Dunnhumby And The Future Of Supermarket Data

Every time you use a supermarket loyalty card, you’re doing more than getting discounts—you’re giving away data. British firm Dunnhumby is one of the best-known pioneers of data-aggregating supermarket loyalty card programs thanks to groundbreaking work with Tesco in the UK and Kroger/Ralphs in the United States.

But like many innovators, Dunnhumby faces a dilemma. Marketing data has become democratized over the years, and it’s easy for retailers and ecommerce brands to do in-house analytics which previously required outside assistance. For companies like Dunnhumby, which come from the world of multi-year contracts and on-loan consultants, that’s a big sea change.

Guillaume Bacuvier, a former Google advertising executive, joined Dunnhumby as CEO in 2017. His mandate is to help the company navigate a sea change in marketing and retail data science.

While Dunnhumby’s bread and butter is their work with big-name firms like Coca-Cola, GlaxoSmithKline and Whole Foods, the company is now expanding into new areas: Working with mid-size and smaller companies, for instance, as well as building out a consumer data science platform.

This summer, AList spoke with Bacuvier at a Dunnhumby conference in Chicago about the company, its future plans, and the marketing data landscape in general. Here’s what he had to say:

Audience Targeting Has Multiple Uses

When it comes to the retail world, purchase history—and the inferences that can be drawn from it—is king. This isn’t just because it can be used to predict future purchases, but because it can be leveraged for additional purposes like advertising.

“If you’re a large consumer goods company and you’re about to launch a product,” Bacuvier says, “[Look at] audience targeting, which is built on the kind of data that a retailer has. It’s quite powerful because retailers have a lot of purchase history about people. That’s usually a good predictor of work, whether you’re in the market for a new chocolate bar that you’re about to launch or a new brand of detergent. What Dunnhumby has done—and we’re not the only ones in the market to do this—is help retailers build media revenue streams and advertising revenue streams that come on top of our core retail business.”

Marketing Data Co-ops For Smaller Companies

Bacuvier notes that one challenge facing smaller retailers—that is, retail chains with multiple locations that might not necessarily be Walmart or Kroger sized—when it comes to big data is that they simply have less data to work with than their larger competitors. He says one possible way for smaller companies to gain leverage is through data co-ops. “Co-op models are not foreign to the retail industry,” Bacuvier adds. “They’ve often had co-ops when it comes to dealing with their supplier base and build co-ops to gain purchasing power and get better prices.”

Possible models for marketing data co-ops, for instance, could include regional retailers teaming up to aggregate their data for better insights and advertising inventory.

GDPR As An Opportunity

Marketers and data brokers are still struggling with the European Union’s GDPR regulation, which changes the way customer and user information is processed. Europe’s new guarantees of data portability and information retention are much more stringent than the United States’. Bacuvier says this presents an opportunity.

Speaking of data portability, Bacuvier notes that customers could potentially take loyalty card records and transfer them to competitors.

“This is disruptive in many ways. One is obviously that the kind of intrinsic value of that data set, for whoever is owning that loyalty program, is exposed because all of a sudden, it’s not as protected as before. It is much easier and creates a kind of competitive environment for one company to potentially win over customers from another by being able to very quickly absorb all their historical transaction data—therefore be able to offer something personalized far more quickly than they would before. It also will require us to create a whole ecosystem to enable data portability.”

The Value Of Consumer Data Is Changing

In the past, in-store consumer data was primarily used to create customized promotions and help companies predict the future to varying degrees of accuracy. However, the rise of ecommerce means that consumer data can now be leveraged for advertising and other secondary uses.

“We use data science to help companies create revenue out of that data,” Bacuvier says. “Media is one example where you can create additional revenue streams from the data that you have. Or it could be monetizing in retail; it’s quite a classic as you can commercialize that data back to your supplier base in the form of insights or market research or business intelligence. Many suppliers are willing to pay for it because [it’s] the only way they can really understand what’s going on with consumers.”

This Week’s Exec Shifts: Schuh, New York Life, DraftKings Appoint CMOs; Live Nation Adds Head Marketer

This week, Schuh, New York Life Insurance and J.Jill hire new chief marketing officers while Live Nation names its head of integrated marketing.

Check out our careers section for executive job openings and to post your own staffing needs.

