MasterCard's Global CMO Alfredo Gangotena Steps Down

Company on the Hunt for New Head Marketer, Tim Murphy Takes Over in Interim

By Published on .

Alfredo Gangotena has stepped down as MasterCard's global chief marketer.

Alfredo Gangotena
Alfredo Gangotena

The company announced Mr. Gangotena, 60, will retire Sept. 1, after nine years with the company. He has held the top marketing job since April 2010.

MasterCard, which has a presence in 110 countries, is conducting a search for a new chief marketing officer. In the interim, Tim Murphy, chief product officer, will add marketing to his responsibilities. Mr. Gangotena has been responsible for MasterCard's advertising, sponsorships, promotions, research and digital-marketing initiatives.

Under his watch, MasterCard ended its 15-year relationship with Omnicom Group's GSD&M Idea City and consolidated its U.S. media-planning and buying business with Interpublic Group of Cos.' Universal McCann.

He also worked to evolve the nearly 16-year-old "Priceless" campaign -- created and executed around the world globally McCann Erickson -- working to not just observe priceless moments but to enable them. In 2011, the company developed a concept dubbed "Priceless Cities," which linked consumers with the places they live. One execution of that campaign was dubbed "Check In to the Ballgame." MasterCard teamed up with R/GA and Facebook Places in a challenge that asked consumers to find 20 decommissioned Yankee stadium seats around the city in order to win VIP tickets to a Yankees game.

Currently, Mastercard's creative is led by a dedicated team under McCann Worldgroup called XBC. "As a result of excellent work led by Alfredo and the entire global marketing team, our brand has never been stronger," said Gary Flood, president-global products and solutions, in a statement.

A quintessential global CMO, Mr. Gangotena was born in Germany and raised in Latin America. During his career, he has lived on four continents and marketed a myriad of products globally, from diapers to Disneyland France. At MasterCard, Mr. Gangotena spent time as the global products and solutions lead and general manager for MasterCard Europe. Prior to that, he served as senior VP-general manager in the Asia/Pacific region.

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