THE RISE OF THE CDO

15 companies that already have a Chief Digital Officer in place

Digital Transformation requires people who can take the lead in a

permanent cycle of change.

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“If you can't understand the new world of digital, fire yourself.

Build an executive team that is digital-first. Make sure there is a techie on the board of directors. If the board has a low digital IQ,

the company will have a low digital IQ”

George Colony CEO Forrester Research

Bob Iger, the 64 year old CEO (and “CTO”) of Disney since 2005, who has been asked to stay until 2018.

“The riskiest thing you may do is maintain the status quo.”

“Bob Iger is the architect of Disney’s current success, with a proven history of delivering record financial results for the company quarter after quarter and year after year. He has

transformed Disney’s culture and empowered its businesses to effectively capitalize on evolving markets and new

technologies, making Disney a company that doesn’t merely embrace change, but leads it.”~Orin C. Smith, independent

lead director of the Disney board.

http://variety.com/2014/biz/news/disney-extends-bob-iger-contract-through-2018-1201319561/

The people on Disney’s board? No strangers to technology!

- Jack Dorsey, co-founder of Twitter & CEO and co-founder of Square (replaced Judy Estrin, former CTO of Cisco) - Sheryl Sandberg, COO of Facebook - John Chen, interim CEO of BlackBerry - Orin Smith, former CEO of Starbucks - Steve Jobs, late CEO of Apple was a member

Disruption “In Our Face” — Iger on Why Disney Needs Tech Heavies on Board More Than Ever

http://recode.net/disney-needs-tech-heavies-on-board-more-than-ever/

15 companies across 10 different sectors that already have a

CDO in place.

“Our digital goals are using innovation to

better serve constituents and using technology to

drive the economy.”

1Rachel Haot became the CDO of New York City in 2011, but after surpassing every target,

she became CDO of New York State and won the CDO

of the year 2014 Award.

“Our objective is to be ready to move at the

pace consumers are.”

2Atif Rafiq, former Amazon and Yahoo executive. Now CDO of

McDonald’s since 2013.

McDonald’s has a Digital Transformation team of about 20 employees, coming from Facebook, Yahoo, Microsoft, PayPal, AOL,

and various other tech companies.

The team is set to grow to 200-250 employees within the next year.

“Understanding how to quantify and create value

for customers through software and analytic

applications offerings is critical to GE’s success.”

3

Ganesh Bell is the CDO of General Electric’s Power & Water division. He previously worked in Silicon Valley at several businesses, from start-ups, to

IPO’s, to large businesses.

“There’s a lot going on in the convergence

of fashion and tech, and I’m sure nothing has hit on a formula

that I think is going to be as successful.”

4Under the lead of CDO Julie

Bornstein, Sephora’s e-commerce tripled in size in a few years time. She previously worked on digital

projects for Starbucks, Nordstrom and Urban Outfitters.

“We consider ourselves a coffee company that happens to love using

technology and innovation to make those

experiences better.”

5

Speaking of Starbucks, meet its CDO, Adam Brotman, who

has been with the company for 6 years, overseeing its mobile

payments and apps, loyalty programs, communities,…

“Leaving digital in a silo is setting up for failure.”

6

Former Google and eHarmony manager Sean

Cornwell is CDO of Travelex. He

has an extensive background in e-

commerce.

“There has never been a better time to be a

woman working in the technology field.”

7

Jessica Federer is CDO of Bayer. Do you think digital has nothing to do with the pharmaceutical industry?

Think again, digital is disruptive everywhere.

“My job isn’t just to help with the online traffic but also the in-person experience, in the end, it’s all about storytelling.”

8Sree Sreenivasan was the

first Chief Digital Officer, at Columbia University in

2012. Now he is the CDO of the Metropolitan Museum

of Art in New York City.

“Over the years I have become a complete evangelist around

developing in the open. I’m a big believer that getting feedback and constantly learning

from it is a really important process.”

