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CMO Moves End Feb Edition
Ft. VW and Whataburger
Michael Wright
February 29, 2024
February has been a month of significant shifts in global marketing leadership.
In addition to the 13 marketing chiefs we talked about earlier this month, 10 more were announced in the last two weeks - making it a total of 23 new CMO hires.
This is quite a busy month compared to last year when only 10 new CMOs were announced in the entire February. Could this be the start of a rebound? We certainly hope so!
Among the new 23 CMOs:
14 are women, and 9 are men.
3 got promoted internally, while 20 were hired externally.
6 are first-time CMOs, and 17 have prior experience.
4 work remotely, 3 follow a hybrid model, and 16 are on-site.
California (5), New York (3), and Texas (3) hired the most CMOs.
Software Development (4), IT Services & Consulting (3), Automobile (2), and Telecoms (2) are the industries with the most new CMO announcements.
Volkswagen
A headline-grabbing development in the marketing world revolves around Volkswagen (VW).
Following the departure of CMO Nelly Kennedy for personal reasons, late last week, VW announced that they have promoted the global marketing head of Audi, Susanne Franz, to take the helm.
Franz has built a robust career in auto marketing. Before Audi, Franz was leading marketing at VW's Spanish subsidiary Seat. During her seven years at Seat, Franz successfully launched Cupra as a performance brand. Before joining Volkswagen Group in 2012, she worked in senior marketing leadership roles at Italian luxury auto brand Alfa Romeo, and the Japanese auto giant Suzuki.
In our last edition of CMO moves, we looked at the challenges for VW and the overall auto market: demand for EVs is slowing, production is overinvested, and the technical limitations of batteries are causing consumer anxiety.
VW is on a three-year mission to “restore core brand competitiveness” and ensure its offering is “future-proof and sustainable in the long term.
Franz is stepping in as VW concludes its multibillion-dollar global media pitch initiated in 2022.
“With her strong understanding of the brand and her omnichannel marketing expertise, Susanne will play a key role in further boosting VW internationally and carrying our iconic brand values through the transformation into the future.”
Whataburger
Whataburger, a Texas-based regional burger chain, has hired Scott Hudler as its new Senior Vice President and CMO.
Hudler, a seasoned marketer with over 30 years of experience, boasts a rich background in F&B, retail, and CPG industries, having worked with notable brands like Popeyes, Mars, Dunkin', Dick's Sporting Goods, and Torchy's Tacos. Most recently, Scott was the President and Chief Growth Officer of Cotton Patch Cafe, a Dallas-based restaurant chain with locations in Texas, Oklahoma, and New Mexico.
Known for its delicious burgers and iconic A-framed orange-and-white stripe buildings, Whataburger was founded in 1950 as a roadside burger stand in Texas. By 2005, the family-owned restaurant chain had grown to 600 locations.
In 2019, the owner sold the restaurant to a Chicago-based investment firm BDT Capital, which began an ambitious program of national expansion.
Last month, the brand’s nationwide expansion reached a significant milestone with the opening of its 1000th restaurant. The company’s footprint is expanding from 14 states to 16 states with new stores set to open in Las Vegas and South Carolina later this year.
Among the many qualities that impressed us about Scott was his remarkable blend of marketing acumen and experience leading a business. His insight into how marketing and operations must work in unison to drive growth and ensure the brand's vitality is significant, highlighting their essential collaboration for success."
Hudler is well positioned to lead Whataburger's ambitions in taking this iconic regional brand to new markets and new generations of customers.
"It's thrilling to be joining a storied 73-year-old company that is equally committed to its legacy and to innovation and growth."
As usual, our paid subscribers get to access the full list of 23 CMOs who have moved jobs in February, plus the full list of CMO moves for January (24 CMOs) and the year 2023 (214 CMOs).
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