This Week’s Exec Shifts: Spotify CMO Exits; Uber, Soft-Tex Pick New Chief Marketers

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This week’s executive moves include the departure of Spotify’s chief marketing officer as well as US Sailing, Soft-Tex and Uber selecting CMOs and WineSociety tapping Sephora for an executive marketer.

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

Spotify’s Chief Marketer Exits

Spotify announced its chief marketing officer, Seth Farbman, would be leaving the company. Farbman joined the company in 2015 and helped form the music streaming giant into a marketing force of equal measure—culminating, perhaps, in the team being named ‘Media Brand of the Year’ at Cannes Lions in June.

Uber Picks New CMO

Uber has announced the hire of Rebecca Messina as chief marketing officer—the first person to hold that title at the ridesharing company. Messina leaves her post at Beam Suntory where she was SVP and global chief marketing officer. Prior to that Messina held various marketing positions over 20 years with The Coca-Cola Company. With the appointment of Messina, Uber has concluded its search that began after the departure of Uber’s chief brand officer Bozoma Saint John for Endeavor in June.

BET Picks Diageo Marketer As Brand Officer

BET Networks has named veteran marketer Vince Hudson its chief brand officer. Hudson was previously head of marketing at Smirnoff US under Diageo and prior to that VP of marketing strategy at Samsung US.

Zip Co Brings On Head Marketer

Zip Co, an Australian payments company, has hired Katrina Ang to be its head of marketing. Ang previously worked at Westfield as group marketing manager.

FlightGlobal Appoints CMO

FlightGlobal, an aviation publication, has appointed Mike Malik to a newly created role chief marketing officer. Malik previously held roles as president at Aloha Air Cargo and chief information officer at Aloha Airlines.

US Sailing Hires Chief Marketing Officer

US Sailing, the national governing body for sailing, has appointed Peter Glass its chief marketing officer. Before taking his new post, Glass previously founded Boot Up Marketing And Production and prior to that worked seven years as director, marketing and multi-channel content production for US Ski & Snowboard.“Peter is the perfect addition to US Sailing as we implement our new strategic plan and address the opportunities to ensure a healthy future for sailing.” said Jack Gierhart, CEO of US Sailing.

USCHAG Picks Marketing Chief

Heather Logrippo has been appointed chief marketing officer at U.S. Consumer Healthcare Advocacy Group (USCHAG). Logrippo brings nearly 20 years of experience in marketing, public relations and sales, including six years at AutoTrader.com,

YogaBed CEO Decamps To Soft-Tex

Chris Marsh has been named the CMO of bedding products company Soft-Tex. The appointment is a part of Soft-Tex’s “strategic reorganization” and comes as the company battles against longtime competitors like Mattress Firm, and newcomers like Tuft & Needle and Casper. Marsh previously served as CEO of YogaBed and vice president at Mattress Firm. The bedding industry veteran will be tasked with Soft-Tex’s global marketing plans.

Telstra Cuts CMO Position

Australian telecommunications company, Telstra, has restructured its executive team and notably missing afterward was the chief marketing officer position. Marketing will be relegated from the top executive level. A Telstra spokesman told Business Insider, “Marketing will work in a more integrated way with teams who develop propositions or solutions for our customers.”

GYMGUYZ Hires CMO

Aptly-named mobile personal training company, GYMGUYZ has named Dawn Weiss chief marketing officer. Weiss comes to the company with much experience in the beauty and wellness industry, having worked as CMO at Amazing Lash Studio.

BET Picks Diageo Marketer As Brand Officer

BET Networks has named veteran marketer Vince Hudson its chief brand officer. Hudson was previously head of marketing at Smirnoff US under Diageo and prior to that VP of marketing strategy at Samsung US.

