Heineken’s Calendar Closer Campaign And What Marketers Can Learn From “Quiet Quitting”

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After The Great Resignation, Americans have gone back to work but are now “quietly quitting.” In the midst of this, we’re taking a look at what marketers can learn from Heineken’s ‘Calendar Closer,’ a creative take addressing work-life balance. 

What Is “Quiet Quitting,” And How Does Heineken’s Calendar Closer Address It?

Quiet quitting is more of an aggregate lifestyle shift than a trend. Just like the millions of Americans who decided to work remote permanently, many Americans are choosing to continue to do their jobs—but impose their limits on how much “extra” they are willing to give their employers gratis. That means not pulling all-nighters or competing on how little sleep they get to make deadlines. It is also about a shift in the American zeitgeist around work ethic: After the pandemic’s economic uncertainty and The Great Resignation, workers may be less afraid of losing their jobs or leaving an employer who discourages work-life balance than ever before. In a world where many workers work at home, some feel they never actually leave the office. The Calendar Closer campaign taps into workers’ desire to disconnect at a reasonable hour and feel good about it. The Calendar Closer landing page reminds viewers that we’re working more now than ever before and encourages them to schedule just one more meeting—with up to three friends—for a chance to win a lifetime supply of Heineken. 

What Marketers Can Learn From The Calendar Closer

Heineken recently named Dentsu as its agency of record for media and recently experienced a 5% dip in retail sales, which it attributes to supply chain issues. Addressing the elephant in everyone’s room —“always on” connectivity often means “always working”—Heineken is shifting away from conventional themes in beverage advertising: showing groups of happy, gorgeous people out in nature enjoying a brew. The Calendar Closer acknowledges that you are not only likely stuck in front of your laptop but that it isn’t going to change any time soon. At a minimum, you can do a Zoom meeting with people you want to see. The Calendar Closer ads have been appearing on business-focused platforms, like WeTransfer, seemingly to reach workers when they are most likely to be yearning for a break but realizing that they won’t be able to venture far from their laptop. Marketers can glean several insights from The Calendar Closer Campaign:

Reaffirm, Don’t Explain Context

The Calendar Closer is about triggering recognition, not over-explaining. Obviously, you’re at your desk or on your bed with your laptop and you are working too much. We don’t need to go further into that. We know you can’t leave, and we won’t insult you with pictures of happy people doing what you can’t. That affirmation supports the idea that Heineken is for real people with jobs that can’t ever really leave (figuratively or physically), not the fortunate few.

The Solution First, Sales Second

One of the biggest challenges for remote workers is saying “no,” especially when their calendars are often open for the world to see. The semi-subversive idea behind The Calendar Closer is that the one unrestricted freedom many remote workers have is closing off time on their calendar—so bosses, colleagues and clients cannot schedule a spot. Instead, the copy encourages workers to “schedule just one more meeting,” but with friends. It’s a simple solution that can happen instantly, and it solves a big problem for the quiet quitter: finding a simple way to make work-life balance happen quickly.

Make Incentives Payout Instantly

Anyone can find a coupon. However, the Calendar Closer’s game element—the reward being a lifetime supply of beer—means that when you schedule more time for you and your friends, you have a better chance of winning a big, tantalizing reward. That means The Calendar Closer is addressing two of remote workers’ biggest problems – isolation and overwork—just by putting their names in a virtual hat and asking them to schedule some human time.

Trend Set: Chipotle, Google And Thredup

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Ayzenberg’s Ashley Otah looks at three major cultural trends this week and what they mean for brands.

Chipotle

When life gives you lemons. Inspired by Chipotle fans who “accidentally” fill their water cup with lemonade, Chipotle presents the “Water” Cup Candle. While it looks like their water cup, it smells like their lemonade and stirs up memories for everyone. The limited product is now sold out but showcases that the ability for brands to be agile and deeply understand their community (and their jokes) can set them apart and even strengthen brand loyalty.

Google

Word search. Google’s newest search engine, Multisearch, could be a game changer for how people shop, use the internet and more. This advanced AI tool enables users to look for images and information beyond the exact words typed. So, it’s no longer about the total stream of keywords users are looking for but rather a more in-depth sweep that can create whole pages of results by taking an image. Comparable offerings, as seen on platforms such as Pinterest, illuminate the powerful way consumer habits are shifting. Continuing to stay abreast of these habits while infusing them with current offerings sets brands up for success.

