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Movers and Shakers: Salesforce, Cheil UK, Mapp, Waste and more

David Murphy

The mobile marketing industry is ever-changing, and that applies to the people as much as the technology. Movers & Shakers is our regular feature following the hottest hires in the industry, so you can keep track of who’s joined which company, and what they’re doing there.

Clockwise from top left: Gavin Patterson, Alistair Campbell, Philippa Norridge, Rob Hanlon

Patterson moves up to president and CRO at Salesforce
CRM firm Salesforce has appointed former BT Group CEO Gavin Patterson as president and chief revenue officer. Patterson, who has served as president and CEO of Salesforce International, will lead the company’s global sales organization and will continue to report to chair and CEO, Marc Benioff.

Patterson joined Salesforce in 2019 as chair of Europe, the Middle East and Africa (EMEA), Salesforce's fastest-growing region globally. Earlier this year, he was named president and CEO of Salesforce International, where he led the company’s go-to-market strategy across all international regions. His new role is effective 1 August, and he will be based in San Francisco.

Prior to Salesforce, Patterson served as chief executive of BT Group from 2013 to 2019. During his tenure at BT, he led the £15bn acquisition of EE, launched BT Sport, expanded BT’s cyber security practice and championed BT’s social purpose agenda. Prior to BT, Patterson spent four years at Virgin Media and nine years at Procter & Gamble. He graduated from Cambridge University with a Master of Engineering.

He said: “I am excited to be part of the global success story of Salesforce. “In the months ahead, we will remain focused on helping our customers recover from the COVID-19 pandemic, deploying our technology and enabling them to re-open their businesses and communities safely. Our world-class sales organization is built for moments like this, being a trusted advisor able to deliver the full power of Salesforce to help make our customers successful.”

Separately, Salesforce has also named Denis Terrien as executive vice president and CEO of Southern Europe and Stefan Hoechbauer as executive vice president and CEO of DACH – covering Germany, Austria and Switzerland. Both executives will report to Patterson.

Terrien, a former chairman of the board at French retailer Vivarte and previously chief executive of eCommerce group, 3SI, will join Salesforce on 1 June. Hoechbauer, who is currently global president digital core at SAP, will take up his new role on 1 October.

Coombs to CEO of Cheil UK as Zillig heads client-side
Digital agency, Cheil UK, has announced the appointment of its present head of strategic services, David Coombs as its new CEO, from 1 July, following the resignation of current CEO Peter Zillig to work client-side.

Since joining as CEO in 2016, Zillig has overseen an ambitious digital growth plan allowing the agency to more than double its revenues through the development of innovative new products and services and build a business with over 60 per cent of its income in the digital space. Zillig has also made significant new appointments across the senior management team to build Cheil’s digital and strategic consultancy capabilities, and under his leadership the UK business has delivered award-winning campaigns for the likes of Samsung and Nivea.

Coombs has been at Cheil UK for four years, and has played an integral role in driving growth and profitability in the UK market, as well as developing new strategic digital services. Coombs will now lead a UK team of almost 200 employees. Prior to joining Cheil UK, he was head of planning and strategy at AKQA, and digital strategy director at OMD.

He said: “I am thrilled to be given the opportunity to drive Cheil UK forward as we move into the next chapter of our growth story. I would personally like to thank Pete for everything he has done for Cheil over the last 3.5 years and look forward to continuing the trajectory he has set us on. All the work we have done building Cheil’s expertise as a data driven marketing agency with technology and creativity at its heart means we are well placed to achieve this. As we continue to partner with Samsung, Beiersdorf and our other clients in their growth plans, we will also continue to expand and welcome new clients into the family.”

Gunn takes up CFO role at Mapp
Mapp, the insight-based customer engagement platform, has announced the appointment of Jamie Gunn as chief financial officer.
Gunn will work closely with Mapp CEO, Steve Warren, in managing the firm’s investors’ interests and investments in the business; ensuring that the company is suitably funded; planning for its future; improving financial performance; and complying with all statutory fiscal, legal and HR laws.

Gunn has more than 20 years’ experience of working in financial roles and joins Mapp from SmartFocus, where he worked as COO and CFO for three years. Previous to SmartFocus, he held leadership positions at Realeyes, Masternaut Group, and Picsolve.

