sign up at adage.com/cmostrategy change gauge: 20 key ... › sites › default › files ›...
TRANSCRIPT
24 October 10, 2011 | Advertising Age
Edited by Natalie Zmuda,[email protected] CMO STRATEGY Want more CMO Strategy? Subscribe now for a roundup of key analysis, insight,
opinion and perspective on marketing strategy for marketing leaders deliveredto your inbox each week. Sign up at AdAge.com/cmostrategy
Change Gauge: 20 key marketing movesMarketing 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.
■ BY ALAN CORK AND ANDREW HAYES
slow growth in the global economycontinues to impact how companiesthink about marketing and sales leader-ship. Many are recognizing that chiefmarketing and sales officers are oftenthe organizational catalyst behindgrowth, leading to an expansion in thescope and integration of these roles.Take HTC Corp. The mobile-phonecompany promoted Jason Mackenzie tothe newly created role of president-global sales and marketing. In a state-ment, the company said he will beresponsible for ensuring sales strategiesand go-to-market execution are alignedas HTC expands globally.
It’s a logical move, as CMO rolesare, ultimately, about pursuing growthwhile enhancing a brand’s image andimproving its competitive position.Combining these responsibilities willdrive commercial impact and ensurecohesiveness between marketing plansand sales execution.
In addition, as many companies lookto emerging markets for growth, CEOsare bringing in marketing leaders withinternational experience. Virgin Groupnamed Ian Rowden, an exec with expe-rience in the Asia Pacific region, its newCMO.The company noted Mr.Rowdenwill be charged with driving interna-tional expansion, as well as focusing onfast-growing areas, such as LatinAmerica. Likewise, Torsten Kuenzlen,the new chief marketer for MolsonCoors International, is expected to usehis experience as president-director ofCoca-Cola’s Indonesia business to aid inexpansion into new markets.
Finally, some companies, notablyadvertising agencies, are embracing theCMO role for the first time. Erwin-Penland, a division of InterpublicGroup’s Hill Holiday, WPP’s JWT,Omnicom’s Rapp and independentEleven are just a few of the shops thathave recently appointed chief mar-keters. Nature’s Variety and BareNecessities also added CMOs for thefirst time.
Robert Bennett Chief marketing officer Nature’s Variety
Senior director-global brandmarketing, Burt’s Bees
ABOUT THE AUTHORS
■ Alan Cork concentrates on helping clientsfind consumer and customer-focused leadersin a variety of industries. He is a member of theRussell Reynolds Associates ConsumerProducts and Services, Leisure and Hospitalityand Marketing Officers practices. Alan is basedin Minneapolis/St. Paul.
■ Andrew Hayes recruits general managers,presidents and CEOs, as well as seniorfunctional executives in marketing, sales,innovation, consumer insights and R&D, forboth small private and large global consumerproducts and leisure and hospitalitycompanies. He also serves as a member of theRussell Reynolds Associates CEO/BoardServices Practice. Andrew is based in Houston.
NAME PREVIOUS ROLE
Jay Dunn Chief marketing officer Bare Necessities
VP-chief marketing officer Lane Bryant
Andy Gibson Chief marketing officer Foster’s
General manager, DiageoGermany/Austria/Switzerland
Chris Goodman Chief marketing officer KPMG
Exec VP-global managing partnerYoung & Rubicam
Rachael Heapps Chief marketing officer Rapp
Chief creative officer-creativestrategist, Rapp
Denise Incandela* Chief marketing officerSaks Fifth Avenue
President Saks Direct
Rohit Jawa Senior VP-global marketing operations Unilever
Senior VP-marketing operationsUnilever Asia
Rob Kabus President-chief marketing officer Eleven
President-global head of strategyVizeum
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-VentureCapital, 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, LatinAmerica, HTC Corporation
Louis Mastriano VP-sales and marketing Baker’s Pride
Alejandra Peña Senior VP-marketing and brand directorPallini, 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 communicationsVerizon 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 Vitacost.com
Chief marketing officer Gilt Groupe
➜
➜
CURRENT ROLE
Senior director-in-store merchandising, Kraft Foods
➜
➜
➜
➜
➜
➜
➜
➜
CMO CHANGE GAUGESearch Firm Russell Reynolds Associates highlights key trends and exec moves from the third quarter exclusively for Ad Age.
➜
*Executive maintains previous role, in addition to current role.
20111010-NEWS--0024-NAT-CCI-AA_-- 10/6/2011 4:11 PM Page 1