AddThis

Staples names top marketer to drive re-invention

Just four months after launching a major ad campaign, Staples named Frank Bifulco to the role of EVP of marketing where he will drive the brand’s ongoing repositioning.

In announcing Bifulco’s appointment, Staples characterized the EVP role as newly created and highlighted the seasoned executive’s prior experience at Home Depot, Coca-Cola and Hasbro. Most recently, Bifulco spent the past three years as founder and managing director of the Boston-based consulting firm Frank Bifulco & Associates. Prior to that he spent three years at Home Depot where he served as chief marketing officer. From 2003 to 2007, Bifulco was with Hasbro where he last served as president of North American sales.

Prior to that, he was with Timberland for two years where he served as chief marketing officer and from 1994 to 2000 he was with The Coca-Cola Company where he served as SVP of marking for North America. He also spent 12 years from 1982 to 1994 as owner and general manager of The American Consulting Group and prior to that spent three years with Procter & Gamble

"Frank is a passionate leader who brings an immense wealth of marketing, analytic and sales experience at some of the world's most-respected companies to Staples," said Staples chairman and CEO Ron Sargent. "He will help us build on the success of our Make More Happen brand launch as we continue to let customers know that Staples has every product their business needs to succeed."

Bifulco assumes his new role June 23, just five months after Staples launched the Make More Happen campaign and introduced a subtle change to the company logo. The new campaign ended the long-running “That Was Easy,” campaign and sought to emphasize Staples newly expanded product offering and enhanced omnichannel capabilities.

The new campaign was developed under the leadership of Staples SVP of global marketing Steve Fund. Previously, Staples marketing was overseen by Shira Goodman who served as EVP of marketing from 2001 to 2009 before being named EVP of global growth. Earlier this year, she was name vice chairman to oversee the company’s North American commercial division.
 

© 2014 Retailing Today. All Rights Reserved.