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Cmo Strategy aa27p17.qxp 7/7/2011 5:58 PM Page 1 Advertising Age | July 11, 2011 17 Edited by Want more CMO Strategy? Subscribe now for a roundup of key analysis, insight, Natalie Zmuda, opinion and perspective on marketing strategy for marketing leaders delivered CMO STRATEGY [email protected] to your inbox each week. Sign up at AdAge.com/cmostrategy Change Gauge: 20 key marketing moves CEOs are on the lookout for ‘seat-at-the-table’business partners.Plus,companies continue to move toward managing brands on a global basis ■ BY ALAN CORK AND ANDREW HAYES [email protected] CMO CHANGE GAUGE when a ceo hires a chief marketer, Search firm Russell Reynolds Associates highlights key executive moves from the second quarter exclusively for Ad Age. he or she is not looking for someone to simply manage the marketing depart- NAME CURRENT ROLE PREVIOUS ROLE ment. The CEO needs a “seat-at-the- Chief marketing officer Senior VP-marketing table” business partner who can be a Scott Ballantyne thought leader for the corporation, Vonage Holdings Tendril Networks providing a broad-based commercial perspective on the business, as opposed ➜ VP-brand and marketing communications Exec VP-chief strategy officer to a more narrowly focused brand- Roger Baxter Research In Motion Publicis building approach. Look at Research In Motion’s hire of VP-U.S. marketing Senior VP, GM, gum and mints Roger Baxter, now VP-brand market- Paul Chibe ing communications. As the former Anheuser-Busch InBev Wm. Wrigley Jr. Co. Chief Strategy Officer at Publicis, Mr. Chief marketing officer VP-marketing and sales Baxter’s ability to think big will be put Bryan Crowley ➜ to use as RIM looks to revamp its aging Pabst Brewing Company Mars Food BlackBerry products. It is also still the CMOs job to man- Chief marketing officer, Chief marketing and strategy officer age brand equity and be the keeper of the Gabriel Dalporto Lending Tree Zecco Holdings corporate reputation. More than ever before, CMOs are expected to be the Chief marketing officer Chief marketing officer brand ambassador as well as brand custo- Hermann Deininger dian. This becomes more and more chal- Adidas Adidas Sport Style lenging as CMOs give up some control President-marketing Senior creative executive of brand messaging in the new world of Josh Goldstine ➜ consumer-centric digital and social Universal Pictures Sony Pictures media. Growth in the top and bottom line must be achieved through market- Rick Gomez VP-brand marketing VP-marketing ing tactics that have been redefined with MillerCoors Coors Brands the explosion of grassroots digital and social-media options. Some companies, Chief marketing officer VP-consumer marketing like Procter & Gamble, are recognizing Marc de Grandpre this with the creation of specialized roles: Imax Firethorn, Qualcomm The packaged-goods giant recently named Ilonka Laviz, former associate BradJakeman ➜ President-global enjoyment and chief creative officer Exec VP-chief marketing officer marketing director on its Always brand, Global Beverages Group, PepsiCo Activision Blizzard to the role of marketing director-digital brand-building strategy, global e-com- VP-marketing VP, GM Asia Pacific merce. David Kroll Dyson Alberto Culver, Unilever We also continue to see a trend toward managing brands on a global Marketing director-digital brand-building strategy, Associate marketing director basis.In recent months,Volvo and Adidas Ilonka Laviz ➜ promoted executives into new roles that global e-commerce, Procter & Gamble Always, Procter & Gamble will have global responsibilities, while Chief marketing officer Senior VP-chief marketing officer Samsung cited the global marketing Simon Lowden ➜ expertise of Todd Pendleton, a Nike Pepsi Beverages Co., PepsiCo PepsiCo International alum, in discussing his hire. PepsiCo also revamped its marketing ranks, adding Chief marketing officer, Kirsten Lynch Chief marketing officer Brad Jakeman, formerly of Activision Vail Resorts Quaker, PepsiCo Blizzard, to a newly created global role. Exec VP-sales and marketing Senior VP-GM Scott Moffitt ➜ ABOUT THE AUTHORS Nintendo Henkel Personal Care Division ■ Alan Cork concentrates on helping clients VP-marketing VP-director, consumer marketing find consumer and customer-focused leaders Betty Noonan in a variety of industries. He is a member of Panasonic Corp., North America Eastman Kodak Russell Reynolds’ Consumer Products and Chief marketing officer Global brand communications Services, Leisure and Hospitality and Todd Pendleton Marketing Officers practice groups. Alan is Samsung director, Nike based in Minneapolis/St. Paul. ■ Senior VP-marketing and communications VP-marketing Andrew Hayes recruits general managers, Tom Silk ➜ presidents and CEOs, as well as senior KB Home PepsiCo functional executives in marketing, sales, innovation, consumer insights and R&D, for Senior VP-marketing, sales and customer President both small private and large global consumer Doug Speck Volvo Car Corp. Volvo Cars of North America products and leisure and hospitality service, companies. He also serves as a member of Exec VP-digital marketing Exec VP-global digital media group Russell Reynolds’ CEO/Board Services Ira Rubenstein ➜ Practice. Andrew is based in Houston. Twentieth Century Fox Marvel Entertainment.
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