Ad Council Names Linda Yaccarino Chair Of Board

This week in leadership updates, Ad Council taps Linda Yaccarino as board chair, WineDirect names Andrea Smalling president of marketing and sales, KFC Malaysia CMO Angelina Villanueva steps down, EverQuote hires Craig Lister as CMO, Salesforce appoints Sarah Franklin as CMO, PacSun taps Jenn Washington for director of marketing and more.

Ad Council Appoints Linda Yaccarino As Board Chair

Linda Yaccarino, NBCUniversal chairman of global advertising and partnerships, has been appointed chair of the Ad Council’s board of directors.

Yaccarino replaces Facebook chief revenue officer David Fischer. Her term will end June 30, 2022 as the role of chair rotates among figures in four industries, including media companies, tech companies, ad agencies and advertisers.

WineDirect Names Andrea Smalling Vice President Of Marketing And Sales

WineDirect has announced the appointment of Andrea Smalling to VP of marketing and sales.

Smalling joins from McBride Sisters Wine Collection, where she was SVP of marketing for a little over a year. Prior to that, she was VP of marketing of wines for Mark Anthony Group.

KFC Malaysia Chief Marketing Officer Angelina Villanueva Exits

Angelina Villanueva, CMO of KFC Malaysia, has stepped down after five and a half years with the company to return to Singapore.

Villaneuva previously worked at Ogilvy for nearly 16 years.

EverQuote Taps Craig Lister As Chief Marketing Officer

EverQuote has hired Craig Lister as CMO, according to a press release.

Lister joins from NortonLifeLock, where he led global consumer acquisition efforts for Norton and LifeLock.

Salesforce Elevates Sarah Franklin To Chief Marketing Officer

Salesforce has replaced outgoing CMO Stephanie Buscemi with Sarah Franklin, a 13-year employee who most recently worked as executive vice president and general manager, Platform & AppExchange.

PacSun Names Jenn Washington Director Of Marketing

PacSun has hired Jenn Washington as director of marketing, reports WWD.

Washington joins from Gucci, where she worked as the senior men’s wear manager for over four years.

CVS Health Taps Michelle Peluso For Its First Chief Customer Officer 

CVS has welcomed IBM CMO Michelle Peluso as its first chief customer service officer.

Peluso will be tasked with revamping the customer experience and enhancing CVS Health’s digital strategy.

Peluso spent five years at IBM, where she spearheaded many of the company’s artificial intelligence initiatives and improved diversity within the tech industry, according to Forbes.

Salesforce Chief Marketing Officer Stephanie Buscemi Steps Down

Stephanie Buscemi is leaving her role as Salesforce CMO, according to Forbes.

A Salesforce spokesperson said that the company’s general manager of Platform, Sarah Franklin, will replace Buscemi, who’s been with the company since 2014.

Olympics Names Lara Silberbauer As Global Head Of Brand, Marketing And Digital

The International Olympic Committee has hired Lara Silberbauer as global head of brand, marketing and digital, reports Campaign.

Silberbauer joins from Viacom, where he served as senior vice president of MTV Digital Studios. Prior to Viacom, he was with Lego for nearly eight years.

Ford Elevates Andrew Frick To Vice President Of Sales

Andrew Frick has accepted a promotion from director of US sales at Ford to VP of sales in the US and Canada.

Frick has been with the company for 25 years.

Listen In: Home For The Holidays

Just like with the habits of yesterday, it’s time to throw out the formulas.

Ayzenberg CCO Gary Goodman chats with host Matt Bretz about changing norms and just plain old changes—something we have all experienced with a heightened frequency this past year. During the episode, we look to brands that are reformulating their public personae for one example of this.

Goodman also discusses how COVID has given us tools we’ll be using well beyond the pandemic and how it’s innovating how content creators are discovered. Lastly, we pick apart some select creative output that Gary finds particularly moving.

About Listen In: Each week on Listen In, Bretz and a rotating cast of hosts from Ayzenberg interview experts in the field of marketing and advertising to explore uncharted territory together. The goal is to provide the audience with actionable insights, enabling them to excel in their field.

