Find out who is in Marketing Magazine's Power 100 2015

From Uber to Unilever and BMW to Boohoo, the marketers that make up this year's Power 100 are leading the marketing charge. While from a diverse set of brands, all 100 have a common vision - to embrace change and reflect the diverse set of skills, which, in turn, reflects an increasingly diverse consumer landscape.

Find out who is in Marketing Magazine's Power 100 2015

We’ve singled out five ‘Leading lights’ from the 100 stars: BT’s Zaid Al-Qassab, Barclays' Sara Bennison, Tesco’s Michelle McEttrick, Amazon’s Simon Morris and Unilever’s Keith Weed. Those who know them well have offered their insights into how each one is facing some of marketing’s biggest challenges head-on, and what makes them tick.

We are also drawing a spotlight onto a group of marketers who have moved above and beyond the department to lead their business.

Halfords’ Jill McDonald, BT’s Gavin Patterson, The Body Shop's Jeremy Schwartz, Dow Jones’ Katie Vanneck-Smith, British Gas’ Will Orr, Guardian News & Media’s David Pemsel and The FA’s Martin Glenn are all examples of the power of marketing to lead from the front.

To celebrate longevity in marketing leadership, look out for a star – this represents those who have made the list for five or more years, joining the Marketing Hall of Fame.

Alex Aiken, Government Communication Service
Executive director
The government may have changed, but Aiken’s quest to improve its...

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Manaaz Akhtar, Subway
Regional marketing director Europe
Akhtar oversees all marketing and category management across Europe for the Subway brand. She is known for...

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Philip Almond, BBC
Director, marketing and audiences

Almond has worked for the BBC since June 2012 and counts the launch of the corporation’s ‘For all of...

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Zaid Al-Qassab, BT
Chief brand officer

Al-Qassab took the newly created role of chief brand officer at BT this year, replacing...

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Ian Armstrong, Jaguar Land Rover
Global general manager advertising

In addition to Jaguar, this year Armstrong has picked up responsibility for...

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Matthew Barwell, Britvic
Chief marketing officer

The words caring, supportive and creative crop up repeatedly in reference to Barwell. One colleague, for instance...

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Graham Bednash, Google
Consumer marketing director, EMEA
Before joining Google in 2013, Bednash worked agency-side at media and ad agencies including Mindshare...

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Lionel Benbassat, Eurostar
Head of marketing and brand
Eurostar is a brand at the forefront of learning how to become customer-centric, purely by its nature...

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Sara Bennison, Barclays Personal and Corporate Banking
Marketing director (outgoing)
Changing the marketing strategy and product line-up of one of the most valuable brands in the world...

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Nina Bibby, O2
Marketing and consumer director
Bibby and her team have been in the spotlight this year, with the Rugby World Cup presenting a high-profile...

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Bonin Bough, Mondelez
Chief media and ecommerce officer
If you are lucky enough to attend one of the marquee global advertising events of the year, such as...

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Patrick Bousquet-Chavanne, Marks & Spencer
Executive director marketing and international
As a marketer, Bousquet-Chavanne enjoys the exposure to global, complex...

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Kerris Bright, Virgin Media
Chief marketing officer
Bright joined Virgin Media at the start of 2015, but hasn’t wasted any time pulling up her sleeves...

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Bobby Brittain, Coca-Cola GB
Marketing director

Changing the marketing strategy and product line-up of one of the most valuable brands in the world...

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Chris Clark, HSBC
Global head of marketing and corporate sustainability
Marketers often talk about how marketing must move up the corporate agenda, so it...

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Richard Clark, Boohoo
Marketing director
Clark joined fashion retailer Boohoo.com in June 2014, having already gained significant online...

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Sally Cowdry, Camelot
Consumer and retail director
Cowdry, who joined Camelot in 2013 as consumer and marketing director, assumed overall responsibility...

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Martin Coyle, Molson Coors
UK marketing director

Coyle was made marketing director for Molson Coors’ UK and Ireland business in June. His experience...

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Ian Cranna, Starbucks
Vice-president marketing and category EMEA
Cranna’s background in retail serves him well – he understands customers...

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Danielle Davies, Netflix
Director of marketing, Europe

In March 2016, Davies will celebrate two years at Netflix. Prior to this she was at Starbucks, and before...

