Update: PerkinElmer announces new CMO position
PerkinElmer Inc. announced the appointment of Lapo Paladini to the position of chief marketing officer, according to the company
Paladini takes on the newly created position after serving as president, Asia Pacific, East Europe, Middle East and Africa and South America at PerkinElmer. He’s been with the company since 1982.
During his time at the company Paladini has served in a number of management positions, including vice president and general manager of sales and service in Europe and global sales and marketing head for PerkinElmer Life and Analytical Sciences.
“The new CMO position is a critical component of our market-focused approach in human and environmental health,” Chief Executive Officer Robert Friel said in a company release. “We are excited to utilize Lapo’s deep knowledge and insights into customer requirements in numerous and differing markets throughout the world.”
Waltham, Mass.-based PerkinElmer is a global provider of technology, services and solutions for the diagnostics, academic research, environmental monitoring and safety and security markets. The company operates in two business divisions: Human Health and Environmental Health.
Paladini outlined for DailyVista his plans now serving as PerkinElmer
’s marketing head.
“One of the first priorities of the CMO role is to develop a new, integrated global corporate marketing team dedicated to leading the company’s strategic and channel marketing, as well as corporate communications initiatives,” Paladini said.
Paladini said that his primary duties as CMO include oversight of building and developing core competencies within the company to establish a market-activated innovation and differentiation strategy.
“This will include leading the PerkinElmer corporate marketing organization, as well as developing and implementing key aspects of the company’s long-term market strategy, including marketing, channel strategy and corporate communications,” he said.
One of the new challenges Paladini said that he’ll address as CMO include creating and implementing new strategies for assessing and addressing the needs of PerkinElmer’s customer base worldwide.
Other areas of focus include managing the company’s recently adopted “For the Better” branding and overseeing the continued integration of the company’s worldwide and regional marketing, Paladini said, adding that he’ll be developing and launching new e-business initiatives for the company as well.
“PerkinElmer was recently repositioned from a broad-based portfolio company to a company strategically focused on human health and environmental health,” Paladini said. “Evolving the branding of PerkinElmer has been critical in order to more appropriately capture the new mission and strategic focus of the company.”
According to Paladini, PerkinElmer’s brand tagline was previously “Precisely,” but “For the Better” is more in line with what the company aims to do – improve the health and environment for the better.
He said that to coincide with this revamped message, PerkinElmer launched a new brand identity and created marketing communications messaging to reflect its focus on results for its customers.
“The company’s target demographic includes laboratory professionals in diagnostic, research, environmental, safety and security and industrial end markets,” Paladini said.
Paladini’s new role at the company is an integral part of PerkinElmer’s increased focus on strategic marketing. He will work closely with Friel and the company’s executive team to ensure strategic coordination of its international marketing efforts.
“PerkinElmer utilizes a combination of in-house capabilities through its creative services department in addition to outsourcing marketing communication projects to key creative agency partners,” he said.
Paladini said PerkinElmer is continuing to look at and aggressively invest in opportunities to grow and further develop technologies, products and services in its core business areas. He said that he and the corporate marketing team will play a large role in driving this market-focused approach, developing and implementing long-term strategic plans.
Paladini has a host of marketing initiatives under his belt. The company outsources some marketing needs to firms highly qualified in its practice area; agencies with global capabilities should take note and make introductions.