The CEO Perspective:
CEO Expectations from the Marketing Function
– John Replogle, CEO and President, Burt’s Bees
As consultants, we at Max Brand Equity have the privilege of contributing to the success of many of the most respected business organizations in the world. In addition, we are provided the opportunity to see and experience ‘what works’ and ‘what doesn’t work’ in the marketplace across a broad range of industries and business models. We bring this breadth and depth of knowledge and experiences to each of our clients each and every day and, in doing so, we have the added opportunity of meeting and working closely with many of the best and the brightest CEOs and CMOs in business today. This article is the first in a series which proactively solicits and shares the views of several successful CEOs and CMOs on important business topics, providing you, our readers, with varying and unique perspectives across a wide range of industries. For this inaugural issue, we are thrilled to have had the opportunity to speak with and solicit the views of John Replogle, CEO and President of Burt’s Bees, marketer of a line of unique ‘natural personal care’ products (http://www.burtsbees.com). John Replogle was named Chief Executive Officer and President of Burt’s Bees on January 19, 2006. John previously spent three years at Unilever as General Manager, Skin Care, North America, also serving on the company’s Operating Executive Committee and Global Category Board. Prior to Unilever, John spent eight years with Diageo, most recently as President of Guinness Bass Import Company and Managing Director of Guinness Great Britain after several earlier roles in Marketing, Sales and Strategy. John began his career as a consultant with the Boston Consulting Group. © Max Brand Equity, Inc. 2275 Huntington Drive #142 San Marino CA 91108 626-284-6965
John earned an MBA from Harvard, graduating with distinction, after a BA from Dartmouth College where he...
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