Celebrating Internationalists Throughout The World As They Reinvent Contemporary Marketing

Thirty-three inspirational marketing leaders have been named Internationalists of the Year by The Internationalist for their outstanding accomplishments in the past year.

Honoring those individuals who are changing the rules of contemporary marketing is at the heart of The Internationalist’s mission, and the 2015 Internationalists of the Year represent many of the champions behind exciting developments and new marketing thinking. Amid today’s fast digital pace with its emphasis on accountability, transparency and data, combined with a re-set global economy, the extraordinary efforts of these individuals insure that critical marketing programs move ahead and make a difference.

According to their peers, Internationalists of the Year are inspirational leaders-- champions of multinational strategy, adept at innovative communications, advocates of responsible brand- building and inventors of how we re-think marketing’s new capabilities. They take marketing risks that produce results in multiple markets or influence worldwide thinking about good practices. Without their direction, many international programs simply would not come to fruition.

20 THE INTERNATIONALIST www.internationalistmagazine.com 21 THE INTERNATIONALISTS OF THE YEAR 2015

The Internationalists include: Sam Ahmed – SVP, Head of Marketing Pacific Middle East Rob Master – Global Media, Categories and Africa, MASTERCARD Partnerships, Lee Applbaum – Global Chief Marketing Officer, PATRON SPIRITS Christina Meringolo – , Global Consumer Dean Aragon – Global VP Brand & CEO, SHELL Engagement and Activation, BAYER International Ignacio Molina – Regional Marketing Director, SUNTORY Michelle Atkinson – Chief Consumer Officer, ENERGIZER BEVERAGE & FOOD HOLDINGS Mollie O’Brien – Head of Compensation, Benefits & Lionel Benbassat – Head of Marketing & Brand, EUROSTAR Performance , BASF Pierre Berard – SVP Spirits Marketing, PERNOD RICARD Angel Perez Agenjo – Senior Director Marketing, Commercial Charles Chappell – Senior Director, Global Integrated Media, Operations, Capabilities and Lean Six THE HERSHEY COMPANY Sigma, Europe and Canada, ELI LILLY & CO. Jennifer Chick – Vice President, Marketing Execution & Jon Potter – Chief Marketing Officer & Executive Vice President Operations, HILTON WORLDWIDE Brands, MOET Jerri DeVard – Senior Vice President Chief Marketing Officer, Rob Rakowitz – Director of Global Media, MARS, INC. ADT Corp. Yin Woon Rani – Vice President Integrated Marketing, THE Uwe Ellinghaus – Chief Marketing Officer, CADILLAC CAMPBELL SOUP COMPANY Charisse Ford – Chief Marketing Officer- Americas, PANDORA Eric Reynolds – Chief Marketing Officer, THE COMPANY JEWELRY Manos Spanos – Global Senior Director- Mountain Dew and Johann Freilinger – Head of Marketing & Communications, SAP Aquafina, PEPSICO XM Lilian Tomovich – Chief Experience Officer/Chief Marketing Christian Gebara – Chief Revenue Officer, TELEFONICA VIVO Officer, MGM RESORTS INTERNATIONAL BRAZIL Esther Uhalte – Executive Director, Global Media, CRM & Jon Iwata – Senior Vice President, Marketing and Loyalty, ESTEE LAUDER Communications, IBM David VanderWaal – Vice President Marketing, LG ELECTRONICS JP Kuehlwein – Executive Vice President, Marketing, FREDERIC Dan Vinh – VP Global Brand Marketing, Lifestyle Brands, FEKKAI MARRIOTT INTERNATIONAL Sean Madden – Director of Marketing Technology, SAGE Freda Wang – Head of Marketing, MERCEDES-BENZ CHINA Andrew Markowitz – - Performance Jackie Woodward -- Vice President, Global Media & Connections Marketing Labs, GE Platforms, GENERAL MILLS

The Internationalists are invited be part of the annual Internationalist/ANA book series called The Reinvention of Marketing, published by INGRAM. Each chapter highlights the work and ideals of a leading marketer. The book is intended for current marketers—and future ones—as it has also become a “living” text book for marketing universities around the world—complete with current case studies and the potential for chapter participants to be guest lecturers.

They are also welcomed as part of THE INTERNATIONALIST 1000 initiative—1000 Marketers Around the World Reshaping the Future of Marketing in global partnership with the ANA/ Association of National Advertisers—a group of dedicated industry leaders who are reshaping our understanding of marketing’s expanding role throughout the world.

These men and women join over 200 other individuals named over the last decade.

Every year since 2004, The Internationalist has named those international marketers who are truly the people behind the year’s outstanding marketing achievements. Winners represent a variety of industries and a diversity of locations. Yet, all take the role of international brand champion to heart. Without their extraordinary energy, inspiration and experience, many multinational programs simply would not get off the ground. This marks the 11th Annual Edition of Internationalist of the Year; all those named remain Internationalists throughout their tenure in the marketing industry.

All Internationalists are nominated by their industry colleagues for their current work during a 3-month Call for Entries. Nominees should “break the mold” with their multinational brand communications, as well as their individual skills and drive. Candidates are selected by these peer-to-peer nominations and the evaluations of the Internationalists Committee, past Internationalists, and The Internationalist Editorial Board.

20 THE INTERNATIONALIST www.internationalistmagazine.com 21 Prior to Starbucks, he was part of Kraft Foods’ global Sam Ahmed beverage team as director of the beverages division, Asia SVP, Head of Marketing Asia Pacific Middle Pacific, where he managed the regional beverage executive East Africa—MasterCard team and led the growth in both market share and regional sales of various Asia Pacific beverage brands. He was also Sam Ahmed at Fonterra Brands where he served for five years as global boasts a long brand director for the company’s nutritional brands. list of accolades and passions— Charlie Chappell from being Senior Director, Global Integrated Media—he named one of Hershey Company the Asia Pacific top “40 under Charlie Chappell is 40” marketing currently leading professionals the transformation to serving on of The Hershey the executive Company›s leadership approach to teams of three contemporary USD Billion+ integrated to media for such a confessing iconic brands as an unrelenting drive to accelerate revenue growth through Hershey’s, Reese’s, digital, CRM, marketing, communication, product and Kisses, Twizzlers commercial innovation. and Jolly Rancher. However, it is Sam’s use of technology to link brands Hershey›s is the to the deeper needs of societies that has caused him largest chocolate to cultivate stronger levels of brand loyalty. He is the manufacturer in champion behind the data and analytics-driven platform North America known as the MasterCard Digital & E-Commerce Engine. and its products The Engine is a combination of people, processes and are sold in over carefully-selected technology tools that are integrated to sixty countries analyze data, trends and insights on a daily basis in order worldwide. to optimize content, offers, and experiences, so MasterCard He took on this new role in July after serving the can more relevantly target people across social and digital company as Global Brand Franchise Leader for both Hershey channels to drive transactions that matter to cardholders. Kisses, the company’s best known brand, and Brookside Perhaps the best-known example of using the Engine Chocolate, its fastest-growing brand. He also led the Brand to power a campaign in APAC is the New Year’s Eve Excellence practice at The Hershey Company where he initiative in December 2014, featuring Hugh Jackman. The was tasked with defining “The Hershey Way of Marketing” involvement of the Australian star created an emotional and was responsible for accelerating the processes spark with consumers and allowed MasterCard to mine and capabilities of The Hershey Company›s 250 Global valuable insights by encouraging cardholders to share who Marketers. From his office at the corner of Chocolate and they would want to spend their New Year’s Eve with and Cocoa Avenues in Hershey, Pennsylvania, Charlie traveled why. the world building the capability of Hershey marketers Based in Singapore, Sam Ahmed is responsible for worldwide. the management of the region’s marketing teams. He also Charlie joined The Hershey Company after 12 year at oversees the development of strategies and campaigns for Procter & Gamble where he honed his skills as a Global MasterCard’s advertising, sponsorships, promotions, as well Marketer within the $30 Billion Beauty & Grooming Division. as digital and consumer marketing initiatives across APMEA. Brands he has touched include Pantene, Herbal Essences, Prior to joining MasterCard in November 2013, Old Spice, Gillette, Secret, Safeguard and Camay both in he served as vice president, marketing and category at North America as well as in emerging markets such as Starbucks Coffee Asia Pacific. He was a key member of the , China, Egypt and Pakistan. Starbucks Asia Pacific leadership team, which oversaw more He is a graduate of Purdue University and the Kellogg than 1,600 stores across 14 markets. School of Management at Northwestern University.

