Sales lead: Get in touch to help this brand build awareness.  Shell Energy (SE) promoted Megan Rosenbaum to marketing VP, effective April 2023. The company named Rosenbaum interim VP earlier this year.  Prior to that, Rosenbaum served as account management & marketing director of Cart.com Target demographic: Male Gen-X/millennial homeowners The brand will likely: Significantly increase ad spend Diversify ad placement Seek brand-specific agency assistance Digit...

Sales lead: This hire will directly impact the company's marketing strategy & agency roster.  Beyond Meat (BM) hired Akerho Oghoghomeh as SVP & global marketing head in February 2023.  Oghoghomeh joins from Red Bull, where he served as brand marketing SVP. He now leads all of BM's marketing initiatives.  Target demographic: Millennials  The company will likely: Review the agency roster/seek additional assistance Experiment with new ad channels Ramp digital spend ba...

Below is a compilation of WinmoEdge's top decision makers on the move published during the previous week.  Why is it important to track decision makers? DM shifts, especially new hires and first-time CMOs, are the top new business trigger for agency changes, media spending shifts, and new martech investments. New DMs tend to evaluate changes in these areas and start making changes within a 3-12 month window.  All of our decision maker shift reports can also be accessed under “Industry A...

Below is a compilation of WinmoEdge's top accounts on the move published during the previous week. We usually publish these recaps every Monday to give you a one-stop, quick glance destination for our top account shifts.  This list can be accessed under “Accounts on the Move” or "Industry Analysis" once it moves off the front page of the site.  As ever, you can see a list of the Top 100 brands we believe will begin an agency review in the next 3-to-12 months on our Vulnerable Accoun...

Sales Lead: In February 2023, Porter Gale became the first-ever CMO at wedding planning app Joy. She was formerly the CMO at Personal Capital. It also hasn't been long since Joy named Jessa Halford as its email marketing manager in December 2022. The company will likely: Shift strategy Return to higher spend Conduct agency reviews Target demographic:  ​​​​​​​Female Gen-Z and millennials Additional spending insights: Digital and social insi...

Sales Lead: JCPenney appointed Katie Mullen as its chief customer officer (we are still confirming Mullen's email address; we will update as we learn more) Mullen joined the company in January 2022 as its chief digital and transformation officer. She will keep overseeing the company's e-Commerce strategy and omnichannel development while emphasizing areas such as customer marketing, engagement, and analytics. Now, Mullen will also lead JCP's initiatives to drive digital, data, and a...

Sales Lead: Alissa Heinerscheid has taken a leave of absence from Bud Light (BL) after having overseen a disastrous partnership with trans activist Dylan Mulvaney. Heinerscheid joined parent company AB InBev in June 2022 with the goal of overhauling BL's marketing and freshening up its image. The recent partnership with transgender TikTok star Mulvaney led to a boycott and knocked $6b from the company's value, reportedly. Heinerscheid has reportedly been succeeded by Todd Allen, th...

Sales lead: Keep an eye on this company so that you are ready to reach out when it names a new marketing head.  Fresh Del Monte (FDM) lost its marketing VP, Pablo Rivero, in March 2023. Rivero is now the brand marketing VP of Simply Good Foods. We will be sure to update you as soon as a replacement is announced.  Target demographic: Primary shoppers (Gen-X & millennial women) Once it hires a new marketing VP, the company will likely: Seek new agency partners Invest i...

Sales lead: Keep an eye on this company because this hire will affect its marketing strategy & agency roster.  Dick's Sporting Goods hired Emily Silver as CMO, effective April 2023. Silver joins from PepsiCo where she served as senior portfolio marketing VP.  She is responsible for marketing & brand strategy.  Ed Plummer is retiring after about four years as CMO.  We told you about Dick's most recent campaign in March.  Target demographic: Gen-X & millennial parents The ...

Sales Lead: TJ Landig became the marketing SVP at Warner Records (WR). Landig joined the company in March 2006 as a marketing director and now reports to Dionnee Harper, WR's marketing and artist development EVP since December 2022. During his tenure so far, Landig has led campaigns for musicians such as Joji, Mac Miller, Ali Gatie, Bryce Vine, Ricky Montgomery, Sub Urban, Zach Bryan, Benson Boone, Nessa Barrett, and Deftones. He also played a key role in establishing a a strate...