Focus Brands Names New Marketing Leadership Roles

This week in leadership updates, Focus Brands names new marketing leadership, Lego hires Colette Burke as EVP and CCO and Mercato taps Jean-Michel Boujon as CMO.

Focus Brands Appoints New Marketing Leadership

Focus Brands, parent company of Cinnabon, Auntie Anne’s, Carvel, Jamba, Moe’s Southwest Grill, McAlister’s Deli and Schlotzsky’s, has named new brand management and brand marketing roles.

Kendall Ware was appointed chief brand officer for Carvel and Cinnabon. Alisa Gmelich will assume the role of chief brand officer for Auntie Anne’s, and Cynthia Liu is now vice president of marketing for Auntie Anne’s. Lastly, Danielle Porto Parra has been named VP of marketing for McAlister’s Deli.

Lego Appoints Colette Burke To Executive Vice President And Chief Commercial Officer  

According to Toy News, the Lego Group has named Colette Burke EVP and CCO.

Prior to Lego, Burke spent nearly a decade at Bose Corporation, most recently as vice president, global consumer sales.

Mercato Taps Jean-Michel Boujon As Chief Marketing Officer

Mercato has brought on Jean-Michel Boujon as CMO.

Boujon joined Mercato from Getaround, where he served as VP of growth for over four years.

What We’re Reading—Week Of December 14th

Adidas Reviews Strategic Options For Reebok

The Business of Fashion

After purchasing Reebok in 2006 and redeeming its profitability in 2019, Adidas will announce its decision of whether to sell the division, potentially to VF Corp., parent company of Timberland and North Face.

Why it matters: The move is part of Adidas’ new five-year strategy. According to German publication Manager Magazin, chief executive Kasper Rorsted had hoped for about $2.4 billion from selling Reebok before the pandemic, but he would now be happy with less than that.

Could Gen Z Consumer Behavior Make Capitalism More Ethical?

Harvard Business Review

In an effort to support racial equity and enhance customer value, companies such as Netflix, Twitter and PayPal are transferring funds into black-owned banks. 

Why it matters: The move comes as Gen Z’s desire for brands to address social justice issues increases. 

How Leading Companies Are Innovating Remotely

MIT Sloan Management Review

According to a study that MIT conducted among 1,000 innovation leaders across 17 countries between April and August 2020, companies responded to the disruption of COVID-19 in one of two ways. Businesses that mostly ignored innovation, namely “mourners,” struggled to adapt, taking a conservative approach and re-purposing their offices. “Stormers,” or businesses that focused on innovation, such as Twitter and Amazon, focused on increasing interactions with their audiences to inspire loyalty.

Why it matters: Innovation in a remote work model will require defining a schedule and sticking to it, introducing service culture, turning leaders into stewards and letting employees own customer relationships.

Inside Diageo North America’s Marketing Strategy


Edward Pilkington, Diageo North America chief marketing and innovation officer, says his team has responded to the drop in on-premise alcohol sales by considering new consumer dynamics, such as a rise in in-home consumption and mixology, online shopping and spending over $100 on luxury brands.

Why it matters: Brands that wish to survive the pandemic must pivot and ensure their media is as targeted as possible with more people in lockdowns. 

Pandemic And Programmatic Push Mobile Gaming Into A New Era

The Drum

According to Adverty co-founder and CEO Niklas Bakos, while in-game has all the makings of a major media channel, mobile specifically will dominate, making programmatic the only route forward into a sustainable in-game ad business.

Why this matters: Global mobile game downloads are projected to increase by 35.7 percent year-on-year in 2020 to 57 billion, up from 42 billion in 2019, reports

Agility And Empowerment Through Tough Times With ThirdLove Co-Founder Heidi Zak

On this 237th episode of “Marketing Today,” I speak with Heidi Zak, the co-founder and CEO of ThirdLove, the 3rd largest online bra and underwear company in the United States. Zak is passionate about making sure all women feel comfortable in their underwear, no matter their shape or size.

Our conversation starts with a glimpse of Zak’s past, growing up in a town of just 3,000 people and working at a farmer’s market. After college, Zak finally found her way to the Big Apple while working in an investment bank’s retail division. Zak then talks about the cushy job with Google that pulled her out west, the same cushy job that she decided to leave to start ThirdLove. In a market dominated by men, Zak had a hard time finding investors for her women’s bra and underwear company, that is until some men were able to see the “opportunity to do things differently in all aspects.”