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—Chief Marketing Officer, Uwe Ellinghaus Americas - has been a major CMO—Cadillac contributor to this startling transformation. As Cadillac’s Chief From her first day Marketing Officer, Uwe on the job, Charisse Ellinghaus has been found herself challenging charged with leading the convention set forth all brand strategy and by PANDORA’S global marketing efforts for headquarters. She was at the Cadillac worldwide. He forefront at an organization joined Cadillac Jan 1, 2014 looking to speak to the to further the brand’s North America market ongoing expansion and in a voice that is more relevant to the consumer. Aside from development and is ensuring that the visual and tone of a new campaign reflected continuing to change the diverse women of the US market, she made changes to the perceptions about the type of consumer PANDORA was going to approach and the iconic American luxury environments where they would be reached. brand both here and abroad. Cadillac has been pushing its global By championing research that supported a target which presence and is partnering with nonautomotive brands such as spoke to the spirit of a woman, Charisse moved Pandora›s New York fashion house Public School in an effort to broaden marketing analysis beyond the standard demographics and (i.e., lower the age range of) its customer base. psychographics. She also looked to align Pandora with iconic While repositioning an iconic brand is no small undertaking, fashion and lifestyle partners and brands by choosing high Uwe has many years of leadership positions with strong luxury quality over quantity. This not only signified a change in a brand brands, including a long background in the luxury automotive that had been historically thought of as a “charm bracelet” to a space. He joined Cadillac from Montblanc International, where he leader in the affordable luxury space but it put them in the same served as Executive Vice President of Marketing and Sales from conversation as well-known luxury jewelry brands. late 2012 to 2013. Prior to that, Uwe was with BMW Group in a Charisse challenged convention once again by engineering number of marketing and leadership roles from 1998 – 2012. another significant change in the overall marketing plan: Recalling his arrival at Cadillac, Uwe says: “First, what I running a campaign fully dedicated to speaking to men. While realized is how passionate Cadillac customers were and are a large integration reaching men in a sports environment with a about the brand. This brand is an iconic brand that has still so humorous tone was a big risk, it proved to be highly successful. much appeal to people that from outside of the U.S., you are And despite it being a large departure from anything PANDORA sometimes surprised just how cool Cadillac is. But it›s also fair has ever done in the past, they are looking to continue and grow to say that we are in a situation where we embarked on a new this partnership into 2016. direction for Cadillac, changed the position of the brand, and went Additionally under Charisse’s tutelage, PANDORA has to a territory that was traditionally not associated with Cadillac. begun to actively brief the 10% within the 70/20/10 model. As a But as much as in communications to get across what Cadillac result, they will be moving forward with a first to market, custom stands for, what is our point of view, what makes us different technology solution that can be used across all of their on-site from the German competitors. So I want the distinctive design of activations which include Disney’s Tinker Bell half marathon and the exterior and interior to play a prominent role because design Coachella. (Another opportunity to signify change as PANDORA is the No. 1 purchase reason for cars in any market and for any is now the official jewelry brand of Coachella and has even brand. But no other brand is so design-dependent in terms of the partnered with fashion designer Nanette Lepore for her Coachella purchase reason as Cadillac is.” inspired fashion show.) Charisse has been an advocate of responsible brand building Charisse Ford by moving to significantly increase research and analytics to gain Chief Marketing Officer, Americas a better understanding on how media and marketing impact the —Pandora Jewelry . By utilizing a highly sophisticated econometric model to create a zip code level trading radius, PANDORA has not only become more efficient in their ways of working but also in Founded in 1982, Danish jewelry manufacturer and retailer maximizing sales and ROI. This has led to a more collaborative Pandora Jewelry has shown truly remarkable growth. Started relationship with the retailers, ensuring everyone is working as a family run jewelry shop in Copenhagen, Pandora has together to achieve a common goal. evolved into a major international brand to become the world›s A true Internationalist, Charisse is inspired by the third-largest jewelry company in terms of sales. Charisse Ford idea of change and innovation. To drive this change, she

www.internationalistmagazine.com 23 is pushing into building long term brand equity versus to achieve true customer relevance with an individualization falling prey to short terms sales messaging which degrades of messaging tied to customer needs—especially as more the brand.. She is focused on brand health and want companies understand the value of integrating processes they are striving to achieve in terms of both broadening across marketing, sales, analytics, customer service, digital and upgrading their sales approach. But in the spirit of commerce and finance. collaboration and bringing others into the process, Charisse Johann Freilinger is a marketing and communications has an openness that allows others to think freely and executive with strong discovery and delivery skills. With an strategically, ultimately bringing the best marketing product entrepreneurial mindset, he became an Innovator in digital to the consumer. marketing and transformation that is related to big data, analytics, mobile and digital networks. He has acquired a Johann Freilinger depth of knowledge across all disciplines of marketing and Head of Marketing and Communications—SAP XM communication, with a track record in innovative global marketing and leadership of multicultural teams. He has lived Johann Freilinger has and worked in Germany and the US. spent the last year immersed in those JP Kuehlwein issues that represent Executive Vice President—Frédéric Fekkai the most fundamental changes now occurring JP Kuehlwein is Executive Vice in marketing—from President at Frédéric Fekkai, the recognizing how New York-based prestige salon relevant real-time operator and hair care brand data can enhance originally owned by Procter & the personalization Gamble, and now part of a joint of messages to venture between Designer Parfums solving concerns and LUXE Brands. about transparency to ves cultures of innovation. understanding what JP is also a recognized strategy drives cultures of innovation. expert, a global brand builder, and Freilinger believes, “In a connected world, every company accomplished marketing leader is fast becoming a technology company. Consequently, who has lived and worked in three winning brands in a digital economy are those that learn of the world’s key regions—Europe, Asia and North America— to derive actionable insights from big data, while thinking managing brands at Procter & Gamble. He has a 20+ year and responding in real-time and concentrating on business track record of translating consumer and branding insights outcomes.” This, for him, is the new tipping point of into transformational propositions that win in the market. His marketing, and he admits that the industry has a huge experience spans from introducing a new-to-the-world food task ahead to deliver the kind of data-driven marketing that wrap to the US or disposable diapers to developing markets ultimately creates a significant difference to an individual in Asia, to developing a global communication strategy for the customer. world’s leading detergent or portfolio strategies for Beauty, SAP, of course, is a market leader in enterprise Lifestyle and Luxury categories. application software which helps organizations and their Ask JP Kuehlwein for a short definition of a contemporary people to work together more efficiently and use business prestige brand-- one that garners almost cult-like following--and insight more effectively. Seventy percent of the world›s he’ll describe how people buy such brands with their hearts as transactions touch SAP systems. And SAP customers well their heads, while their creators seem to apply magic as represent 98% of the world›s most valuable brands. much as logic. He’ll add that modern prestige brands make us Johann Freilinger head marketing and communications “long to belong,” and they can be of any size and come from for the company›s new SAP XM unit is challenging existing any category at any price point. industry models by applying real-time technology powered JP has co-authored a book with Wolfgang Schaefer, by SAP HANA cloud in-memory technology to achieve Chief Strategic Officer of SelectNY, one of the world’s leading transparency, accuracy and efficiency through a new premium premium branding networks, called Rethinking Prestige media exchange. SAP has recognized that the issues at the Branding. In fact, this intelligent, comprehensive book covers heart of programmatic media buying apply to every SAP so many of today’s shifting brand dynamics that it encourages customer. the even the most experienced marketer to rethink his or her He also advocates that programmatic buying will play an perspectives. important role in the transformation of business as it strives JP Kuehlwein holds degrees in international management

