CMO Corner: Page 14
Coverage of industry leaders from our journalists
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Opinion
Back from the brink: Why the CMO role has experienced a resurgence
CMOs must be agile enough to capitalize on strategies that will align brand values and consumers, while also being prepared to change direction at any time, writes Toluna's Janice Caston.
By Janice Caston • Aug. 12, 2021 -
Permission granted by Subway
Q&ASubway's CMO on why the brand's transformation is just beginning
Carrie Walsh details how the brand experimented with new channels and collaborated with agency partners on a campaign featuring top athletes.
By Chris Kelly • Aug. 11, 2021 -
Marketing budgets slip in relation to revenue, shrinking to 6.4%, Gartner finds
The firm's latest CMO Spend Survey found that allocations to areas like external agencies continued to drop while investments in digital and commerce remained strong.
By Peter Adams • July 14, 2021 -
Courtesy of Burger King
Burger King CMO becomes co-leader as president steps down
Chris Finazzo's departure comes as the company attempts to reinvent itself, launching a digitally focused rebrand in January and a loyalty program.
By Emma Liem Beckett • July 7, 2021 -
Getty Images
OpinionTop priorities for CMOs in the post-pandemic world
Chief marketers will need to continue to embrace change, putting customers and employees front and center, writes Forrester CMO Shirley Macbeth.
By Shirley Macbeth • July 6, 2021 -
Permission granted by Wendy's
Q&AWendy's CMO on Twitter snark, 'Rick and Morty' and building a $1B breakfast business
Carl Loredo, the chain's marketing chief since 2019, said his overall vision is unchanged by the pandemic, while tactics are evolving to meet tech needs.
By Peter Adams • June 28, 2021 -
As CMOs seek to fortify pandemic gains, confusion grows around brand purpose
Executives from LVMH, Unilever and other brands discussed the evolving role of chief marketers during a virtual ANA roundtable as part of Cannes Lions.
By Chris Kelly • June 24, 2021 -
Retrieved from NTWRK on June 22, 2021
NTWRK hires Foot Locker exec as first CMO
The new chief marketer steps in as livestream platforms are raising capital and the U.S. livestream market is poised for growth.
By Tatiana Walk-Morris • June 22, 2021 -
Courtesy of Dunkin'
Dunkin' taps Coke marketing vet as US CMO following two-year search
Rafael Acevedo will shepherd a wide range of marketing functions, including digital initiatives, as the chain navigates the pandemic reopening.
By Peter Adams • June 21, 2021 -
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 -
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 -
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 -
Deep Dive
CMOs 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
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