Converse looses their CMO
Steve’s breakdown: No word on a replacement but considering what Geoff did over the past 8 years, we suspect they’ll be looking to the entertainment side of the marketing world.
NORTH ANDOVER, MA: Geoff Cottrill, CMO of Converse for the past eight years, is leaving the company to pursue other interests.
According to a company statement, “Geoff Cottrill, Converse Chief Marketing Officer, will be leaving the Company. We thank him for his many contributions to the Converse brand over the last eight years and wish him much success in the future.”
Cottrill joined in 2007, hired into the role of CMO. He previously had served as VP of global entertainment at Starbucks, and from 1996 to 2005, he served as group director of entertainment marketing at Coca-Cola Co.
Under Cottrill’s watch, Converse, a subsidiary of Nike, launched Rubber Tracks, with partner agency Cornerstone, a free studio where unsigned musicians could lay down tracks, an opportunity to inspire brand engagement via a relevant give-back to individuals and to the community. It’s one of the innovative methods by which the company has put itself at the center of music in an effort to strengthen a relationship with those who have adopted it, musicians and artists.
Cottrill also oversaw the launch of “Made by You,” a global campaign from agency partner Anomaly that curated a collection of Chuck Taylor All Star portraits from a diverse collection of wearers from around the globe. It had been the biggest, most expensive brand initiative to date, Cottrill had said at the time, adding, “It’s a celebration of the people who have worn Chuck Taylors over the years and have made them their own. Our modern-day image has been powered by the people who have worn them.”
Most recently, Cottrill helmed the launch promotion for the Chuck II, a version of the iconic All Star reengineered with Nike’s Luralon material and the biggest new-product launch in Converse’s history.