Intel to change marketing strategy, names Staples executive Steven Fund as CMO

Intel has hired Steven Fund from Staples, the world’s largest office products company, as its new chief marketing officer (CMO) and corporate vice president. The chip vendor is looking at changing its marketing strategy.

Reporting to Intel CEO Brian Krzanich, Fund will be responsible for Intel’s marketing strategy, brand management, product positioning, market research, advertising, partner marketing, retail channel marketing, digital marketing, social media, and global communications.

At Staples, Fund created the company’s marketing center of excellence, building an integrated team across business units and geographies. He joined Staples in June 2010 as senior vice president of Global Brand Marketing.

He strengthened Staples’ communications, digital marketing and social media capabilities and restructured the company’s approach to external agencies. He also led the repositioning of the Staples brand through a new company vision, brand promise and tagline.

Intel wants new marketing strategy

Intel CEO Brian Krzanich said: “As our industry and our business is changing, we need to change the way we develop, build, and market our products, and Steve is going to be a key asset for us as we move forward.”

Prior to Staples, Fund served as global marketing director at Procter & Gamble’s Gillette Global Business Unit where he was responsible for the Fusion and Mach3 brands. At P&G, he led the expansion of the Gillette Fusion product, which reached $1 billion in net sales faster than any brand in P&G’s history.

Prior to P&G, he was vice president of brand management at Lycos overseeing all marketing worldwide.

Up to that time he held various brand management leadership roles at Pepsi-Cola Company and worked as a consultant at McKinsey & Company.

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