Trending CMOs

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GRETCHEN SAEGH-FLEMING 4L’Oreal USA 5 6JOY FALOTICO 7Ford Motors 8 9ZIPPORAH ALLEN 10Pizza Hut 11KELLY CAMPBELLHuluMARCI GREBSTEINJCPenneyJAY ROTHDish NetworkJOHN DILLONDenny’sKEITH WEEDUnileverThe role of CMOs is constantly changing, as they are often tasked with leading growth and spurring innovative campaigns, while simultaneouslybeing in tune with ever-changing customer behaviors and needs. In order toadapt and thrive, CMOs need a deep breadth of industry knowledge andcreative foresight.REDBOOKS understands the ways in which a CMO’s strategy and expertiseaffect the direction of a company, regardless of tenure. This is our secondTrending CMOs eBook in our quarterly series, that aims to compile the mostcomprehensive list of influential people who are transforming their roles.We keep track of the latest CMO updates, in order to provide you with therelevant context needed to always be the smartest one in the room.



GRETCHEN SAEGH-FLEMING Saegh-Fleming is taking over as the beauty brand’s CMO [email protected] the incumbent, Marie Gulin-Merle, Tenure: 1 month is departing to become the CMO of Calvin Klein. Before being named CMO, Saegh-Fleming was SVP of L’Oreal’s Luxe division in the United States. It is expected that Saegh-Fleming will continue to push the personalized data-driven marketing approach that L’Oreal is known for. The brand will likely embrace visual technology in addition to focusing on influencer marketing, as they aim to build content to drive conversions in an increasingly complex media landscape. Her recent work for L’Oreal includes primarily handling the direct-to-consumer business for various brands within the luxury portfolio. This includes brands such as Giorgio Armani Beauty & Fragrance, Urban Decay, Lancome, Kiehl’s, Yves Saint Laurent Beautė and IT Cosmetics.TABLE OF CONTENTS REDBOOKS // Trending CMOs 4

JOY FALOTICO Ford Motors has seen massive executive team changes, starting [email protected] in November 2017. Eleven months Tenure: 2 months ago, Jim Hackett took over as CEO and shook up the automotive’sTABLE OF CONTENTS leadership team. This includes moving Joy Falotico to the role of CMO. Previously, she was Ford Credit’s chairman and chief executive officer. The automaker is currently evaluating its longstanding relationship with WPP, despite having a dedicated agency (Global Team Blue) specifically for the brand. They have one of the longest running client- agency partnerships in the industry, dating back to 1943 when Henry Ford selected JWT to help the company position itself after WWII came to an end. Late last year, Ford went outside WPP for help with a Lincoln brand campaign and selected Laundry Service for social media. The Wasserman Media Group agency is utilizing its content studio, Cycle, for the redesigned 2018 Lincoln Navigator SUV compaign. REDBOOKS // Trending CMOs 5

ZIPPORAH ALLEN Allen is taking over Pizza Hut’s CMO position from David Timm, [email protected] who has moved on to become the Tenure: 4 months Chief Marketing Capability Officer for Collider, parent Yum! Brand’sTABLE OF CONTENTS ‘strategic marketing lab’. While under Timm, the brand began its push into sports sponsorships and became the official pizza sponsor for the NCAA. Allen’s first move in her new role was to make Pizza Hut the official pizza sponsor of the NFL. This partnership took effect in April and marks the end of the league sponsorship with Papa John’s, which held the coveted spot for the last eight years. The fast food chain is ending its partnership with Droga5, its creative agency of record for the past two years, after losing the lead in global pizza sales to Domino’s earlier this year. The agency created Pie Tops (basketball shoes that can order pizza) and the famous tagline, “No One Out Pizzas the Hut.” REDBOOKS // Trending CMOs 6

