Workday hires Salesforce veteran as CMO

Workday has found a new chief marketing officer in Emma Chalwin, who was most recently executive VP of global field marketing at Salesforce. Chalwin joins Workday, a software platform for finance and human resources functions, as outgoing CMO Pete Schlampp is stepping down after less than a year in the role. “After nearly seven years, Pete Schlampp has made the decision to leave Workday to return to his entrepreneurial roots,” according to a Workday spokesperson. Schlampp joined Workday when the company acquired his company Platfora in 2016. At Salesforce, Chalwin was responsible for creating go-to-market plans, driving brand awareness and messaging, and leading demand generation globally. Prior to Salesforce, she held global brand and marketing roles at Macrovision, McAfee, and Adobe. Chalwin departs Salesforce after more than eight years with the company. “I'm incredibly energized by the opportunity to drive more awareness for such a respected and beloved brand that is so well aligned with my own personal values,” Chalwin said in a statement. “I look forward to bringing my international growth experience to bear as Workday continues to scale and partnering with our clients and partners around the world to thrive in the changing world of work.” Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here Chalwin leaves Salesforce at a time when the company has been leaning into AI technology, having recently launched two new products: Marketing GPT, which will aim to help brands deliver advertisements to consumers, and Commerce GPT, which will focus on customizing and unifying brands’ shopping experiences. In a statement, Carl Eschenbach, Workday’s co-CEO, called Chalwin a “world-class leader with a track record of driving international brand awareness for some of the world’s most respected technology companies,” adding that she “brings deep expertise across all facets of marketing, and has the vision and background to help us achieve our next stage of growth.” Workday’s last big marketing push came earlier this year with the company’s first-ever Super Bowl ad, which focused on rockstars. The 60-second spot from Ogilvy featured Paul Stanley of Kiss, Ozzy Osbourne, Joan Jett, Billy Idol and Gary Clark Jr. The ad centered on how these real-life rockstars were annoyed by the increasingly casual use of the term when referring to overachievers in the workplace. The ad came at a slightly uncomfortable time, just a few weeks after Workday announced it would lay off 3% of its workforce. Last month, Workday reported first-quarter revenue of $1.68 billion, up 17.4% from a year earlier, and appointed Zane Rowe as chief financial officer. Check out the latest Ad Age events and award programs

Workday hires Salesforce veteran as CMO

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