26 THE INTERNATIONALIST THE INTERNATIONALISTS OF THE YEAR 2015 and business analysis from the universities of Reutlingen (Germany), () and Lancaster (UK). Rob Master Vice President Global Media, Categories and Andrew Markowitz Partnerships—Unilever General Manager, Performance Marketing Labs—GE Rob Master often Andy Markowitz is reminds us that the General Manager “change will never of GE’s newly- be this slow again,” created Performance and as Unilever’s Marketing Labs, which global vice president focus on marketing of media, categories opportunities that drive and partnerships, stakeholder connection he is well versed in and commercial understanding the acceleration. The impact of those words. Performance Marketing He oversees a global Labs focus on team responsible for driving strategy, lead media innovation, generation, channel strategy and the development of integrated communication disruption, insights and plans for all Unilever brands. analytics, content, social media, and customer engagement. Prior to this position, Rob Master served as Unilever’s vice He led Andrew Markowitz led General Electric’s global digital president media, North America, Latin America and Europe. center of excellence for 5 years. In that role, he was responsible for overseeing media strategy Andy believes we are currently operating in the Age of and investment, and crafting integrated communications plans Transformation and Accountability, rather than The Golden for all brands across these regions. He also reshaped the Age of Marketing. “I see marketing as being accountable, Unilever media and agency teams to better adapt to the rapidly- and through accountability, you build relevance and value-- changing consumer and media landscape, and was a key driver internally and externally. Technologies are evolving so fast in propelling Unilever to the forefront of digital innovation and and we are now moving beyond the ‘test and learn› phases branded entertainment, gaining the company recognition by to a place where digital is creating opportunities to reach true Advertising Age as “Digital Marketer of the Year,” and one of accountability with marketing spend.” Fast Company’s Most Innovative Marketers. Andy broadly describes Digital Marking as “a quest to Rob Master joined Unilever in 2002 as a brand marketer, connect people, ideas, places, and machines to personalize managing a number of the company’s iconic brands including and customize user experience.” He adds that “the yield is Dove and Axe, and driving award-winning branding campaigns micro relevance for macro impact.” around the Dove Campaign for Real Beauty and The Axe Effect. As a result, he sees the mission of the GE Performance Prior to joining Unilever, he worked in brand marketing for Marketing Labs as “making it easier for GE Customers to buy, PepsiCo’s Taco Bell and for various communication agencies; or for GE Sales teams to sell products.” He adds, “We›re all he also led marketing for Internet start-up eHobbies, an online about the commercial component of marketing; we are not retailer. He holds a B.A. in political science from the University necessary about the top-line storytelling.” of Wisconsin at Madison and an M.B.A. from the Olin School Andy leads the group with the goal of providing new of Business at Washington University in St. Louis. value to GE›s overall businesses, while re-thinking the corporation›s organizational development in an effort to Rob Rakowitz work with more people and skills. “At GE,” he says, “we are Director of Global Media—Mars Inc. constantly trying to break down silos and encourage people to work more holistically.” In a rapidly changing media landscape, how do you ensure the Prior to GE, Andy Markowitz worked at Kraft Foods as continued growth of a portfolio of iconic billion dollar brands? director of digital services, leading a Center of Excellence Rob Rakowitz was brought into Mars to help answer that for all digital activity. In this role, he led efforts to create question. He has worked with marketing and media experts scalable best practices by providing thought leadership inside and outside of the company to raise the profile of media in the management and development of a wide range of and to leverage new media opportunities to accelerate the online marketing principles, a pipeline of emerging media growth of old brand favorites. opportunities, and digital accountability for Kraft brands. By viewing media not just as a mass reach vehicle, but Before joining Kraft, he worked at Send.com, Dentsu Corp., more and more as an opportunity to achieve highly targeted Ammirati & Puris, and Lintas. reach and enable relevant messaging at key times to drive www.internationalistmagazine.com 27 commerce, Rob is and boasts several state championships and an international working with his peers silver medal and bronze medal. The mix of grit and science to quickly advance the that cycling requires has shaped his focus on precision and journey underway for the passion for building teams. Rob holds a BA in Political Science Mars media culture. from SUNY Albany and an International MBA from Instituto de A key aspect to Empresa in Madrid. Rob›s approach is to actively engage with other Yin Woon Rani Mars operating units. Vice President, Integrated Marketing—Campbell Rather than allowing Soup Company the media function to be isolated from Yin Woon Rani is behind other departments at Campbell’s tremendous the company, Rob is working closely and collaboratively with digital transformation, and his partners on the commercial (procurement) side of Mars her relentless drive is enabling Inc. who are in turn taking responsibility to ensure that the the global food giant, and the company›s media investments are being invested with diligence world’s leading maker and and discipline. This collaboration extends to research, where he marketer of soup, to become is working to help the analytics and insights leads to not only more nimble as the company fine-tune the communications model, but to determine how it embraces digital marketing evolves in a world where everything increasingly communicates and e-commerce. She has and transacts. Collaboration, inside and outside of Mars, and also encouraged Campbell’s capability building have served as a foundation for the evolution to organize around brand underway within the Media@Mars Community. categories with category teams that take cues from successful Rob feels that “media is now such a central discipline in tech companies that build on fast daily meetings and agile the marketing mix and more powerful than ever connecting market response. brands with the right consumers; the convergence that media Plus, the latest advertising for the Campbell Soup›s brand and technology is facilitating between channels, content, may be reconnecting to its heritage of good soup and warm consumers, customers, and commerce will be the key to many memories, but its new tagline “Made for Real, Real Life” offers of our brands’ growth.” While many CPG companies have a contemporary glimpse of real families—no matter how they historically been slower to adapt to the new realities of modern may be defined. The company›s corporate purpose of “real media thinking, Rob is championing Mars units to harness new food that matters for life›s moments” is striking a chord with technologies and methods, especially in areas like data-driven consumers. marketing and programmatic buying. Today, the company’s portfolio extends beyond the iconic Having already impacted the Mars media culture in a very Campbell’s brand to Pepperidge Farm cookies and Goldfish short period of time, there is little doubt that their ambition to crackers; Arnott’s, Kjeldsens and Royal Dansk biscuits; V8 be a great consumer packaged goods company in media will be beverages; Bolthouse Farms super-premium beverages, carrots achieved under his careful stewardship. and dressings; Plum premium organic baby food; Swanson Prior to his current role at as a client at Mars, Rob was broths; Prego pasta sauces; and Pace Mexican sauce. an agency veteran, with experience on the creative and media Ms. Rani joined the company in January 2014 in the perspectives. He was most recently at Mindshare where he led newly-created role of Vice President, Integrated Marketing. strategy for American Express’s global brand, new products, She is responsible for establishing the strategic direction and innovation efforts. Rob’s career has always been marked for Campbell’s advertising, media, global design and digital by embracing all disciplines and by a drive to breakdown the marketing and social media, and for ensuring alignment with increasingly complex communications landscape in the pursuit Campbell’s business strategies, while also overseeing the of successful programs which add value to consumers’ lives. company’s ad agencies around the world. He has a proven track record of helping teams understand Prior to joining the Campbell Soup Company, Yin Rani the benefit that media can bring, when linked to business and was President, North America of Universal McCann, the largest brand drivers, to deliver sustainable and distinctive growth. operating unit within IPG’s Mediabrands group, where she His unique ability to build and guide brand teams in creating managed more than $7 billion in billings for the full-service consumer connections has won awards ranging from Cannes media agency with approximately 1,000 employees. She was Lions to the Jay Chiat Strategy Award. responsible for all North American operations, including new Rob currently lives in New York City with his wife, Jessica, product and service offerings, strategy and innovation, planning and their 3 year old son, Henry. Rob is a competitive cyclist

28 THE INTERNATIONALIST THE INTERNATIONALISTS OF THE YEAR 2015 and buying and business development. Earlier in her career, she held positions at Grey Worldwide. Esther Uhalte During her 15-year tenure there, Ms. Rani oversaw accounts for Executive Director, Global Media, CRM & Loyalty— GlaxoSmithKline, Proctor & Gamble, Hasbro, J.M. Smucker’s, Estee Lauder and Mars, Inc.-- ultimately achieving the title of Senior Vice President by 2003. Esther Uhalte is Executive Director She holds a Bachelor of Arts from Yale University and a of Global Media, CRM and Loyalty Master of Business Administration from the Stern School of for the Estee Lauder brand and Business, New York University. is responsible for helping drive media strategy, effectiveness and Manos Spanos effi ciency in top markets around Global Senior Director- Mountain Dew and the world, in collaboration with the Aquafi na—Global Beverages Group, PepsiCo regional and local teams. And she emphasizes, “My role is to help our local marketing teams make smarter An extremely passionate and media investments—again that’s energetic brand marketer, Manos smarter media investments, not truly embodies what it means to necessarily more investments.” live the brand. Leveraging over In many ways, Esther has the 14+ years of consumer goods perfect international background experience, he has developed for her global role. Born and raised in Pamplona, Spain, she game-changing marketing has lived and worked in Spain, Germany, France, and the US. campaigns – driving global equity She›s one of the few executives to have experience within growth for the Mountain Dew media, agency and marketer roles. Esther holds a Bachelor›s brand. degree in Advertising and Public Relations from the University In fact, his ground-breaking global of Navarra, Spain; a Masters in Marketing from the Sorbonne content strategy for Mountain Dew Graduate Business School in Paris; and a Professional has literally created a new style of Certifi cate in Digital Marketing from NYU. Spanish may be her fl exible template for multinational mother tongue, but she is also bilingual in German, French, brands in a 24/7 social media and English, and for the last 15 years has consistently alternated world. By providing global content with specifi c features that reading a book in each of her four languages during her also accounts for varying content types and social-sharing commute. triggers, Mountain Dew has be able to overcome the age-old She explains that the Estee Lauder brand spans the luxury obstacle of global inconsistency when local markets opt for skincare, skincare, makeup and fragrance categories. While this what it best relevant. Plus, the program builds the global is a competitive advantage for the brand, it adds complexity to look and feel of the brand, but also increases organic reach the media strategy when other brands tend to operate in just within a country. one or two categories— enabling their consumer messages At the heart of the program is a 52-week Content Strategy to be more streamlined. Given their breadth of products, the based on a “Periodic Table of Content” delivered to each Estee Lauder brand has more messages with greater variation country every month. This includes suggestions of what to to communicate, while it strategically allocates media resources post when, what channels to use for the distribution, what to by category. promote, while also outlining the goals for each Content Piece. Esther acknowledges that media for the beauty industry An Online Performance Dashboard enables each country has been traditionally focused on raising awareness of new to see, in real time, their performance, and gives them the launches, elevating the brand profi le and maintaining brand opportunity to optimize their campaigns, specifi c targeting and, equity. “Today,” she says, “these factors remain important, but ultimately, ROI. media must now deliver so much more—especially prompting The strength of the global content program has resulted the consumer to action. As part of an important call-to-action in exceptional increases for Mountain Dew in terms of online strategy, media must support and link to our retailer channels, engagement with the brand, searches, brand popularity and as well as our own e-commerce and m-commerce sites.” organic reach. Born in Athens, Manos is an alumnus of Hartwick College of New York, with a Bachelor’s Degree in Management and an MBA in Marketing from the University of Miami.

