Intel appoints Staples marketer as CMO

Intel has appointed Staples senior marketer Steven Fund as its chief marketing officer as part of wider efforts to reconnect with technology users.

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Intel is hoping upcoming marketing campaigns build the same type of emotional appeal enjoyed by technology giants Apple and Samsung.

He replaces the outgoing Deborah Conrad, the technology firm’s top marketer since 2008, and will be responsible for a broad remit including global marketing strategy, product positioning, social media, and communications. Fund will also assume oversight of Intel’s five-year shirt deal with FC Barcelona alongside its early brand building in the wearable technology space.  

He will report to chief executive Brian Krzanich when he joins the business next month (2 June).

Fund joins from office supply retailer Staples where he was senior vice president of global marketing and a member of the company’s executive team. During his time at the retailer, he is said to have established an integrated team across its business units and markets. Prior to Staples, Found had stints at Procter & Gamble and PepsiCo.  

It is Krzanich’s first senior hire since assuming control of the business last May as he looks to dispel concerns about a slowing PC industry. Krzanich believes improved marketing alongside costs saved from slashing its workforce by 5 percent this year can accelerate its shift to growing areas. The chip vendor, which hopes to sell its products to manufacturers such as Apple and Samsung, has been slow to adapt its processors for smartphones and tablets.

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