Toshiba’s Marketing Change To Build ‘Synergy’

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WAYNE, N.J. — Toshiba America Consumer Products’ (TACP) realigned marketing operations, merges the key TV marketing and digital audio/video marketing departments into a central marketing department to “create increased synergy, to better serve our retailers and to more strongly position the brand,” the company said.

Scott Ramirez, formerly TV marketing VP, has been promoted to marketing VP for all TACP products. He will now be responsible for Toshiba’s marketing and product planning for both TV and digital audio/video products, including LCD and LED TVs, TV/DVD combination units, and DVD and Blu-ray Disc players.

Toshiba told TWICE that “the realignment creates a single, cohesive strategy which gives Toshiba the ability to product plan and promote in a more complimentary manner, thereby taking advantage of our strengths in multiple areas. This approach will allow Toshiba to continue to strengthen their position as a Tier 1 brand.”

Although the company would not comment on specifics, the logical benefits of a unified operation could be effective coordination of joint product promotions such as TV and Blu-ray Disc player bundles, which have been effectively leveraged by both retailers and manufacturers in recent years.

Toshiba said Ramirez’s “industry, retail, and sales and marketing experience combined with his charismatic personality make him the perfect choice to lead Toshiba’s marketing team, and unify the strategy and efforts.”

Ramirez has been with Toshiba for more than 11 years, and also acts as Toshiba’s representative to the Consumer Electronics Association (CEA) Video Board and other key organizations.

Jodi Sally, digital audio/video marketing VP, will continue in her role in the new department, according to a company spokesperson.

Maria Repole, formerly corporate communications assistant VP, has been promoted to TACP communications VP, assuming new responsibility for all of Toshiba’s retail training activities, in addition to maintaining her current responsibilities for managing Toshiba’s overall public relations and publicity, advertising and corporate branding, Web site and e-commerce initiatives, corporate events (such as International CES) and the creation of collateral materials.

“Maria is well positioned to ensure that Toshiba provides a clear and consistent corporate and training message,” the company said.

An 11-year veteran at Toshiba, Repole is also active within the CEA and Digital Entertainment Group organizations.


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