumer Products and Services

Avon Products, Inc. has appointed Patricia Perez-Ayala as Senior Vice President, Chief Marketing Officer, and Global Brand and Category President. In this role, Perez-Ayala is responsible for global brand management and marketing, including consumer insights, commercial marketing, digital marketing, and product category strategy and execution. Ayala was most recently Vice President and General Manager, Eastern Europe for Procter & Gamble Co.

Bacardi announced in late 2012 that Silvia Lagnado, Chief Marketing Officer and President of Bacardi Global Brands, would be vacating her two positions “to pursue other interests.” She is succeeded by Andy Gibson, who will step into the role in late April of this year. Gibson will be responsible for leadership and strategic direction of the company’s brands. He was most recently Chief Marketing Officer at Carlton & United Breweries.

*Blount International has appointed Andrew York as Senior Vice President, Sales and Marketing, for its Forestry and Lawn and Garden division. He was previously Vice President, Sales, Marketing and Technology at Leupold and Stevens, Inc. York has over twenty years of experience in the industry and, in his new role, has joined Blount’s Senior Leadership Team and is responsible for driving marketing and sales strategies.

Callaway Golf named Harry Arnett as Senior Vice President of Marketing. In this role, Arnett is responsible for global marketing, communications, and go-to-market functions. He was previously Vice President of Global Marketing, TaylorMade, Adidas, and Ashworth Golf.

*Campbell Soup Co. has appointed Michael Senackerib to the newly created role of Chief Marketing Officer reporting to the company’s CEO Denise Morrison. Senackerib was most recently Senior Vice President and Chief Marketing Officer at the Hertz Corp. At Hertz, Senackerib was responsible for brand and digital marketing as well as pricing and yield management across all divisions. He leads Campbell’s marketing function, including marketing services, global advertising, design, media, digital marketing, and consumer and customer insights. The company has also named Leah Dunmore as Vice President, U.S. Soup. Dunmore was previously Vice President of Marketing at Post Foods. In her new role, she leads the core soup business and is responsible for P&L management, strategic plan development, marketing, branding, and team management.

DEI Holdings has named Blair Tripodi as Chief Marketing Officer of its Polk, Definitive Technology, and BOOM Movement business units. He will work to elevate the brands’ visibility both domestically and internationally. Tripodi was most recently Managing Director of Under Armour Europe.

Dymatize Sports Nutrition has named Rick Zuroweste as Chief Marketing Officer. Zuroweste was most recently Chief Marketing Officer at Dean Foods.

*Foster Farms has named Bryan Reese Senior Vice President of Marketing and Sales. He was most recently Chief Marketing and Innovation Officer for Bolthouse Farms, Inc. In his new role, Reese reports to the Chief Executive Officer and is primarily responsible for overseeing all aspects of customer sales and consumer marketing for the company.

GlaxoSmithKline appointed Jeanne Bennett as Vice President and Global Business Leader, Smoking Cessation. Bennett was recently Vice President Innovation & Professional Sales & Marketing at Novartis Consumer Health.

Hormel Foods Corp. has appointed Jeffrey R. Baker to Division Vice President, Marketing. He succeeds former Vice President Dennis B. Goettsch. Baker has been a part of Hormel since 1990 and most recently served as Director of Fresh Meats Marketing and Precept Foods.

*John I. Haas named Dave Thurston as Vice President, Sales and Marketing. He was previously a Business Leader at Cargill for twenty-five years. In his new role, Thurston drives the development and implementation of sales and marketing strategies for Haas products and services as well as for the entire Barth-Haas Group’s product portfolio reaching direct and indirect brewing customers.

Kellogg Co. promoted A. Raj Joshi to Vice President and General Manager, Savory Snacks. Joshi was previously Vice President, Marketing, Kellogg’s Snacks.