Thredup

Future of fashion. No fashion sin is too big for the new Thredup fast fashion confessional hotline. With confessionals available for everything from “I want to stop impulse buying” to “I am addicted to fast fashion,” the hotline aims to ensure that each shopper who picks up the phone leaves with knowledge and tools to equip themselves in the future. In partnership with Stranger Things star Priah Ferguson, the campaign highlights technology, fashion, and other verticals do not have to exist separately; they can tie together seamlessly.

Kohl’s Appoints Christie Raymond As Chief Marketing Officer

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This week in executive leadership appointments, Kohl’s and Choice Hotels International name new CMOs, while Carhartt names a new chief brand officer. 

Kohl’s Appoints Christie Raymond As CMO

Christie Raymond has been named CMO at Kohl’s, where she will lead marketing strategy, brand, creative, media and communications. Raymond is Kohl’s former senior vice president, media and personalization and holds more than 20 years of executive marketing experience.  She joined the company in 2017 from Walt Disney Parks & Resorts, where she held executive marketing positions for over 15 years. Raymond has served as Kohl’s interim CMO from May 2022. In addition to managing marketing organization, Raymond will direct loyalty strategies and programs, customer analytics and Kohl’s philanthropic initiatives and report directly to CEO Michelle Gass. 

“I’m thrilled to have Christie step into the role of Chief Marketing Officer for Kohl’s. She joined Kohl’s several years ago, bringing her tremendous experience and customer-driven leadership approach to the marketing organization,” said Gass. “She has been an asset to our senior executive team, and she will be instrumental in our continued path forward as we deliver great value, a compelling brand portfolio, and an inviting omnichannel experience to our millions of customers nationwide.”

Choice Hotels International Names Noha Abdalla As CMO

Noha Abdalla has been named CMO at Choice Hotels International, where she will lead brand-building, marketing, advertising and communications strategy. She will report directly to president and CEO Patrick Pacious. In addition to leading marketing efforts, Abdalla will direct the development of a new marketing technology and infrastructure roadmap for the brand. Prior, Abdalla was CMO for MyEyeDr., an optical chain backed by Goldman Sachs.

“Enhancing the guest experience is a cornerstone of Choice’s long-term growth strategy and a critical component of the leading value proposition we deliver for our franchisees daily,” said Pacious. “Noha is an experienced leader with a successful track record of taking world-class brands to the next level. As the company continues to add new experiences and offerings for travelers, we’re confident she is the best person to keep Choice’s finger on the pulse of evolving consumer preferences while driving loyalty and innovation to support our diverse portfolio of brands.”

Carhartt Names Susan Hennike As Chief Brand Officer

Susan Hennike has been named Carhatt’s new chief brand officer. She will report directly to president and COO Linda Hubbard. In addition, Hennike will manage the Product, Brand and Strategy (PBS) team, directing creative marketing, product and R&D strategy. Previously, Hennike was chief product officer at Bombas and president at Champion North America.

“Susan has an incredible reputation of growing emerging and established apparel brands across diverse audiences and reaching consumers creatively and authentically,” said Hubbard. “Her vision will help shape Carhartt’s future, improve the experience for all hardworking people and find new ways to reach those who have yet to experience Carhartt.”

Other Recent Appointments

  • After two years as the company’s VP of Marketing for Strategy and Solutions, Donna Prlich was named as Chief Marketing Officer (CMO) at Planet.
  • Rachel Thornton, vice president and CMO for Amazon Web Services, will leave her position after a decade for personal reasons on August 26. 
  • Jon Asher was appointed as juice bar chain Nekter’s first CMO. 
  • Developer skills company HackerRank appointed Monica Ohara as CMO.
  • Ballet Hispánico, the nation’s largest Latino heritage-focused dance organization, named Elaine Delgado as chief development and marketing officer.  
  • Spotter, a video monetization service for YouTube creators, has named Galvea Kelly as its first CMO.

Trend Set: Week Of August 8th

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Ayzenberg’s Ashley Otah looks at three major cultural trends this week and what they mean for brands.

Teens & Tech

Tech talk. The next generation of tech users is here. Research compiled by Pew Research Center shows how this shift in technology use by those 13-17 years of age is different than their predecessors. They’re not just using technology differently; they also live differently in a digital world. The research shows most teens have access to digital devices, such as smartphones, desktop or laptop computers, and gaming consoles. Teens state that YouTube stands out as the most common online platform, with 95 percent using this site or app, followed by TikTok and Instagram. About six-in-ten participants ages 15 to 17 say giving up social media would be at least somewhat challenging to do. Their younger counterparts, aged 13-14, think this would be less difficult. Understanding the technology behaviors of the next generation can be valuable information for examining the past and writing the future. Brands can ready themselves for the next generation by keeping a pulse on data and culture.