We then dive into the challenges presented by COVID that forced ThirdLove to “cut back on marketing expenses to focus on efficiency.” Zak then tackles the issue of creating content when the world is shut down, claiming, “as a marketer, you’re constantly in the cycle of content creation, but sometimes you might not maximize the assets that you’ve already created.” Lastly, Zak discusses ThridLove’s support of entrepreneurs with its TL Effect program in an attempt to show everyone that “you can support causes through what you show to the world!”

Highlights from this week’s “Marketing Today”:

  • Heidi grew up in a 3,000-person town just outside of Niagara Falls and learned a lot from her time working at a farmer’s market. 1:41
  • It wasn’t until after college that Heidi found her way to the retail group at an investment bank in NYC. 3:01
  • Like most college graduates, Heidi had no idea what she wanted to do after school. 4:09
  • Banking served as an excellent entryway for Heidi to understand basic business skills that she used to build her own company. 4:32
  • Heidi made the switch to the operations side out of a desire to learn more about operating a retail business. 5:12
  • A job at Google brought Heidi out to the West Coast, where she got her first taste of entrepreneurship and the startup industry. 5:50
  • Heidi quit her job at Google to start ThirdLove with her husband after seeing a need in the market. 6:40
  • It was difficult to raise seed money for ThirdLove in a world dominated by men at the time. 7:31
  • When COVID hit, ThirdLove hunkered down and prepared for the worst-case scenario. 8:49
  • The market for bras has changed a little as more and more people have started working from home. 10:24
  • ThirdLove had to cut back the most in the Television marketing sector while becoming more efficient in all other sectors. 11:38
  • In the last month or two, ThirdLove has been able to reinvest in mid to upper-funnel marketing. 12:30
  • Heidi is always testing out new markets to see where the potential lies for innovation. 13:00
  • Creating content became trickier when COVID hit, forcing ThirdLove to do things differently with the same stuff. 14:25
  • Leveraging content from customers and the team has allowed the brand to connect with its audience. 15:32
  • With so many social movements going on in today’s society, ThirdLove has put the elements of inclusivity and diversity at the company’s forefront. 16:55
  • TL Effect supports a new-business female founder of color by providing mentorship, a monetary grant, and promotion through ThirdLove. 17:55
  • Kyutee Nails was the first winner of the TL Effect and provides unique nail services while many salons are shut down. 20:02
  • Competitive gymnastics during her childhood showed Heidi the power of dedication and determination. 21:45
  • Just like Alan, Heidi struggled with how the apparel industry makes its clothing around these one-fit models. 23:14
  • If Heidi could go back, she would focus more on the moment and less on the future. 25:35
  • ThirdLove has been conducting more testing and research with SMS technology to connect with its customers. 28:23
  • Heidi believes that the sheer amount of brands competing for consumer mindshare makes it hard to stand out from the competition. 30:25

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

Toyota North America Elevates Lisa Materazzo To Group Vice President Of Marketing

This week in leadership updates, Toyota North America promotes Lisa Materazzo to group vice president of marketing, CarLotz hires Michael Chapman as CMO, Meredith Corporation names Amanda Dameron chief digital content officer, Brightcove taps Jennifer Smith as CMO, Victoria’s Secret appoints Martha Pease as CMO and more.

Toyota North America Elevates Lisa Materazzo To Group Vice President Of Marketing

Toyota North America has promoted its longtime marketing executive, Lisa Materazzo, to group vice president of marketing, reports Ad Age. 

Materazzo, who will succeed Ed Laukes, recently served as VP of Lexus marketing, and previously held leadership roles at Toyota in marketing, media strategy and digital engagement.

She first joined the company in 1998 as a senior product planner.

CarLotz Names Michael Chapman Chief Marketing Officer

CarLotz has announced the appointment of Michael Chapman to CMO.

Chapman joins from The Martin Agency, where he served as chief growth officer overseeing brand strategy across the agency’s clients.

Prior to Martin, he worked as senior planner for McCann leading global strategy for UPS.

