Facebook’s New Global CMO Is HP’s Antonio Lucio, A Marketing Chief Who ‘Brings Heart’ To Brands

Antonio Lucio, global chief marketing, and communications officer at HP Inc., is joining Facebook as global CMO. Lucio, one of the Forbes World’s Most Influential CMOs and one of the most revered executives in the advertising and marketing industry, will bring to Facebook a wealth of experience, expertise, and global perspective rooted in stints at PepsiCo, Visa and most recently HP Inc.

Lucio replaces Gary Briggs, who announced his plans to leave in January, and will report to Chief Product Officer Chris Cox, overseeing global marketing strategy for the social-media company, which faces myriad brand and business challenges including reported abuse and misuse of the platform and questions around Facebook’s security, safety, and societal impact. In appointing Lucio, Facebook gains classic, global marketing leadership and culture-building that has been a hallmark of Lucio’s reputation and success—and that could bolster Facebook’s brand and growth.

According to a statement from HP, Vikrant Batra, currently global head of marketing for the company’s print business, is being promoted to CMO, and Karen Kahn, chief communications officer, is being promoted to the executive leadership team. The functions, now separated, both report directly to President and CEO Dion Weisler.

 

Lucio has been at HP Inc., the PC and printer business that split from HP, since 2014. His marching orders upon joining HP Inc. were to take the 76-year-old brand and grow it, reframing what it would mean in the context of the new separate product portfolio. That opportunity attracted him to the new role. “I’ve been a global marketer all my life and have had the privilege to work with world’s best brands— PepsiCo, Visa,” Lucio told me at the time. “Having the opportunity to reframe and reignite an iconic brand like HP was an opportunity I saw as a once-in-a-lifetime moment. It was a brand at a historic moment; this was the opportunity to position it for the future. That was incredibly appealing.”

At Visa, he served as that company’s first global CMO, overseeing it’s iconic “Everywhere you want to be” campaign, as well as sponsorships of the Olympics, FIFA World Cup, and NFL, and he helped the company transition from financial-services player to a technology business. Meanwhile, he served as chief innovation and health and wellness officer at PepsiCo.

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