McLaren

Gotta blast. Not your typical workout shoe, the new HySpeed looks more like a luxury car than a piece of athletic equipment. The Bay Area-based startup Athletic Propulsion Labs (APL) debuted the design with Formula One auto manufacturer McLaren—a partnership that will test the limits of two different industries. While McLaren focuses on performance and APL is known for its high-tech and aesthetically pleasing focus on design, the partnership shows how fashion brands are moving away from strict aesthetics into functionality. Additionally, they continue to partner with myriad industries outside their wheelhouse. Although not the first fashion brand to find inspiration in car design, the partnership showcases how brands can make a long-lasting impact with mutually beneficial success in mind.

Alo x Roblox

Mindful moments. What do virtual reality, imagination and avatars have to do with yoga pants? Alo and Roblox. In January, athleisure brand Alo made headlines after it partnered with game developer Roblox to create ‘Alo Sanctuary,’ an online destination focused on yoga, meditation, and breath work. In June, it allowed customers of the brand to make purchases using cryptocurrency and employees to receive paychecks in the same form. Although the future of cryptocurrency, web3 and more fluctuate, the brand stands firm on its decision to keep exploring the space. As holistic living, wellness and well-being continue to hopefully become center stage, it is crucial to understand the implications of that and how brands can be a positive force in the space.

Millennials: Why The New Adults In The Room Are Changing Media And Brands

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Long the butt of jokes about entitled, job-hopping hipsters, millennials are now the new grownups in the room. The oldest millennials are now 41 years old, 46 percent have families, 48 percent have mortgages and some are parenting teenagers. Today’s millennials are driven by values, financial concerns and a desire for authenticity.

Below, we’re sharing what the data says about millennials, including marketer takeaways.

Most millennials have financially supportive parents, their own children, and concerns about their families’ financial future, though many remain optimistic about the economy.

  • 3 out of 5 millennials are parents, according to a 2022 report by GWI.
  • 64 percent of millennials still receive regular monetary support from their parents, according to The College Investor. 
  • 36 percent of millennials are concerned about the cost of living and another 20 percent are worried about unemployment, per Deloitte’s 2022 Gen Z and Millennial Survey. Approximately 50 percent of millennials live paycheck to paycheck, according to the same survey.
  • 46 percent of millennials believe that, despite inflation, their personal and household finances will get better in the next six months.

Values and “value” drive millennials’ retail and brand choices. Millennials care about brand values and quality, in some cases more than price, and are more likely to share their love of product on social media

  • 50 percent of millennials stated that they thought about brand values when making a purchase and consider it more important than price in a 2021 study by MullenLowe, and 56 percent stated that they trusted brands to put the public interest over profit.
  • “Clean,” “high quality,” and “durable” were the top three phrases most likely to encourage millennials to buy a product, according to a YPulse study.
  • Millennials are the generation most likely to share their passion for a brand via social media (42 percent do so), and 60 percent have used a brand’s social media presence to contact customer service, according to a study by Sprout Social featured on Content Science.

The Takeaways:

Millennials have matured—they have adult responsibilities and a keen sense of value for money and are concerned about how their purchasing choices reflect their beliefs. Reimagining your marketing strategy around millennials means creating an active social listening campaign to understand what makes a product or service relevant to this audience and connecting with the influencers who reflect millennial values and passions. Marketers seeking to engage millennials should understand how much “who” they are matters to how they spend.

We’ve Got Issues: Why The Media Is Highlighting ESG Leaders

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For media, many things matter when quantifying the impact of content, marketing or branding success. First, there’s the product, service, or content itself—does it work? Is its value evergreen? There’s the brand legacy—does its product or service translate to modern times? Does it still fill a need?

And then there’s how the brand fits into the real world and what matters to consumers: does this brand represent the kind of world that consumers feel comfortable in: Does it reflect what consumers care about? Each component of a campaign or marketing strategy needs to answer each question with a resounding “Yes” to stay relevant in a world where some things—like social issues—can matter more to consumers than the convenience or familiarity of the product itself.

