Speichert will report into Kirk Perry, himself a former marketer at P&G, whose team is responsible for encouraging marketers to spend more of their brand advertising budgets on Google platforms such as YouTube, search and Google+.
Earlier this year Google’s chief business officer Nikesh Arora said its platforms were overtaking traditional media to become central to the “biggest brand campaigns of the world” and claimed its efforts to roll out new advertising products and to improve campaign effectiveness measurement were seeing more marketers shift their budgets over to digital.
On the company’s latest quarterly results call with investors, Arora said the marketing sector is at a “significant industry moment” where marketers who historically built their brands on TV are reorienting their creative, planning and investments with digital at the centre.
At L’Oreal, Spiechert was responsible for overseeing marketing, insight, media, digital IT, marketing procurement and business development across all four of its global divisions.
He joined L’Oreal from Colgate Palmolive, where he worked for 13 years, starting as a trainee and working up to become marketing director for category innovation in the company’s North American personal care division.
Separately this month Google promoted its UK managing director and former marketer Dan Cobley to a new role as vice president of brand solutions for the EMEA region – a continuation of its strategy to help brands and marketers build their brands across its services.