www.internationalistmagazine.com 29 aware that he is also working Dan Vinh with one of the country’s most VP Global Brand Marketing, Lifestyle Brands— significant and greatly-valued Marriott International brands. He has been part of the As VP Global Brand Telefonica Group since 2006 Marketing, Lifestyle Brands and has held positions in for Marriott International, Dan Madrid for Telefonica España oversees the global marketing and Telefonica Latin America. programs for a growing Based in São Paulo since portfolio of lifestyle brands, 2010, his current focus is including Renaissance Hotels on profitable growth for Brazilian operations, while increasing and AC Hotels. Each of competitive advantage in a more complex, convergent digital these brands at Marriott market. In fact, the evolution of his roles within the company International is positioned to makes his well-suited for his expanded responsibilities. He serve today’s savvy traveler previously served as VP of Marketing and Sales, VP of Strategy, by delivering high design Advertising and Business Development and VP of Synergies, and technology-forward Integration and New Businesses- Brasil. experiences at every price point. Understanding how mobile apps are critical to the These brands are part of Marriott International’s luxury value-added services of Telefónica Vivo, he announced within and lifestyle brands portfolio currently includes The Ritz-Carlton the first month in his new role a company commitment to Hotel Company, EDITION, JW Marriott Hotels & Resorts, strengthen its presence in the world of application software. At the Autograph Collection, Renaissance Hotels, AC Hotels by the time, two new apps were announced: Live My Business, Marriott and Moxy Hotels. Accounting for 25 percent of the which provides content on entrepreneurship and business company’s system wide pipeline, Marriott expects to add more management and Vivo My Show, a service that promises to than 200 luxury and lifestyle hotel projects over the next several reveal new talent in Brazilian music. Both apps provide for years, reflecting over $15 billion of investment by the company’s customer —whether in winning new business owners and franchisees. proposals or uncovering new musical talent. Dan joined Marriott International in 2009 as VP Global Christian Gebara has a degree in Business Administration Marketing, Renaissance Hotels, Marriott’s lifestyle from Fundação Getúlio Vargas in São Paulo and an MBA from brand. There he defined and executed the brand’s global the Graduate School of Business at Stanford University. marketing strategy across all channels and oversaw brand positioning, advertising, digital and social media, public relations and global experiential strategy for more than 150 Eric Reynolds hotels in 35 countries. He moved into his current position in Senior Vice President, Chief Marketing Officer—The 2014. Clorox Company An experienced international marketer, Dan started his career in consulting positions at Accenture and IBM before The Clorox Company moving on to senior marketing positions at Unilever and AOL. today represents He is a graduate of the University of Virginia and holds an more than its MBA from the JL Kellogg Graduate School of Management, namesake Northwestern University. and cleaning products, while Christian Gebara its reach extends Executive Vice President, Chief Revenue Officer— well beyond the Telefonica Vivo Brazil borders of the US. In fact, today the Christian Gebara, Chief Revenue Officer of Brazil’s Telefonica company is seeing Vivo, has only been in his new position for less than a year, but strong international he understands how the functions of both fixed and mobile growth with a footprint in more than 100 countries and with a telephone services are changing with the lives of Brazilian portfolio that includes the iconic Clorox brands, as , Burt›s consumers. He is responsible for an enormous range of Bees, , Glad, Hidden Valley, Kitchen Bouquet, KC disciplines including marketing, products, digital channels, Masterpiece, Soy Vay, , Liquid-Plumr, Mistolin, Pine- brand, innovation and big data, as well as the entire direct and Sol, Poett, Tilex, S.O.S., and Fresh Step, Scoop Away and Ever indirect sales force within Brazil. And Gebara is constantly Clean cat litters. 30 THE INTERNATIONALIST THE INTERNATIONALISTS OF THE YEAR 2015