The new “Hot or Not” lists

Recently, fashion and lifestyle magazine Allure published an article with the headline “Does your favorite beauty brand support abortion rights?” The article referred to a post from corporate social responsibility consultancy BSR, which reported research from ABC News and The Washington Post showing that 75% of Americans surveyed believe that reproductive decisions should be left to a woman to decide. In addition, the Allure article highlighted the Don’t Ban Equality pledge, signed by more than 180 CEOs, highlighting corporate commitment to women’s reproductive choice.

Gone are the days when “neutrality” is the safest bet for major content brands: leading publications are wading into politics and encouraging corporations to line up on one side or another of issues dominating American discourse.

For brands, silence can be risky—especially when popular media outlets may actively “name and shame” organizations that fail to respond to decade-defining cultural and political shifts, like the Dobbs decision.

Reproductive rights are not the only issue galvanizing consumers and inspiring media callouts.

British Glamour recently published a list of brands in the beauty industry that it deemed were not “cashing in on the Pride movement.” Likewise, CNN Underscored posted “16 LGBTQ-owned beauty brands for inclusive skincare, makeup and more”, an article that implored readers not to “fall for the rainbow-covered corporate pinkwashing, and instead try to support independent brands led by the LGBTQ+ community.”

Lists of brands with standout records on other social issues, like diversity, are becoming as ubiquitous in fashion and lifestyle media as “Hot or Not” lists were in the 90s.

Elle magazine and Marie Claire began highlighting the disparity between Black consumers’ spending on beauty products and their lack of representation in the boardroom (only 2.5 % of beauty brands are owned by people identifying as Black).

Issue awareness and alignment may be table stakes for brands seeking to engage millennials and Gen Z

With 43% of millennials identifying as Black, Hispanic or Asian and 22% as two or more races, leading beauty publications are responding to a significant generational shift and presenting new opportunities for brands to reach audiences that have been overlooked for decades.

In fact, 70% of consumers in one study stated that they believed it was critical for brands to speak up about political and social issues that reflect their values. In another study, 73% of consumers stated they wanted brands not just to say they supported an issue like Black Lives Mater but to demonstrate that support with action. In addition, Gen Z consumers are even more adamant than earlier generations that brands commit to issues that they feel are important to their world: 90% believe brands should act to address social and environmental issues, and 75% do their own research to ensure brands that they connect with aligning with their values.

Brands that want to engage new audiences and do social good should avoid standing up and being counted for issues they are not actively involved in or willing to commit to. Saying “We support cause XYZ” is nice, but not having much to show for it is worse than staying on the sidelines.

TikTok, Kids And Healthy Eating: What Matters To Brand Marketers When the Rules Don’t Apply

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TikTok first outpaced YouTube as Gen Z’s and Gen Alpha’s go-to video platform in 2020, and it remains so in July 2022. That has made the platform not just a competitive target for YouTube but also a focal point of concern for researchers who report that TikTok regularly presents content that promotes unhealthy eating habits. Those findings are a problem for brand marketers who sell snacks and fast food and leverage the platform’s popularity to introduce products to new audiences.

Marketing To Children Without Marketing To Children: Rules, Research And Controversy

While COPPA imposes strict requirements on how advertisers can target children under 13 and what platforms can do with their data, TikTok, like YouTube, states that users must be 13 or over to log in and use the site. So now TikTok, just like its forebear YouTube—which has faced litigation from nonprofits and parents’ advocacy groups over children’s ability to access the site and the site’s alleged collection of data on their viewing habits—is under scrutiny.

TikTok, like YouTube, allows anyone to watch videos without registering. While you must affirm that you are over 13 to sign up for an account, there’s no way to stop a teen’s younger sibling from watching over their shoulder or simply using their device. That means that non-explicit content available to adults is open to children, and brand marketers who engage young adult influencers to issue challenges or create content with their products, healthy or not, aren’t marketing to kids directly, and therefore not in violation of COPPA. That said, there is plenty of evidence that kids are watching and engaging with content designed to promote fast food and snack brands with high fat, salt and sugar content.

According to a report issued by BMJ Global Health:

“Unhealthy food and non-alcoholic beverage brands are using TikTok to market brands and products via their accounts and to encourage users to create and share their content that features branding and product images.” The report stated that some brands were marketing their products to encourage users to purchase and consume products for challenges.