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Roisin Donnelly, Procter & Gamble
Brand director, Northern Europe
One of the leading industry figures, Donnelly expanded her...

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Peter Duffy, EasyJet
Group commercial director for customer, marketing and product

Duffy is a marketer with a diverse but digital and customer-centric...

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Chris Duncan, News UK
Chief marketing officer
Duncan’s background in CRM has proved pertinent to his role at News UK. The customer is foremost...

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Pippa Dunn, EE
Chief marketing officer

Fittingly for a former lawyer, EE’s top marketer, Dunn, believes in putting the interests of...

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Alain Duvaud, Nestlé UK & Ireland
Group marketing director
ISBA member Duvaud has spent his career at food giant Nestlé...

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Jeremy Ellis, TUI
Marketing and customer experience director
Having been at Thomson/TUI since 1991, Ellis’ elevation to the board-level role of marketing...

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Mark Evans, Direct Line Group
Marketing director
Evans took a leading role in the business’ transformation following its IPO in 2013, with a...

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Elizabeth Fagan, Walgreens Boots Alliance
Senior vice-president, managing director, international retail
Fagan moved into this new general management role as a result of the...

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Kristof Fahy, Ladbrokes
Chief marketing officer
After only seven months as chief marketing officer at Telegraph Media, Fahy was poached by Ladbrokes...

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Paul Ferraiolo, BMW UK
Marketing director

Ferraiolo joined BMW’s UK arm as marketing director in August 2015. Before that appointment...

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Nigel Gilbert, TSB Bank
Chief marketing and communications officer
Gilbert is a straight-talking executive who believes in staying true to his values, and happens...

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Mark Given, Sainsbury’s
Director of planning and propositions
Given’s profile has soared over the past year, due, in part, to his role in the launch...

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Jan Gooding, Aviva
Group brand director
In 2014, Gooding took up the role of chair of trustees for LGBT charity Stonewall. This year...

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Dominic Grounsell, Travelex
Global marketing director
Since joining Travelex from More Than this year, Grounsell has been building the brand’s digital...

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Soren Hagh, Heineken
Executive director of global marketing

Heineken was the talk of Cannes this year, picking up Creative Marketer of the Year again...

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Claire Harrison-Church, Asda
Vice-president marketing

An active member of the marketing community, Harrison-Church is a council member of ISBA, a member...

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Mike Hoban, Morrisons
Marketing communications director

No-nonsense Hoban could be just the right man to improve the fortunes of supermarket Morrisons...

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Craig Inglis, John Lewis
Customer director
In September, Inglis was promoted from marketing director to customer director, as part of...

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Anthony Ireson, Ford Motor Company
Director of marketing communications Europe
Ireson moved to the role of director...

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Kenny Jacobs, Ryanair
Chief marketing officer
The career history for Jacobs reads like a roll-call of some of the biggest brands in the UK...

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Margaret Jobling, British Gas
Director of brand marketing
Jobling may have a degree in chemistry and a PhD in laser chemistry, but she is certainly...

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Catherine Kehoe, Lloyds Banking Group
Managing director of retail brands and marketing
It’s been another jam-packed year for Lloyds Banking Group’s top marketer...

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Jo Kenrick, Homebase (outgoing)
Marketing director

A socially conscious, values-driven marketer, Kenrick believes that where we live, and how we...

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Richard Larcombe, Virgin Media (outgoing)
Marketing and brand director
Larcombe’s time at Virgin – both in his most recent role and as director of advertising...

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Jerome Lemaire, Reckitt Benckiser UK
Marketing director
Lemaire controls an array of brands at one of the UK’s biggest advertisers, making his job...

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Amanda Mackenzie, Project Everyone
Executive advisor
For anyone who knows Mackenzie, it was no surprise to hear the news that...

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Chris Macleod, Transport for London
Marketing director
The amiable Macleod flags the continuing introduction of contactless payment across the TfL...

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Alistair Macrow, McDonald’s
Senior vice-president; chief marketing officer

According to Macrow, a step change has occurred in McDonald’s marketing during the...