Chief Marketer Joins New York Life

Michelle Bottomley has been appointed to the role of chief marketing officer at New York Life. In this role, she will be responsible for the insurance company’s brand, driving outcomes for its core business. Bottomley most recently served as Staples’ chief marketing officer, and was chief marketing and sales officer at Mercer before that. In a statement, New York Life executive vice president Matt Grove said, “The leadership and expertise Michelle brings to the CMO role put us in a great position to develop the connected experiences that today’s clients expect.”

Live Nation Names Integrated Marketing Head

Amy Marks has joined Live Nation Entertainment as its first executive vice president and head of integrated marketing at the company’s media and sponsorship division. In this position, Marks will lead research, analytics, strategy, creative, experiential events and industry marketing for the department. She most recently served as global head of marketing for Bloomberg Media.

DraftKings Hires CMO

As part of its ongoing expansion efforts, DraftKings revealed that it has hired Tom Goedde to serve as its chief marketing officer. Before joining the company, Goedde was most recently the chief marketing officer for the rival fantasy sports platform iPro, and his appointment comes alongside several other new hires at DraftKings.

Shoe Retailer Appoints CMO

Australian retailer Schuh has named Alice Cleary as its new chief marketing officer. She previously held the position of global marketing director for the Australian cosmetics brand Nude by Nature, and served in multiple marketing roles in the fashion industry before that.

Apparel Brand Adds Marketing Chief

Massachusetts-based retailer J.Jill announced the appointment of Brian Beitler as its chief marketing and brand development officer. Before joining the company, Beitler served as executive vice president and chief marketing officer at Lane Bryant and Catherine’s, both divisions at the Ascena Retail Group and David’s Bridal.

Tire Company Appoints Head Of Americas Marketing

Continental Commercial Specialty Tires has promoted Pavel Prouza as its head of sales and marketing for the Americas. Prouza has been with Continental since 2007, and in his new role, he will oversee the company’s material handling, earthmoving and agriculture tire business in North America, Central America and South America.

Unilever Exec Joins Ben & Jerry’s

Self-described progressive ice cream maker and aspiring social justice company Ben & Jerry’s announced that it has hired Matthew McCarthy as its new CEO. McCarthy served as a marketing executive at the ice cream maker’s parent company Unilever for 21 years before joining Ben & Jerry’s on July 1. He is already aiming to “double its social impact” while remaining focused on producing ice cream, earning a profit and giving back to the community.

Indie Games Studio Picks Marketing VP

DebySue Wolfcale has joined ArtCraft Entertainment as its new vice president of marketing. In this role, she will be responsible for the company’s global brand and product marketing initiatives, starting with the upcoming title Crowfall. Wolfcale previously served as the brand director BioWare/Electronic Arts where she led its live service marketing. Before that, she was the senior director for online marketing at BioWare and the director of global brand marketing at Sony Online Entertainment.

Robot Cache Hires CMO

Blockchain-based video game platform Robot Cache has named Laura Naviaux Sturr as its chief marketing officer. Most recently, Sturr served as the chief publishing officer at Daybreak Games (formerly Sony Online Entertainment).

Virgin Mobile Marketer Switches To RBS

Lisa Coulson has departed from her position as head of marketing at Virgin Media Mobile to be the head of marketing and digital at the Royal Bank of Scotland (RBS). She served for almost two years at Virgin Mobile.

Paramount Hires EVP

Paramount Pictures announced the appointment of Michelle Hagen as executive vice president of worldwide promotions. She is tasked with overseeing the media company’s global partnerships. Prior to joining Paramount, Hagan served as a senior vice president at NBCUniversal, where she worked on global franchises that include Pitch Perfect and Jurassic World.

Public Transit App Names CMO

Yovav “Jay” Meydad announced via LinkedIn that he is now serving as the chief marketing officer for the Isreal-based public transit app developer Moovit App Global Ltd. Meydad has been with the company since 2013 and served as vice president of products and marketing prior to his promotion.

BT And EE Combine Marketing Roles

As part of a restructuring effort, UK-based telecommunications companies BT and EE have decided to strengthen their relationship by having one person oversee the marketing strategy for both brands. Pete Oliver has been promoted to the role of managing director of marketing for its consumer division.

AB InBev Promotes Marketer

Anheuser-Busch InBev announced that Paula Lindenberg, the current vice president of marketing for Ambev—the company’s Brazilian business—is being promoted to North Europe president. In this new role, she will be in charge of operations in the UK and Ireland. Lindenberg served at InBev for over 17 years.


Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, August 17. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.


Job Vacancies 

VP, Digital Marketing Bed Bath & Beyond Inc. Union, NJ
VP, International Marketing Carl’s Jr. Franklin, TN
Chief Marketing Officer Facebook Menlo Park, CA
VP, Growth & Marketing  Warner Music Group New York, NY
VP, Marketing, US Pandora Burbank, CA
VP, Marketing (Oakley) Luxottica Group New York, NY

Make sure to check back for updates on our Careers page.

Wikipedia, Ziploc Join Branded Fashion Trend

Ziploc and Wikipedia have joined the growing list of seemingly random brands entering the fashion space, tapping into consumers’ demand for rare and quirky collectibles.

Posing With Plastic

Storage brand Ziploc is reaching Japanese consumers in a “fresh” new way. Beams Couture has partnered with the brand to offer a limited edition of see-through attire made from repurposed food storage bags.

A pop-up activation at the Beams Shinjuku outpost will showcase branded items that include hats, bags, aprons, umbrellas and fanny packs. Each of the branded apparel items features Ziploc’s signature blue and magenta seals that either secure pockets or line the seams. The pop-up will run from August 15 to September 11 and online beginning August 20.

Owned by the S. C. Johnson Family, Ziploc is tapping into the growing $16.7 billion Japanese fashion industry with this unusual promotion while appealing to female consumers through a popular local brand. Beams frequently collaborates on limited-edition collections, such as a baseball-themed collection with Champion.

A promo video for the Ziploc collection was released on Beams’ official YouTube video on Monday, highlighting each item in a humorous shopping network style. The activation recognizes its quirky appeal, targeting young women and collectors with a fear of missing out (FOMO).

Fashion For Information Freedom

Wikipedia is another unlikely company to join the branded fashion movement this week. The public information website has partnered with Advisory Board Crystals (ABC) to sell branded long-sleeve shirts that say “Internet Master.” ABC describes the shirt as combining “information related” elements of familiar visual language from the internet and its own brand.

Priced at $85, the shirts sold out in a matter of days. Proceeds from the sales went to Wikimedia, the non-profit organization behind Wikipedia. The partnership certainly benefits Wikipedia, but also ABC as a cause marketing campaign.

“Free information is a privilege,” ABC says on the Wikipedia shirt product page. “One of the ideals of the ABC Studio is that there are many ways to save the world.”

Fashion has become a popular way for non-endemic brands to engage consumers, especially in the food industry. McDonald’s recently launched an entire website devoted to branded merchandise that ranges everywhere from socks to Bluetooth speakers.

KFC hasn’t been shy about its fashion efforts, either, offering a wide range of apparel and home decorations in an effort to entertain millennials. Cheetos walked the runway in its cheesy styles, Taco Bell teamed up with Forever 21 and Mountain Dew partnered with youth culture fashion brand VFiles to celebrate the history of camouflage.

Ebay Partners With Community Businesses For Retail Revival Program

Earlier this year, eBay launched a 12-month pilot program called Retail Revival, where it is helping small businesses across the US sell goods by offering training and marketing support free of charge. Its first partner is the struggling city of Akron, Ohio, whose local businesses were hit hard by an economic downturn.

That combination of physical small business charm and global digital reach is being demonstrated in New York City, as eBay is hosting temporary takeovers of two The New Stand locations. The pop-up store will replace the newsstand’s usual goods with Akron brands.

“[Retail Revival] dramatizes the economic impact that we can have on communities and for people,” Chris Librie, head of global impact and giving at eBay, told AList. “Ecommerce is becoming ever more popular, but in some cases, it’s becoming ever more anonymous. I think what’s great about Retail Revival is that it enables our platform to be distinguished by what’s different, quirky and unique with the spin that those Akron sellers put on their merchandise.”

The pop-up store adds to eBay’s online promotion of Akron-made brands, which includes driving traffic to a dedicated Akron Retail Revival page using “Editor’s Picks” and “Featured Sellers” promotions on the homepage. The platform reaches over 175 million customers worldwide, and it is further supporting Akron businesses at events such as the eBay Open and on its social media channels.

“Without that kind of marketing, I don’t think that they would not have reached the states and countries that they have,” said Librie, explaining that the most successful sellers are the ones that offer unique products while having its “Akron pride” come through. He describes the Retail Revival initiative as a collaborative process that benefits both parties.