WineSociety Announces CMO

WineSociety, a wine subscription service, has announced Lisa Perlmutter Kueffel as its chief marketing officer. Kueffel was previously the vice president of digital client experience at Sephora, and joins WineSociety as the company emphasizes it’s canned wine offerings. Kueffel will be involved in the young company’s revenue growth through various channels, events and brand marketing.

Mazda Head of Marketing Departs

Russell Wager, vice president of marketing for Mazda North America, has left his post at the car company. Wager was at Mazda for 6 years and departs as the company shifts its focus in North American. No word yet on where Wager will land or if Mazda plans on filling the position.

Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, September 14. 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, Marketing & Commercial Coca-Cola El Segundo, CA
Director of Brand Sponsorships & Experiential Marketing Capital One McLean, Virginia
VP, Originals Marketing Starz Los Angeles, CA
VP, Marketing, Brand & Customer Strategy Banana Republic San Francisco, CA
Head of Marketing, Stephen Curry Under Armour Baltimore, MD
VP, Marketing Strategy Operations Paramount Pictures Hollywood, CA

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

CMO Club Reveals List Of Finalists For 2018 CMO Awards

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The CMO Club has announced the 2018 finalists for its annual CMO Club Awards, which will take place on November 13 in NYC. The annual celebration is the first and only award ceremony organized by and presented to marketing peers.

Over 100 marketing executives attend the CMO Club Awards each year. The fact that so many come out to honor their peers, CMO Club Founder and CEO Pete Krainik said, “is a true testament to the pride and esteem the executives have for one another.”

Finalists include 80 senior marketing executives across 10 different categories and a variety of industries from retail to entertainment, food and spirits to insurance and technology. The award categories are Leadership, Innovation, Transformation, Rising Star, Growth, Social Responsibility, Content Engagement, Creativity and Storytelling, Customer Experience and the CMO President’s Circle Award.

Eligibility does not hinge on CMO Club membership, but nominees must currently hold the title of CMO or be serving as a senior marketing executive for a major company, brand or organization.

One CMO will be inducted into the Hall of Fame. Last year, the honor was bestowed upon John Costello, former president of global marketing and innovation at Dunkin’ Brands.

While nine of the award categories honor the individual accomplishments of marketing professionals, The CMO President’s Circle Award recognizes CMO Club members that help others succeed. This “dedication to the club’s mission” includes building relationships with peer members, collaborating and sharing with members and helping new CMOs to benefit from the peer-based community conversations.

The CMO Social Responsibility Award finalists are:

  • Chris Capossela, CMO, Microsoft
  • David Gitter, CMO, World Poker Tour
  • Mark Hanna, CMO, Richline Group, Inc.
  • Rich Honiball, EVP, Global Chief Merchandising & Marketing Officer, NEXCOM
  • Jason Levine, CMO, North America, Mondelēz International
  • Sharon MacLeod, Global VP, Dove Men+Care, Unilever
  • Jennifer Sey, CMO Global Brands, Levi Strauss & Co.
  • David Stever, CMO, Ben & Jerry’s

Winners will be determined by October 17, but everyone will be invited to participate in “All-Star” Thought Leadership Roundtable ahead of the awards ceremony. Winners and nominees will also be invited to participate in the development of a 2018 CMO Awards Winners Insights Report for CMO Club members.

All 2018 Finalists can be viewed here.

‘Heartwarming The World’ Is Hershey’s Birthday Gift To Its Founder

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Hershey’s is celebrating the 161st birthday of its founder with a digital campaign called “Heartwarming the World.” In addition to sending its own employees to share candy, the confectioner shared four stories about how Hershey’s chocolate is being used to bring people together.

September 13 is the 161st anniversary of the birth of Milton Hershey, founder of the famous chocolate brand. The company holds an annual tradition of sending its employees out of the office and into the neighborhoods to hand out free chocolate bars. This year, the brand is expanding its message of giving beyond its home in Pennsylvania with a series of videos about individuals making a difference—with the help of chocolate, of course.

