Rankin Carroll
Chief Brand Officer @Mars
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WORK HISTORY
Chief Brand Officer @Mars
Accountable for reshaping and oversight of global branding and content for Mars Wrigley (home to M&M’S, Snickers, Skittles, Dove/Galaxy, Extra/Orbit, and Twix) and provide across-the-board media strategy and leadership for the Mars Inc. enterprise. In order to capture attention and keep customers engaged in a rapidly changing market, I stay apprised of consumer behaviours, evolving digital trends, and the twists and turns of popular culture. I integrate this awareness with business savvy and creative tenacity—and hire great talent to design and seamlessly execute deliverables, reaching consumers around the world. • Spearheaded the transformation and ongoing modernisation of the Media & Content organization to embrace the latest social and digital platforms, leverage addressable media via biddable hubs, and integrate media activation strategies across the consumer journey. • Realigned teams and revamped the agency ecosystem for market impact and consumer relevance. • Headed major brand-building and conversation-starting initiatives, including one of the most highly talked-about, culturally pertinent brand announcements in the category for M&M’S—using the “power of fun” to create a world where everyone feels they belong. • Led teams around the world (North America, China, Europe, Emerging markets) to light a fire inside the Skittlescontent strategy and use words and stories in a new way. Examples: “Most frustrating Red Packet” and “Acronym the Rainbow” in China, and “Apologize the Rainbow” in the United States.
EDUCATION
Centre for Creative Leadership
High Impact Executive Development
Mars Accelerated Leadership Development
General Management School
Ivey Business School at Western University
Master of Business Administration (MBA)
University of Toronto - Victoria University
Bachelor of Arts (BA) in Political Science & History
Harvard Business School Executive Education
Leading in Unprecedented Times, Business Administration and Management, General
Mars Accelerated Leadership Development
President & CEO’s Leadership Program
SKILLS
ABOUT RANKIN CARROLL
I’ve been creating, scaling, and transforming brands—and entire organizations—for 25+…
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