Change Gauge: 20 Key Marketing Moves

Companies Are Looking for Specialized Skills to Access Emerging Markets, Consolidate Customer Experience

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As we begin 2012, we find several themes in corporate transformation and the battle for market share.

One of the biggest stories in consumer packaged goods last year was asset restructuring among many of the largest players, including splits and spinoffs at Kraft Foods, Sara Lee and Fortune Brands aimed at focusing their businesses in two portfolios: growth categories and emerging markets; and mature domestic categories, where scale and efficiencies will drive bottom-line growth.

The need for specialized skills to access emerging markets was illustrated by a number of appointments, including that of Richard Ferretti as senior VP-global creative director of the Estée Lauder division responsible for all creative and visual elements of the brand worldwide. And at Johnson & Johnson, Michael Sneed is now responsible for global marketing and public relations.

The second trend is to align around what Booz & Co. refers to as a "set of capabilities" in which better integration of people and processes results in better execution. Marketers, tapping their understanding of what drives revenue growth, continue to play a prominent role in this work.

For example, Pandora named Simon Fleming-Wood its first chief marketing officer. While JC Penney tapped marketer Michael Francis, formerly of Target , as its new president.

Finally, we continue to see the need to incorporate the consumer value proposition with retailers looking to put the entire customer experience under a single individual or functional group.

The Children's Place Retail Stores named Lori Tauber Marcus senior VP-CMO responsible for brand strategy, e-commerce, customer-relationship management, creative services, public relations, social media and visual merchandising. At CEC Entertainment (Chuck E. Cheese), Scott McDaniel was appointed exec VP-CMO to lead all aspects of marketing, PR, guest relations and showroom entertainment.

CMO Change Gauge

ABOUT THE AUTHORS
Alan Cork helps 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. He is based in Minneapolis-St. Paul.

Andrew Hayes recruits chief marketing and chief customer officers, as well as general managers, presidents and CEOs for consumer products and leisure and hospitality companies. He also serves as a member of the Russell Reynolds Associates CEO/Board Services Practice. He is based in Houston.

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