9Tanya Cordrey, former

Product Director of eBay, is CDO of The Guardian. She leads

over 150 people in the product, engineering,

data and analytics teams and has been leading

the website to success.

“If someone younger than you is better than you, they’re the ones that should take on that responsibility.”

10

Mike Germano’s Carrot Creative company was acquired by VICE,

of which he became CDO. He was the first politician ever to get

elected to Public Office through using Social Media.

“What is tricky in the digital world, is that

your close friend can be your close enemy.”

11Patrick Hoffstetter is the CDO of Renault. Under his watch in their “digital factory”, Renault

has partnered with both Google and Apple to provide car apps.

“What consumers really want is a consistent experience

with the brand and product at all touch points.”

12

After having managed Microsoft’s relationships with start-ups, Lubomira Rochet became CDO of

L’Oréal in 2014.

“Digital should be everyone’s job”

13Perry Hewitt is CDO of Harvard

University. She has overseen the award-winning rework of its website, development of the

Harvard app, reconnecting with alumni and the visual

storytelling of the university.

“Unlike previous government regimes, we’ve concentrated

zealously, almost evangelically, on users.”

14

Mike Bracken is the CDO of the UK government. He oversees its

Digital Transformation, which has thus far resulted in dozens of

successful projects and hundreds of millions of pounds saved.

Take a look at their website to see how they are doing.

“Broadcasting isn’t the same as connecting. Broadcasting

can create awareness. But connecting people can create

engagement and change.”

15 Jason Goldman will soon become CDO of the White House. He was

recently hired after having worked at Google and Twitter. Governments, like businesses, are also looking at what

they can learn from Silicon Valley.

Organization Sector CDO Twitter

New York State Government Rachal Haot @rachelhaot

McDonald's Food Atif Rafiq @atifatif

General Electric Multinational Ganesh Bell @GaneshBell

Sephora Beauty Julie Bornstein @juliebornstein

Starbucks Food Adam Brotman @adambrotman

Travelex Finance Sean Cornwell @seancornwell

Bayer Pharma Jessica Federer @jjfeds

Metropolitan Museum of Art Culture Sree Sreenivasan @sree

The Guardian Media Tanya Cordrey @tcordrey

VICE Media Mike Germano @mikegermano

Renault Automotive Patrick Hoffstetter @pathoffstetter

L'Oréal Beauty Lubomira Rochet @ljubomira

Harvard University Education Perry Hewitt @perryhewitt

UK Government Government Mike Bracken @MTBracken

The White House Government Jason Goldman @goldman

The 15 CDO's on Twitter

What about your company? Are you ready for

Digital Transformation?

CEOIdeally your CEO is the digital lead

Unfortunately she/he is

probably not.

CIO COO CSOCFOCMO

Digital Leadership

What about the CMO or CIO?

The CMO and CIO will be at the frontline of the digital events,

but due to their vertical legacy and focus they are probably

not perfectly suited to lead the digital transformation for the

entire company.

CEO

CIO COO CSOCFOCMO

You need Digital Leadership, on all levels.

Digital Officers

DIGITAL OFFICE CDO

Virtual Digital Leadership Team Digital Leads

• A permanent role for long term transformation.

• Not just a digital guru, but also a general manager with change management skills:

• A charismatic and inspiring leader.

• P&L-driven.

• A real strategist.

• Breaks open internal silos.

• Understands internal culture and politics.

• Understands the power of data.

• Digital knowledge: E-commerce, transactional, online marketing, social media experience,…

• Transformation of products and technology capabilities.

• Experience in developing new channels and business models.

• Strong knowledge about (deep-)technology.

CDO

Look for a CDO Profile

Check out our book on Digital Transformation

digitaltransformationbook.com

Start playing on the offense instead of on the defense.

jo@dearmedia.be+32 475 43 80 98

dado@dearmedia.be+32 474 82 68 07

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