Librie added that eBay is a purpose-driven company, wanting to create economic opportunity for people. The Retail Revival initiative is a way for the company to “put its money where its mouth is” by entering communities to make a difference, which is why it is not charging businesses a fee for its services.

The lines between online and offline shopping are continuing to blur, creating more challenges for physical stores, especially small and medium-sized businesses. Ebay referred to a UBS study that found that 2017 had a record number of store closures, stating that the commerce platform could empower merchants of all sizes to adapt to the evolving retail industry.

The company’s CEO Devin Wenig spoke about the changes and the future of integrated retail in January, saying, “We’re not competing for ecommerce anymore, there’s no such thing. It’s commerce. That is $17 trillion of global spending, and nobody wakes up saying, ‘I want to buy a mobile phone in a store.’”

Ecommerce is expected to eventually comprise half of global sales, but despite the growth, online shopping lacks the physicality of brick-and-mortar, which is where the pop-up store comes into play.

The activation is unique to New York City for now, but other cities might receive a taste of Akron or Lansing, Michigan—which joined the initiative in early August—sometime in the future.

Foot Locker, ASICS Launch Collection With ‘Shoppable’ Animated Series

Foot Locker and ASICS announced a partnership to launch its “Welcome to the Dojo” apparel and footwear collection, which taps into the sportswear brand’s Japanese roots. The brand tells the “story” behind the collection through a campaign featuring a digital anime series, engaging viewers through content and giving them a chance to purchase the pack directly.

The five-episode anime-inspired series of short videos—collectively titled The Sun and The Snake—will premiere on Foot Locker’s YouTube and Instagram channels on August 21, three days ahead of “Welcome to the Dojo” pack launch. Each video will also be “shoppable,” meaning that viewers can purchase the apparel or footwear directly from the platforms in addition to Foot Locker, Footaction and Champs Sports stores.

The digital anime series follows the story of two competing dojos—martial arts training centers—and an aspiring samurai hero who has his ASICS shoes stolen while he is busy training. The “Sneaker Samurai” who embarks on a journey to recover his shoes is voiced by fashion model and entrepreneur Luka Sabbat, with additional supporting characters played by rappers Princess Nokia and YFN Lucci.

In a statement, Foot Locker general manager and chief merchandising officer Andrew Gray said, “At Foot Locker, we’re dedicated to driving culture, individuality and sport style. By launching this exclusive collection and original series with ASICS, we’re offering an immersive experience for customers across our family of brands, who can experience ‘Welcome to the Dojo’ through creative, engaging content and unique shopping touchpoints.”

In addition to the exclusive deal with ASICS, Foot Locker is also partnering with other lifestyle brands to create unique shopping experiences. In August, it hosted a “Rewind to the 90s” pop-up shop featuring New Balance products, which gave Los Angeles shoppers a chance to jump back to the pre-internet era.

Volkswagen’s ‘Electrify America’ Launches Unbranded Electric Car Campaign

Volkswagen launched its Electrify America division this week with a mission to promote the growth of electric cars. The company was formed as part of the emissions scandal settlement where the carmaker agreed to invest $2 billion over 10 years to educate consumers about electric vehicles (EVs) and promote their use while building its infrastructure across The United States. But the catch is, the initiative isn’t allowed to promote or directly benefit its parent brand.

Electrify America kicked off with the “JetStones” radio, TV and digital ad campaign using theme songs from The Flintstones and The Jetsons Hanna-Barbera cartoons to compare how gas-engine cars are from the Stone Age and the electric cars are the future. The unbranded video features vehicles from several automakers without naming anyone specifically and shows how performance from electric cars compare to their gas-fueled counterparts. In fact, the specific car used in the debut ad happens to be a Chevy Bolt.

The ad was created as part of a $45 million public awareness initiative and is the first step in the “Plug Into the Present” integrated campaign. A press release states that the video spot is just the start of how the initiative will demonstrate electric car features in an effort to grow their public appeal. This approach will ultimately benefit all electric car manufacturers, including VW rivals such as GM and Ford.

Despite the Jetsons theme, the company’s goal is to establish that electric cars are the present, with high accessibility, not a product from the far-off future. Electrify America is also promoting the growth of the electric fast-charging network which has stations in major cities and other high-traffic areas. Volkswagen is prohibited from adopting any kind of charging standard that keeps other EV brands from using them.

