WE Communications Contacts
|Jason C.||Senior Vice President, Business Development||CA|
Sample of Related Brands
|Maile L.||Senior Vice President||CA|
|Jordan B.||Vice President||CA|
|Trevor J.||Vice President, Digital Strategy||CA|
|Kacie T.||Vice President||CA|
Score 77 - Account in Jeopardy: F5 Networks hires new CMO, acquires NGINX amid digital transformation
Application services company press release states she will oversee marketing across all segments, channels and geographies as well as "ensure customers remain at the forefront of the company's digital transformation initiative, with a special focus on their buying experience."
The company also hired Geng Lin as its new EVP and CTO, effective July, to replace now-retired incumbent Ryan Kearny. Lin will boost F5's "next-generation technological capabilities through organic and inorganic innovation, including advanced research initiatives and strategic partnerships." He most recently served as managing director, chief development officer and engineering head at JPMorgan Chase. His experience also includes stints at Google, Dell and Cisco.
In addition, the company recently brought on two marketing directors: modern application services product marketing director Florence Dulla and marketing director Jesica Church. Dulla was promoted in December from global go-to-market architect and lead. Church was promoted from brand & marcom head at web server NGINX in May.
NGINX was acquired by F5 in March, and since then, F5 decided to influence more of the brand's marketing leadership. F5 promoted NGINX technical writer Tony Mauro to marketing content manager for the NGINX blog (May). It promoted NGINX field marketing operations specialist Olivia LaMar to NGINX field marketing manager (May).
Lower-level shifts at F5 include the departure of senior product marketing manager Daniel Schrader, now public cloud solutions product marketing director at Fortinet (June), and the promotion of Cecile de Leon from senior global integrated marketing manager to senior developer and global services marketing manager (January). Please view positions F5 is hoping to fill here.
There's a good chance we'll see agency shifts under the new marketing leadership, so agencies and martechs with tech experience should reach out. We don't know who handles creative or media, but we know PR is out of WE Communications. Focus pitches on assisting Yamamoto with her duties, especially the digital transformation.
Keep in mind that the majority of upcoming initiatives from Yamamoto and her team will likely focus on the acquisition of NGINX since the web server's capabilities allow F5 to bridge NetOps and DevOps and provide a more seamless customer experience. The capabilities also give F5 an easy way to differentiate itself from competitors like Arbor Network, Radware and Cloudflare.
Since a marketing push for NGINX is likely on the way, and since the new marketing team is likely to affect spend, we encourage sellers with high engagement among business decision makers to reach out for work. F5's top spending periods fluctuate year-to-year, so focus on planning period Q2 and buying period Q1.
Kantar reports spend in 2018 totaled $186,706 and was placed via digital ($146,706) and outdoor ($40,000). This marks a decrease from 2017, which saw a spend of $348,755 allocated across digital ($298,320), outdoor ($36,500) and print ($13,935). Spend in 2016 totaled $217,212 and was allocated solely to digital.
Adbeat reports digital display over the last 12 months has totaled $399k and been placed primarily via Google (92%) onto sites like techlicious.com, thenextweb.com, destructoid.com, theregister.co.uk and goodreads.com. Ads over the last 24 months have totaled $1.4m and been placed primarily via Google (9%) onto sites like stackexchange.com, techlicious.com, shareably.net, thenextweb.com and theregister.co.uk.