CMO Moves September Summary

In September, 20 global Chief Marketing Officers (CMOs) were appointed, with 11 women and 9 men stepping into the role. Of these, 4 were internal promotions, while 16 came from external hires. Notably, 6 of the new CMOs are taking on this C-level position for the first time—a milestone worth celebrating!

California led the way geographically, with 6 CMO appointments, followed by Texas with 2. The remaining hires were distributed across 8 states: Florida, Georgia, Illinois, New York, Kansas, Tennessee, Ohio, and Minnesota. Internationally, Europe welcomed 3 new CMOs—1 in London, 1 in Paris, and 1 in Stockholm—while New Zealand also saw the addition of a new CMO.

In terms of industries, Software Development was the most active sector, with 4 CMO appointments. Financial Services, Security and Investigations, and Banking each announced 2 new hires. Overall, these new CMOs were spread across 14 different industries.

• Software Development: 4

• Security and Investigations: 2

• Banking: 2

• Financial Services: 2

• Retail Luxury Goods and Jewelry: 1

• Internet Marketplace Platforms: 1

• Computers and Electronics Manufacturing: 1

• Engineering Services: 1

• Retail: 1

• Biotechnology Research: 1

• Civic and Social Organizations: 1

• Food and Beverage Retail: 1

• Consumer Services: 1

• Human Resources Services: 1

GrandPad

First up, we cover CMO mover joining a company we had never heard of but couldn’t resist showcasing.

Many of us can relate to the struggle of helping older generations navigate consumer technology like smartphones, tablets, and related gadgetry. Shout out to my Mum for being pretty adept with her Digital Devices, but I know at times she finds the hardware and UX intimidating and frustrating.

That’s why we were so happy to hear about GrandPad! Not only does the name explain everything, but their GrandPad is specifically for seniors, inspired by Scott’s mother's difficulties with modern tech. This tablet features a simple interface and essential functions to help the elderly stay connected without the typical complexities of standard devices and avoid scams.

About halfway through the month, they announced Grace Dolan as the company’s new Chief Marketing Officer (CMO). Dolan joins GrandPad with a wealth of marketing leadership experience from major consumer and technology companies and a passion for bringing quality experiences to underserved communities.

In her announcement on Linkedin, Grace shared:

(EVERYONE LIKED THAT)

JCPenney

Next up, an iconic American Retailer bouncing off the ropes [we hope!]

JCPenney named a “consulting chief marketing officer” to bolster their turnaround plan

Acclaimed marketer and podcaster Marisa Thalberg describes the 122-year-old retailer as “ripe for brand reinvigoration.” and is looking forward to balancing this role with other professional pursuits. We’ve already talked about the rise of fractional CMOs here at the ladder but it’s rare to see a public announcement like this ‘owning up’ to the interim nature of the appointment.

Our take is that this may not be “fractional-ongoing” though, but rather a stop-gap to help with the holidays.

JCPenney is focusing on its holiday marketing, explaining why it may have recently brought in new talent. The company has partnered with "The Yard" to launch the "Make It Count" campaign, aimed at boosting customer engagement and sales. This initiative is supported by significant discounts in collaboration with well-known figures like Martha Stewart, aiming to draw more customers.

In addition to traditional campaigns, JCPenney has engaged with Amazon Prime to reach an extensive audience for Thursday Night Football. This move is part of a larger effort to increase visibility and attract a broader audience during the holiday season.

Marisa is no slouch! She made the Forbes: CMO Hall of Fame; 1 of 50 Most Influential CMOs in the World Business Insider: 1 of 25 Most Innovative CMOs in the World Adweek Brand Genius * Industry Dive Marketing Executive of the Year. Quite some acclaim!

Marisa also served as the CMO of Taco Bell during the tenure of the renowned CEO Brian Niccol. Under his leadership from 2015 to 2018, the company doubled its system sales, opened 2,000 new locations, and transformed Taco Bell into a global restaurant brand.

Marisa's specific role is not fully detailed, leading to speculation about her impact. Will she advance the "Make It Count" campaign or focus on broader holiday marketing strategies? Her background could be key in guiding these initiatives.

The promotion of Katie Mullen to chief customer officer in April 2023 is another relatively recent internal shift. Her role likely covered a broad spectrum of the marketing domain, including digital, e-commerce, and transformation, positioning her as a central figure in JCP's strategic direction.

Considering these moves and leadership changes, JCP appears poised to tackle the holiday market effectively. The retail industry will watch how these strategies and leadership dynamics influence their performance under duress.

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