Using the hashtag #HeartwarmingTheWorld, Hershey’s will officially launch its campaign alongside a program called the “Heartwarming Project,” an initiative to help kids and families build meaningful social connections.

The first story in the campaign is that of Bob Williams, a 93-year-old man that has greeted his neighbors with a Hershey’s XL Milk Chocolate bar for the past two decades. Williams is estimated to have gifted nearly 6,000 bars over the years, whether he’s standing in line or walking down the street. He has gained a reputation in this community of Long Grove, Iowa as “the candy guy” and stocks his refrigerator full of the bars so he’s always prepared.

The story of best friends Mustafa Hussain and Ahmad Atieh is about two students in New Brunswick, NJ that hand out chocolate bars to fellow students at the beginning of the new semester. Each bar of chocolate comes with a note that says “Smile” and a hand-written message like “You’re Amazing!”

Hershey’s also brought attention to the student council at Big Spring High School, who committed themselves to random acts of kindness and passed out Hershey’s Kisses during finals last semester.

In another story that has yet to receive an accompanying video, Police officers in Brooklyn Park, MN shared Hershey’s Milk Chocolate Bars with their community with the idea of paying it forward.

Each of the stories was unprompted by Hershey’s, but news of them spread to the legacy brand, which decided to include them in the new campaign.

“When we discovered these stories, we were reminded of what Milton Hershey knew long ago—that we could bring people closer together through the simple gift of our chocolate,” said Chuck Raup, vice president/general manager chocolate at The Hershey Company in a statement.

Sephoria House Of Beauty Pop-Up Is Sephora’s Experiential Chess Move

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In October, Sephora will debut an experiential pop-up called Sephoria House of Beauty—14 themed rooms filled with products, demos and masterclasses by celebrity makeup artists.

Sephoria House of Beauty taps into the FOMO of experiential with the thrill of meeting online influencers and encourages purchases by teaching guests how to use them.

Located at the Majestic in downtown Los Angeles, Sephoria House of Beauty features 60 brand partners including Giorgio Armani, Smashbox and Urban Decay. The activation is divided into four sessions across October 20 and 21, each with a different group of masterclass speakers and celebrity guests. Three ticket levels ranging from $99-$449 grant VIP perks like advanced access and more swag.

Each of the room experiences features a theme such as fragrances, glitter or lips—each with interactive elements, shopping and plenty of photo ops. In the Custom-Palette Room, for example, guests can mix and match eyeshadows to create their own palette. Hanging out in The Kitchen will let visitors sample products inspired by food while snacking on Sugarfina treats. Guests can find a cocktail bar inside The Fragrance Room, each inspired by fragrances from brand partners.

Sephora is marketing its products and brand partners with a combination of education and experience. Everything about the Sephoria House of Beauty is packaged and marketed as something exciting—sessions are called Day or Night Parties, tickets are called Keys and guests are promised they “won’t leave with FOMO.”

Guests are also enticed with the potential to hang out and learn from celebrity stylists, with one area—The Living Room—dedicated to “mingling with influencers and special guests” like Chrissy Teigen or Kandee Johnson.

Instagram culture and the age of the selfie have allowed the beauty industry to become a $433 billion industry. Beauty, especially, benefits from its photogenic nature—inspiring tutorials, augmented reality makeovers and active communities on social media.

Most Teens See Social Media As Positive, But Distracting, Study Says

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Most teenagers feel that social media has a positive impact on their emotions, according to a survey by non-profit group Common Sense Media. While respondents are more likely to feel good while browsing a social feed, teens admitted that they are often distracted, suspecting tech companies of manipulating them into using devices more often.

Common Sense Media, a group focused on media and technology and their impact on children, surveyed 1,143 US consumers between the ages of 13-17. Participants were given two options per question, such as less/more or agree/disagree.

Teenagers are less interested in talking face-to-face than they were five years ago, the study found, and they are more likely to text than communicate through social media. When they do, Snapchat is the platform of choice, followed by Instagram.