“The most common marketing strategies were branding (87% of videos), product images (85%), engagement (31%) and celebrities/influencers (25%). Engagement included the instigation of branded hashtag challenges that encouraged creation of user-generated content featuring brands’ products, brands’ videos and/or branded effects. The total collective views of user-generated content from single challenges ranged from 12.7 million to 107.9 billion. Of a sample of 626 brand-relevant videos generated in response to these challenges, 96% featured branding, 68% product images and 41% branded effects. Most portrayed a positive (73%) or neutral/unclear (25%) sentiment, with few negative (3%).”

TikTok’s Privilege Is Its Ability To Engage—It’s Also Marketers’ Biggest Challenge

Of course, promoting products is what brand marketers do; they attempt to drive engagement in creative ways. And, like platforms built around user-generated content, brand marketers try to avoid breaking the law. For example, TikTok and YouTube require users to register to post videos but not to watch them, and there’s no way to vet who is behind an email address—unless some form of digital identity verification system is introduced that limits access to specific types of content, like porn. But that may not work, even if such a system was technically feasible. Ever met a teen who’s seen content intended for an 18+ audience? Ever met a teen who’s tasted a beer? It’s unlikely that fast food or salty snack-related content will ever be considered adult-only since neither can be considered age-restricted products.

There is also the matter of TikTok’s raw power to engage users. A familiar example of TikTok’s influence is that, at one point, Jennifer Lopez posted the same video on Twitter and TikTok. Her TikTok video gained 71 million views from 5 million followers, and her Twitter video received only 2 million views from 45 million followers.

TikTok makes sense for brand marketers, but it also needs to make ethical sense.

Here is a list of resources from the ANA regarding best practices for marketing on platforms with younger audiences:

From the FTC:

From the ANA:

Marketing Leaders Join Consumer Cellular, EasyJet And Kantar

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This week in leadership shifts, Craig Lister joins Consumer Cellular from EverQuote, EasyJet names a CCMO after two years without and more.

Craig Lister New Consumer Cellular CMO

Consumer Cellular, the 25-year-old mobile virtual network operator focused on the 50-plus market, has named Craig Lister, former CMO of online insurance marketplace EverQuote, as their new CMO. Previously, Lister served as global vice president for customer acquisition at Norton LifeLock and senior vice president, decision science at media firm RAPP. “One of Consumer Cellular’s greatest assets is its loyal customer base, with growth potential that is truly unlimited,” Lister stated in a press release. “I look forward to building on the great success that’s come before me and having an immediate impact on the business in the months and years ahead.”

“We are thrilled to have Craig Lister joining us as Chief Marketing Officer,” said Ed Evans, Chief Executive Officer at Consumer Cellular. “He brings many years of expertise in the industry to Consumer Cellular and we look forward to his impactful contributions.”

EasyJet Hires Robert Birge As CCMO After Two Years Without A CMO

British budget airline EasyJet announced the creation of a new position, chief customer and marketing officer (CCMO) with the hire of fashion brand Asos’s former CMO Robert Birge. The company has not had a CMO for two years, after doing away with the position in 2020. Birge will lead marketing, digital, customer service, customer experience and insight. Johan Lundgren, CEO of easyJet, said:

“Robert brings with him a wealth of experience from a range of travel and consumer brands. Continually innovating how we deliver our unique easyJet customer experience is a key focus area for the airline and so we look forward to welcoming Robert to the airline later this month.”

Lucy Birch Named Kantar Public CMO

British analytics and brand consulting firm Kantar Public has appointed PwC’s Lucy Birch as its new CMO. Birch has more than 20 years of marketing leadership experience and previously led marketing strategy and brand campaigns for PwC’s global ESG work. Kantar Public’s Global CEO Dr Michelle Harrison stated: 

“I am delighted to welcome Lucy to join us in the Kantar Public leadership team. Lucy’s marketing and communications expertise will help shape and increase the global reach of the incredible work our teams provide to our clients. Lucy’s previous experience will help shape the future of Kantar Public’s brand during a time of exciting change and opportunity”.

Kathryn Pratt Joins Saucony As CMO From L.L. Bean

Kathryn Pratt will join footwear and apparel brand Saucony as the company’s CMO.  Pratt is the former director of brand engagement and outdoor discovery programs at L.L. Bean where she worked for 11 years. Speaking with Footwear News, Pratt stated of her new position:

“From a category standpoint, there’s been so much momentum in the running space these past two years. There’s a lot of heat in this category from established brands, from new players. Saucony’s performance has been incredible and the competition is fierce. It’s a battle for awareness and brand energy and disruption, and that’s incredibly exciting to me.”

