Change Gauge: 20 key marketing moves
CMO Change Gauge
Andrew Hayes, Alan Cork
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.
CMO CHANGE GAUGE
Search Firm Russell Reynolds Associates highlights key trends and exec moves from the third quarter exclusively for Ad Age.
NAME - PREVIOUS ROLE - Current Role
Chief marketing officer Nature’s Variety
Senior director-global brand marketing, Burt’s Bees
Chief marketing officer Bare Necessities
VP-chief marketing officer Lane Bryant
Chief marketing officer Foster’s
General manager, Diageo Germany/Austria/Switzerland
Chief marketing officer KPMG
Exec VP-global managing partner Young & Rubicam
Chief marketing officer Rapp
Chief creative officer-creative strategist, Rapp
Chief marketing officer Saks Fifth Avenue
President Saks Direct
Senior VP-global marketing operations Unilever
Senior VP-marketing operations Unilever Asia
President-chief marketing officer Eleven
President-global head of strategy Vizeum
VP-global marketing and communications Cohn & Wolfe
VP-corporate communications Ruder Finn
Chief marketing officer Molson Coors International
President-director Coca-Cola Indonesia
Chief marketing officer Forbes Media
Senior managing director-Venture Capital, DPEC Partners
Senior VP-marketing Coca-Cola North America
VP-general manager Odwalla, Coca-Cola
President-global sales and marketing HTC Corp.
President-North America, Latin America, HTC Corporation
VP-sales and marketing Baker’s Pride
Senior VP-marketing and brand director Pallini, Castle Brands
VP-marketing, liqueurs & spirits Remy Cointreau USA
Chief marketing officer Virgin Group
Chairman-CEO Saatchi & Saatchi Asia Pacific
Chief marketing officer Erwin-Penland
VP-marketing communications Verizon Wireless
Chief marketing officer Carol’s Daughter
Founder Omerge Alliances
Chief marketing officer JWT, New York
Co-president, client services JWT
Chief marketing officer Vitacost.com
Chief marketing officer Gilt Groupe
ABOUT THE AUTHORS
■ 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.