Change Gauge: 20 key marketing moves

CMO Change Gauge

Ad Age | October 10, 2011

Marketing meets sales in new roles designed to drive commercial impact and cohesiveness. Plus,a number of companies—notably ad agencies—are embracing the CMO role.

Slow growth in the global economy continues to impact how companies think about marketing and sales leadership. Many are recognizing that chief marketing and sales officers are often the organizational catalyst behind growth, leading to an expansion in the scope and integration of these roles. Take HTC Corp. The mobile-phone company promoted Jason Mackenzie to the newly created role of presidentglobal sales and marketing. In a statement, the company said he will be responsible for ensuring sales strategies and go-to-market execution are aligned as HTC expands globally.

It’s a logical move, as CMO roles are, ultimately, about pursuing growth while enhancing a brand’s image and improving its competitive position. Combining these responsibilities will drive commercial impact and ensure cohesiveness between marketing plans and sales execution.

In addition, as many companies look to emerging markets for growth, CEOs are bringing in marketing leaders with international experience. Virgin Group named Ian Rowden, an exec with experience in the Asia Pacific region, its new CMO.The company noted Mr.Rowden will be charged with driving international expansion, as well as focusing on fast-growing areas, such as Latin America. Likewise, Torsten Kuenzlen, the new chief marketer for Molson Coors International, is expected to use his experience as president-director of Coca-Cola’s Indonesia business to aid in expansion into new markets.

Finally, some companies, notably advertising agencies, are embracing the CMO role for the first time. Erwin- Penland, a division of Interpublic Group’s Hill Holiday, WPP’s JWT, Omnicom’s Rapp and independent Eleven are just a few of the shops that have recently appointed chief marketers. Nature’s Variety and Bare Necessities also added CMOs for the first time.


Search Firm Russell Reynolds Associates highlights key trends and exec moves from the third quarter exclusively for Ad Age.


Robert Bennett

Chief marketing officer Nature’s Variety

Senior director-global brand marketing, Burt’s Bees


Jay Dunn

Chief marketing officer Bare Necessities

VP-chief marketing officer Lane Bryant


Andy Gibson

Chief marketing officer Foster’s

General manager, Diageo Germany/Austria/Switzerland


Chris Goodman

Chief marketing officer KPMG

Exec VP-global managing partner Young & Rubicam


Rachael Heapps

Chief marketing officer Rapp

Chief creative officer-creative strategist, Rapp


Denise Incandela*

Chief marketing officer Saks Fifth Avenue

President Saks Direct


Rohit Jawa

Senior VP-global marketing operations Unilever

Senior VP-marketing operations Unilever Asia


Rob Kabus

President-chief marketing officer Eleven

President-global head of strategy Vizeum


Katy Kelley

VP-global marketing and communications Cohn & Wolfe

VP-corporate communications Ruder Finn


Torsten Kuenzlen

Chief marketing officer Molson Coors International

President-director Coca-Cola Indonesia


Jack Laschever

Chief marketing officer Forbes Media

Senior managing director-Venture Capital, DPEC Partners


Alison Lewis

Senior VP-marketing Coca-Cola North America

VP-general manager Odwalla, Coca-Cola


Jason Mackenzie

President-global sales and marketing HTC Corp.

President-North America, Latin America, HTC Corporation


Louis Mastriano

VP-sales and marketing Baker’s Pride


Alejandra Peña

Senior VP-marketing and brand director Pallini, Castle Brands

VP-marketing, liqueurs & spirits Remy Cointreau USA


Ian Rowden

Chief marketing officer Virgin Group

Chairman-CEO Saatchi & Saatchi Asia Pacific


Joe Saracino

Chief marketing officer Erwin-Penland

VP-marketing communications Verizon Wireless


Olivia Scott-Perkins*

Chief marketing officer Carol’s Daughter

Founder Omerge Alliances


Beth Waxman-Arteta

Chief marketing officer JWT, New York

Co-president, client services JWT


David Zucker

Chief marketing officer

Chief marketing officer Gilt Groupe



■ Alan Cork concentrates on helping clients find consumer and customer-focused leaders in a variety of industries. He is a member of the Russell Reynolds Associates Consumer Products and Services, Leisure and Hospitality and Marketing Officers practices. Alan is based in Minneapolis/St. Paul.

■ Andrew Hayes recruits general managers, presidents and CEOs, as well as senior functional executives in marketing, sales, innovation, consumer insights and R&D, for both small private and large global consumer products and leisure and hospitality companies. He also serves as a member of the Russell Reynolds Associates CEO/Board Services Practice. Andrew is based in Houston.

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Change Gauge: 20 key marketing moves