Amazon is one of the most successful companies in history, but founder Jeff Bezos isn’t content with that. He’s aiming to become a trillion-dollar company by 2030, and he has his eye on Zappos CEO Tony Hsieh as someone who can help him get there.。
Zappos has named Dave Clark, Amazon’s first CMO. The company is also planning to open its own physical stores in the future.
In its 23-year existence, Zappos.com Inc. has appointed Amazon executive Ginny McCormick as its first chief marketing officer.
Ms. McCormick comes to the online shoe store from Amazon Hub, the business that manages Amazon.com Inc.’s package pickup and return lockers, where she served as global marketing director.
Amazon paid $1.2 billion for Zappos in 2009, but left the firm to operate independently under the late Tony Hsieh, its former CEO.
Ms. McCormick’s appointment is part of a reorganization of Zappos’ marketing department.
Ginny McCormick, Zappos’s new chief marketing officer.
Ginny McCormick is shown here.
Previously, the company’s marketing teams were dispersed across the organization. Zappos is now forming a more central, integrated marketing division and employing personnel to do so, according to Ms. McCormick.
The addition of a chief marketing officer position and the restructure, however, do not indicate a shift away from Zappos’ well-known flat management structure, according to Ms. McCormick.
“Historically, the firm has employed a tailored combination of employee empowerment and management that provides individuals control for their specific jobs while also allowing them to benefit from the direction and mentoring of a department head,” she said. “There are no intentions to deviate from this strategy.”
Under Ms. Hsieh’s 21-year leadership, Zappos became recognized for providing exceptional customer service in the e-commerce industry.
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For example, call center operators are given more liberty than at other firms to respond to client requests and concerns, and the company pioneered a free shipping and free returns program that allowed consumers to return unsatisfactory items for up to a year. Zappos’ reputation for excellent customer service generated positive word-of-mouth, which aided their marketing efforts.
Ms. McCormick said that she intends to research what customers want from Zappos right now, from purchasing preferences to customer service and community expectations.
She also intends to increase Zappos’ connections with other companies and place a greater focus on the company’s “storytelling skills to magnify fresh voices and tales,” a strategy she claims would take a collaborative approach beyond traditional sponsored content.
The financial results of Zappos are not disclosed by Amazon.
Ms. McCormick worked for nine years at Hasbro in different marketing and media positions before joining Amazon last year. She was formerly the chief marketing officer of Funko, a business renowned for producing pop-culture figures and toys, and the president of global media for Hasbro.
Ms. McCormick will report to Scott Schaefer, the CEO of Zappos.
Mr. Schaefer, a 14-year Zappos employee who rose through the ranks to become vice president of finance in 2020, was appointed CEO earlier this month. He took up the position left vacant at the end of last year by Kedar Deshpande, who resigned 15 months after succeeding Mr. Hsieh.
Mr. Hsieh resigned in August 2020 and died three months later from injuries sustained in a home fire.
Katie Deighton can be reached at [email protected]
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‘Zappos Names a Chief Marketing Officer’ appeared in the print edition of the April 23, 2022, issue.
Amazon Worldwide Consumer is the first CMO at Zappos.com, a leading online retailer of shoes and clothing. Reference: amazon worldwide consumer.
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