Meredith Corporation Names Amanda Dameron Chief Digital Content Officer

Meredith has appointed Amanda Dameron as chief digital content officer, a newly created role.

Dameron most recently served as Tastemade’s head of content for three years. Prior to that, she was editor-in-chief and executive vice president of content for Dwell.

Brightcove Appoints Jennifer Smith Chief Marketing Officer

Jennifer Smith has joined Brightcove as CMO, the company announced in a press release.

Smith joins from Alfresco Software, where she served as chief marketing and culture officer.

Victoria’s Secret Names Martha Pease Chief Marketing Officer

In an effort to revive the brand to growth, Victoria’s Secret has appointed Martha Pease to CMO, reports WWD.

Pease is a board member for BioSig Technologies and previously was a partner at Boston Consulting Group.

Hunter Boot Appoints Claudia Plant As Chief Marketing Officer

Hunter Boot is bringing on Claudia Plant as CMO.

Plant joins from Charlotte Tilbury Beauty, where she served as interim CMO for five months. Previously, she was senior vice president of brand experience at Burberry.

Coty Taps Stefano Curti As Chief Brands Officer, Consumer Beauty

Coty has announced the appointment of Stefano Curti to chief brands officer, consumer beauty.

Curti joins from Markwins Beauty Brands where he worked as global president for three years. Curti also spent 22 years at Johnson & Johnson as global president of the company’s beauty and baby divisions.

WNBA Names Phil Cook As First Chief Marketing Officer

The WNBA has announced the appointment of its first CMO, Phil Cook.

Cook spent the last 24 years at Nike, most recently leading the company’s Global Basketball brand as senior brand director, concepts and consumer go-to market.

Discovery Taps Jim Keller As Executive Vice President, Digital Ad Sales

After seven years, Jim Keller is exiting Hulu to join Discovery as executive VP, digital ad sales and advanced advertising, reports Variety.

Keller was most recently Hulu’s VP, head of national advertising sales.

The move follows the network’s debut of its direct-to-consumer service Discovery Plus.

Potbelly Chief Marketing Officer Brandon Rhoten Steps Down

According to QSR Magazine, Brandon Rhoten, Potbelly’s CMO since 2018, is exiting the company.

His departure comes amid a string of shakeups at Potbelly. Over the summer, the company changed CEOs and in November, its chief legal officer resigned after nearly 14 years.

Revlon Appoints Martine Williamson As Chief Marketing Officer

Revlon has named Martine Williamson as CMO, according to a press release.

From 2001 to 2015, Williamson worked as part of both Revlon’s global and US marketing teams across all color cosmetics categories.

Prior to Revlon, Williamson served as strategic marketing advisor at Topix Pharmaceuticals.

Visa Elevates Frederique Covington Corbett To Senior Vice President Of Global Brand Strategy

Visa Asia’s CMO, Frederique Covington Corbett, has accepted a promotion as SVP of global brand strategy and planning.

Corbett has been with Visa for nearly five years. Before joining Visa, she worked as international marketing director of Twitter.

Pepsi Launches Purpose-Driven Campaign To Spotlight Detroit Artists

As part of its ongoing support of Detroit, Pepsi has launched a purpose-driven community platform and creative campaign called “Full of Detroit Soul,” which marks a culmination of the brand’s 80 year-plus support for the Detroit community and a way to virtually celebrate the next class of artists influencing the city’s culture.

The campaign will showcase local artists’ work and include a virtual performance by Detroit-raised R&B artist KEM, a digital hub and limited edition packaging at retailers across Detroit next year.

Taking inspiration from Detroit’s popular mural and art scene, Pepsi tapped three local artists to create citywide murals, including Desiree Kelly, whose known for her mixture of street art and traditional oil technique, Ndubisi Okoye, whose work aims to inspire people throughout the African Diaspora and Sydney James, whose become a local leading creative change through a variety of community arts projects.

The digital hub will feature the campaign artwork and a two-minute video spot in which the local artists share what Detroit personally means to them. The spot was produced by a creative video production company based in Detroit, Woodward Original. In addition, the microsite spotlight’s Pepsi’s Detroit-based community partners, such as the Urban League of Detroit, Latin Americans for Social & Economic Development, Mosaic Youth Theatre of Detroit, SER Metro-Detroit and Detroit Branch NAACP.

