Advertising Age | July 11, 2011 17

Edited by Natalie Zmuda,nzmuda@adage.com CMO STRATEGY Want more CMO Strategy? Subscribe now for a roundup of key analysis, insight,

opinion and perspective on marketing strategy for marketing leaders deliveredto your inbox each week. Sign up at AdAge.com/cmostrategy

Change Gauge: 20 key marketing movesCEOs are on the lookout for ‘seat-at-the-table’business partners.Plus,companiescontinue to move toward managing brands on a global basis

■ BY ALAN CORK AND ANDREW HAYES

adageeditor@adage.com

when a ceo hires a chief marketer,he or she is not looking for someone tosimply manage the marketing depart-ment. The CEO needs a “seat-at-the-table” business partner who can be athought leader for the corporation,providing a broad-based commercialperspective on the business, as opposedto a more narrowly focused brand-building approach.

Look at Research In Motion’s hire ofRoger Baxter, now VP-brand market-ing communications. As the formerChief Strategy Officer at Publicis, Mr.Baxter’s ability to think big will be putto use as RIM looks to revamp its agingBlackBerry products.

It is also still the CMOs job to man-age brand equity and be the keeper of thecorporate reputation. More than everbefore, CMOs are expected to be thebrand ambassador as well as brand custo-dian.This becomes more and more chal-lenging as CMOs give up some controlof brand messaging in the new world ofconsumer-centric digital and socialmedia. Growth in the top and bottomline must be achieved through market-ing tactics that have been redefined withthe explosion of grassroots digital andsocial-media options. Some companies,like Procter & Gamble, are recognizingthis with the creation of specialized roles:The packaged-goods giant recentlynamed Ilonka Laviz, former associatemarketing director on its Always brand,to the role of marketing director-digitalbrand-building strategy, global e-com-merce.

We also continue to see a trendtoward managing brands on a globalbasis.In recent months,Volvo and Adidaspromoted executives into new roles thatwill have global responsibilities, whileSamsung cited the global marketingexpertise of Todd Pendleton, a Nikealum, in discussing his hire. PepsiCo alsorevamped its marketing ranks, addingBrad Jakeman, formerly of ActivisionBlizzard, to a newly created global role.

CMO CHANGE GAUGESearch firm Russell Reynolds Associates highlights key executive moves from the second quarter exclusively for Ad Age.

Scott Ballantyne Chief marketing officer Vonage Holdings

Senior VP-marketing Tendril Networks

ABOUT THE AUTHORS■ Alan Cork concentrates on helping clientsfind consumer and customer-focused leadersin a variety of industries. He is a member ofRussell Reynolds’ Consumer Products andServices, Leisure and Hospitality andMarketing Officers practice groups. Alan isbased in Minneapolis/St. Paul.

■ Andrew Hayes recruits general managers,presidents and CEOs, as well as seniorfunctional executives in marketing, sales,innovation, consumer insights and R&D, forboth small private and large global consumerproducts and leisure and hospitalitycompanies. He also serves as a member ofRussell Reynolds’ CEO/Board ServicesPractice. Andrew is based in Houston.

NAME PREVIOUS ROLE

Roger Baxter VP-brand and marketing communicationsResearch In Motion

Exec VP-chief strategy officer Publicis

Paul Chibe VP-U.S. marketing Anheuser-Busch InBev

Senior VP, GM, gum and mints Wm. Wrigley Jr. Co.

Bryan Crowley Chief marketing officer Pabst Brewing Company

VP-marketing and sales Mars Food

Gabriel Dalporto Chief marketing officer, Lending Tree

Chief marketing and strategy officerZecco Holdings

Hermann Deininger Chief marketing officer Adidas

Chief marketing officer Adidas Sport Style

Josh Goldstine President-marketing Universal Pictures

Senior creative executive Sony Pictures

Rick Gomez VP-brand marketing MillerCoors

VP-marketing Coors Brands

Marc de Grandpre Chief marketing officer Imax

VP-consumer marketing Firethorn, Qualcomm

BradJakeman President-global enjoyment and chief creative officerGlobal Beverages Group, PepsiCo

Exec VP-chief marketing officer Activision Blizzard

David Kroll VP-marketing Dyson

VP, GM Asia Pacific Alberto Culver, Unilever

Ilonka Laviz Marketing director-digital brand-building strategy,global e-commerce, Procter & Gamble

Associate marketing directorAlways, Procter & Gamble

Simon Lowden Chief marketing officer Pepsi Beverages Co., PepsiCo

Senior VP-chief marketing officerPepsiCo International

Kirsten Lynch Chief marketing officer, Vail Resorts

Scott Moffitt Exec VP-sales and marketing Nintendo

Senior VP-GM Henkel Personal Care Division

Betty Noonan VP-marketing Panasonic Corp., North America

VP-director, consumer marketingEastman Kodak

Todd Pendleton Chief marketing officer Samsung

Global brand communicationsdirector, Nike

Tom Silk Senior VP-marketing and communications KB Home

VP-marketingPepsiCo

Doug Speck Senior VP-marketing, sales and customerservice, Volvo Car Corp.

President Volvo Cars of North America

Ira Rubenstein Exec VP-digital marketing Twentieth Century Fox

Exec VP-global digital media groupMarvel Entertainment

➜

CURRENT ROLE

Chief marketing officerQuaker, PepsiCo

➜

➜

➜

➜

➜

➜

➜

➜

aa27p17.qxp 7/7/2011 5:58 PM Page 1