He has been part of the Telefonica Group since 2006 He joined Pernod and has held positions in Madrid for Telefonica España and Ricard in 1998 with Campbell Telefonica Latin America. Based in São Paulo since 2010, his Distillers in London, current focus is on profitable growth for Brazilian operations, and holds a Master’s while increasing competitive advantage in a more complex, degree in Marketing and convergent digital market. In fact, the evolution of his roles Communication from ESCP within the company makes his well-suited for his expanded Business School in Paris. responsibilities. He previously served as VP of Marketing and Sales, VP of Strategy, Advertising and Business Development Pernod Ricard SA is and VP of Synergies, Integration and New Businesses- Brasil. headquartered in Paris, while If anyone understands the power of international, it’s Eric Pernod Ricard USA is the Reynolds who served as vice president – general manager, company’s largest subsidiary. Europe, Middle East, Africa and Asia, overseeing Clorox’s The company’s leading spirits growth and brand strategies in these regions. His previous and include such prestigious brands as Absolut® Vodka, assignments included general manager, Caribbean in the Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt International Division and marketing director, U.S. Home Care. Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa® His career at Clorox began in 1998 as an associate marketing , Beefeater® Gin, Plymouth™ Gin, ’s Extra Dry manager on the Brita® business. Gin®, Martell® Cognac, Hiram Walker® , Pernod®, Eric Reynolds was named senior vice president – chief Ricard® and Avión™ Tequila (through a joint venture with marketing officer of The Clorox Company in January 2015. As Tequila Avión); such superior wines as Jacob›s Creek® CMO, he has global responsibility for all marketing functions, and Brancott Estate®; and such renown and including brand strategy and management, personnel staffing sparkling wines as Perrier-Jouët® , G.H. Mumm™ and development, consumer insights, advanced analytics, Champagne and Mumm Napa® sparkling wines. agency management, consumer promotion, digital capabilities, media planning and buying, commercial production, and Angel Pérez Agenjo graphic design. Senior Director Marketing, Commercial Operations, A native of Minneapolis, Reynolds holds a bachelor’s Capabilities and Lean Six Sigma, Europe and degree in English and economics from Saint Olaf College, and a master’s degree in business administration in marketing Canada—Eli Lilly & Company and strategy from the Kellogg School of Management at Northwestern University. He currently is a director of the Pharmaceutical companies across Vesper Society, a social justice health access foundation, where the globe face unprecedented he previously served as board chairman. challenges as a consequence of pricing pressures caused by healthcare Pierre Berard reforms, increased and the difficulty of bringing new drugs to SVP Spirits Marketing—Pernod Ricard market. Facing such serious business challenges, pharma companies are Pierre Berard is an innovator, a Pernod veteran, and a true forced to rethink every aspect of their internationalist who has lived and worked in Europe, China and marketing, from their overall strategic the Americas. From his strong results in China to the launch marketing approach to execution. of the “Martell Caractere” cognac in collaboration with Andy Eli Lilly understood it faced a Garcia to his leadership of the US Spirits marketing team, dilemma common to multinationals he has focused on the delivery of insightful and emotionally- with many brands in that the company needed to achieve engaging ideas that encourage consumers to become brand better marketing quality and performance while also managing advocates. efficiency and cost. With more than 500 specialist marketing He joined Pernod Ricard USA in 2013. Prior to his New agencies across Europe, he they not only faced the challenge York appointment, Pierre Berard held numerous leadership of coordination and governance, but also realized that the positions at Pernod Ricard in Europe and China. He served company’s marketing supply chain didn´t effectively support as Marketing Director, Pernod Ricard China, following his role efficient new product launches, which ultimately impacted Marketing Director in China for Martell Cognac, Perrier-Jouët commercial performance. and G.H. Mumm. Previously, he was International Brand With this urging, Eli Lilly launched an International Director for Martell in Europe and the Americas, and before Strategic Marketing Project in 2015 called MAU (Marketing that held various brand management and marketing positions, Automation Utilization). Angel Perez headed the initiative including innovation leader, for the Pernod Brand Company. with a mission to streamline marketing agency services for Europe to create closer collaboration and a new commitment www.internationalistmagazine.com 31 THE INTERNATIONALISTS OF THE YEAR 2015 to innovation and quality. His aim was to enable a new strengths as a clear focus on the consumer, as well as applying governance structure that would ensure continuous a broad business perspective to brands given his past roles as improvement. a General Manager, Commercial Director and Head of Sales Interestingly, he found that by exploring different Development. Few marketers are at home in both the worlds collaborations and partnerships outside the common ones of consumer packaged goods and luxury, but Jon Potter has in pharma—with startups, public bodies or less specialized managed to innovate in snack foods, confectionary and the marketing agencies, Lilly brands could enhance their equity beverages categories. He has built and restructured marketing by generating improved customer experiences. His role also teams, created a digital Center of Excellent, managed trade extended to fostering a spirit of openness and curiosity within marketing teams and recreated marketing field resources. Lilly to generate a climate for customer-facing innovation. MAU has proven to generate efficiencies while keeping the David VanderWaal brand experience for the Lilly customer at the highest level. Vice President of Marketing—LG Electronics USA Angel Pérez started his Eli Lilly career in Spain, and after some years in the Oncology Business Unit, he moved Dave VanderWaal has proven to as Managing Director in that country. His role how in-store marketing in the subsequently expanded to European responsibilities and then highly-competitive retail space to further direction for marketing capabilities and operations can make a difference for beyond that continent and extending to Canada. He’s currently even well-known brands. In based in Madrid fact, after bolstering LG›s US marketing strategies across Jon Potter its appliance and consumer Chief Marketing Officer & Executive Vice President electronics businesses, he Brands—Moët Hennessy USA was given a larger marketing role. In 2015, VanderWaal Although an elite number was named Vice President of marketers can state that of Marketing, LG Electronics they spearheaded Olympic USA with responsibility for overseeing all advertising, consumer programs, Jon Potter research, sponsorships, promotion, shopper insights and actually competed in three digital marketing initiatives for LG›s Home Entertainment and Olympic Games. In fact, he Home Appliance business units in the . represented and The promotion follows his induction into the prestigious England at the highest levels in Point of Purchase Advertising International (POPAI) Hall field hockey-- winning bronze of Fame. POPAI, a global association of more than 1,400 in the 1984 Summer Olympics organizations and leading members in the retail marketing in and, four years industry, works to promote, protect and advance the broader later, gold at the 1988 Summer interests of the in-store marketing community. Games in Seoul. For its Hall of Fame honors each year, the organization His zeal for field hockey accepts nominations from its members to recognize industry may only be equaled by his passion for marketing—and an professionals with more than 25 years of experience who approach that is fearless as much as it is smart. Following have made significant contributions to the in-store marketing his retirement from the sport, he has enjoyed a long career of community and observe ethical business practices throughout significant global, regional (Europe, Africa, North America) their careers. David VanderWaal was one of only four marketing and in-market leadership positions at major multinational professionals to receive this distinction in 2015. organizations, including KP Foods, Nestlé, and . LG Electronics USA has been at the forefront at bringing Jon joined Moët Hennessy USA as EVP of Brands in July retail partners holistic shopping solutions that help drive sell- 2012 overseeing a portfolio of brands that includes Hennessy, through for LG products and elevate brand awareness for entire Moët & Chandon, Veuve Clicquot, Dom Pérignon, Krug, product categories. LG has used sophisticated electronics to and Glenmorangie. His eye to digital spending enhance the retail experience with programs that provide total and strong innovation has contributed to a lift in in the education for shoppers in a range of product categories, from company’s operating profits. Advocating experimentation with OLED and 4K Ultra HD and Smart TVs to refrigerators, clothes virtual reality, big data and native advertising-- especially music washers and dryers. Throughout its broad product mix, in-store video-- has contributed to the creation and dissemination merchandising vehicles are a centerpiece of LG›s successful go- of content that resonates with Moët Hennessy brands and to-market strategy in the United States. consumers alike. Dave VanderWaal›s more than 25 years of industry He admits to being “a marketer at heart,” and sees his experience includes spearheading marketing strategies for such top brands such as Sprint, Hallmark, Maytag, Jenn-Air and

www.internationalistmagazine.com 33 Amana in addition to numerous roles within LG Electronics the company›s Compelling Total Offer (CTO) was on par— USA. and often better— than that of competitors. However the perception of BASF›s CTO wasn›t Michelle Atkinson aligned with this truth. There was Chief Consumer Officer—Energizer Holdings an awareness problem, not just of benefits, but of overall depth and Michelle Atkinson leads breadth of their CTO. the efforts of Energizer As a result, Ms. O’Brien Holdings’s Household created the Total Rewards brand Products business to drive for BASF’s Human Resources positive perceptions and organization to communicate brand loyalty with consumers an integrated offer to current and customers globally. and future employees in a The origins of Energizer more “holistic” manner to shift Holdings trace back to 1905, perceptions. when two innovators joined A “you@BASF” together to form what was campaign was launched to the then known as The American 17,000-strong workforce in North America to communicate Ever Ready Company. Nearly a century later, Energizer the company’s benefits and the new Total Rewards program. Holdings, Inc. “keeps going” following the planned separation BASF›s German headquarters then decided to roll out the of Energizer in 2015. Throughout all those years, there has program globally to over 100,000 employees. The “you@ been one constant: a continued emphasis on innovation– from BASF” campaign now consists of traditional, digital, experiential the launch of the Energizer® Inductive Charger to the world’s and other touchpoints. first AA battery made with 4% recycled batteries, Energizer® Today, the total number of employees who feel that EcoAdvanced™. BASF Total Rewards meets their needs has risen from 27% to Michelle Atkinson has an extensive background in 58%, while the number of employees that say that BASF Total global brand and business leadership, including brand and Rewards strongly factor into their decision to stay with the product development, strategic planning and sustainability organization has jumped from 48% to 63%. for Energizer, H.J. , Ore-Ida Foods and Albertson›s Mollie O’Brien’s role is not only to create new Total Inc. Additionally, she spent three years in sales leadership Rewards brands, but to overhaul salary and bonus structures, at Energizer working with major U.S. grocery, mass and ensure market competitiveness, and drive change management electronics retailers. efforts. Prior to BASF, she served as Global Director, Total She has also been actively involved in the NEMA primary Rewards for AOL and Director of Compensation at Time Inc. battery association›s stewardship efforts in developing a U.S. solution for establishing a collection and recycling program. Jennifer Chick Michelle holds a bachelor’s degree in marketing from Vice President, Marketing Execution & Operations— Boise State University. Hilton Worldwide

Mollie O’Brien As VP Marketing Execution & Operations for Hilton Worldwide, Head of Compensation, Benefits & Performance Jennifer Chick faces the daunting challenge of localizing an Management—BASF extraordinarily rich array of Hilton marketing, across multiple Hilton property brands, and in every market around the world. Mollie O’Brien understands first-hand that internal Founded by Conrad Hilton in 1919 the Hilton Worldwide communications are as important as external communications portfolio now includes nearly 5,000 hotels with over 750,000 in a social media world that empowers employees as well as rooms in over 100 countries around the world. Making Jen›s consumers. Through her efforts, BASF has demonstrated task even more daunting, each and every individual hotel how Business-to-Employee (BtoE) Marketing can contribute location around the world has endless needs for individualized to a company›s success, particularly as they grapple to attract materials, as each individual property has different and retain the kind of talent that can transform a company›s entertainment options, occasion specials, even dining and local activities, its image, and--ultimately-- its bottom line. market attractions to promote on a continuous daily, weekly, BASF, the world›s largest chemical producer, realized that monthly basis. Rarely does the challenge of non-stop global- its employees didn›t fully understand the range of benefits local marketing rise to this level! the company had to offer. In fact, BASF research revealed that Hilton is fortunate to have an experienced marketer such

