home News ONE CMO BECOMES FIVE: WHY MONDELEZ IS TAKING A MORE LOCAL APPROACH TO GLOBAL MARKETING

ONE CMO BECOMES FIVE: WHY MONDELEZ IS TAKING A MORE LOCAL APPROACH TO GLOBAL MARKETING

At Mondelez it will now take five people to do the job once performed by former global CMO Dana Anderson. The candy and snack maker today announced it is finally replacing Anderson, who left last April to become CMO of consultancy MediaLink. (Her title later changed to chief transformation officer.) But instead of relying on one top executive, Mondelez is calling on a team of five people to oversee its marketing across the globe as part of a new regionalized structure.

The goal is to put marketing executives closer to the countries they oversee, so that the company can more quickly respond to shifts in consumer demand. Mondelez, whose brands include Oreo, Trident, Cadbury and Ritz, will keep the global CMO role, filling it with Danone executive Martin Renaud. He will work from the company’s East Hanover, New Jersey office, overseeing broader functions like brand strategy, agency relationships, marketing capability, as well as media and digital. Renaud, 50, from France, was most recently Danone’s president for fresh dairy in Europe.