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The merry-go-round of marketers continued as ever this year with well-known and long-established figures perhaps surprisingly moving on from their positions in a volatile economic market.
With most brands expected to cut back or plan to maintain their marketing spend in the coming year, stability in that department would be a bonus. However, for various reasons, moves are being made either as new positions open up elsewhere or restructuring takes place.
Here is an overview of some of the major moves that have taken place over the past 12 months and some of those marketers worth watching as they begin to shape their new brand strategies.
Leslie Berland, executive vice president and chief marketing officer, Verizon Communications
Joining after two decades in marketing at major companies such as American Express, Twitter and, more recently, Peloton, Berland will succeed the tech and communications company’s veteran marketer, Diego Scotti, as she leads the global brand and marketing strategy. That will include marketing activation and creative, marketing effectiveness, consumer insights, media and strategic partnerships.
She will also join the company’s executive leadership team and report directly to Hans Vestberg, Verizon’s chairman and CEO.
Berland left Peloton after less than one year to take on the new challenge, beginning Jan. 9.
For its third-quarter results, released in October, the company revealed operating revenue of $33.3 billion, a decrease of 2.6% year-over-year despite broadband customer additions of 434,000, while total Verizon consumer revenue was $25.3 billion, down 2.3% year-over-year. Total Verizon business revenue was $7.5 billion, down 4%.
With a stock price that is seen to be underperforming at the end of this year, Berland will be looking for ways to quickly increase customers across the board.
Esi Eggleston Bracey, chief growth and marketing officer, Unilever