Olay Partners With Influencers For ‘Face Anything’ Campaign

Olay launched its new Face Anything campaign on Monday with a message of being true to oneself, partnering with influencers to reach a wide audience.

Face Anything is a multi-channel cause marketing campaign that encourages women to be “unapologetically” themselves. A 10-page spread in the September issue of Vogue features nine women including gold medalist Aly Raisman, plus-size model Denis Bidot, comedian Lilly Singh and others—each sharing a quality that they have been told was too much of, such as “too strong” or “too outspoken.” Embracing these qualities, each woman is pictured with the word “too” crossed out.

Several Instagram creators including Hunter McGrady have begun a 28-day Olay skincare routine using a custom bundle of products provided by the brand. Each influencer will share their results on social media before joining the campaign’s other models for a makeup-less walk down the runway at New York Fashion Week. Out-of-home ads in New York City’s Times Square and the Grand Central train station will invite consumers to join the challenge.

Face Anything also opens up about diversity, mental illness, vulnerability, ambition and being driven, but mentions nothing about the quality or appearance of a woman’s skin.

“Just remember that you know your truth, don’t let anyone rewrite your story,” Raisman says in the campaign.

Olay’s Face Anything campaign is unrelated to Smashbox Cosmetics’ marketing efforts using the same slogan.

Depicting women in diverse and natural forms has become a trend in the beauty industry as public views change and younger generations value individuality over social conventions. Glossier tapped into this self-affirming movement with its Body Hero campaign last September. The print and social campaign featured a diverse range of models, all appearing in the nude.

Building self-esteem in women and girls has also become an issue that beauty brands are tackling head-on. Unilever brand Dove partnered with Cartoon Network earlier this year to encourage body confidence through the show Steven Universe.

Evolving ideas about what it means to be beautiful are shaping the way brands approach their marketing strategies. In a Cannes Lions presentation, chief digital officer of L’Oreal Lubomira Rochet said that YouTube and other digital platforms helped democratize beauty and tell brands what they want.

One thing consumers seem to want is self-expression, and beauty products are simply a tool to accomplish this. A 2017 study by BeautyCon Media found that 81 percent of respondents between the ages of 13-34 believed beauty is not about products, but about cultural expression.

Trojan’s ‘Trojan Man’ Character Rebooted As Modern, Open-Minded Guru

Trojan Brand Condoms has been looking to connect with younger audiences by presenting itself as more than a contraception maker. and more recently, the brand has been positioning itself as a sexual health educator. With that in mind, today, Trojan relaunched its signature Trojan Man campaign by revising the character as a sex guru, ready to explore all aspects of sexuality and offer advice.

In a statement, Trojan vice president of marketing, Bruce Weiss said, “Since his introduction over 20 years ago, Trojan Man became famous as this interruptive, gloved hand who showed up with the goods when you really needed him. This led us to ask, who is the man beyond the sleeve? Turns out he’s a sex-positive, sensual adventurer. A modern guy who is open to anything, but always has an eye on protection and shares his knowledge and humor to inspire others.”

The character has come a long way since its initial introduction as a superhero’s gloved hand 20 years ago. In fact, the character has never had a face associated with it until now. Where the original Trojan Man campaign relied upon an interjecting hypermasculine voiceover that very simply offered a product to solve intimate issues various commercial couples—the new Trojan Man is portrayed as an open-minded, calm guru offering advice. He now acts as a guide in this “Big Sexy World,” dispensing wisdom from his mountaintop base.

Trojan Man’s return could mark a new era for the company as it engages with millennials in the era of Tinder. The digital campaign launched with a series of YouTube videos, where characters approach Trojan Man with sexual questions and are given humorous advice while being encouraged to practice safe sex at the same time.

The accompanying social campaign introduces the revised character to the world. Instagram posts include quick quotes from the guru, including “A confident explorer is a prepared explorer. Think about it.” The social campaign also highlights different aspects of Trojan Man’s lifestyle, including his gong, xylophone, golden robe and others.

According to the press release, the campaign “comes at a time when the world truly needs an advocate for safe and pleasurable sexual exploration.” Following this theme, Trojan Man is presented as the embodiment of modern sex, which rejects labels and stereotypes while embracing sexual curiosity.

