Not surprisingly, traditional brand marketers from legendary companies including Gap, Unilever, Virgin America and Nike are being sought after and ultimately poached from their current positions to head over to less traditional shops such as Lyft, Twitter, Snapchat and Apple. These tech companies endeavor to use the experience that these traditional marketers have to help create and build out their marketing strategies and generate new revenue streams.
The bottom line is that tech companies are looking to these traditional marketers to help guide their marketing and digital strategies. Perhaps because of their unmatched experience on large-scale, public campaigns, or because these tech companies want to keep their clients' close for future hires. Recently, some interesting brand marketers made headlines for their transition to tech companies.
For example, Snapchat recently hired Eric Toda of Nike to help them build out their sports business. Toda was hired to lead Snapchat's business and partnership efforts, having previously worked on Nike's social media, mobile and content strategy. Another interesting move is Jesse McMillin's transition from creative director at Virgin America to creative director of Lyft, the ride-sharing app. McMillin was tasked with implementing Lyft's first integrated marketing campaign.
It will be exciting to see what other executives transition from traditional roles to the start-up tech environment.
SOURCE: http://www.adweek.com/news/technology/7-brand-marketers-poached-tech-companies-160311
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