CMOs expand their influence

CMOs are being called on to serve ever expanding roles in companies.  These five recent appointees to their company’s CMO position are prime examples.

Who it is: Susan Duffy, promoted to chief marketing officer at Stuart Weitzman, an operator of  40 designer footwear stores in the U.S. and 45 abroad.

What’s her role: Duffy is charged with ensuring that the branding message is consistent across all worldwide communications platforms as the company expands into new markets.

Why she was promoted:  Executive Chairman Stuart Weitzman calls Duffy an “excellent brand architect” whose initiatives have opened the door for expansion.

Who it is: Isabelle Welton, appointed to the position of Group Chief Marketing Officer at Zurich Insurance Group, a multi-portfolio insurer with some 60,000 employees worldwide.

What’s her role:  Welton will lead global marketing and further strengthening the Zurich brand in line with strategic objectives.

Where was she prior: IBM, where she held a European leadership position as VP, Brand System. Additionally, Welton led external communications at Zurich from 1996 to 2001, directing branding, corporate identity, advertising, and sponsorships.

Who it is:  Lee Phillips, hired as CMO at UHealth, the University of Miami’s healthcare system, which serves South Florida.

What’s his role: Phillips is charged with rebuilding the UHealth brand from the inside out and designing and implementing marketing and communications strategies.

Where was he prior:  Phillips led Humana’s entry into the UK market, where he launched and Humana Creative, a provider of communications, engagement, and social marketing services to Britain’s National Health Service.

Why was he appointed:  “Lee’s charge is to build the leading health brand for the Americas,” said Jack Lord, COO and VP for Medical Administration at UHealth and the Miller School of Medicine.

Who it is:  Jaime A. Vasquez, appointed EVP/CMO at Fitness Together Holdings, a franchisor of Fitness Together personal training studios and Elements Therapeutic Massage centers.

What’s his role: Vasquez will collaborate with Elements and Fitness Together executives and franchisees to craft marketing strategies for conveying the companies’ highly customized approaches to health and wellness.

Where was he prior:  A 20-year marketing veteran of such companies as Pepsico and LG, Vasquez is credited with launching the Sierra Mist beverage brand in 1999.

Why was he appointed:  Fitness Together Holdings CEO and President Jeff Jervik said Vasquez brings “what we need to become the household brands in the fitness and wellness sectors.”

Who it is: Steve Bobb, promoted to EVP and CMO at BNSF Railway Co.

Where was he prior:  A BSNF veteran, Bobb served as VP of the coal business group since 2006. He previously was general manager of BNSF’s Texas Division, VP of business unit operations and support, and group VP of agricultural products.

Why was he appointed:  “Steve Bobb’s experience throughout our business and strong leadership abilities have prepared him well to continue our marketing advances,” said BNSF President and COO Carl Ice.

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