Some other recent educational initiatives from Trojan include partnering with the Advocates for Youth nonprofit group in for the “Consent. Ask For It.” campaign that seeks to educate sexually active college students about the facts of sexual assault by normalizing conversations about it. The brand has also sought to remove the social stigma related to safe sex by marketing its products to women who might feel uncomfortable purchasing condoms, and it has actively supported the LGBTQ community.

 

Stella Artois Releases 20-Minute Guided Meditation For Beer Sipping

Taking inspiration from popular meditation apps, Stella Artois has created a 20-minute audio guide called Stellaspace, which outlines in detail the “art of beer sipping.” Narrated by actor Luke Evans, the guide is available through Inscape’s meditation app to help drinkers sit back and truly enjoy the beverage.

“People today are busier than ever before, and this can often get in the way of enjoying some of the more simple pleasures in life, like a cold beer with friends,” said Stella Artois vice president Harry Lewis, speaking with AList. “There are all kind of mindfulness tools out there to keep you present but we noticed there was nothing to help you fully enjoy a beer.”

The company states that 20 minutes is, in fact, the optimal amount of time to enjoy the beverage, as recommended by its beer expert Master Ciceron Max Bakker. The guide combines Evans’ voice, personality and witty anecdotes with modern meditation techniques and is meant to be enjoyed with friends.

“We know that life tends to get in the way of enjoying these simple pleasures and our mission is to help bring more enjoyment to the limited time people do have,” Lewis explained. The 20-minute time frame not only allows drinkers to “fully appreciate” the beer, but it also encourages people to slow down and savor each sip.

He added that the experience was created to engage millennial drinkers, who value mindfulness, relaxation and self-care, as demonstrated by the rise of adult coloring books, meditation studios and more.

“Knowing that these consumers are our target audience, we want to play a role by providing a way to help people rethink how they enjoy a Stella Artois,” he said.

To create a greater sense of authenticity while incorporating meditative expertise, Stella decided to partner with Inscape and launch the experience through its app instead of as a podcast or on a self-branded app. Lewis said that Stella was impressed with Inscape’s approach toward merging traditional meditation techniques with modern technology.

“By hosting Stellaspace within the Inscape app we’re able to help ensure part of that balance is taking time to enjoy a beer with friends,” said Lewis. “Beyond Inscape we’re promoting the experience through proactive public relations, via our collaboration with narrator and slow-sipping expert Luke Evans, as well as ongoing influencer efforts aimed at inspiring people to join us in Stellaspace and think differently about how they enjoy a Stella Artois.”

The Stellaspace experience is part of the larger “Joie de Bière” brand campaign, which launched in April with a “Les Pockets” ad spot. Lewis said that it was inspired by the European sentiment “Joie de Vivre” or “the enjoyment of life.” Its mission is to help bring enjoyment to people using Stella Artois’ established sense of wit, charm and sophistication.

This Week’s Exec Shifts: Kanopy Hires CMO; RE/MAX, Barcardi, NBCUniversal Telemundo Make Marketing Promotions

This week, Kanopy hires CMO from gaming industry, RE/MAX makes a marketing promotion, and executive moves happen at Bacardi, NBCUniversal Telemundo, BNY Mellon, Lawry’s Restaurants and more.

Check out our careers section for executive job openings and to post your own staffing needs.

Kanopy Hires New CMO

On-demand digital video streaming platform Kanopy has hired Sarah Anderson as chief marketing officer. In this role, Anderson will oversee planning and execution for all of the company’s brand, marketing, advertising, publicity, social and promotional activity for the company, which caters to libraries around the world. Prior to joining Kanopy, Anderson served as senior vice president of marketing for 2K Games, in addition to Sega of America and Egreetings Network.

RE/MAX Senior Promotion

Real estate network RE/MAX announced the promotion of Abby Lee to Senior Vice President of Marketing and Communication. Lee was previously vice president of marketing and media strategies and will continue overseeing advertising campaigns across the US in addition to leading marketing, communications, public relations and social media groups at the company.

Bacardi CMO Role Expands To Vodka Brand

Bacardi Limited announced that Lee Applbaum, the company’s global chief marketing officer of Patrón Spirits, is expanding his role to lead global marketing for Grey Goose vodka. Applbaum will develop Grey Goose’s global marketing strategies, which include brand equity, architecture, advertising, brand communications, experiential and more. At the same time, he will continue to oversee the Patrón Spirits portfolio, directing “all global integrated marketing efforts across creative, media, public relations, innovation, and experiential activation in more than 100 countries,” according to a press release.

