脸书 CMO steps down after two years

脸书 CMO Antonio 路西欧 is stepping down after two years in the role to dedicate himself to diversity 和 inclusion work.

Antonio 路西欧 脸书Antonio 路西欧 is stepping down as 脸书 CMO after two years in order to dedicate his time to “多样性,包容性和公平性”.

Describing 2020 as a time of reckoning for both the US 和 the marketing industry, 路西欧 explained in a 脸书 post his intention going forward is to help marketing 和 advertising companies focus on accelerating their diversity 和 inclusion efforts. He cited the impact the death of his mother, prior to lockdown, had had on his thinking.

“考虑到我们作为一个国家在种族正义方面的历史拐点,我决定将100%的时间用于多样性,包容性和公平性,” he added. “尽管这些问题多年来一直是我个人目标的核心,并且是我工作的重要组成部分,但我还是要把它们作为我的唯一重点。”

路西欧’s departure comes just a month after more than 1,000 organisations including 可口可乐, 联合利华 和 Mars pulled ad spend 来自脸书 platforms in support of #StopHateForProfit. The campaign called on advertisers to boycott the social network for the month of July in order to force 脸书 to do more to prevent hate speech spreading on 它 s platforms.

CMO于2018年9月加入Facebook,六个月后才发现有8700万个Facebook帐户受到Cambridge Analytica数据收集丑闻的影响。

与社交网络’s reputation severely dented, 路西欧 was given responsibility for the global consumer marketing organisation, with a focus on communicating “Facebook的故事’的品牌,产品和服务更加透明”.

脸书 poaches HP’s Antonio 路西欧 as new CMO

当时在LinkedIn上发布的招聘广告说,Facebook正在寻找可以“建立,管理和激励一个专注于其消费者业务和整体公司声誉的全球营销组织”。据说这个角色涵盖了从 产品和数字营销到社交媒体,分析,品牌,活动和合作伙伴关系。

他取代了即将卸任的首席营销官加里·布里格斯(Gary Briggs),并出任首席产品官克里斯·考克斯(Chris Cox),并担任首席运营官谢丽尔·桑德伯格(Sheryl Sandberg)的一部分。’s leadership team. Speaking on 路西欧’s appointment 桑德伯格称赞“他的才华和对多样性的承诺”, while 考克斯认识到该组织已经“从未面临更大的挑战”.

在卢西奥之下’s观察该公司于2019年11月推出了公司更名和新徽标,旨在团结其应用程序家族并将Facebook组织与Facebook应用程序区分开来。现在,该公司的Facebook品牌出现在其所有应用程序中,包括WhatsApp,Instagram,Oculus,Messenger和Portal,并带有以下文字:“from 脸书”在登录屏幕上闪烁。

脸书公司徽标
The new 脸书 company logo.

Speaking at the time, 路西欧 described the rebrand as a way to better communicate 脸书’s “使用我们的服务来联系,共享,建立社区并扩大受众的人员和企业的所有权结构”.

然后在2月,他监督了Facebook’的第一个超级碗广告‘Ready to Rock?’由克里斯·洛克(Chris Rock)和西尔维斯特·史泰龙(Sylvester Stallone)主演,旨在促进各种Facebook团体的多样化。估计Facebook支付了1000万美元(£7.6m)(60秒的时间段)。

With lockdowns imposed globally due to the Covid-19 pandemic 路西欧’s team released ‘Never Lost’,这是一部影片,展示了世界各地的空荡荡的街道,其中以用户生成的内容和关键人员的镜头为特色。

为了庆祝母亲’美国纪念日Facebook制作‘Born in Quarantine’,旨在表达与父母的团结并促进其新的育儿中心的运动。这家社交媒体巨头还发行了一系列电影,以支持试图在冠状病毒危机后生存的小型企业。

Prior to joining 脸书, 路西欧 served as global chief marketing 和 communications officer at tech company HP. His career started in brand 和 product management at Proctor &1981年赌博,1994年他被任命为卡夫食品集团市场总监。

路西欧 went on to spend 12 years at PepsiCo in various marketing roles, culminating as chief innovation, health 和 wellness officer in 2007. For the next seven years he worked for Visa, rising to the position of global chief marketing 和 communications officer, before joining HP in 2015.

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