CMO Corner: Page 11
Coverage of industry leaders from our journalists
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Courtesy of KFC Canada
How Yum Brands generates sales, cultural impact with a three-pronged marketing framework
Former CEO Greg Creed and CMO Ken Muench went deep with Marketing Dive on an R.E.D. strategy — also the subject of their new book — that has turned brands like Taco Bell into category trendsetters.
By Peter Adams • June 17, 2021 -
Courtesy of Wells Fargo multimedia resources
Wells Fargo's marketing chief is leaving as bank retires that position
The CMO's departure, which has no set date, has roots in a restructuring that divided the bank's three business units into five. Rather than keep a central marketing chief, the bank will assign a marketing lead to each division.
By Dan Ennis • May 24, 2021 -
Retrieved from Haagen-Dazs on May 18, 2021
Q&AHäagen-Dazs' CMO details how a rebranding ties to the company's diversity goals
Elizabell Marquez explains how the brand is reimagining luxury for a new generation with help from screenwriter, producer and actor Lena Waithe and WPP-backed creative agency Cartwright.
By Chris Kelly • May 19, 2021 -
Christopher Doering/Marketing Dive
General Mills CMO departs and company will not seek a replacement
Ivan Pollard recently told Marketing Dive that the pandemic has put marketing "more squarely back in the middle of a company's operations."
By Peter Adams • May 7, 2021 -
Almost half of CMOs are women, but role slips on other diversity fronts, study finds
Last year's incoming class of CMOs saw a "steep dropoff" in racial and ethnic diversity despite a deluge of brands pledging to improve hiring practices.
By Peter Adams • April 30, 2021 -
Courtesy of 7-Eleven
Q&A7-Eleven's CMO plans to meet evolving consumers by doubling marketing spend
Marissa Jarratt details a new campaign positioning the brand as an "ingenious accomplice" and how she's approaching digital and experiential channels.
By Chris Kelly • April 28, 2021 -
Retrieved from Vans on April 22, 2021
Vans names Dollar Shave Club veteran as CMO
Kristin Harrer's appointment comes as brands seek to engage consumers through digital and direct-to-consumer marketing channels.
By Robert Williams • April 22, 2021 -
Courtesy of KFC Canada
KFC's US marketing chief, who helped modernize brand with off-the-wall creative, departs
The news marks the second CMO exit from a Yum Brands chain after George Felix left Pizza Hut for Tinder earlier this month.
By Peter Adams • April 16, 2021 -
Fotolia
As CMO appointments rose in 2020, women lost ground, study says
Marketing leadership boasts greater gender diversity than other departments while facing a persistent succession crisis, with 84% of chief marketers being hired externally.
By Robert Williams • April 9, 2021 -
Courtesy of Pizza Hut
Pizza Hut CMO exits amid larger overhaul to marketing operations
George Felix has joined Tinder as chief marketing officer and said, "The possibilities for Tinder as a global brand are endless."
By Peter Adams • Updated April 13, 2021 -
Eóin Noonan/Sportsfile via Getty Images
Brand marketer Fernando Machado departs Burger King parent for Activision
Past campaigns at the restaurant group signal the marketing executive's connection with the growing gamer audience.
By Robert Williams • April 5, 2021 -
Courtesy of Tommy Hilfiger
Tommy Hilfiger hires former Gap exec as CMO
Alegra O'Hare will be responsible for the brand's global marketing strategy, engaging with existing consumers and acquiring new ones.
By Tatiana Walk-Morris • March 26, 2021 -
Ikea assembles chief creative officer role as marketing, product development needs converge
Agency vet Linus Karlsson steps into the newly created position as the home goods retailer tries to keep pace with fast-moving consumer trends.
By Peter Adams • March 25, 2021 -
Photo by Simon Abrams on Unsplash
Deep DiveCMOs reflect on how COVID has reshaped marketing 1 year in — and what they would've done differently
As the U.S. rounds a key milestone, industry leaders dish on switching up strategy during the crisis and getting sick of words like "unprecedented."
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • March 8, 2021 -
CMOs say companies are more prepared to pivot than before pandemic, study finds
Nearly half of CMOs think changing economic conditions will spur a positive impact on performance, while nearly two-thirds say it's unlikely they'll bring more agency work in-house in 2021.
By Chris Kelly • Feb. 24, 2021 -
Courtesy of General Mills
Q&AGeneral Mills CMO shares outlook on purpose, e-commerce and data as pandemic boosts sales
Speaking to Marketing Dive, Ivan Pollard said he believes agencies can't go back to the old AOR model and dished on how the company is working with partners like Walmart and Amazon.
By Peter Adams • Feb. 22, 2021 -
John Hazard
CMOs see influence climb in crisis, but action is needed to preserve gains
The position has a branding problem of its own, as fewer than 20% of surveyed senior marketers aspire to take on the mantle, according to Clear research.
By Peter Adams • Feb. 16, 2021 -
Permission granted by John Hazard
OpinionCMO, heal thyself!
Chief marketers must standardize the role in order to align their skills with growth strategy and measure success, writes MMA Global CEO Greg Stuart.
By Greg Stuart • Jan. 26, 2021 -
Courtesy of P&G
P&G’s Pritchard shares playbook for managing ongoing disruption
Speaking at CES, the executive detailed how P&G is asserting greater control over its business, including a media planning strategy that is now handled 80% in-house.
By Peter Adams • Jan. 13, 2021 -
Courtesy of Checkers & Rally's
Q&ACheckers & Rally's CMO on 'crunching' 2020 and being nimble in the new year
QSR veteran Dwayne Chambers explained how an in-house marketing team and the restaurant's drive-thru concept helped the chain score a record year.
By Chris Kelly • Jan. 12, 2021 -
Courtesy of CVS
CVS Health names Michelle Peluso as first chief customer officer
An executive with a strong digital track record at IBM, Citigroup, Gilt Groupe and Travelocity, Peluso arrives during a period of transformation for the health services company.
By Robert Williams • Jan. 7, 2021 -
Christopher Doering/Marketing Dive
Coca-Cola kicks off massive agency review to 'fundamentally transform' its marketing
Promising a "complete redesign" of its agency models, the beverage giant is looking to optimize investments that totaled more than $4 billion in 2019.
By Chris Kelly • Dec. 10, 2020 -
Retrieved from Lowe's Newsroom on December 02, 2020
Q&ALowe's CMO on how a chaotic year strengthened the brand's purpose — and her resolve
The gauntlet of 2020 has only affirmed the executive's belief in the leadership role CMOs can play.
By Peter Adams • Updated Dec. 8, 2020 -
Courtesy of Bed Bath & Beyond
Q&ABed Bath & Beyond's chief brand officer on how data-driven marketing helps it thrive
Cindy Davis detailed how the retailer is transforming digital capabilities for customers seeking inspiration as the pandemic keeps them at home.
By Chris Kelly • Nov. 3, 2020 -
Daphne Howland/Marketing Dive
Levi's promotes CMO to brand president amid leadership shuffle
As the COVID-19 pandemic shifts spending online, the brand will focus on DTC and the digitization of its operations.
By Tatiana Walk-Morris • Oct. 29, 2020
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