ABSTRACT
This chapter talks about Danielle Tiedt, chief marketing officer (CMO) of Youtube, and Martine Reardon, CMO of Macy's. YouTube, a video-sharing website created by three former PayPal employees in 2005, was bought by Google for $1.65 billion in 2006, and now operates as a subsidiary of Google. As such, Danielle Tiedt has a dual reporting line to the chief executive officer (CEO) of YouTube as well as the CMO of Google, and she sits on the YouTube executive committee. Her role is not just business-to-consumer (B2C), but also business-to-business (B2B) and she splits her time roughly 50 percent on both. Martine Reardon joined Macy's Department Stores in 1995 when Federated Department Stores acquired Macy's. She had been at Abraham and Strauss which also was owned by Federated, and before becoming Macy's CMO in February 2012, she was executive vice president (EVP) of marketing and advertising there.