Pepsi is also hosting a virtual locals-only meet-and-greet and performance by KEM, an R&B singer and producer who grew up in Detroit. Early next year, the brand will roll out limited edition packaging inspired by the campaign to Detroit retailers.

Over the last four years, Pepsi has contributed more than $1 million to Detroit through local charities as its manufacturing facility and distribution center there employs more than 400 employees.

The purpose-driven campaign is part of Pepsi’s larger plan to integrate purpose into its brands and engage Gen Z, a group that continues to shape the food and beverage industries and increasingly expect brands to act on the social issues it supports. To do so, PepsiCo has been ramping up its sustainability efforts and strengthening its first-party database through an in-house team that enables it to network media and consumer data.

In Q3, Pepsi’s e-commerce sales nearly doubled and total revenue grew 5.3 percent to $18.09 billion.

Real Estate Agents Tap Influencers To Engage Millennial Home Buyers

Many industries are seeing the benefit of influencer marketing for its ability to spread brand values and drive return on investment (ROI). Now, as COVID-19 yet again puts the kibosh on open houses, real estate agents are turning to macro-influencers to engage young home buyers.

According to Crain’s New York, real estate agents in New York are enlisting influencers to appeal to millennials, which represent the largest share of home buyers in the US.

At the onset of the pandemic, agents shifted to virtual home walkthroughs and augmented reality-powered home staging. Still, the New York real estate market is suffering, with residential sales transactions down 41 percent year-over-year according to PropertyShark.

The third wave of COVID represents the need for agents to remain virtual, but a sale in the pandemic will require more than giving buyers the ability to browse homes online.

Young buyers want to envision a dual work-life space, one that includes a veneer of cool, New York-based Compass sales director Christine Blackburn told Crain’s. 

Influencers are a surefire way to induce that cool factor. To promote the sale of studios in Brooklyn’s Crown Heights at the end of March, Blackburn partnered with three Instagram influencers who curated model homes with touches of their personal aesthetic. 

One of the influencers, Summer Rayne Oakes, is known for sharing houseplant tips with her 213,000 Instagram followers and 348,000 YouTube subscribers.

Crain’s reports that Oakes transformed a 447-square-foot studio, priced at $499,000, into a “boho-chic” space by sourcing furniture, plants and other decor on a $5,000 budget.

Blackburn called Compass’ partnership with Oakes “super effective.” To date, Oakes’ YouTube video of the studio transformation has received 478,000 views and her Instagram post featuring the makeover has 3,361 likes and 82 comments.

According to Crain’s, Thomas Fialo, vice president at Douglas Elliman Development, Marketing partnered with beauty and wellness influencer Sai De Silva, who has 329,000 followers, to promote the Quay Tower condominium near Brooklyn Bridge Park. After De Silva posted an authentic day in the life video inside the luxury building on her Instagram Stories, Quay Tower’s Instagram page saw a 650 increase in visits while its website saw a 500 percent surge in clicks.

One major advantage of promoting real estate through influencers is that younger generations perceive them as more relatable and therefore, more trustworthy. Research from Morning Consult found that 50 percent of millennials trust influencers they follow for product recommendations compared to 38 percent for their favorite celebrities.

Hootsuite Elevates Tara Ataya To First Chief People And Diversity Officer

This week in leadership updates, Hootsuite names Tara Ataya as its first chief people and diversity officer, Boots UK appoints Peter Markey as CMO, Hallmark Channel’s parent company taps Lara Richardson as CMO, PepsiCo Australia and New Zealand names Vandita Pandey as CMO and more.

Hootsuite Promotes Tara Ataya To Chief People And Diversity Officer

Hootsuite has promoted its vice president of people, Tara Ataya, to the newly created role of chief people and diversity officer.

Ataya will be tasked with developing company-wide diversity strategies to represent employee voices in the C-Suite.

Ataya joined Hootsuite as VP of people just before the pandemic. Prior, she was VP of human resources at Vision Critical for over five years.