Kimberly-Clark Corp. promoted Chief Marketing Officer Tony Palmer to the position of President of Global Brands and Innovation. Clive Sirkin, former Vice President, Global Integrated Marketing Communications, has been elevated to Senior Marketing Officer. The company also appointed Robbert Rietbroek *as Vice President, Global Baby and Child Care and John Cayer* as Vice President, North American Rolled Products. Rietbroek was previously Marketing Director, Oral-B and Crest at Procter & Gamble and has nearly 20 years of experience in the consumer products industry. Cayer was previously Director, Global Brand Equity at SC Johnson and has over twenty years of experience in consumer product marketing and sales. In his new role, Cayer reports to the President of North American Family Care and is directly responsible for driving revenue and profit growth for the Rolled Product Platform business. Rietbroek reports to Tony Palmer and now manages the company’s roughly $8B global Baby and Child Care portfolio.

La Prairie named Elizabeth Lamont as Vice President, Marketing Americas/Oceania. She was most recently Vice President, Marketing North America for Bare Escentuals.

Leapfrog Enterprises appointed Greg Ahearn as Chief Marketing Officer. He was formerly Chief Marketing Officer at Toys R Us. At Leapfrog, Ahearn is responsible for the brand and consumer experience globally, including consumer insights, product marketing, licensing, content development, marketing communications, and public relations.

Medifast, Inc. named Brian Kagen as Executive Vice President and Chief Marketing Officer. Kagen joined the company in 2011 and has both contributed to the development of the company’s brand positioning and created marketing synergies within Medifast’s sales channels. In his new position, Kagen is responsible for all marketing functions, including brand, channel, product marketing, and customer service.

Murad, Inc. appointed Suzanne Dawson as Chief Marketing Officer. In this role, she is responsible for all global marketing, including brand development, advertising, public relations, creative, and education for products, services, and new market opportunities. Dawson was most recently Vice President, Global Innovation at Estee Lauder Group and has over 25 years of experience in the beauty and cosmetic industries.

Nestle S.A. named Bill Partyka as VP Global Marketing and Brand Management. He was previously Vice President, Head of Global Marketing & Brand Strategy at Pfizer.

*Newark element14 has appointed Tamara L. Jurgenson as Senior Vice President, Marketing. She was most recently Vice President, Marketing for Grohe America, Inc. At Newark, Jurgenson is leads a team of marketing professionals to drive design, development, and implementation of marketing strategies and programs.

*Scotts Miracle-Gro Co. named Anson Asoka Vice President, Global Consumer Insights and Analytics. Asoka was previously Vice President, Customer Insights at Constellation Energy and has twenty years of cross-industry experience in management consulting and Vice President level experience. At Scotts, Asoka leads the analytical capabilities of the Global Marketing Research function by driving statistical modeling metrics and reporting analytics, data insight cataloging, and Business Unit insights.

*Wilson Daniels has named Philip Pyrce as Senior Vice President, Marketing and Business Development. Pyrce has more than 20 years of marketing and business strategy experience and most recently served as Director of Marketing and Sales at Titus Vineyards. In this role, Pyrce leads a team in developing pricing and volume models, working with suppliers, managing the “direct to collector” initiative, and exploring business development opportunities.

Zagg, Inc. appointed Kent R. Wuthrich to Executive Vice President, Marketing. In this role, he is responsible for the company’s global marketing and brands. Wuthrich joined the company as Vice President of Creative for iFrogz, which was acquired by Zagg in 2011.

Retail

Alco Stores, Inc. appointed Brent Streit to the position of Senior Vice President, Marketing and E-Commerce. Streit has held increasingly superior positions at Alco and has lent his expertise to advertising, direct and indirect promotional media, social media, visual merchandising, and brand strategy endeavors at the company.

Alternative Apparel appointed Erik Joule as President and Chief Marketing Officer. He was previously Senior Vice President of Global Merchandising and Design for Levi Strauss & Co. In his new job, Joule is responsible for merchandising, design, development, sourcing, and brand marketing.