A quarter of respondents indicated that using social media makes them feel less lonely, compared to only three percent who said the opposite. The study found that teenagers with a higher “social-emotional well-being” were less likely to be negatively impacted by what goes on in the social feed, whereas those already prone to sad feelings had these fears validated.

For example, respondents with a low sense of emotional well-being were more likely to feel left out or excluded (70 percent) or feel bad about themselves if no one comments or likes a post (43 percent). This same group of users experienced more cyberbullying, as well—35 percent compared to just five percent of those deemed to have high social-emotional well-being. The study did not indicate whether this bullying caused feelings of low emotional well-being online in the first place.

Respondents admitted that social media distracts them from their duties such as homework and one in five admitted to texting while driving. Tech companies might be to blame, according to these teenagers, however. Seventy-two percent believe that tech companies manipulate their users into spending more time with devices.

Social media has been under constant scrutiny over the past year, with negative headlines calling out everything from creepy data practices to election interference. Parents may become concerned with their teenager’s obsession with social media, which prompted Instagram to publish a guide for understanding and talking about its platform.

According to the survey, parents have good reason to be alarmed—54 percent agreed with the statement, “If parents knew what actually happens on social media, they’d be a lot more worried about it.”

PopSugar, Kohl’s Debut Millennial-Focused Clothing Collection

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Lifestyle media publisher PopSugar is launching a line of clothing at Kohl’s, expanding its brand portfolio and helping the retailer understand its millennial audience.

The PopSugar at Kohl’s Collection debuts on Kohl’s website and in 500 physical stores on September 13 with a variety of “essentials” like tops, jackets and dresses that can be mixed and matched. The collection was designed and curated by PopSugar based on an understanding of its audience. PopSugar says its fashion line combines trends, media and an agile merchandising model that will use data and analytics to incorporate millennial customer intelligence.

PopSugar has been promoting the new clothes on its lifestyle website with articles and photo collections that highlight versatility and size options ahead of launch. Continuing promotion will include style tips and editor recommendations. Although PopSugar hasn’t mentioned its subscription box alongside its new clothing collection, there is always the possibility of cross-over.

The brand, which focuses on millennial women, is offering Kohl’s data that will allow for more targeted marketing campaigns during a time of growth for the company. PopsSugar’s TrendRank program scours the internet every 30 minutes to identify topics and stories trending worldwide.

“We see an opportunity to draw more millennial customers and young families to Kohl’s,” Greg Revelle, Kohl’s senior executive vice president and chief marketing officer said in a statement. “Partnering with PopSugar allows us to connect with millennials in a credible, authentic and meaningful way.”

Kohl’s saw an increase in sales for the second quarter, attributing its 3.1 percent growth to men’s and women’s apparel. The retailer has adopted a strategy to increase its millennial-focused offering through relevant brands. The PopSugar at Kohl’s Collection is the latest addition to its millennial-focused inventory that includes LC Lauren Conrad, a:glow Maternity, Circus by Sam Edelman, Nike, Adidas, Converse, Levi’s and others.

Heineken Touts New Beer With NatGeo Documentary About Yeast Discovery

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Heineken and National Geographic produced a mini-documentary called Wild Lager that tells the story of a recently-discovered wild yeast and how it came to be used in beer.

The three-minute documentary features biologist Diego Libkind, who discovered H41 yeast. Together with Heineken’s global master brewer, Willem van Waesberghe, Libkind retraces his steps in Patagonia, sharing the discovery and discussing what it means for beer drinkers.

Wild Lager was filmed in partnership with National Geographic (NatGeo) and is hosted on the magazine’s website as sponsored content. An accompanying article details the discovery of H41 in 2010 when Libkind was collecting wild yeasts in the woods. His scientific discovery, hidden inside an edible fungus called Cyttaria, turned out to be a significant one for the beer industry.

