Anastasia Barlas leaves the FMCG group and will not be directly replaced
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.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016
The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...
LYF Solutions
The trouble with Scotty from Marketing - The CMO view - CMO Australia