34 THE INTERNATIONALIST THE INTERNATIONALISTS OF THE YEAR 2015

as Jen leading the charge. process optimization efforts. Having honed her skills on the agency side of the business with Lionel stints at McCann Erickson and Benbassat Arnold Worldwide earlier in her Head of Marketing and career Jen went on to become a Principal at Marketbridge prior Brand—Eurostar to joining Hilton in 2011. In her current position Jen Almost two decades ago is shepherding Hilton to a new Eurostar changed the way era of cutting edge marketing people travel from the UK to through the application of Paris and Brussels forever. advanced technologies to Today their high-speed empower distributed marketers railway service has created around the world to dynamically a generation of travelers adapt marketing materials, across any media channel, to meet who think nothing of hopping on the train after breakfast the unique and ever-changing local requirements. and relaxing in a Parisian bistro by lunchtime. As Head of Marketing and Brand, Lionel Benbassat has stewarded Sean Madden Eurostar›s brand promise : “To Inspire Real Connections.” Since 2013, Lionel has led Eurostar on a journey to Director of Marketing Technology—Sage build its customer experience and brand communications around the ambition of becoming the “Most Loved Travel Sean Madden is a key architect Experience” by enabling real connections. Lionel is “breaking of Sage’s transformational the mold” by recognizing that the key success factor to initiatives. Possessing a much- achieving this shift of perception is by continually improving, in-demand marketing skillset, he tailoring and personalizing customers’ experience of the leverages cutting-edge marketing Eurostar brand - not only during the travel experience technologies to dynamically but also throughout the entire customer relationship adapt content across media management cycle. channels so the Sage brand and The challenge that Lionel has been pivotal in answering messaging resonates locally. In is how to capitalize on the myriad opportunities to build spite of all the myriad nuances of a deeper relationship with Eurostar›s customers and its diverse markets, Sage focuses prospects through an appropriate and manageable degree on retaining global consistency of personalization, while continuing to maintain broad reach and brand integrity. and relevance. Like many modern Lionel has been passionately focusing on ensuring global technology companies, Eurostar becomes “Europe’s most loved travel experience” Sage grew to preeminence in part through a series of key by enabling real brand connections for travelers through acquisitions with some of the world’s best known software Eurostar’s communications and through personalizing brands. Today, Sage must market multiple brands in local Eurostar’s relationship with its customers and prospects markets with local cultures and local languages around the through more relevant and targeted messages. To that world. If that’s not enough, they must do that consistently end, Lionel and his team have introduced new digital apps and in a relevant way that resonates with a great variety of services and communicated their benefits to consumers users through a highly-diverse array of channels and partners. while simultaneously reinforcing staff engagement by living Clearly, such a challenge demands the best of what innovative and communicating Eurostar’s values internally. This is being marketing practices have to offer. realized by leveraging the power of data to build brand equity Sean Madden is a marketing leader with proven success and revenue streams and a relentless focus on innovation, in driving profitability by developing business strategies and commercial rigor and customer orientation. implementing technology solutions. He has more than fifteen He feels strongly that “media and communications years of marketing technology experience in organizations are proven drivers of both sales and advocacy for Eurostar, ranging from start-ups to Fortune 50 companies. He works and managed properly they will play a critical role in helping to craft campaigns that accomplish broader business goals deliver further growth and ROI for the company.” Under and objectives through his solid experience in software design, Lionel’s stewardship and thought leadership, Eurostar is platform validations, system deployments, and business relentlessly pursuing future-facing structures and processes

www.internationalistmagazine.com 35 to ensure all paid, owned and earned communication abilities of IBM Watson, the opportunities are fully integrated and utilized and that technology platform that uses Eurostar’s paid offline and online media investments are natural language processing working as efficiently and effectively as possible to drive the and machine learning to reveal greatest return on Investment. insights from large amounts of unstructured data. Freda Wang Jon and his global team are Head of Marketing—Mercedes-Benz China responsible for the marketing of IBM’s product and services In a word, Mercedes’ success in portfolio in more than 170 China this year was nothing short of countries, as well as market “spectacular.” And although Freda intelligence, communications, Wang, Head of Marketing, for the and stewardship of the IBM brand, recognized as one of the luxury automaker may have a lot on most valuable in the world. They also lead the marketing of her plate as the brand aims to become Watson, as its breakthrough technology is bringing cognition the world›s second largest luxury and artificial intelligence to healthcare, retail, financial services, carmaker this year, she makes it all education and all industries being transformed by the seem easy. From partnerships in phenomenon of data. fashion and the arts to managing the Jon reports to IBM Chairman, President and Chief largest media review in China’s history, Executive Officer Ginni Rometty. He is a member of IBM’s sales of Mercedes cars in China are Operating Team, responsible for day-to-day marketplace up dramatically—even with a much- execution, and IBM’s Client Experience Team, which focuses on publicized slowdown in the world›s second largest economy making distinctive client experience systemic across IBM. He is and a new eye toward spending by government officials. vice chairman of the IBM International Foundation. Ms. Wang brings new innovations in integration to Jon joined IBM in 1984 at the company’s Almaden Mercedes, as well as strong marketing insights. There’s little Research Center in Silicon Valley. He was appointed vice dispute that the Mercedes S-Class remains the pre-eminent president of Corporate Communications in 1995 and senior vice automotive status symbol in China. Freda Wang has been president, Communications, in 2002. He assumed his current working at Mercedes Beijing headquarters since early 2010 with role on July 1, 2008. roles in retail consulting and after-sales retail operations until she took on her current Head of Marketing role in 2013. Christina Meringolo Prior to Mercedes, Freda Wang was the director of the Executive Director, Global Consumer Engagement performance improvement division of J.D. Power and Associates, and Activation—Bayer the US-based global marketing information services firm that uses consumer satisfaction to help in car buying decisions. Although Chris Meringolo is the Vice President of Integrated Marketing she also worked at AC Nielsen, her start in the industry was also at Solutions for the US Consumer division of Bayer. In her role, J.D. Power in Toronto as a project supervisor. she leads integration of consumer promotion, media and She received her MBA from Toronto’s York University at digital marketing to drive meaningful consumer connections the Schulich School of Business, and completed an executive with the Bayer OTC brands, including Claritin, Aleve, Bayer program in California at Stanford University’s Graduate School and Coppertone. Her focus is on driving innovation and of Business. measurement to optimize the value and relevance of our communication initiatives in meeting the health and well-being Jon Iwata needs of the people we serve. Senior Vice President, Marketing and Prior to Bayer, Chris led media, promotions and digital Communications—IBM marketing to drive multichannel marketing initiatives around the world Jon Iwata leads IBM’s marketing, communications and for Merck OTC brands. citizenship organization, and with over 30 years at the Chris is a change agent company, he demonstrates how the tenure of a marketing establishing vision, core values and leader can help a global corporation evolve while also service models to best support her continuing to build upon its heritage. Jon is now championing marketing organization in an ever a new and powerful marketing idea at IBM called THE FUTURE changing consumer landscape. She OF BUSINESS IS COGNITIVE, which underscores the new leads operational activities to improve

