In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Kimberly-Clark’s consumer marketing leader, Anastasia Barlas, has left the FMCG firm following a restructure of the marketing function.
Barlas was appointed consumer marketing director in July 2013, reporting director to the MD, after previously heading up the adult and feminine care division (AFC) for three years. She had been working with the AFC division since September 2003, also working as head of marketing and a division manager.
A spokesperson for the company told CMO that Barlas’ role overseeing consumer marketing had been redundant as part of ongoing restructuring in the business. Instead, Kimberly-Clark’s three divisional marketing leaders will report directly to the managing director.
Kimberly-Clark introduced the three senior marketing roles as part of a restructure of its marketing division two years ago. At the time, the organisation said this was done to be more in-line with the global structure.
All three marketing sector leads had reported to Barlas and covered baby and childcare (formerly Irene Anast), adult and feminine care (Margaret Cheung) and family care (Dominique Chandler). Mike Abbott has since joined as marketing director, baby and childcare, a newly elevated role (from sector leader to marketing director) reflects the fact that baby and childcare is the company's biggest sector.
The news of Barlas’ departure contrasts with plans at Unilever to appoint a CMO following the exit of its two joint marketing leaders, Hugo Vertuil and Andrea Martens in early 2016.
Other marketing leadership changes this past week include Kellogg’s marketing director, John Broome, who left the cereal business following a restructure of the marketing and insights functions.