Raines’ Lisa Mann quoted in Ad Age on Chief Impact Officer role

Ad Age quoted Raines’ Lisa Mann, Managing Director for the Consumer Practice and Chief Marketing Officer, in its recent article on the Chief Impact Officer role.

The article looked at the addition of a new position called the Chief Impact Officer at companies including IBM, Beautycounter, McDonald’s, Seventh Generation, and Ritual.

“I think it’s a fad,” said Lisa Mann, chief marketing officer and managing director at executive search firm Raines International Inc. The role seems like a response to criticism around how a company has handled diversity and ESG efforts, or a company’s reaction to “feeling like they’re not getting credit for (existing) work,” she said.

“Some companies are trying to use this role to say that they are focusing on ESG, and I don’t think that needs to be done that way,” she said, adding that “what it’s missing is the associated scorecard” that measures the success of the role and accounts for factors such as where its funding comes from.

Check out Ad Age’s article, “Chief Impact Officers Explained – Why Some Companies are Adding the Position,” in full here.

Lisa Mann is Raines’ Chief Marketing Officer and the Managing Director for Raines’ Consumer Practice. Lisa has over 25 years of experience in the CPG industry including as the former Global President of the $7B PepsiCo Global Nutrition Category and EVP and CMO of KIND Healthy Snacks. To discuss how to build your organization and its leadership, reach out to Lisa Mann at lmann@rainesinternational.com.