36 THE INTERNATIONALIST THE INTERNATIONALISTS OF THE YEAR 2015 productivity and effectiveness across many practices including brands, who has lived and worked in creative production and digital and social marketing. several regions of the world. After nearly two decades at Unilever, he joined Shell Lee Applbaum in 2014 and has demonstrated that a Global Chief Marketing Offi cer—Patrón Spirits devotion to great marketing strategy and innovative thinking can certainly be applied There is no question that Lee beyond categories and disciplines to Applbaum is a brilliant marketer and enrich the role of a global brand. smart global thinker. His work at Currently based in Zurich—and on Patrón Spirits—in a very short time— an airplane—he serves as the Global has made a signifi cant difference to the Vice President Brand for Shell, leading brand. However, he also possesses the development of overall brand strategy, brand policies, the rare foresight to anticipate what will standards and brand communications and thought-leadership become a 21st century brand paradox for the energy giant. This includes global corporate advertising, as marketers juggle with authenticity as well as social media and media partnerships across Shell. and the need for scale in a new, He also serves at the CEO of Shell Brands International instantly-global social media world. He, though, is fi nding an AG, a Shell subsidiary that manages brand and answer with a brand that manages to effectively straddle both licensing to Shell companies and third parties. ends of this contemporary spectrum. He also discovered a His role is enormous as Shell aims to strengthen its way to effectively unify the brand’s perception of both style and position as a leader in the oil and gas industry, while helping substance. to meet global energy demand in a responsible way. Today, Lee Applbaum is responsible for leading Patrón Spirits’ safety, as well as environmental and social responsibility are luxury portfolio of brands. He directs all global integrated very much at the heart of Shell’s activities. marketing efforts across creative, media, PR, product Prior to Shell, Dean served in a number of senior level development and innovation, and experiential activation in over global brand marketing positions at Unilever where he 100 countries. shepherded Sunsilk, Tresemme, Axe, Toni & Guy and other In fact, his digital storytelling, one of the pillars of haircare brands to new heights. He received his degree in his marketing strategy, has enabled signifi cant discussion Management Economics from Ateneo de Manila University, between consumers and the trade—and has developed a and interestingly, he also studied automotive technology in his new level of brand trust in the process. Through Applbaum’s high school years. direction, Patrón used digital reality in the launch of The Art of Patrón Virtual Reality Experience to allow consumers to Ignacio (Nacho) Molina virtually tour the Hacienda Patrón in Jalisco. He says it proved Regional Marketing Director—Suntory Beverage and transformational for the brand. He then used Oculus Rift Food, Europe technology to create a “live-action-with-drone” video that took viewers from the agave fi elds to the bottling process-- all from Suntory Beverage & Food (SBF) has a the perspective of the Patrón bee, now a recognized part of the diverse portfolio of soft drink brands brand’s logo. across a range of market segments. Prior to Patrón, Mr. Applbaum led large marketing and As Global Marketing Manager of sales organizations at Target , RadioShack, David’s Suntory Beverage and Food, Europe, Bridal, and Footstar Athletic. He began his career at Coca-Cola, Ignacio (Nacho) Molina is charged with where he held a variety of marketing and management roles. developing and leading key marketing Throughout his tenure, he led the development and execution projects across the different Business of innovative branded programs across a range of global dining, Units of the Group to deliver profi table hospitality, and retail clients. Mr. Applbaum holds a B.B.A. in growth for the company. marketing from the University of Texas at Austin and an M.B.A. An experienced marketer with a clear from the University of Massachusetts at Amherst. vision and perspective on the value that media can add as a business growth builder, Nacho honed his international brand Dean Aragon management skills at companies such as Nestle Purina, Grupo Global VP Brand & CEO—Shell Brands International Gallina Blanca and the Sunny Delights Beverages Company prior to joining SBF. Dean Aragon is an internationalist with roots in the Philippines, In his current position Nacho has been given the a global thinker with a long commitment to multinational responsibility of driving SBF Europe›s brand portfolio at a

www.internationalistmagazine.com 37 particularly exciting time for their business. With a portfolio the entire digital ecosystem to allow for a seamless booking and which includes such iconic brands as Orangina, itinerary development system. and Lucozade, Nacho has been driving completely new and progressive ways of measuring brand KPI›s within the Jackie Woodward organization. Vice President, Global Media & Connections Lilian Tomovich Platforms—General Mills Chief Experience Officer/Chief Marketing Officer— Jackie Woodward is considered by many to be the MGM Resorts International consummate global media professional. She was appointed Vice President, Global Media & Connections MGM Resorts International is a leading Platforms at General Mills in September 2014 and leads global hospitality and entertainment a team of marketers focused on enhancing consumer company, with a portfolio of over 15 engagement through paid, owned and earned media. She destination resort brands including recently oversaw the media review of the 150-year-old Bellagio, MGM Grand, Mandalay multinational foods giant, along with CMO Ann Simonds. Bay, City Centre, and Mirage. As Chief Both Ms. Woodward and Ms. Simonds joined the Experience Officer/Chief Marketing company within the past 18 months. Officer Lilian Tomovich is responsible General Mills owns many well-known brands including for all marketing functions with a Cheerios, Wheaties, Pillsbury, Häagen-Dazs Yoplait and special focus on perfecting the guest Betty Crocker, Jackie Woodward is focused on exploring experience through innovation, new ways to reach and engage with today’s changing marketing technology and old-fashioned consumers, exceptional service. Jackie joined General Mills from MillerCoors, where While traditionally the casino business was built on she was Vice President, Marketing Connections. She led the notion of “build it and they will come”, that is no longer MillerCoors’ media and digital marketing initiatives; sports the case today. According to Lili “Delivering “wow” guest and entertainment alliances; licensing; and business experience moments, leveraging the power of guest data, affairs. Under her leadership, the company defined implementing new technologies to enhance guest service and its media and sports investment strategy, including looking for better and smarter ways to drive guest engagement significant new positions with Hispanic soccer; content is what will drive the future of the hospitality and entertainment strategies; a platform optimizing reach, relationships and business.” To that end, Lili is fundamentally looking at how to retail activation to drive preference for its portfolio of reimagine the guest experience for the future at MGM Resorts brands; and an integrated ideas approach to drive greater International. consumer engagement Having previously served as Vice President of Consumer Prior to the merger that led to MillerCoors, she Marketing for MasterCard (where she directed the iconic joined Miller Brewing Company in April 2006 as Vice “Priceless” campaign) in addition to holding senior- President – Media and Marketing Services. Before the level marketing positions with Loyalty One, the world›s beer industry, she held several positions at McDonald’s leading provider of loyalty marketing programs to global Corporation both domestically and globally, culminating corporations, Lili truly understands the power of brand. in her role as Vice President, Global Marketing where she As importantly though, she understands that brands must led McDonald’s global Balanced Lifestyles initiative. She continuously be reinvented and reinvigorated. When she was also one of the leaders of the team that launched joined MGM Resorts in 2014 she was tasked with how to McDonald’s first-ever global, enhance the overall guest experiences, and how to ensure award-winning advertising that the portfolio of brands remained relevant and fresh. campaign, ‘i’m lovin’ it’. She embarked on a journey to develop a digital marketing From 1990-2006, Woodward platform, a customer centric approach around guest strategy, oversaw the expansion of a richer one-to-one relationship management system and McDonald’s sports and equally important a completely reimagined more centralized entertainment strategy marketing function. worldwide, including the While the hospitality and entertainment business has been launch of global partnerships slow to adapt the technology evolution, Lili and her team are with the International Olympic driving new innovation into the business, from mobile guest Committee and FIFA and the check-in, to wrist band payment devices for outdoor concerts, 10-year alliance with the Walt to enhanced technology for in room and of course looking at Disney Company.

38 THE INTERNATIONALIST THE INTERNATIONALISTS OF THE YEAR 2015

for The ADT Corporation, Jerri DeVard leads the company’s Jerri DeVard marketing efforts across the Residential, Business and Health Senior Vice President Chief Marketing Officer—ADT business units. She is responsible for all strategic, operational Corp. and financial aspects of ADT’s integrated marketing programs including brand advertising, digital marketing, communications, Jerri DeVard understands what it lead generation, sponsorships, media, and other initiatives. takes to reposition a brand, change Before joining ADT in March 2014, Jerri DeVard served a mindset and drive business in a as Nokia’s first Chief Marketing Officer. As a member of new world order. If that sounds like Nokia’s executive committee, she oversaw all global and local a tall order-- it is, but Ms. DeVard is marketing, advertising, brand management, insights, retail, not daunted by challenges. A true partnership, and sponsorship activities for consumer and small 21st century executive, she considers business. Before joining Nokia, she held various marketing marketing to be the heart and soul leadership positions in Fortune 100 organizations including of an organization. And she firmly Senior Vice President, Marketing and Brand Management for believes that marketing should drive Verizon Communications, Inc. and Chief Marketing Officer, ADT’s growth, not simply support e-consumer for Citigroup. it. Or as she says of the company’s great success despite new Ms. DeVard has a Bachelor of Arts in Economics from competition in “smart home” security: “We are the engine. If it Spelman College and a Master of Business Administration doesn’t happen in marketing, it doesn’t happen.” in Marketing from Atlanta University Graduate School of As Senior Vice President and Chief Marketing Officer Business.

