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24 October 10, 2011 | Advertising Age

Edited by Natalie Zmuda,nzmuda@adage.com CMO STRATEGY Want more CMO Strategy? Subscribe now for a roundup of key analysis, insight,

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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

adageeditor@adage.com

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

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CURRENT ROLE

Senior director-in-store merchandising, Kraft Foods

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CMO CHANGE GAUGESearch Firm Russell Reynolds Associates highlights key trends and exec moves from the third quarter exclusively for Ad Age.

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*Executive maintains previous role, in addition to current role.

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