CMO is out and company is changing gears: Sounds like a review
Steve’s breakdown: Ya don’t just dump the CMO position and say “The rapid pace of change in commerce necessitated adjustments to the marketing function” and have all of us thinking it’s open season on the account. Can they?
OTTAWA, Canada: Shopify CMO Jeff Weiser has left the Canadian e-commerce giant, a company spokesperson confirmed today.
In an emailed statement, a Shopify spokesperson said Weiser—who joined in February of 2018—is “no longer with the company and we thank him for his contributions during his tenure.” The news was first reported on Tuesday by the Canadian tech blog BetaKit, which cited internal emails from Shopify CEO Tobi Lütke.
“The rapid pace of change in commerce necessitated adjustments to the marketing function and those changes position Shopify for long term success,” the spokesperson wrote. “At this time, we will not be naming a new CMO.”
During Weiser’s time at Shopify, the company has built out a variety of new marketing initiatives. In 2018, it announced a new platform for managing 3D content such as augmented and virtual reality. Then, early last year, it announced a new TV and film division, which was followed up a few months later with the company’s first mass media buy. Last year, he was also named to the 2019 Forbes’ “CMO Next” list that featured 50 up-and-coming CMOs.
Weiser’s departure comes just weeks after the company debuted a new ad campaign focused on promoting independent businesses using the platform. The campaign, which debuted last month, highlights more than 330 businesses and 2,000 of their products.