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Michael Magee, Mars Chocolate Europe and Eurasia
Vice-president, marketing
In March, Magee was promoted to oversee Mars Europe and Eurasia in...


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David Magliano, Guardian News and Media
Managing director of membership, marketing and consumer revenue
Magliano shares much in common with...

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Tom Malleschitz, Three
Director of marketing

Jackson, the purple puppet created by Jim Henson’s Creature Shop, which began appearing in...

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Pete Markey, Post Office
Chief marketing officer
Social-media-savvy Markey is a committed champion of marketing effectiveness and ROI, so, not...

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Steve Marks, Adidas
Director of sports marketing, Manchester United
Marks has moved up the ranks at Adidas, from a brand marketer role during the...

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Michelle McEttrick, Tesco
Group brand director

McEttrick’s appointment at Tesco in April could be just what the troubled...

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Spencer McHugh, EE
Brand director
McHugh’s LinkedIn profile picture shows a beaming Kevin Bacon with his arm around a happy-looking...

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Nicola Mendelsohn, Facebook
Vice-president EMEA
What could be more appropriate than adland’s most voracious networker ending up as chief of...

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Jonathan Mildenhall, Airbnb
Chief marketing officer
Last year, Mildenhall was only six months into his CMO role at Airbnb. Fast-forward a year and...

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Sheila Mitchell, Public Health England
Marketing director
It’s been a landmark year for Mitchell. In April she was appointed to the PHE...

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Martin Moll, Nissan
General manager, marketing communications, Europe
Moll left Honda – where he forged his career in various roles from 2001...

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Keith Moor, Santander
Chief marketing officer
Moor has been Santander’s CMO for two years. During his tenure, the bank has deployed innovative...

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Simon Morris, Amazon
Director of advertising EU
The former chief marketing officer of LoveFilm, which was acquired by Amazon four years ago...

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Anthony Newman, Cancer Research UK
Director of brand, marketing and communications
Newman has had a busy 12 months...

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Helen Normoyle, DFS
Chief marketing officer

DFS’ successful company float this year is testament to the market’s confidence in the...

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Garbhan O’Bric, Diageo
Baileys global brand director (outgoing)

For O’Bric, 2015 was the year that Baileys "pushed the envelope" and continued on its journey from...

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Ukonwa Ojo, Knorr at Unilever
Ukonwa Ojo, Knorr at Unilever

Ojo is a new entry to the Power 100 but a name that we’re sure to be hearing more of...

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Rachael Pettit, Uber
Marketing and business development lead, UK and Ireland
Pettit has been the UK and Ireland marketing lead for disruptive taxi app...

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Arnd Pickhardt, Lidl UK
Advertising and marketing director
A new entry to our Power 100, German-born Pickhardt has been busy repositioning...

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Hugh Pile, L’Oréal
Chief marketing officer
Pile has been chief marketing officer for more than a year and has...

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Raja Rajamannar, MasterCard Worldwide
Chief marketing officer
In the past year, Rajamannar has restructured MasterCard Worldwide’s...

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Dan Ramsay, BT
Consumer marketing director
Ramsay was promoted to consumer marketing...

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Nick Ratcliffe, Audi UK
Head of marketing

Ratcliffe has continued his digital charge, launching finance and part-exchange...

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Andrew Rayner, Nando’s
Marketing director

Rayner has been marketing boss at restaurant chain Nando’s since 2008, having joined the brand...

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Jonathan Rigby, BBC Children in Need
Director of marketing and fundraising
After what he describes as "five great years" at Manchester United...

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Nick Robinson, AB InBev UK & Ireland
Marketing director
Renowned drinks marketer Robinson moved from Coca-Cola to AB InBev just over a year ago and has built...

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Miranda Roe, Moneysupermarket.com
Brand marketing director
Since joining Moneysupermarket.com from Mars in February...

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Syl Saller, Diageo
Chief marketing officer
Although Saller describes Diageo’s business results as tough, she has nonetheless had an exhilarating...

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Maria Sebastian, Virgin Atlantic
Director of worldwide sales and marketing

Sebastian is what you might call an airline veteran, having been a marketer in that industry for almost...

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Philippa Snare, Microsoft UK (joining Facebook)
Chief marketing officer
Corporate is the last word you would use to describe Snare, who sees marketers...