PAST Internationalists of the Year INCLUDE: USA and MICHAEL KORS Global Marketing Team: Lisa Genes- REEBOK ASIA PACIFIC Internationalists ‘14: Irene Albert, PROCTER & GAMBLE; Pomerantz, Kristen Campbell, Laura Parsons. Chloe Alsop, AUSTRALIAN METRO; Dana Anderson, Internationalists ‘08: Mike Paradiso- CA; Kristy MONDELEZ; Simon Bradley, VIRGIN ATLANTIC; Roman Internationalists ‘12: Janice Alfini, DINERS CLUB DeMarco- CISCO; Mats Ronne- ELECTROLUX; Kathy Button Cepeda, Latin America & Brazil; Daniel Cherry, INTERNATIONAL/DISCOVER; Linus Almqvist, VATTENFALL Bell- EMERSON; Stefan Betz- GERMANWINGS; Vanessa Healey- DIAGEO; Daniela Cordua, IKEA; Heather Cox, CITI; Andrea AB; Nayantara Bali, PROCTER & GAMBLE; Bonin Bough, INTERCONTINENTAL HOTELS; Mary Dillon- McDONALD’S; Davey, TIFFANY & CO; Ricardo Dias, A-B InBev; Andy England, MONDELEZ INTERNATIONAL; Christa Carone, XEROX; Hossam Dabbous -PEPSICO; José Romano- SHARP LATIN MILLERCOORS; Martyn Etherington, MITEL NETWORKS; Frederique Covington Corbett, MICROSOFT; Carmen D’Ascendis, AMERICA; Cathy Davies- SONY ERICSSON; Mark Davies- STAR Russell Findlay, HISCOX; Vittoria Gambirasi, NESTLE; Jack Jack Daniels/ BROWN FORMAN; Nancy Deck, HILTON ALLIANCE; Babs Rangaiah- UNILEVER WORLDWIDE; Gerardo Garcia, THE COCA-COLA COMPANY; Haber, COLGATE PALMOLIVE; Kathleen Hall, MICROSOFT; Internationalists ‘07: Teresa Poggenpohl- ACCENTURE; Mara Hannula, MARRIOTT; David Hoffmann, MCDONALD’S; Jason Hill, GE; Mark Ingall, CITI GROUP; Maria Jobin, ABB; John Kennedy, THE IBM CORPORATION; Sarah Manley, ; Susan Bradley- BOEING Commercial Airplanes; Daniel Brad Jakeman, PEPSICO; Fernando Julianelli, MITSUBISHI Guzman- DELL; Yisell Hernandez- Genius-KYE Systems; Javier MOTORS of BRAZIL; Liz Kamaruddin, PETRONAS; Amitabh Marc Mathieu, UNILEVER; Diego Scotti, J. CREW; Shiv Singh, PEPSICO BEVERAGES; Kensuke Suwa, UNIQLO; Susan Diez-Aguirre- GENWORTH Financial; Grace Villamayor- HERTZ Kant, GOVERNMENT OF INDIA; Chris Keith, PROCTER & International; Amy Lou- HTC;· Ted Chung- HYUNDAI Card GAMBLE; Jeff Larson, SUBWAY ; Michelle Lee, Thronson, MARRIOTT INTERNATIONAL, INC.; Sarah Wyse, COUTTS; Maria Ziv, VISIT . Company; Dierdre Bigley- IBM; Marcus Casey- LUFTHANSA; QATAR AIRWAYS; Christina Lu, JOHNSON & JOHNSON CHINA; Simon Sproule- NISSAN Motor Company; Paul Greenberg- NYC Michaela Maerkl, GE GERMANY; Jennifer McCarthy, STARWOOD Internationalists ‘11: Morten Albaek, VESTAS WIND & Co.- Paul Greenberg; Dr. Greg Allgood- PûR® Purifier of Water, HOTELS & RESORTS; Vineet Mehra, JOHNSON & JOHNSON; SYSTEMS; Barbara Basney, XEROX; Pete Blackshaw, NESTLE; Procter & Gamble; Mark Reeves- STAR ALLIANCE; Joe Clift- VISA Olga Osminkina-Jones, DANONE WATERS of AMERICA; Ricardo Kim Chrystie, EMC; Anna Griffin, JUNIPER; Ben Jankowski, Europe Perez, GRUPO BIMBO; David Roman, LENOVO; Alexander MASTERCARD WORLDWIDE; Fritz Johnston THE BOEING Sneen, BROWN-FORMAN; Jon Suarez-Davis, THE KELLOGG COMPANY; Susan Jurevics, SONY CORPORATION; Laurie Internationalists ‘06: Kit Haines-Bornheimer- AT&T; Anja COMPANY; Hesham Tahssin, AMERICANA RESTAURANTS; Kasper, INTEL; Sanjay Khosla, KRAFT FOODS; Michelle Klein, Herb- BASF; Rafael Gomez- CITGO; Helen Clark- CHEVRON; Kozo Takaoka, NESTLE ; Thomas van Schaik, ADIDAS. DIAGEO; Rob Langtry, AUSTRALIAN WOOL INNOVATION; Kevin Brown- Digi-Key; Steve Wheeler- EMIRATES AIRLINES; James Moorhead, GILLETTE; Erich Parker, DU PONT; Sue Shim, David Spurlock- EOS AIRLINES; Urban Fjellestad- ERICSSON; Internationalists ‘13: Phill Battersby, MICROSOFT Western Jennifer White- FREESCALE SEMICONDUCTOR; Nancy Bagat- Europe; Douglas Busk, THE COCA-COLA COMPANY; Zita SAMSUNG; Roshene Singh, SOUTH AFRICA TOURISM; Colin Westcott-Pitt, HEINEKEN; Betsy Wilson, UPS INTEL; Giorgio Guidotti- MAX MARA FASHION GROUP; Eikoh Cassizzi, TOMS; Fernando Chacon, ITAU UNIBANCO; Joan Harada- McDONALD’S JAPAN; Lloyd Mathias- MOTOROLA; Chow, CONAGRA FOODS; David Clark, GENERAL MILLS; Jesper Internationalists ‘10: Jon Achenbaum, BAYER Patrick Heineger- ROLEX; Ian MacFarlane- TOURISM Colding, MENGNIU Dairy Company China; Faruk Çizmecioğlu, HEALTHCARE/ Diabetes Division; Nick Adams, WESTPAC AUSTRALIA TURKISH AIRLINES; Allison Dew, DELL; Maggie Fox, SAP; Susie ; Scott Berg, HEWLETT-PACKARD COMPANY; Dwight Hamlin, CISCO; Arun Hozack, RED BULL; Per Hjuler, The LEGO Caines, SONY PICTURES WORLDWIDE; Chad Carlson, ORACLE Internationalists ‘05: Steve Wilhite- NISSAN; Peter Moore- Group; Johan Jervoe, UBS; Jill Kluge, MANDARIN ORIENTAL CORPORATION; Julie T. Chan, PFIZER Consumer Healthcare; MICROSOFT; Judy Everett-SHELL; Tom O’Toole- HYATT; Tony HOTEL GROUP: Gerardo Llanes Álvarez, MEXICO TOURISM Wendy Clark, THE COCA-COLA COMPANY; Beth Comstock, GE; Fernandes- AIR ASIA; Yvonne Johnston- MARKETING COUNCIL BOARD; Fernando Machado, DOVE Skin Cleansing and Care Trevor Edwards, NIKE, INC.; Katy Giffault, HASBRO, INC.; Kieran OF SOUTH AFRICA; Judy Hu- GE; Peter Boher- PENINSULA (UNILEVER); Oliver Maletz, VOLKSWAGEN AG; Dr. Susan Foley, DIGICEL; Anthony Lau, BANK OF COMMUNICATIONS; HOTELS:, Deepak Advani- LENOVO Mboya-Kidero, COCA-COLA’s Women’s Economic Empowerment Claire Molyneux, PROCTER & GAMBLE West Africa; Marisa for Eurasia & Africa; David Melançon, BENJAMIN MOORE Internationalists ‘04: Stewart McHie- EXXON MOBIL; Ricciardi, NYSE EURONEXT; Shawn Warren, KRAFT FOODS Rachell Berges- MOTOROLA: Erich Stamminger- ADIDAS- & CO.; Nagisa Manabe, UNITED STATES POSTAL SERVICE: Asia-Pacific; Rahul Welde, UNILEVER Asia Marlena Peleo-Lazar, MCDONALD’S CORPORATION; Roberto SALOMON; Steve Jobs- APPLE; Eric Kim- SAMSUNG; Allison Ricossa, AVAYA; Clayton Ruebensaal, THE RITZ-CARLTON Internationalists ‘09: Bettina Sherick- 20th CENTURY FOX; Johnson- HP; Anita Mehra Mohayoun- DUBAI AIRPORT; James HOTEL COMPANY; Bob Rupczynski, KRAFT FOODS GROUP; Christine Valls- AMERICAN AIRLINES; Joe Bihlmier- AMERICAN Stengel- PROCTER & GAMBLE; Dee Dutta- SONY ERICSSON; Lisa Shalett, GOLDMAN SACHS; Marc Speichert, L’OREAL; EXPRESS; Nicolas Maurer- BEIERSDORF; Len Blaifeder- BNY Zhang Ruimin- HAIER; Peter Stringham- HSBC; Yazid bin Américo Campos Silva, SHELL BRANDS INTERNATIONAL: Chris MELLON; Neil McGuinness- BP SOLAR; Michael Mendenhall- Mohamed- MALAYSIA AIRLINES; Larry Light- McDONALD’S Thompson, BRAND USA; Rodney Williams, MOET HENNESSY HEWLETT PACKARD; Geert van Kucyk- PHILIPS; Del

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