Former Best Buy CMO Barry Judge Joins LivingSocial

Marketer to Become CMO at Daily-Deals Site

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Barry Judge, former global chief marketer at Best Buy, has landed at LivingSocial.

Barry Judge will be CMO of LivingSocial.
Barry Judge will be CMO of LivingSocial.

Mr. Judge, who left Best Buy last May after more than 12 years, will take on the role of chief marketer at the daily-deals site. He will oversee all aspects of marketing, advertising, brand management and communications for the company.

During his time at Best Buy, Mr. Judge presided over the retailer's first Super Bowl ads and its embrace of social media. He had been with Best Buy since 1999 and took on the CMO role in 2008. He's just one of several high-profile execs that have left the consumer-electronics retailer in the last year.

"Barry is a giant in the field of marketing, and his decision to join our leadership team is a tremendous vote of confidence in our vision and opportunity for success," said LivingSocial CEO Tim O'Shaughnessy, in a statement. "Barry helped one of the world's largest retailers build a powerhouse online and mobile presence, and we're confident he can help us extend our own leadership in the local commerce space. With his experience and strategic insight, Barry will help us reach millions of new consumers and businesses around the world."

LivingSocial will be a marked departure for the seasoned marketer. Best Buy is the country's 57th-largest advertiser, with $738.1 million in U.S. ad spending, including measured and unmeasured media, according to the Ad Age DataCenter. LivingSocial, on the other hand, spent just $18 million in the first three quarters of 2012. That outlay included a Super Bowl pre-game spot, as well as three Oscars-related spots. The company worked with Martin Agency on that push, while Mullen's Mediahub handled media buying.

Still, the daily-deals site has been weighing down revenues at Amazon, which partly owns LivingSocial. "Daily deals have been struggling," said Daniel Kurnos, an analyst at Benchmark Co. in Boca Raton, Fla., in the wake of Amazon's most recent financial report. "LivingSocial is going to need to reaccelerate their marketing expenses to keep the status quo."

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