*Amazon.com hired Matt Repicky as Head of Marketing, MYHABIT. Repicky was most recently Vice President, Marketing at The Jones Group, Inc. At Amazon, he is responsible for developing innovative marketing strategies and plans to attract new customers and increase retention. The role also necessitates leading branding building and driving segmentation, targeting, and best-inclass CRM efforts.

Blue Nile, an internet retailer of diamonds and fine jewelry, has named Engle Saez as Chief Marketing Officer. Saez has over 20 years of experience in branding, marketing, and product leadership and was most recently head of product and marketing at Coinstar.

Bon-Ton Stores, Inc. has named Luis Fernandez as Executive Vice President and Chief Marketing Officer. Fernandez was previously at Neiman Marcus Group as Vice President, Last Call Marketing and Customer Insight. His appointment at Bon-Ton coincides with the imminent retirement of merchandising president Tony Buccina.

Casual Male Retail Group, Inc. appointed Derrick Walker as Senior Vice President and Chief Marketing Officer. He was previously Vice President of Marketing at Lenscrafters and brings expertise in developing brand recognition and marketing strategy to his new role. Walker is responsible for marketing operations and for creating brand recognition for the Casual Male’s new DestinationXL brand.

*Chico’s FAS, Inc. has named Deirdre Zimmermann as Vice President, Marketing, White House Black Market. She was most recently Vice President, Marketing at Brookstone Co. In her new role, Zimmerman is responsible for managing all activities related to implementing and integrating marketing strategy to drive sales and increase market share for the White House Black Market business.

*Dick’s Sporting Goods appointed Jakki Smith as Vice President, Creative. She was previously Group Creative Director at Schawk Retail Marketing and has over twenty years of experience in creative marketing. At Dick’s, Smith reports to the Chief Marketing Officer and leads all creative activity for the company, including management of the in-house creative team and collaboration with external agency partners. The company also named Ryan Eckel as Vice President, Brand. He was previously Head of Marketing, Eastern Europe, Middle East, Africa, and India for Puma. At Dick’s, Eckel is responsible for the strategic development of the company’s marketing campaigns, including developing the strategic brand direction and a consistent presentation of the company’s marketing materials across all channels.

Family Dollar Stores has named former Safeway executive Jocelyn Wong as Senior Vice President and Chief Marketing Officer. She succeeds Don Hamblen, former Senior Vice President of Customer Marketing, who left the company to pursue other opportunities. In her new position, Wong maintains large focus on helping differentiate the Family Dollar brand and improve customer loyalty.

Lowe’s Co. appointed Thomas J. Lamb as Chief Marketing Officer. He is accountable for all communications and marketing functions, including brand management and developing a definitive communications strategy for customers, employees, and media. Lamb was previously Senior Vice President of Marketing at Lowe’s.

OfficeMax, Inc. has appointed Kim Feil as Executive Vice President and Chief Marketing and Strategy Officer. Most recently, Feil served as Chief Marketing Officer and Corporate Vice President for Walgreen Co. She has taken on the marketing duties of Ryan Vero, the OfficeMax’s former Chief Marketing and Merchandising Officer, who joined Sears Holdings as President of its grocery, drug, and pharmacy business. At OfficeMax, Feil is responsible for marketing across the company, with specific emphasis on brand management and the evolution of the company’s digital and social platforms.

Orchard Supply Hardware Stores Corp. named Samantha Osselaer as Vice President, Marketing. She was previously Senior Director, Creative and Branding for Overstock.com. In her new position, Osselaer is in part responsible for the branding and marketing of Orchard’s new neighborhood store format.

*Performance Marketing Brands has hired Amy Kennedy as Chief Marketing Officer. Kennedy has over fifteen years of experience in traditional and online marketing in both the retail and consumer industries. She was previously Chief Marketing Officer for Wine.com and its flash-sales site, WineShopper.com. In her new role, Kennedy is responsible for all marketing initiatives across the company’s portfolio of brands. She drives and executes strategies that fuel the brand and help the company attain its dramatic growth goals.

