CMO Corner: Page 7
Coverage of industry leaders from our journalists
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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 -
Explore the Trendline➔
Retrieved from Jimmy Dean on February 02, 2021
TrendlineThe Marketing Dive Outlook on 2021
There is perhaps no facet of marketing that went untouched by a tumultuous 2020. Read on for the trends and topics that could shape the industry in the new year.
By Marketing Dive staff -
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 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 -
Truist Financial
Truist's new CMO looks to 'meet the moment where it is'
A big challenge is ensuring the bank's tone and narrative "fits where all of us are as a community," said Vinoo Vijay, who joined the bank last week.
By Anna Hrushka • Oct. 27, 2020 -
Forrester: CMOs will need to reinvent roles as pandemic's impact endures
Economic challenges going into 2021 will expose the deficiencies of some marketing technologies, systems and processes that were able to survive under stronger growth.
By Robert Williams • Oct. 19, 2020 -
CMOs must decipher pandemic-related consumer behavior changes, Dentsu survey finds
While more than half of chief marketers have been affected by the health crisis, there are stark differences between how prepared and unprepared executives are handling the challenges.
By Chris Kelly • Oct. 15, 2020 -
Facebook names new CMO as it looks to meld trust-building with tech focus
Hiring from within will do little to quell concerns that Facebook is growing resistant to outside influence at a time when public opinion of its brand is low.
By Peter Adams • Sept. 30, 2020 -
Pritchard: P&G is taking control in the media supply chain — and so can other marketers
During a speech this week, the chief brand officer shared his clearest vision yet of what a new media supply chain should look like and what steps are needed to get there.
By Aaron Baar • Sept. 25, 2020 -
Citi elevates brand officer to marketing chief as it looks to unify operations
Carla Hassan will oversee a new group streamlining Citi's marketing functions — a move that's grown increasingly common at large companies.
By Peter Adams • Sept. 10, 2020 -
Buffalo Wild Wings names Target brand manager as new marketing chief
Rita Patel steps into the role as the largest sports bar brand in the U.S. faces uncertainty around restaurant reopenings and the fall sports season.
By Peter Adams • Aug. 11, 2020 -
Courtesy of Fresh Del Monte Produce
Q&AHow Del Monte's Elana Gold handled being named CMO during the pandemic
The first CMO for Fresh Del Monte Produce explains how the role is evolving and details the brand's first campaign under her leadership.
By Chris Kelly • July 30, 2020 -
Courtesy of Krispy Kreme
Q&AKrispy Kreme's CMO on why the brand rolled out a Walmart exclusive during the pandemic
Dave Skena detailed a national partnership and how the company's launch of delivery in February proved fortuitous.
By Chris Kelly • July 6, 2020 -
John Hazard
Gartner: CMOs prioritize brand strategy amid pandemic-related budget cuts
Fifty-nine percent of CMOs predict their marketing budgets will lift in 2021, an outlook Gartner warns may be too optimistic during the pandemic.
By Robert Williams • July 1, 2020
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