Netflix’s chief marketing officer was the most-successful CMO in the US in 2015, according to ExecRank.
ExecRank’s uses an algorithm to help match companies with advisors.
The algorithm assesses measures such as experience in the executive role, business results during their tenure, board member appointments, company earnings per share growth this year, and industry/professional reputation.
We’ve also provided details on where the marketers appeared in last year’s list, although ExecRank chairman and CEO pointed out to AdAge that year-to-year comparisons aren’t entirely perfect because the algorithm gets tweaked annually.
ExecRank ranks 249 CMOs alogether – here are the top 15.
15. David Roman, senior vice president and chief marketing officer at Lenovo
- YouTube/Spencer Stuart
Roman is responsible for driving all marketing activities at the world’s largest PC-maker, which includes the Motorola mobile division. He has also been recognized in AdAge’s Marketing Top 50 and Creative Magazine’s Top 50 list. He ranked at number 14 last year.
14. John Hayes, chief marketing officer at American Express
Hayes has been an EVP at AmEx since 1995 and CMO since 2003. Last year, he was number 114 on the list.
13. John Costello, president of global marketing and innovation at Dunkin’ Brands
Costello has already been named one of the 30 most influential people in marketing by AdAge and one of the top 50 marketers by Adweek. He was number 9 in the list last year.
12. Jon Iwata, senior vice president of marketing and communications at IBM
Iwata is responsible for all worldwide communications at IBM, from media relations through to IBM’s intranet. He ranked at number five on last year’s list.
11. Anne Finucane, vice chairman and global chief strategy and marketing officer at Bank of America
- Bank of America
Finucane is responsible for the strategic positioning of Bank of America, as well as public policy, global marketing, CSR, and communications In 2013, she won the New York Women In Communications Matrix award and the Advertising Women of the Year by Advertising Women of New York. She ranked at number 18 on last year’s list.
10. Marcos de Quinto, executive vice president and chief marketing officer at The Coca-Cola Company
- El Despacho de Kotler/YouTube
De Quinto was recently promoted to the CMO role, having previously served as president of Coca-Cola’s Iberia business unit, which covers Spain and Portugal. He recently unveiled Coca-Cola’s new “one brand” marketing campaign that unites all the Coke brands under one slogan. He didn’t feature on last year’s ranking, but former CMO Joseph Tripodi was at number 11.
9. Beth Comstock, former chief marketing officer at General Electric, now vice chair of business innovations
GE named Comstock as its first female vice chair in September. She was replaced as CMO by Linda Boff. At the time of her promotion, GE CEO Jeff Immelt said in a statement: “Beth has a proven reputation inside and outside GE for transforming the enterprise and being a catalyst for digital innovation and growth.” She moved down one place in the ranking this year, from number 6.
8. Chris Cox, chief product officer at Facebook
- Jolie Odell
Cox is Facebook’s highest-paid executive and is the top product exec at the company. Cox helped invent the news feed, designed Facebook’s “social by design” strategy, and is part of Facebook’s top executive leadership team. He didn’t feature in last year’s rankings.
7. Stephen Quinn, former Walmart US chief marketing officer, now retired
Quinn retired from Walmart in January this year, having spent more than a decade at the company. He was replaced by Tony Rogers, who had served as the grocery chain’s chief marketing officer in China. Quinn moved down several places from number two in last year’s rankings.
6. Ronald Coppock, president of worldwide sales and marketing at Arris
Coppock has served in the president of world sales and marketing role at the telecommunications equipment manufacturing company since 2003. He didn’t feature in last year’s rankings.
5. Karen Walker, senior vice president and chief marketing officer at Cisco
Walker was promoted to the CMO position in June 2015 and has clearly quickly made an impact. Prior to that, she was the company’s senior vice president of marketing. ExecRank says she has “championed marketing’s role as an accountable business function aligning closely with sales teams and a vital resource to partners.” She did not feature on last year’s rankings.
4. John Slusher, executive vice president of global sporks marketing at Nike
Slusher is responsible for managing relationships with Nike’s athletes, team, league, and federation partners. Nike won big at the Cannes Lions advertising festival this year, for its Re2pect campaign for Derek Jeter from the Jordan brand, the “Winner Stays” football campaign, and for Nike Golf’s “Ripple” campaign. Slusher didn’t feature in the list last year, but his colleague Trevor Edwards, president of the Nike brand, was number three.
3. Andrew Sherrard, chief marketing officer and executive vice president at T-Mobile US
Sherrard joined T-Mobile in 2003 and was promoted to the CMO role in February last year, now responsible for all marketing execution for the T-Mobile brand in the US. T-Mobile was a big Super Bowl advertiser this year, with two ads – one starring rapper Drake. Sherrard didn’t feature in the list last year.
2. Philip Schiller, senior vice president of worldwide marketing at Apple
Schiller has now taken on new responsibilities to oversee the App Store across all of Apple’s hardware platforms. He was the top-performing marketer in last year’s rankings. At the time of Schiller’s promotion, Apple also announced Grey New York ad exec Tor Myhren would be joining the company as vice president of marketing and communications early in 2016.
1. Kelly Bennett, chief marketing officer at Netflix
Bennett has served as Netflix’s CMO since 2012. He didn’t feature on last year’s rankings, but in 2015 Netflix has been taking over the world – literally – and marketing campaigns for its Originals series have helped boost sign-ups and retention rates.