H41 is now being used in Heineken’s Limited Edition Wild Lager Series, available only in New York City. In addition to the branded documentary, a campaign for the Wild Lager Series beer includes social, digital and edited versions of the National Geographic article, tailored to each platform and target audience.

Heineken’s digital initiative is part of the brand’s shift from TV advertising to Google and Facebook. Wild Lager follows a trend of brands—particularly those selling alcohol—to focus on more complex storytelling in 2018. These branded films often attract A-list talent, as well.

A 2016 joint study by OneSpot and Marketing Insider Group found that 40 percent of consumers say branded content is at its best when it educates or informs them. While Heineken’s documentary was designed to educate (and inspire consumers to try its new beer), other alcohol-branded content this year tries to evoke emotions.

Hennessy, for example, enlisted the help of director Ridley Scott to create a visual “Odyssey” about the cognac’s taste notes. Earlier this year, Italian aperitif brand Campari released a short film called The Legend of Red Hand starring Zoe Saldana (Guardians of the Galaxy) and Adriano Giannini (Ocean’s Twelve). La Vida Nuestra, starring Peter Dinklage (Game of Thrones) is a branded film by Estrella Damm that shares a man’s story of letting go of the past.

Famous for its print magazines, National Geographic hasn’t shied away from a digital strategy. In December 2017, it was the most-followed brand on Instagram and creates different versions of content depending on who will be viewing it. Advertising is now sold for print, digital or a combination of both, and National Geographics‘s partnership with Heineken illustrates one strategy of telling stories alongside brands.

Beer is a popular advertising partner for the publisher. Coors partnered with NatGeo for a series called “My Next,” following two explorers as they make their way across the Costa Rican rainforest and inside an Iceland volcano.

Virgin Holidays Campaign Goes Experiential With Giant Ball Pit

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Virgin Holidays is erecting a giant ball pit in London this week to embody its new campaign slogan, “The World is Your Playground.” The Thames River installation continues Virgin Holidays’ ongoing strategy of experiential marketing to inspire travel.

Summer may be coming to an end, but Virgin Holidays wants to keep travel at top of mind for consumers. A ball pit installation will debut September 13 and 14 at Observation Point, overlooking the Thames River. Hidden in the pit are four golden balls that will grant its finder a free vacation to Las Vegas, Barbados, Universal Orlando or Antigua.

Located at Observation Point, Southbank, SE1 9LT, the installation will be filled with over 140,000 balls, making it the largest outdoor ball pit in the UK.

“Holidays are an experience, not a product, so we frequently use experiential marketing to bring how you feel on a holiday to life,” Kelly Grindle, PR lead at Virgin Holidays told AList. “We want to stimulate a sense of adventure and inspire you to explore new places.”

Grindle explained that the brand’s ongoing experiential marketing extends to its retail locations. For example, those who visit the Virgin Holidays brick-and-mortar locations can ride a virtual reality roller coaster, hang out at a bar or recline in a Virgin Atlantic first class seat.

The ball pit activation was designed to create buzz ahead of Virgin Holidays’ new campaign, airing on ITV during The X Factor September 15. Visitors to the ball pit will be encouraged to take selfies and share the experience on social media. Grindle said they chose the location for its amazing views and its “exceptionally high” foot traffic.

Virgin Holidays reported a 1.5 percent increase in passenger numbers YoY to 397,000 in 2017 and a pre-tax profit of £15.5 million ($20.2 million). The brand has taken a special interest in experiential marketing, as evidenced by the hire of Amber Kirby in March. Appointed as vice president of marketing and customer experience, the former Boots and Procter and Gamble executive said that she would also focus on improving loyalty initiatives and Virgin Holidays’ digital experience.

Global travel industry bookings reached $1.6 trillion in 2017, making it one of the largest and fastest growing sectors in the world, according to Deloitte.

