New chief marketing & customer officer starts at Mars in June
Steve’s breakdown: Mars Snackfood US is the division switching things up. The CMO is out and the CCO will take on marketing. The question not being answered is why Bruce McColl, the global CMO, is leaving. Worth looking into . . .
HACKETTSTOWN, NJ: Mars global Chief Marketing Officer Bruce McColl is leaving the candy, food and petcare company after 24 years, including 10 as CMO. He will be replaced by Andrew Clarke, a 15-year Mars veteran, who will step into the newly created role of chief marketing and customer officer.
Mr. Clarke has served as chief customer officer since 2015. In his new job he will oversee media, consumer marketing and sales. The new role is meant to better connect sales and marketing. Mr. McColl will leave the company in June.
“Marketplace dynamics are blurring the lines between sales and marketing. Retail and shopper trends are moving at a remarkable pace and digital is providing new routes to reach consumers that blend advertising and selling,” stated Mars President and CEO Grant Reid. “We’re evolving our approach to advance the way our marketing and customer strategies work together to address these trends.”
In a statement, Mars credited Mr. Clarke and Mr. McColl with creating a strategy to “look at demand in a more integrated way over the last year.” As chief customer officer, Mr. Clarke “led the company’s quest to become more agile in the face of changing retail trends, and to advance category building relationships with Mars’ customers,” according to the statement.
“Mars has tremendous brands supported by world-class marketing communications, and that will continue as the expert CMOs in our segments drive creativity and innovation,” Mr. Clarke stated. “Building on that, consumers are demanding a more seamless brand experience, and we have an opportunity to grow our categories with our brands and our customers. In this new role I see myself as a connector between our muscle in marketing and our strength in sales, and I couldn’t be more excited about the opportunity.”
Berta De Pablos-Barbier will continue to serve as marketing VP for Mars Chocolate North America.
Under Mr. McColl, Mars was recognized as Cannes global advertiser of the year in 2012. In 2015, Mars won client of the year at The One Show.
Stated Mr. Reid: “Bruce McColl will be missed by everyone who works with him. His stewardship of our global agency relationships and collaboration with the marketing community at Mars have resulted in a legacy of brand-building, and a team of great marketers who are elemental to our success with consumers and customers. I’m personally grateful for all he has done for Mars and wish him every happiness in his retirement.”