New CMO for Brocade Communications Systems
Brocade Communications Systems announced it has named John McHugh as vice president and chief marketing officer, according to the company
McHugh, who the San Jose, Calif.-based company refers to as a “visionary in the Ethernet/IP networking industry,” brings almost 30 years of expertise and experience driving innovation and profitability for a number of large companies.
As part of his 26-year career at Hewlett-Packard, McHugh held a variety of executive management positions including VP and worldwide general manager of HP ProCurve Networking.
During his tenure, he was responsible for global operations, strategic and tactical planning and business development. Network World praised McHugh for a number of accomplishments, most notably for his well-rounded enterprise strategy, which encompasses convergence, wireless LANs, WAN access and more.
Brocade develops networking solutions that help data-intensive businesses to optimize information connectivity and the business value of their data.
As CMO, McHugh is responsible for Brocade Communication Systems
’ global marketing and strategic alliance strategies
, and will report directly to Chief Executive Officer Michael Klayko.
“Brocade is extremely well positioned to capitalize on the enormous opportunities in the growing IT sector,” McHugh said in a statement. “I am thrilled to be joining the company at such a pivotal point of transformation.”
Director of Public and Media Relations John Noh told WinmoEdge that because McHugh is so new to the job, his preferences for strategic alliances will be laid out as he becomes more familiar with the organization.
“For now, we’ve shared as much information as we can in the press release,” he said.
Our source added that Brocade utilizes a variety of traditional and online marketing strategies and tactics, which run the gamut. Noh said that its strategy includes everything from social media to direct mail marketing.
“We have a very comprehensive integrated strategy,” he said. “We are B-to-B company, so our outreach is solely B-to-B.”
Brocade’s core focus is on the Global 2000 companies – the large enterprise customers – but Noh said that the company also sells and markets to service providers like mobile carriers and telecommunications companies, with the target market steadily placed on the Global 2000.
The company doesn’t target any type of specific industry, but rather, spans all sorts of vertical markets, according to Noh.
“We have multiple routes to market, where branding is increasingly important,” he said. “It’s a big focus area. It’s out of my purview, but I know as a company, it’s a very important focus area for us, and increasingly so given our diverse routes to go to market.”
Noh confirmed that Brocade has worked with San Francisco-based Doremus & Company for its print and online efforts since 2007, adding that the agency has contributed a great deal to the company’s success.
Our source was not 100 percent sure about any additional relationships with external firms, but he did say that Brocade has a broad set of partners ranging from technology to strategic alliances to business partners and go-to-market partners. “It’s a broad mix,” Noh said.
According to The Nielsen Company, Brocade spent about $1.01 million on measured media in 2008. About $700,000 was spent on national magazine ads, and about $260,000 was split evenly between Internet ads and national newspaper ads.
Brocade Communications Systems
1745 Technology Drive
San Jose, CA 95110
Vice President & Chief Marketing Officer
Chief Executive Officer