Sales lead: Reach out to the new CMO for more information.  Appian named Randy Guard CMO, effective September 2023. Guard joins from Spreedly, where he served as chief marketing & product officer. He is responsible for all global marketing duties. Target demographic: Businesses that need process automation software The company will likely: Outsource some marketing duties to agency partners Continue increasing digital spend Try additional ad channels Digital an...

Sales lead: This will affect the brand's marketing strategy & may lead to agency hires.  Saks Off Fifth (SOF) hired Kim Miller as chief marketing and analytics officer in October 2023.  Miller most recently served as CEO of Boutique Brands. Prior to that, she was CMO of Rakuten. She replaces Sara Griffin, who only held the position from June to September.  Target demographic: Millennial women Once it hires a new CMO, the brand will likely: Return to higher ad spendin...

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...

Due Date: December 15, 2023  Scope of Work: The City of Hutchins, Dallas County, Texas is soliciting proposals from qualified consultants to prepare a comprehensive branding initiative and deployment. Qualified consultants shall have experience in municipal identity/branding, strategic planning, and solid market research (both qualitative and quantitative) – including development of mission, vision, and value statements; interactive marketing; logo development and graphic standards and rec...

Sales lead: This will affect the company's digital strategy & may lead to additional agency hires.  Steve Madden (SM) picked up January Digital as its digital AOR in October 2023. The agency will handle digital strategy development, execution, and investment. SM previously worked with January Digital's consulting arm, January Consulting, on media strategy and marketing measurement. Target demographic: Gen-Z & millennial women The company will likely: Revise digital mar...

Sales lead: This hire will affect the company's marketing strategy & agency roster.  Good Feet (GF) named Doug Zarkin its first-ever chief brand officer, effective October 15th, 2023. Zarkin most recently served as CMO of Pearle Vision. At Pearle Vision, Zarkin was responsible for field marketing, CRM, retail experience, and merchandising.  Target demographic: Gen-Xers  The company will likely: Continue moving ad dollars from digital to national TV Review the current...

Sales lead: Contact the new CMO now to offer ad space & agency assistance.  Bentley Systems (BS) selected Kristin Fallon as its new CMO in September 2023. Fallon most recently served as global brand head of GE Healthcare. In her previous role, Fallon led corporate brand, thought leadership, storytelling, advertising, and digital.  Target demographic: Businesses that need infrastructure engineering software The company will likely: Keep increasing digital spend Divers...

Sales lead: This hire will likely lead to spend & agency roster shifts.  Mars Petcare (MP) created a new position by hiring Najoh Tita-Reid as chief brand & experience officer. Tita-Reid most recently served as Logitech's CMO.  In this newly-created position, Tita-Reid is responsible for growth and improving the customer experience.  She does not officially begin until November 20th, 2023. **We are unable to confirm Tita-Reid's email address until she officially begins. Pleas...

Sales lead: These DM shifts will affect the company's marketing strategy & agency roster.  Hydrow hired Craig Tello as chief experience officer in September 2023. Tello most recently served as content strategy head at EA.  He is responsible for content strategy and engaging new/existing customers.  Hydrow also promoted Diana Cino to CMO. Cino joined the company earlier this year as sales & marketing SVP.  She is tasked with helping Hydrow reach new customers ...