He said: “I am very much looking forward to sharing my experience in close cooperation with Steve and the management team. I was convinced that this would be a great opportunity by a combination of Mapp’s innovative technologies, their international focus and track record, and their future potential.”

Campbell leaves We Are Social to head up creative at Waste
Independent digital creative agency Waste has appointed Alistair Campbell as executive creative director. Campbell joins from We Are Social, where he spent nearly three years, running a creative department of more than 50 people and leading work for clients including Audi, Lego, HSBC, Samsung and TikTok. 

In his new role at Waste, Campbell will oversee the agency’s creative output across all accounts, as well as for new business, and will lead the 12-strong creative team. He will also be a key part of the senior management team, helping to drive Waste’s creative vision.

Campbell previously spent two years as creative director at Guardian Labs, developing award-winning content for brands including Netflix, SEAT, Rolex and Compare the Market. He has also held creative roles at Agency Republic, WCRS and St Luke’s. Outside of the day job, he also acts as a
mentor for startups through Techstars and Friday Club London.

“Alistair is truly a creative at the top of his game, with a killer portfolio and rich history in some of the most exciting agencies of the past decade,” said Waste creative partner, Mike Petricevic. He really gets our vision and culture and is undoubtedly the right person to help us execute our ambitious creative goals.”

Green and Norridge take up permanent roles at Brave Bison
Social video group Brave Bison has appointed Oliver Green as non-executive chairman and Philippa Norridge as chief financial officer.

Green has been a non-executive director and interim chairman at Brave Bison since December 2019. He is the managing director of marketing agency Tangent Marketing Services Limited ("Tangent") and has several years' experience working in digital marketing and technology across a range of sectors, including FMCG, Technology, B2B and Automotive. Green has also advised on strategy across projects such as digital transformation, conversion rate optimisation (CRO) and customer relationship management (CRM). Tangent group companies and Oliver Green together hold 27.33 per cent of the issued share capital of Brave Bison.

Norridge has been a director and interim chief financial officer at Brave Bison since February 2020. She has almost two decades’ experience of the media and marketing services sector, and has held senior roles Albion Brand Communications and MullenLowe Profero. She has also worked on various acquisitions and mergers of marketing services businesses, including Profero's acquisition by Interpublic Group of Companies as well as the subsequent acquisition and integration of the marketing agency, 101.

"I am thrilled to have both Oliver and Philippa joining the team to undertake permanent roles,” said Brave Bison CEO, Kate Burns. “They both have great business and sector knowledge that Brave Bison can learn from and build upon. I am excited for the Company to benefit from their valuable strategic insight."

Hanlon to head up partnerships at Readly
Digital magazine subscription service, Readly, has appointed Rob Hanlon to the newly-created role of global partnership director. Hanlon will be tasked with growing the partnership universe at Readly in terms of sectors, numbers and geographical reach. As his position leading partnerships, he will negotiate the large strategic partnerships, and oversee the business development and account management of partners in their individual territories.

With over 15 years’ experience in partnerships, Hanlon joins Readly from his role as commercial director at Easyfundraising, one of the largest UK affiliate publishers. The role saw him managing the partnerships and marketing teams for the shopping platform, with over £250m shopped via the platform every year. Hanlon’s career in partnerships began in the music industry, leading to his role as head of partnership marketing for Warner Music Group. He then progressed to running business development and partnerships at subscription businesses LOVEFiLM and Amazon Video.

He said: “It’s an exciting time to join Readly as the business continues its rapid growth. Partnerships is a major strategic focus for Readly and an area that I am looking to grow throughout our core markets in Europe and beyond. With our selection of 5,000 quality titles we can appeal to a wide variety of demographics, providing a good fit for a multitude of companies.

“There is great potential for the growth of Readly partnerships. Digital music, film and audiobook partnerships are already in place with many businesses looking to use content as an engagement tool - and with our high quality trusted magazine content we provide the perfect solution for digital reading. We also see opportunities with partners looking to increase user revenue through subscriptions; publishers wanting to provide interesting offers to their readers; reward providers offering subscriptions for reward points; and overall brand building."

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