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Rebecca Snell, LEGO
Senior director, head of marketing, UK & Ireland
Snell has had a busy and rewarding year at the UK’s number-one toy manufacturer...

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Kathryn Swarbrick, PepsiCo
Head of marketing, Western Europe and South Africa

Swarbrick’s highlights over the past year include signing a three-year...

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Russell Taylor, Samsung Electronics
Vice-president of corporate marketing

Taylor’s beloved Blackburn Rovers FC has had to take a backseat to rugby this...

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Robin Terrell, Tesco
Chief customer officer

Terrell joined Tesco in 2013 and was appointed chief customer officer in a restructure of the...

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Rupert Thomas, Waitrose
Marketing director

Colleagues describe Thomas as a joy to work with, as well as caring, warm and open. This well-liked...

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Gav Thompson, Paddy Power
Chief marketing officer
Thompson joined Paddy Power in April and soon set about keeping the brand mischievous, with a cheeky Rugby...

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Jennelle Tilling, KFC
Global chief marketing officer

In her global role, Tilling is responsible for KFC’s brand marketing, advertising, innovation...

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Paul Trueman, MasterCard
Group head of product advancement for enterprise security solutions
Trueman continues to innovate at MasterCard, having moved from a pure...

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Stephen van Rooyen, Sky
Chief marketing and digital officer

Van Rooyen has had to be fighting fit this past year, warding off the challenge to Sky Sports from...

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Mark Vile, Comparethemarket.com
Marketing director

Vile is famous all over adland for the creation of the Meerkats as...

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Stephen Vowles, Argos
Marketing director

Vowles bubbles with excitement when he talks about his career highlight, the ‘Get set...

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Simon Wallis, Domino’s
Sales and marketing director

Wallis is an innovator, one of the driving forces behind the brand’s transforma­tion from...

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Sarah Warby, Sainsbury’s
Marketing director

Warby’s proudest career achievement so far is the regeneration of marketing at the...

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Troy Warfield, British Airways
Director of customer experience

This year, Warfield was snapped up from Avis Budget and appointed director of customer experience...

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Andrew Warner, Monster
Vice-president of marketing, Europe
Former Expedia marketer Andrew Warner has been entrusted with reinvigorating jobs company Monster’s brands...

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Keith Weed, Unilever
Chief marketing and communications officer
Weed is among the UK’s – and the world’s – most renowned marketers...

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Carol Welch, Costa
Group brand marketing, digital and innovation director

Welch has more than 20 years’ experience in marketing and...

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David Wheldon, RBS
Chief marketing officer
Wheldon’s appointment as CMO in April was a big deal for RBS, because he was the first marketing...

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Katherine Whitton, Barclaycard
Chief marketing officer

Whitton became CMO of Barclaycard in the summer of last year after five years with the brand...

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Barry Williams, Asda
Chief customer officer

In 2015, Williams oversaw the reintroduction of the Asda ‘pocket tap’ in a TV ad...

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Matthew Williams, Mondelez
Marketing activation director, UK & Ireland Chocolate

The good-natured Williams says his year has been "busy, challenging...

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Adam Zavalis, Aldi
Marketing director
Zavalis, who previously worked at McCann Erickson, joined German-owned discounter Aldi...

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Above & beyond

This group of marketers has moved above and beyond the department to lead their business.

Martin Glenn 

The Football Association

Chief executive

After stints at the top of PepsiCo, Birds Eye Igloo and United Biscuits, over the years Martin Glenn has proved a shining example of how a determined marketer could go on to lead a major business. 

His move to the Football Association this year, overseeing England’s national obsession, places him under a new level of public scrutiny.



Jill McDonald 

Halfords

Chief executive

Her turnaround job at former employer McDonald’s put McDonald on the map as someone destined for the top. Her reward duly came, in 2010 she was promoted to UK chief executive of the fast-food chain, before her role was expanded to include president of the North West region. This year she moved to Halfords, where she will continue an ongoing modern­isation strategy.



Will Orr 

British Gas

Managing director of home installations

Orr was promoted from commercial director at British Gas to managing director of its £320m home instal­lations business in summer 2014. Since then, he has overseen 2250 employees working across sales and installations of central heating systems, Hive and combined heat and power. Before British Gas, Orr was agency-side as CEO of WCRS.



