Facebook recruits former HP marketing lead as its new CMO

Facebook Chief Product Officer Chris Cox with the company’ s new CMO, Antonio Lucio

Since Facebook CMO Gary Briggs announced his plans to retire all the way back in January, the business has finally found a new marketing veteran to replace him. Antonio Lucio — the former CMO for Hewlett-Packard — will take over the role starting September 4, according to a Facebook post from the company’ s chief product officer, Chris Cox .

“ He has a fantastic reputation in the industry as a leader, a marketer, an operator and a wise, gracious and deeply principled human being, ” wrote Cox about Lucio. “ From our interactions with him, he is a force of nature, and we have been lucky to have him. ”

Prior to joining Facebook, Lucio was at Hewlett-Packard for the last 3 years. He has also led the marketing organizations for Visa and PepsiCo and was part of the brand and marketing teams for Kraft Foods Group and Procter & Gamble.

Lucio is signing on to Facebook at what could arguably be the most difficult time in the company’ s history. Facebook has spent this year struggling to over come a multitude of obstacles — from the crisis that resulted because of its negligent handling of user data to the ongoing efforts around keeping its platform safe from malicious content and bad actors. In his post announcing Lucio’ s appointment, Cox mentioned the precarious position Facebook is now in.

“ Facebook’ s story is at an inflection point. We’ve never faced bigger challenges, and we have never had more opportunities to truly have a positive impact on the world, ” writes Cox.

The company, which had a reputation for low turnover among its top executives before this year, has recently experienced a slow drip of departures from its highest ranks — the most recent of which is Dan Rose, Facebook’ s VP of partnerships. Earlier in the day this week, Rose, who has been with Facebook since 2006, posted on his public Facebook page that he was positioning out of his role at Facebook.

“ I intend to stay at least through Mobile World Congress in February. This gives us plenty of time to recruit for a fresh leader, transition my responsibilities and relationships, and discuss whether there’ s a way for me to continue helping Facebook from a distance, ” wrote Rose.

Rose’ s departure follows the June announcement that Elliot Schrage , Facebook’ s head of communications and public policy, would also be leaving the business. After 10 years at Facebook, Schrage said he had been in discussions with CEO Mark Zuckerberg and COO Sheryl Sandberg about his departure since before the 2016 US elections but elected to stay on after Zuckerberg and Sandberg had requested he remain in his role.

According to a New York Times story that broke in March , Facebook Chief Security Officer Alex Stamos is said to be leaving the company this month, and Jan Koum, the CEO of the Facebook-owned messaging app WhatsApp announced his decision to step down via his Facebook page the day before Facebook kicked off its F8 Developers Conference on May 1 .

In the midst of losing Briggs, Stamos, Koum, Schrage and now Rose, Facebook in addition has undergone a major reorganization of its internal teams this year. In-may, Zuckerberg divided his product and engineering teams into three divisions: a Family of Apps team, a fresh Platforms and Infra team and a Central Product Services team.

Whether or not Facebook’ s reorg and new lineup of executive heads will be able to move the business past its challenges remains to be seen. While none of the executive departure announcements hinted the executives had been asked to leave — in April, Zuckerberg even confirmed during a Q& A with journalists that no one had been fired over the Cambridge Analytica debacle — it’ s hard not to look at a quote often attributed to Einstein when confronted with so much change: that a new type of thinking is essential if mankind, or in this case, Facebook, is to survive and move to higher levels.


About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for several daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and on line publications, including MarketingProfs. com , SoftwareCEO. com , and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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