Richard Gerstein Is Out at Hewlett-Packard

Former Sears Marketer Was With Tech Giant for Less Than a Year

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After barely a year at Hewlett-Packard, Richard Gerstein is out as senior VP-strategy and worldwide marketing for the company's Personal Systems Group, Ad Age has learned.

Richard Gernstein
Richard Gernstein

HP confirmed Mr. Gerstein's departure, adding that "changes were effective March 30" and that "Richard has left the company to pursue other interests," according to a statement emailed to Ad Age by a spokeswoman. Mr. Gerstein replaced Satjiv Chahil, who retired earlier in 2010 but still plays an advisory role in the company.

Former McCann Worldgroup executive Eric Keshin joined the Personal Systems Group last month in a marketing capacity, taking over all external marketing-communications activities -- including advertising, digital, social media, public relations, industry analyst relations, events and sponsorships. Those duties had been under Mr. Gerstein, who was to focus on the customer experience, product solutions and customer research. But now, according to the company, Mr. Keshin's responsibilities "include the full scope of outbound marketing plus customer insights and [Personal Systems Group] strategy."

Mr. Gerstein's departure is the second in HP's marketing suite so far this year. HP's former senior VP-chief marketing officer, Michael Mendenhall, left in January after joining in October 2007, and in March became president-chief operating officer at Lipman, a New-York based fashion and luxury-brand ad agency. His replacement has not been announced.

Mr. Gerstein came to HP in April 2010 from Sears Holdings Corp., where he was president-marketing. He was previously chief marketing officer at the Sears brand.

HP in 2010 spent about $244 million in U.S. measured media spending, down 2.2% from 2009, according to Kantar.

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Contributing: Beth Snyder Bulik

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