Boots UK Names Peter Markey As Chief Marketing Officer

Boots UK has tapped Peter Markey as its new CMO.

Markey joins from TSB Bank, where he served as CMO for nearly four years.

He succeeds former Boots UK marketing director Helen Normoyle.

Crown Media Family Networks Taps Lara Richardson As Chief Marketing Officer

Hallmark Channel’s parent company, Crown Media Family Networks, has announced the appointment of Lara Richardson to CMO.

Previously, Richardson served as executive vice president of marketing for Discovery and Science Channel.

PepsiCo Australia And New Zealand Appoints Vandita Pandey As New Chief Marketing Officer

PepsiCo Australia and New Zealand has named Vandita Pandey to the newly created position of CMO for both snacks and beverages.

Pandey joins from Frito-Lay US, where she spent the last 11 years in roles across marketing, insights, corporate strategy and media. Most recently, she was general manager of Bare Snacks.

eBay Names Julie Loeger As Global Chief Growth Officer

eBay is bringing on Julie Loeger for the newly created role of global chief growth officer, which combines global marketing and global customer experience.

Loeger has spent the last 29 years at Discover, most recently as executive vice president and president of US Cards.

Loeger’s appointment follows the departure of eBay’s global CMO Suzy Deering in October and eBay’s chief strategy officer Kris Miller in February.

Wheels Up Taps Lee Applbaum As First Chief Marketing Officer

Wheels Up has named Lee Applbaum as its first-ever CMO, according to a press release.

Most recently, Applbaum served as CMO for Surterra Wellness. Prior to that, he was global CMO for Patrón Tequila and Grey Goose Vodka.

The move to appoint a CMO comes after Wheels Up purchased Gama Aviation in April.

Nielsen Names Jamie Moldafsky As Chief Marketing And Communications Officer

Nielsen has announced the appointment of Jamie Moldafsky as chief marketing and communications officer.

Moldafsky joins Nielsen from Wells Fargo, where she was CMO for nine years. Prior to Wells Fargo, she held a series of leadership roles at American Express, Charles Schwab and Whirlpool Corporation.

Stella McCartney Appoints Peter Chipchase As Chief Marketing Officer  

Stella McCartney has named Peter Chipchase as the company’s CMO, as reported by WWD.

Chipchase most recently served as chief communications and strategy officer at Soho House for seven years.

eBay UK Taps Eve Williams As Chief Marketing Officer

eBay UK is bringing on Eve Williams as its CMO following the departure of its global CMO, Suzy Deering.

Williams joins eBay UK from ASOS, where she served as global brand director for nearly five years.

Emarketer: 131 Million People Will Grocery Shop Online This Year

As consumers become more reliant on digital touchpoints during the pandemic, grocery ecommerce is continuing to balloon. This year, eMarketer expects online grocery sales in the US will grow by nearly 53 percent in 2020, reaching $89.22 billion—an increase of $30.86 billion from a year prior.

There will be 131 million digital grocery shoppers in the US this year, a 42 percent increase from 2019. By 2023, that number will grow to 147.4 million, according to eMarketer.

By 2023, eMarketer anticipates online grocery sales will reach nearly $130 billion, accounting for 10 percent of total grocery sales.

The age of COVID-19 marks many shoppers’ first experience with grocery ecommerce and the habit is likely to stick. As reported by eMarketer, research from Aki Technologies and TapResearch found that 68 percent of new online grocery buyers said they’d continue to shop online in the future.

“We’ve got growth coming from new customers and growth coming from existing buyers who are either spending more frequently or more per trip. When you add these two factors together, what you get is astronomical growth,” said Cindy Liu, eMarketer senior forecasting analyst at Insider Intelligence.

For consumers who are avoiding in-store grocery shopping and don’t want to pay fees associated with online grocery delivery, curbside pickup has become the holy grail, surging 208 percent during April.

According to data from CommerceNext and CassarCo Strategy and Analytics, 43 percent of US internet users said they tried curbside pickup for the first time during COVID-19 whereas just 27 percent said they bought online and picked up in-store.

The online grocery boom comes as US ecommerce sales are set to reach $794.5 billion this year, up 32.4 percent year-over-year—a level not previously expected until 2022.