Kroger Updates VP Marketing Role

Cincinnati-based supermarket chain Kroger has named current vice president of Our Brands, Gil Phipps, to the role of vice president of branding, marketing and Our Brands. Phipps has been with the company since 2012, evolving the Our Brands division by updating current brands and introducing new ones to drive customer loyalty and sales. The new position goes into effect on August 15.

NBCUniversal Telemundo EVP Adds CMO Role

NBCU Telemundo announced four senior appointments, including Mónica Gil, who has been named executive vice president and chief marketing officer for NBCUniversal Telemundo Enterprises. In this role, she will drive the company’s reputation, brand and corporate marketing while overseeing functions across communications, corporate affairs and human resources. Gil has served as an executive vice president at NBCUniversal Telemundo Enterprises since 2017, and was the senior vice president and general manager for multicultural growth and strategy at Nielsen prior to that.

BNY Mellon Hires First CMO

The Bank of New York Mellon Corporation announced the appointment of Brenda Tsai as chief marketing officer. She most recently served as vice president and global head of strategic communications and marketing at FactSet, a financial data and software company. Tsai has also led marketing teams at GE Capital, Procter & Gamble and Clorox. In the newly created position, which began on August 6, she will use her experience to drive client-focused global marketing with an emphasis on digital marketing through technology and research.

Bethesda Appoints European Marketing Director

Video game publisher Bethesda Softworks hired Sean Ratcliffe to serve as its new European marketing and PR director. Based out of the company’s London office, Ratcliffe replaces Sarah Seaby, who is leaving the position to take personal time. Prior to joining Bethesda, Ratcliffe served in various marketing and PR roles at companies, with the most recent being Rovio, maker of Angry Birds. Others include Electronic Arts, Disney Interactive Studios, Sega of America and Konami.

Esports Mogul Names Marketing Chief

Esports media and software company, Esports Mogul, announced that Marian Kaufmann has joined as chief marketing officer. His responsibilities will include leading marketing activities for the company’s flagship tournament platform Mogul Arena. Kaufmann previously served as an online marketing specialist for the technology company Razer, and was most recently the marketing head for AVADO Learning, a professional learning and consulting company.

Lawry’s Names CMO

Ryan O’Melveny Wilson, who most recently served as Lawry’s Restaurants vice president and executive chef, has been named as the group’s global chief marketing and strategy officer. In this role, he is tasked with revitalizing the 80-year-old brand while leading Lawry’s marketing, product and business activities in addition to managing its international licenses. Wilson’s career at Lawry’s spans 15 years and his uncle, Richard Frank, is CEO and chairman.

Cruise Line Appoints Marketing VP

Windstar Cruises announced that Mary Beth Wressell has been hired to serve as the company’s vice president of marketing and public relations. Wressell will be responsible for the company’s brand communications, digital marketing, customer relationship marketing, partnerships and public relations.

Home Vision Test Service Appoints New CMO

EyeQue, an at-home vision test company, has hired Datta Nadkarni as its first chief marketing officer. In this role, he will lead the company’s global marketing efforts as it expands internationally, with a focus on driving adoption.

FTX Hires Marketing Head As It Promotes CEO

FTX Games, which publishes games based on popular movie and television IPs, has hired Kathy Bricaud as its head of marketing. She takes over marketing responsibilities from Casey Dickinson, who was promoted from general manager and vice president of publishing to chief executive officer.

PepsiCo Names New CEO

Beverage and snack giant PepsiCo announced the appointment of Ramon Laguarta as its new chief executive officer. She succeeds Indra K. Nooyi, who is stepping down from the role on October 3 after a 24-year career at the company, but she will continue to serve as chairman until sometime in early 2019 to help with the transition. Laguarta, who most recently served as president of PepsiCo, has been with the company for 22 years.


Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, August 10. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.


Job Vacancies 

VP, Brand Marketing NBCUniversal New York, NY
Head of Performance Marketing Strategy Uber San Francisco, CA
VP, Brand Marketing Aéropostale New York, NY
Head of Lifecycle Marketing Dropbox San Francisco, CA
VP, Marketing  Disney Burbank, CA
Head of Integrated Marketing, Fire TV Amazon Seattle, WA

Make sure to check back for updates on our Careers page.