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Facebook Appoints Hispanic CMO to Undo Damage to Brand Image

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Published on : Aug 24, 2018

Embroiled in a brand crisis emerging from the manner in which it handles users’ data and also for lack of inclusivity, Facebook is now in a damage control mode. It has recently hired a veteran CMO, Antonio Lucio, who formerly had stints with Visa and Pepsi to bolster the image of the company. The move has also been made to cross-promote the app features.

Lucio has already stated publically that he would be giving up his role of a CMO at HP. He has been in the position for three years. Before that, he was in charge of innovating and marketing beverages for food and beverage giant PepsiCo for almost eight years. His new gig at Facebook would start from 4th September.

Lucio is set to replace the current CMO of Facebook Gary Briggs who had announced at the start of the year that he would step down after a five-long year stint to provide advice to companies and also work for the Democrats.

It is felt that the Hispanic background of the soon-to-be CMO Lucio will further help Facebook to promote its efforts of inclusivity at workplace. It would infuse a much required diversity to the management team at Facebook where the current clutch of top honchos, namely COO, CEO, CTO, and CFO are all white.

Lucio would be a part of COO Sheryl Sandberg’s team and will report to CPO Chris Cox. Under Lucio’s purview would be the apps of Facebook, most prominent among which are WhatsApp and Instagram.