Newell Rubbermaid Replaces CMO Ted Woehrle

Unilever Vet Richard Davies Appointed in Broader Shakeup

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Newell Rubbermaid is replacing CMO Ted Woehrle after more than five years in the post with Unilever veteran Richard Davies.

The move comes as part of a broader restructuring of the company that was announced today, a little more than 15 months into the CEO tenure of former top Unilever executive Mike Polk.

Ted Woehrle
Ted Woehrle

Mr. Woehrle, who could not immediately be reached for comment, is one of three executives departing Newell in the shakeup. President Newell Consumer Penny McIntyre and Chief Customer Development Officer Paul Boitmann are also leaving the company to pursue unspecified new opportunities, Newell said.

Mr. Woehrle, who delivered a presentation about the success of the Sharpie brand at the Association of National Advertisers Masters of Marketing Conference only two weeks ago, has not announced he is taking a new position, a spokesman said.

Mr. Davies will join Newell in December "to build bigger brands and innovation and make a larger marketing impact, while extending the company's footprint to the faster-growing emerging markets in Latin America and Asia," the spokesman said in an email statement.

Mr. Davies is originally from New Zealand, where he joined Unilever in sales. Most recently, he's headed Unilever's global consumer insights function spanning more than 700 people in 50 countries, according to Newell. He is a "noted expert on the consumer market in China and has lived and worked across Asia during his 30-year career, " Newell said in a statement. That career includes time at Unilever in such roles as chairman of Taiwan, senior VP of skin care for Asia, VP-marketing of Unilever Japan and other senior marketing roles in Korea and Taiwan.

Mr. Woehrle's background has largely been in the U.S., and he had been VP-marketing for North America at P&G before coming to Newell Rubbermaid.

Newell said the series of new hires and organization changes is to accelerate its "Growth Game Plan" as it reorganizes into a brand and category-development organization focused on "execution and delivery."

The development organization will "be accountable for building big brand ideas" through marketing, insight design and R&D. The delivery organization will focus on sales, general management and the supply chain. Newell in its statement promised flatter structures, bigger roles for key leaders, and simplification.

Besides Mr. Davies, two more new players on the team also will come from Unilever, including Mark Tarchetti, former head of global corporate strategy, who will become chief development officer at Newell. Joe Cavaliere, who now heads customer development for Unilever in North America, will become Newell's global chief customer officer. Newell noted Mr. Cavaliere's efforts to place Unilever in the top five manufacturers as rated by WPP's Kantar Retail Survey.

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