Perfumania Holdings, Inc. has appointed Linda G. Levy to the newly created position of Senior Vice President and Chief Marketing Officer. Levy was previously Vice President of Merchandise Marketing for Cosmetics and Fragrances at Macy’s East division.

PureFormulas.com named Daniel Moure as Chief Marketing Officer. Moure was previously Vice President of Production at Univision Communications, Inc.

Select Comfort Corp. has named Michael Bills Senior Vice President and Chief Marketing Officer. Bills has over 20 years of experience at creating marketing strategies for global brands, and prior to his arrival at Select Comfort, he served as Executive Director of the Innovation Initiative at the Fisher College of Business at Ohio State University.

Stuart Weitzman, a division of The Jones Group, Inc., has promoted Susan Duffy to Chief Marketing Officer. She was previously Senior Vice President of Global Marketing and Communications at the company and will continue to be responsible for marketing, advertising, public relations, and social media.

Teavana Holdings, Inc. has appointed John Aylward as Vice President of Marketing. Aylward was previously Brand Director for Gap Europe, and in his new position at Teavana, he is responsible for developing and directing the company’s brand and marketing strategies.

Tesco’s Chief Marketing Officer Tim Mason, also Chief Executive Officer of the company’s Fresh & Easy grocery business, has resigned.

Tuesday Morning Corp. named Seth Marks Senior Vice President and Chief Marketing Officer. Marks had previously served as the company’s Senior Vice President, Alternative Merchandise Sourcing and E-Commerce.

Unified Grocers appointed Susan M. Klug as Senior Vice President, Chief Marketing Officer. She was most recently President, Southern California Division, Albertsons. At Unified, Klug assumes responsibility for marketing activities that were previously led by Phil Smith, Executive Vice President, Chief Marketing and Procurement Officer. Smith announced his retirement effective January 1, 2013. Klug will lead all marketing functions as well as retail support services and technology functions.

The Yankee Candle Company, Inc. appointed Brad Wolansky as President of Direct and Chief Marketing Officer. Wolansky came from The Golf Warehouse, where he was most recently General Manager of Powered by TGW. At Yankee, Wolansky leads branding, including via digital channels, as well as the company’s consumer direct, creative, marketing, public relations, and social media teams.

*Zazzle, Inc. has appointed Nizzi Karai Renaud as Vice President, Marketing and Merchandising. In this role, Renaud oversees all aspects of marketing for the company, including customer acquisition and retention, branding, public relations, marketing communications, advertising, social media, events, and analytics. Renaud was previously Vice President, Marketing and Merchandising at Refinery29, Inc.

Media, Entertainment and Convergence

AOL, Inc. appointed Jolie Hunt to the newly created position of Chief Marketing and Communications Officer in July. In this role, Hunt led, among other duties, AOL’s global communications strategy—both internal and external—and social media. Hunt was previously Global Head of Brand and Public Relations at Thomson Reuters. In December, however, AOL announced that it was parting ways with Hunt before revealing a $10 million branding campaign. She became the fourth top AOL marketing and communications executive to leave her position in 2012. The company also named Erika Nardini as Vice President, Head of Marketing Solutions for AOL Advertising. In this role, she will be responsible for content and brand experience. Nardini was most recently Senior Vice President of Sales and Marketing at Demand Media.

*Bonnier Corp. has named Jason Weiser Vice President Marketing and Growth, Toca Boca. Toca Boca is a media organization that develops digital toys and applications for children. At Bonnier, Weiser leads the development of strategies for acquiring users, driving revenue and profits, and providing a deep understanding and passion around building a community. He was previously Director of Marketing, Nickelodeon Games Group at MTV Networks.

Digital Generation, Inc. appointed Ricky Liversidge as Chief Marketing Officer. He was previously Vice President of Product Marketing for Media Solutions at Adobe. In his new role, Liversidge is responsible for global integrated campaign management and for product, marketing, and corporate communications.

