Edited by
Natalie Zmuda,
nzmuda@adage.com
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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.
BY ALAN CORK AND ANDREW HAYES
adageeditor@adage.com
CMO CHANGE GAUGE
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 president-global sales and marketing. In a statement, the company said he will be
responsible for ensuring sales strategies
and go-to-market execution are aligned
as HTC expands globally.
It’s a logical move, as CMO roles
are, ultimately, about pursuing growth
while enhancing a brand’s image and
improving its competitive position.
Combining these responsibilities will
drive commercial impact and ensure
cohesiveness between marketing plans
and sales execution.
In addition, as many companies look
to emerging markets for growth, CEOs
are bringing in marketing leaders with
international experience. Virgin Group
named Ian Rowden, an exec with experience in the Asia Pacific region, its new
CMO. The company noted Mr. Rowden
will be charged with driving international expansion, as well as focusing on
fast-growing areas, such as Latin
America. Likewise, Torsten Kuenzlen,
the new chief marketer for Molson
Coors International, is expected to use
his experience as president-director of
Coca-Cola’s Indonesia business to aid in
expansion into new markets.
Finally, some companies, notably
advertising agencies, are embracing the
CMO role for the first time. Erwin-Penland, a division of Interpublic
Group’s Hill Holiday, WPP’s JWT,
Omnicom’s Rapp and independent
Eleven are just a few of the shops that
have recently appointed chief marketers. Nature’s Variety and Bare
Necessities also added CMOs for the
first time.
Search Firm Russell Reynolds Associates highlights key trends and exec moves from the third quarter exclusively for Ad Age.
Andy Gibson ➜
NAME
CURRENT ROLE
PREVIOUS ROLE
Robert Bennett ➜
Chief marketing officer
Nature’s Variety
Senior director-global brand
marketing, Burt’s Bees
Jay Dunn ➜
Chief marketing officer
Bare Necessities
VP-chief marketing officer
Lane Bryant
Chief marketing officer
General manager, Diageo
Germany/Austria/Switzerland
Chris Goodman ➜
Chief marketing officer
Exec VP-global managing partner
Young & Rubicam
Rachael Heapps
Chief marketing officer
Chief creative officer-creative
strategist, Rapp
Denise Incandela ➜
Chief marketing officer
Saks Fifth Avenue
President
Saks Direct
Rohit Jawa ➜
Senior VP-global marketing operations
Senior VP-marketing operations
Unilever Asia
Rob Kabus
President-chief marketing officer
President-global head of strategy
Vizeum
Katy Kelley ➜
VP-global marketing and communications
VP-corporate communications
Ruder Finn
Torsten Kuenzlen
Chief marketing officer
Molson Coors International
President-director
Coca-Cola Indonesia
Jason Mackenzie ➜
Jack Laschever
Chief marketing officer
Forbes Media
Senior managing director-Venture
Capital, DPEC Partners
Alison Lewis ➜
Senior VP-marketing
Coca-Cola North America
VP-general manager
Odwalla, Coca-Cola
President-global sales and marketing
President-North America, Latin
America, HTC Corporation
Louis Mastriano
VP-sales and marketing
Baker’s Pride
Alejandra Peña
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.
Ian Rowden ➜
Senior director-in-store
merchandising, Kraft Foods
Senior VP-marketing and brand director
VP-marketing, liqueurs & spirits
Remy Cointreau USA
Chief marketing officer
Virgin Group
Chairman-CEO
Saatchi & Saatchi Asia Pacific
Joe Saracino
Beth Waxman-Arteta ➜
Chief marketing officer
Erwin-Penland
VP-marketing communications
Verizon Wireless
Olivia Scott-Perkins*
Chief marketing officer
Carol’s Daughter
Founder
Omerge Alliances
Chief marketing officer
JWT, New York
Co-president, client services
JWT
David Zucker
Chief marketing officer
Vitacost.com
Chief marketing officer
Gilt Groupe
*Executive maintains previous role, in addition to current role.
