Sundial Turns Up the Heat With New Chief Brand Officer
- Kimberly Evans Paige tasked with reviving the Sundial brand
- Former CMO Bonin Bough leaves after less than a year
A little more than a year after social media critics rained on Sundial’s misguided marketing attempt, it’s turning to Kimberly Evans Paige to revive the brand. The Unilever (UN -0.14%) owned company is a leading marketer for beauty products geared towards women of color. Will Paige be able to help position the brand for future robust growth?
Why This Matters: Paige coming onboard from Coty is happening at a very interesting time. Sundial had just hired Bonin Bough as its chief marketing officer less than a year ago and he’s now leaving the company. Bough had only been at the company two month before it was acquired by Unilever. He’s credited for steering the company out of its social media meltdown surrounding an ad for SheaMoisture which prominently featured the brand as one that addresses the hair-care-needs of white women.
For Paige this position will test her combination of analytical and creative prowess. Sundial is in the midst of planning out its growth strategy. In order to make sure they are appropriately positioned and resourced for this next phase, Paige can tap into her extensive experience as Coty’s beauty division CMO as well as being Coca-Cola’s (KO +0.19%) venturing and emerging brands unit top marketer.
Situational Awareness: It’s great Sundial is able to bring on another marketing heavyweight, but questions are sure to arise from this decision surrounding the executive turnover rate. Only time will tell if Paige is able to help revive the brand, or if its problems are much bigger than just figuring out a marketing solution.
CBx Vibe: “Django Jane” Janelle Monae