September 30, 2016 – Executive search firm Polachi Inc. has placed Julie Ginches as chief marketing officer of ViralGains, a leader in consumer-centric video distribution. Managing director Peter Polachi led the search. As a chief marketing officer with over 20 years of marketing experience, Ms. Ginches is recognized as an innovative digital change agent with a proven track for creating world class brands and marketing organizations.
Previously, Ms. Ginches served as CMO of Kahuna where she was responsible for the company’s brand, strategic planning, customer education and empowerment, product marketing, demand generation and corporate communications. Before that, she was with eXelate, where she repositioned the company and products which helped support the acquisition by Nielsen in early 2015. Prior to that, she served as CMO for Rubicon Project, where she helped to create the advertising automation category and led the company to a highly successful IPO in early 2014.
Ms. Ginches has also held marketing leadership roles at companies such as DataXu, Jumptap (acquired by Millennial Media), and FAST Search & Transfer (acquired by Microsoft).
Top Shelf Talent
“We conducted a national search for Viral Gains. We were fortunate to be working for a hot company in exciting space,” said Mr. Polachi. “Julie Ginches, an outstanding executive, was the selected candidate from a diverse slate of top shelf talent.”
Headquartered in Boston, ViralGains is a software company that creates authentic connections between brands and consumers through the power of online video. The ViralGains platform is the first of its kind that maximizes online video views, shares, and conversation in real time while measuring and optimizing viewer sentiment.
Polachi is a provider of access executive search services to technology, clean technology, private equity and venture capital companies. The firm recruits executive leaders for a company roster that includes Aspen Technology; Bottomline Technologies; Attunity; Cognizant Technologies; MAM Software; Trillium Software/Harte Hanks; FleetMatics; Lionbridge; Sparta Systems; Sevcon; Epsilon; Cognex; Plug Power; Mediamorph; Witricity; BlueConic; Perkins School; Knoa; and Visual IQ; among others.
As business becomes more global and complex, and power shifts from producers of goods and services to consumers, a CMOs responsibility of planning and coordinating an organization’s marketing activities has become much more challenging, according to recruiters specializing in the function.
“Recruiting CMO’s is always a challenge,” said Mr. Polachi. “Over the last 20 years, I have come to realize that it is more challenging than recruiting CEOs for technology companies due to market constraints.”
Current business landscape demands have increased the contribution from chief marketing officers, the latest research report from Forrester and Heidrick & Struggles reveals. The survey found CMOs are building strong relationships with the head of product and research & development to prepare the organization for digital disruption.
“Today’s CMO works with the CEO to accelerate the organization and drive transformation. CMOs also collaborate with other members of the C-suite, especially with a company’s top HR executive to shape the company brand,” said Christine DeYoung, a partner at DHR International. “As such, chief marketing executives are gaining rapidly in stature and influence in the C-suite.”
“We see CMOs moving beyond functional expertise to assume responsibility for driving overall growth within their organizations,” said Sheryl Pattek, VP, CMO executive partner at Forrester. “They are evolving into key strategic partners on the executive team, and know that collaboration with the rest of the C-suite will be instrumental to their success.”
In many cases, CMOs today are actually the ones driving the disruption. “The C-suite is shifting and the CMO is very much playing a new role in working with the CEO to accelerate the organization and drive transformation,” said John Abele, managing partner, marketing, sales & strategy practice, Heidrick & Struggles.
Contributed by Dale M. Zupsansky, Managing Editor, Hunt Scanlon Media