Mars global CMO steps down, chief customer officer takes over

Mars announces departure of Bruce McColl after a decade leading marketing at the snacking and food giant

Bruce McColl at the 2015 AANA Reset conference
Bruce McColl at the 2015 AANA Reset conference

Mars will extend the role of its chief customer officer to also include marketing following the departure of global CMO, Bruce McColl.

McColl has been at the marketing helm for the past 10 years, and with the snacking and food giant for 24. He will retire in June and be replaced by Andrew Clarke, who became the brand’s chief customer officer last year and will now oversee media, consumer marketing and sales.

In a statement, Mars president and CEO, Grant Reid, noted marketplace dynamics are blurring the lines between sales and marketing.

“Retail and shopper trends are moving at a remarkable pace and digital is providing new routes to reach consumers that blend advertising and selling,” Reid stated. “We’ve evolving our approach to advance the way our marketing and customer strategies work together to address these trends.”

The statement also noted Clarke and McColl had been working over the last year on creating a strategy to look at demand in a more integrated way.

“Mars has tremendous brands supported by world-class marketing communications, and that will continue as the expert CMOs in our segments drive creativity and innovation,” Clarke stated. “Building on that, consumers are demanding a more seamless brand experience, and we have an opportunity to grow our categories with our brands and our customers.

“In this new role, I see myself as a connector between our muscle in marketing and our strength in sales, and I couldn’t be more excited about the opportunity.”

Reid also thanked McColl for his significant contribution to the brand, a list that includes winning the 2012 Cannes Global Advertiser of the Year and the 2015 Client of the Year at the prestigious The One Show.

“His stewardship of our global agency relationships and collaboration with the marketing community at Mars have resulted in a legacy of brand-building, and a team of great marketers who are elemental to our success with consumers and customers,” he said. “I’m personally grateful for all he has done for Mars and wish him every happiness in his retirement.”

Read more: Westpac brand marketer to head up PayPal Australia marketing division

McColl told attendees at last year's AANA Reset conference that marketers needed stop using fear as the basis of agency relationships and put more emphasis on curiosity, collaboration and profitability if they hope to achieve sustained creativity.

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in