BNSF gets 2nd new CMO in 1 year

BNSF gets 2nd new CMO in 1 year

Steve’s breakdown: BNSF named Steve Bobb executive vice president and chief marketing officer, with responsibility for BNSF’s sales, marketing, customer service, economic development and business unit activities. He succeeds John Lanigan, who has decided to retire effective Jan. 15, 2013.

BTW: We just reported last January “BNSF gets new CMO” so we think there’s something going on that could lead to a new business opportunity.

GRAPEVINE, TX: Bobb has served as group vice president, Coal Business Group, since April 2006. Previously, he was general manager of BNSF’s Texas Division.

“Steve Bobb’s experience throughout our business and strong leadership abilities have prepared him well to continue our marketing advances,” said Carl Ice, BNSF president and chief operating officer. “Steve has served in many diverse leadership roles in his career, including responsibilities in planning, operations and marketing. He has the experience and abilities needed to continue BNSF’s growth and improvement well into the future.”

Bobb was appointed vice president, business unit operations and support, in March 2004. Before that, he was group vice president, Agricultural Products.

“During his 10 years as BNSF’s chief marketing officer, John Lanigan has led efforts that grew the company from $9 billion in revenue to our being on track for approximately $20 billion this year,” said Ice. “John has been an outstanding leader, focused on providing superior value to our customers. He has been instrumental in helping grow BNSF into the leading transportation company we see today.”

Lanigan started with BNSF as executive vice president and chief marketing officer in January 2003. Prior to joining BNSF, he served as president and CEO of, Inc.

Steve Branscum has been named group vice president, Coal Business Group, succeeding Bobb. Branscum has served as group vice president, consumer products, since June 1999. Prior to that, he served as vice president, intermodal marketing, since July 1996.

Katie Farmer has been promoted to group vice president, consumer products, succeeding Branscum. In this capacity, she is responsible for the commercial activities of BNSF’s intermodal and automotive business. Farmer was appointed vice president, domestic intermodal, in June 2010. Prior to that, she was vice president, sales, industrial products, where she was responsible for leading the carload sales effort across the U.S. and Canada.


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