Bud Light Constructs Branded Bronze Statue To Commemorate ‘Philly Special’

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There’s arguably no event as emblematic of Bud Light’s “Dilly Dilly” campaign than Superbowl LII, when the company promised free beers to the City of Philadelphia if the Eagles won. The team did win, and the company delivered by handing out bottles during the victory parade and gifting Bud Lights to local bars along with swag such as promotional poker chips, Bud Knight armor and scrolls that complement the medieval theme. Now the company has commemorated the occasion by donating a nine-foot statue outside the Philadelphia Eagles’ home stadium.

Bud Light began teasing the statue’s appearance in August with a video on Twitter showing it being cast, and it was officially unveiled on September 5, the night of their first game of the season. It features the moment Nick Foles asked head coach Doug Pederson “You want ‘Philly Philly?’” on the field during the Super Bowl. Coincidentally, “Philly Philly” (a term for the “Philly Special” play) happens to rhyme with “Dilly Dilly,” so it became the perfect match.

The bronze statue, with “You Want Philly Philly?” and Bud Light’s logo etched into its base, will stand on HeadHouse Plaza, outside Lincoln Financial Field where Bud Light’s activation space is located—near the Xfinity Live! bar. It will remain there for years so that generations of fans can come to see and enjoy it.

The “Philly Special” is one of the biggest (size-wise) gifts Bud Light has given Philadelphia to further cement the relationship between the brand, the Eagles and the city, but it’s not the only way the brand is commemorating the event.

In August, Bud Light produced 20,418 “Philly Philly” Commemorative Packs—in recognition of the 2/04/2018 victory date—to be sold in the City of Brotherly Love. The pack includes a 25-ounce aluminum bottle of Bud Light along two glasses with “Philly Special” etched onto the side.

Bud Light has also been giving love to other sports underdogs over the past months. In June, the beer brand set up a wager where it would give all soccer fans in California free beers if Mexico won Round 16 of the World Cup tournament. More recently, it brought “Victory Fridges” to bars across Cleaveland. These smart refrigerators will simultaneously unlock if the Cleveland Browns break their losing streak by winning a victory during the 2018 NFL season.

Gillette Partners With Female Directors For ‘Her Shot’ IGTV Campaign

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Gillette Venus has launched a new campaign called “Her Shot” that features actress/director Regina King and 10 emerging female directors. The campaign is part of Procter and Gamble’s initiative to promote gender equality.

Using the hashtag #HerShotxVenus, “Her Shot” focuses on a woman’s perspective and the positive impact it can have on the world. King will act as a mentor to 10 up-and-coming female directors, giving advice on how to elevate their voices in the industry. Each of the videos has been created for IGTV and are being cross-promoted across multiple Instagram accounts.

Each of the 10 female directors were selected through a partnership between Gillette and freelance service site Fiverr. On its official Instagram account, Fiverr claims that less than seven percent of directors are women, which is why the brand teamed up for this campaign.

Her Shot videos have been posted on Instagram, including one that features Rain Valdez—a trans actress and director that talks about making her own way in the industry. ChelSY O, another director in the program, shared a video that talks about women controlling their own image in the media.

“Something magical happens when women create for women because we have the ability to inspire each other’s fearless voice within,” she says in the video.

Another video, featuring filmmaker Alison Grasso said that seeing other women’s perspectives on social media changed the way she lives.

“Her Shot” is part of Procter and Gamble’s initiative to drive change in the advertising industry. The global giant partnered with Global Citizen to introduce a new initiative called #SheIsEqual during Cannes Lions, which includes the first #SheIsEqual Summit on September 28 during UN General Assembly Week in New York.

The USC Annenberg School for Communication and Journalism conducted a study about diversity in Hollywood in 2018. Out of the 109 film directors associated with the top 100 movies of 2017, only eight were female. Regardless of this disparity, the top three grossing films included female leads and one female director (Patty Jenkins, Wonder Woman).