Trend Set: Social Shopping Health Check, Minecraft Blocks NFTs

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It’s that time again—Ayzenberg’s Ashley Otah looks at three trends this week and what they mean for brands.

Social Shopping

Shop till you drop. Social shopping was seen to be the next phase for all things online. Many platforms, from TikTok to Pinterest, Facebook, and more, added features to support shopping while surfing the web. However, according to the 2022 McKinsey report, 45% of consumers say social media influences their shopping, and only 11% have purchased directly through social media. This low conversion rate has platforms limiting or ditching social shopping altogether. Discernment with the addition of data is a powerful tool for brands to harness.

Instagram

Buy, buy, buy. Mark Zuckerberg announced a new feature that allows users to buy products directly in Instagram DMs. After purchasing with Meta Pay, users can track their items until delivery. The new feature comes as many brands are attempting to make social more shoppable. Digital storefronts can be a massive benefit for small and large businesses alike, but the lack of knowledge of these features proves itself a barrier. Continuing to not have a clear delineation or direction for features creates confusion and stops brands from succeeding in otherwise successful endeavors.

Minecraft

All mine. Minecraft, the game series platform, has notified users that NFT usage and integration is not allowed or supported. Minecraft states that NFT supports exclusivity, which the company does not stand for. Other reasons for the ban include the safety and protection of users. According to Tim Sweeney, Epic Games will not be banning NFT games. Clearly stated guidelines and concise statements allow consumers to make calculated decisions regarding affiliation and proximity to brands.

Nordstrom Appoints Deniz Anders As CMO, Hires Nina Barjesteh As President Of Nordstrom Product Group

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This week in leadership updates, Nordstrom promotes Deniz Anders from VP of marketing to CMO and hires Nina Barjesteh as president of Nordstrom Product Group. At Vimeo, Lynn Girotto was appointed as CMO and Ashraf Alkami as Chief Product Officer. Bob’s Red Mill added a new hire, Allyson Borozan, as SVP of marketing, along with Tractor Supply, which hired Volkswagen’s Kimberly Gardiner as CMO, and BlueConic, which brought on Mastercard’s Patrick Reynolds as CMO.

Retailer Nordstrom Appoints Deniz Anders As CMO, Adds Nina Barjesteh As President Of Nordstrom Product Group 

Deniz Anders, who has been with Nordstrom for 22 years, was named CMO after three years as VP of marketing. She will lead brand programs, digital marketing strategy, creative and corporate affairs. Nina Barjesteh, previously SVP at Dick’s Sporting Goods for five years, was tapped as president of the company’s private label, The Nordstrom Product Group, where she will lead business strategy.

Natural Foods Brand Bob’s Red Mill Hires Allyson Borozan From Kelloggs As SVP Of Marketing

Bob’s Red Mill, an employee-owned natural foods brand, has hired Allyson Borozan as SVP of marketing. Borozan was previously Senior Director of Salty Snacks Innovation and Marketing at Kellogg’s, where she worked for 12 years in branding, innovation strategy and marketing. Borozan will be responsible for the company’s marketing, new product development and customer engagement departments.

Retail Chain Tractor Supply Hires Kimberley Gardiner As CMO

Tractor Supply, a retail chain, has hired Kimberly Gardiner, former CMO, and SVP at Volkswagen of America, as CMO. For two years, Gardiner led brand strategy, media planning, and retail content for Volkswagen. Gardiner came to Volkswagen after holding lead marketing roles at Mitsubishi Motors North America and Kia Motors America.

Customer Data Platform BlueConic Hires Mastercard’s Patrick Reynolds As CMO

Customer data platform BlueConic has announced that it has hired Patrick Reynolds, former SVP of Data and Services at Mastercard, as the company’s first CMO. At Mastercard, Reynolds led global demand generation strategy. Previously, Reynolds served as CMO at SessionM and held executive roles at several agencies, including Publicis and Hill Holliday. Reynolds will be responsible for leading the company’s global marketing efforts.

Vimeo Appoints Lynn Girotto As CMO And Ashraf Alkarmi As Chief Product Officer

Video hosting, sharing, and services platform Vimeo has brought on two new hires to lead marketing and product divisions: Lynn Girotto was named as chief marketing officer and Ashraf Alkarmi as chief product officer. Girotto served as CMO at product analytics company Heap, after holding positions at Tableau, Starbucks, and Microsoft during the past 30 years. Alkarmi is the former general manager of Amazon streaming service Freevee and, before that, led product development for Facebook Watch at Facebook (now Meta).