Turbine announced yesterday that they’ve created a new position at their Westwood, Massachusetts headquarters, Chief Marketing Officer, that will be filled by Mr. Jan Robert Horsfall.  In this position Horsfall will be responsible for leading the companies worldwide branding efforts as well as oversee all consumer and partnership marketing programs, including product planning and positioning, and execution of customer acquisition and retention strategies.

“Jan is a veteran marketer with very deep experience in both consumer and online marketing which will help us reach customers in new, innovative ways,” said Jim Crowley, President and CEO of Turbine, Inc. “He brings a proven track record in building surging brands, leading large and successful teams and a deep understanding of what makes consumers tick. We expect his leadership to create world-class marketing programs that drive additional growth for Turbine. Again, it’s clear we’re putting one of the best senior teams in the business together at Turbine!”

Horsfall does not come to Turbine with a gaming pedigree, but rather a myriad of varied experience from a number of industries, including consumer and merchant brand organizations in the Internet, Energy, Telecom and Retail.  And while Horsfall will be focusing on marketing, he’s had past experience with the ‘Big Picture’, having served as CEO for a number of successful companies including Gelazzi, Inc., Whie Summit Strategies, Inc., and Gemini Voice Solutions.  In his role as Vice President of Consumer Brand Strategy at the Valvoline Company, Horsfalls is the man responsible for widespread organizational and strategic changes that saw the company rise from the #5 market share position to  a leading industry position.   Most notable in Mr. Horsfalls’ resume is/was his position as Vice President of Marketing for Lycos Inc.  Lycos still holds the record for worlds’ fastest IPO in NASDAQ history, and was sold to Spain based Terra Networks S.A. in 1999 for $7.5 billion.

“Turbine has built an amazing brand experience with strong global recognition and incredible good will,” said Horsfall. “This is a tremendous opportunity to build upon the company’s strong reputation. The clear goal is to understand our consumer’s values in light of the constant technology and creative innovation which Turbine is known for, and then lead the team that is integrating these brand experiences into our consumers’ lives. It comes down to making these brands naturally indispensible based upon tying together those consumer values and the amazing stuff we’re creating which nobody has ever seen. I hope to combine my enthusiasm for online communities and gaming with my passion for the consumer to help the Turbine brand realize its greatest potential.”

So why create a new position now?  Aren’t Turbine’s offerings cranking in millions of players everyday?  The answer would be yes, but lest we forget what Turbine’s got in the works: a microtransaction based title, a first for the company.  After the flurry of activity around the first of the year (remember Turbine’s public posting of a job ad looking for a microtransactions manager?), if Turbine was getting ready to launch a first, wouldn’t it make sense for them to get a good marketing manager on board?  New and innovative product in the pipe + new position of Chief Marketing Manager = coincidence?

Tags: customer acquisition, free to play, industry position, jim crowley, lycos inc, market share position, marketing programs, microtransaction, nasdaq history, retention strategies, Turbine, valvoline company, westwood massachusetts, world class marketing

This entry was posted on Tuesday, March 17th, 2009 at 10:52 am and is filed under industry news. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.