Mondelez promotes marketer Dana Anderson to CMO
Cadbury owner Mondelez International has promoted its senior vice president of marketing communications and strategy Dana Anderson to become its senior vice president and CMO, just two months after the role was scrapped in favour of a more “integrated” approach led by its recently instated chief growth officer.
Anderson will now be responsible for the company’s entire global portfolio of advertising media and marketing partners and will oversee the teams responsible for agency relations, brand equity, brand strategy, marketing capabilities, media and digital for Mondelez’s global and regional “power brands”, which include Oreo, Philadelphia and Cadbury.
She moves into the job just two months after the former chief category and marketing officer role was scrapped, which led to the incumbent, Mary Beth West, leaving the company after more than 13 years.
At the time her marcomms, insight and consumer services responsibilities were passed on to chief growth officer Mark Clouse, who also leads the corporate strategy and global category, innovation and quality teams.
The company had said that shifting oversight under one remit was designed to ensure an “integrated approach” that improved marketing accountability.
Clouse says of Anderson’s appointment: “Dana is the ideal leader to be our new chief marketing officer. As our work for brands like Oreo, belVita and Cadbury demonstrates, she is constantly pushing the boundaries to create breakthrough marketing and engage with consumers in new ways.
“Her deep consumer understanding and strategic approach will be invaluable as we further focus on delivering fearless and innovative marketing programmes that span multiple marketing and media channels and cutting-edge technologies.”
Pressure is currently on for Mondelez’s to stabilise its market share after its ploy to raise wholesale prices backfired and knocked sales volumes in its latest quarter. The snacks maker reported a 1.8 per cent revenue drop to $8.4bn (£4.9bn) for the three months to the end of June, which fell short of analyst expectations.
The company recently switched from running local marketing initiatives to campaigns across regions across Europe and North America and plans to continue this strategy across Latin America, Asia Pacific and the EEMEA regions over the coming year.