Gavin Patterson 

BT Group

Chief executive

Patterson is one of the busiest men in business – on top of his role at BT, he is a father of four, a non-executive director of British Airways and a trustee of The British Museum. He started his career in marketing at Procter & Gamble, but moved over to telecoms in 2000 and hasn’t looked back since. He joined BT in 2004 and took the chief executive job in 2013.



David Pemsel 

Guardian Media Group

Chief executive

Pemsel was promoted to chief executive in July 2015. His remit has been to keep on top of the rapidly shifting media landscape, building international audiences across the group and capitalising on commercial and digital opportunities. Before joining The Guardian publisher as chief marketing officer in 2011, Pemsel was group marketing director at ITV.



Jeremy Schwartz 

The Body Shop International

Chairman and CEO

Schwartz’s varied career takes in Sainsbury’s, Coca-Cola and News International. He moved into general management at L’Oréal – as MD he made it obligatory for marketers to gain experience in the commercial department – and continued upward at its subsidiary, The Body Shop. Not just a big-brand man, he launched Glorious! soup in 2008.



Katie Vanneck-Smith 

Dow Jones

Chief customer officer and global managing director

Vanneck-Smith joined The Times as a trainee in 1996, rising through the ranks of the high-powered world of media marketing, before taking up the top role at Dow Jones in September 2014. Previously chief marketing officer at News UK, Vanneck-Smith also sits on the Digital Media Advisory Board and the Marketing Group of Great Britain.





Experience Matters

Every year, Marketing’s Power 100 brings us a comprehensively researched list of the most influential people in marketing. The majority of the Power 100 are ‘veterans’; they consistently make the list not because of length of service, but because they continue to keep their brands relevant in an age of rapid and radical change. The remainder – this year more than a third of the 100 named individuals – are new to the list, although many of the brands they represent are not. What does it all mean? That customer experience matters. Now the paramount indicator of brand performance, customer experience is forcing brand promise and technology together – and, more than ever, powerful marketers know how to operate at the intersection.




1 Don’t just make promises. Deliver them

Successful marketers balance the ‘say’ and the ‘do’. They have adjusted their focus from making the brand promise in advertising and marketing messages to creating customer experiences that fulfil that brand promise; products and services as marketing. Blurring those lines will deliver the utility and value that consumers increasingly expect from brands.


2 Cut through with purpose

The issue of ad-blocking is presented largely as a content providers’ challenge, but it raises concerns for brand owners, too. The greater and more differentiated a brand’s purpose, the more insulated it is from the effect of consumer resistance to targeting and perceived intrusion – particularly in the online and mobile environments. A glance at the Power 100 list shows a host of brands and marketers that possess a purpose quickly and easily understood by consumers across the brand, digital and commerce spaces.


3 Identify with the full customer journey

The customer doesn’t care which bit of the business they are interacting with, whether it be the retail team in-store; the customer service team via a call centre or social media; the tech team through the website; or the marketing team via advertising and marketing activity. Successful marketers empower all customer touchpoints to deliver the brand narrative and ensure that customer experience is universally excellent and differentiated.


4 Understand the whole business

More than ever, marketing and marketers cannot operate in isolation. As many leading businesses look at the challenge of digital transformation and what it means for the entire organisation, marketers are realising they are primary digital stakeholders alongside IT, sales, service, finance and the operational supply chain.


5 Develop hybrid skills

The emergence of new roles and job titles is a reflection that the scope of marketing is broadening, and that traditional structures and silos run contrary to the need to put customer experience at the core. Among this year’s Power 100, Asda’s Barry Williams and Tesco’s Robin Terrell both answer to the title chief customer officer, while BA’s Troy Warfield has the job title executive director of board and director of customer experience. Whatever the job title, the person who best understands the brand’s purpose, its consumers, and how to make their experience with the brand a positive and seamless one, is the one with whom future success and power will lie.




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Maltesers unveils Braille billboard in next phase of disability campaign
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1 Maltesers unveils Braille billboard in next phase of disability campaign

Maltesers has launched a billboard in London written entirely in Braille as it continues its efforts to better represent disability in advertising.

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