DISH has named Andrew R. Cipra Vice President of Brand Marketing. Before coming to DISH, Cipra held marketing roles at Procter & Gamble and innovation roles at 3M. At DISH, Cipra works with Chief Marketing Officer James Moorhead to enhance the company’s image as a superior consumer brand. The company has also appointed Martin Lenoir as Vice President of Direct Marketing. Lenoir most recently led direct-to-consumer marketing for the AARP Life Insurance program at New York Life Insurance Company.

DoubleDown Interactive named John Clelland as Chief Marketing Officer. He was previously Senior Vice President of Marketing at T-Mobile.

DreamWorks Animation has named Michael Francis as Chief Global Brand Officer. He was most recently President of J.C. Penney Co. In his new role, Francis is responsible for developing new ways to build the studio’s branded characters globally and across various outlets.

Fandango appointed Adam Rockmore as Vice President of Marketing. Rockmore, an ABC network veteran, was most recently Senior Vice President of Marketing for ABC Daytime and SOAPnet.

Houghton Mifflin Harcourt named Wendy Bronfin as Senior Vice President, Consumer Products and Marketing. Bronfin will address the expanding consumer audience through both traditional and new media channels. She was most recently Senior Director of Children’s Digital Products at BarnesandNoble.com.

IHS, Inc. named Stephanie Buscemi as Senior Vice President and Chief Marketing Officer. She was previously Senior Vice President of Marketing at SAP, and in her new role at IHS, Buscemi is in charge of cultivating a customer-driven marketing organization and enhancing the global IHS brand.

Lee Enterprises has named Michael Gulledge as Vice President of Sales and Marketing. In this new role, he is in charge of leading revenue growth in over 50 markets across nearly half of the country. Gulledge was previously Vice President of Publishing for the company.

Limelight Networks, a leader in digital presence management, named Kirby Wadsworth as Chief Marketing Officer. He was previously Vice President, Global Marketing for F5 Networks, Inc. and has over twenty years of marketing and industry experience. In this newly created role at LimeLight, Wadsworth leads brand development, demand generation, marketing services, and corporate communications.

Move, Inc., an online real-estate company, named Barbara O’Connor as Executive Vice President of Marketing. O’Connor was formerly Vice President of Global Consumer Marketing at Yahoo. In this newly created position, she is responsible for brand and website marketing and communications.

Netflix hired former Warner Bros. executive Kelly Bennett as Chief Marketing Officer. Bennett was previously Vice President of the Interactive, World Wide Marketing Group for Warner Bros. movies. He succeeds Leslie Kilgore, who stepped down from the role in January, and is known for his ability to develop impactful digital campaigns.

Participant Media named Kent Rees as Executive Vice President, Marketing, Scheduling, and Operations. He is responsible for creating marketing strategies and operations for Participant and TakePart TV. Rees was most recently head of marketing at Bedrocket Media Ventures.

Penton Media appointed Kate Spellman as Senior Vice President, Marketing. She was most recently President of United Business Media’s UBM Studios.

Time Warner Cable appointed Stephanie Anderson as Senior Vice President of Marketing for Business Services. She was formerly Vice President of Commercial Markets Marketing and Advertising at Cablevision and has experience in leading global technology sales, marketing, product, operations, and service. In her new role, Anderson is responsible for product strategy, development, and management for Business Services.

Univision Communications, a leading media company catering to Hispanic America, has tapped Keith Turner to be President of Advertising, Sales, and Marketing. Prior to Univision, Turner served as President of Media Sales and Sponsorship at the National Football League (NFL). He is known for his impactful and creative sales and marketing expertise.

Yahoo, Inc. has named Katherine J. Savitt-Lennon as Chief Marketing officer. Savitt-Lennon was previously founder and Chief Executive Officer of Lockerz, where she has now become Chairman of the Board. She succeeds former Yahoo Chief Marketing Officer Mollie Spillman.

Zynga’s former Chief Marketing Officer Jeff Karp has left the company to start a new career with Game Show Network (