KELLY CAMPBELL Campbell is responsible for the entire marketing strategy for [email protected] Hulu’s new Live TV service, as Tenure: 9 months well as its on-demand subscription video business. She currentlyTABLE OF CONTENTS manages the brand’s media, creative, content marketing, brand marketing, entertainment publicity, performance marketing and consumer research teams. Prior to being named a CMO, she had an extensive career at Google dating back to 2005. Her achievements include the rebranding of Google Apps for Work and G Suite, and cultivating three million paying customers for G Suite. Her last project at Google centered around growing awareness and usage of the Google Cloud platform and products. Named one of the most innovative CMOs in 2017, Campbell has already made big moves at Hulu by spearheading their first national ad campaign (“For the Audience” with Anna Kendrick) and acquiring the naming rights to the Madison Square Garden Theater. It will now be called “The Hulu Theater at Madison Square Garden” and will feature physical & digital Hulu branding throughout the theater. REDBOOKS // Trending CMOs 7

MARCI GREBSTEIN After serving as Chief Marketing Officer for a year and a half at [email protected] Lowe’s Home Improvement, Tenure: 11 months Grebstein was named CMO & Executive VP at JCPenneyTABLE OF CONTENTS last summer. While at Lowe’s, she rolled out their first brand messaging post-recession with the “House Love” campaign, done by BBDO. Grebstein has focused on improving omnichannel capabilities at JCPenney, while also utilizing customer data to move the struggling company into the home improvement business, in an attempt to differentiate and revitalize the business. The retailer started 2018 with a new agency, Badger & Winters. They recently debuted a new tagline (“Style and Value for All”) and creative campaign, to rebrand as a stylish fashion destination. They will highlight their successful Sephora at JCPenney shops in addition to utilizing the hashtag #AllAtJCP to support the campaign on social media. REDBOOKS // Trending CMOs 8

JAY ROTH Due to low customer satisfaction with Dish Network, Roth [email protected] and spearheaded the company’s Tenure: 1+ year “Tuned In To You” promise with a campaign called “The Spokeslistener.” Roth is working to drive subscriber numbers up after the network, along with AT&T’s U-Verse, had one of the biggest double digit declines in their subscriber bases last year. Roth has some challenges ahead, as the company deals with record high numbers for cord-cutting. This is likely to get worse as Dish Network’s competitors go after more aggressive pricing, in addition to new distribution and streaming platforms from brands like Netflix. In an attempt to re-establish their brand identity and develop a more meaningful connection with consumers, Dish named a new creative agency of record in February. The Dallas-based Richards Group will be tasked with furthering “The Spokeslistener” campaigns and appealing to the values of small-town America.TABLE OF CONTENTS REDBOOKS // Trending CMOs 9

JOHN DILLON Over the past several years, Denny’s has revived sales [email protected] and reinvented its physical Tenure: 3+ years locations and menus. Dillon has played a key role in the chain’sTABLE OF CONTENTS rebranding, as he targets younger diners by aligning Denny’s with millennial-friendly brands like Hulu and Pandora. Most recently, he spearheaded a partnership between Denny’s and Amazon to create Alexa voice ordering skills. The new program, called Denny’s on Demand, currently allows consumers to order from home and provides estimated pick-up times, once the skill is enabled. The company is also working with Disney’s Lucasfilm to create authentic Star Wars experiences for the upcoming film, Solo: A Star Wars Story. With the help of its agency, EP+Co, the food chain created a well-received ad centering on Star Wars-themed trading cards that are only available at Denny’s. REDBOOKS // Trending CMOs 10

KEITH WEED The long-time CMO is taking brand safety to a new level, as [email protected] he announced earlier this year Tenure: 8+ years that Unilever will stop advertising on digital platforms with divisiveTABLE OF CONTENTS content, unless they impose more regulations. It is a bold push to reshape social media from the world’s second biggest ad spender, which owns brands such as Dove and Ben & Jerry’s. Weed is taking a mindset close to that of Procter & Gamble’s Chief Brand Officer, Marc Pritchard. Both are aiming to coerce tech companies, like YouTube and Facebook, into refining content on their platforms or risk losing their multimillion-dollar advertising budgets. Unilever and IBM are set to pilot blockchain technology that would potentially diminish fraudulent advertising, by keeping track of how media is purchased, delivered and interacted with by targeted audiences. The CPG company, intends to keep its consumers trust intact by managing the quality of channels and platforms utilized. REDBOOKS // Trending CMOs 11