INTERVIEW
MARKETING MATTERS : from IBM to KYNDRYL
Former CMO for IBM Americas Maria Bartolome Winans was recently named CMO for Kyndryl . Maria talks about her new role and her leadership style
WRITTEN BY : KATE BIRCH
“ I want my legacy as a leader to include providing value in work culture , but also in leaving a personal impact on the lives of professionals who will carry the workforce forward ”
MARIA BARTOLOME WINANS CHIEF MARKETING OFFICER , KYNDRYL
You ' ve recently moved from IBM to Kyndryl , joining as CMO . Tell us about this exciting new role ? I ’ m Chief Marketing Officer for Kyndryl , the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business , expected to occur by the end of 2021 . My role is to plan , develop , and execute Kyndryl ' s marketing and advertising initiatives . This includes building a company culture and brand identity on which we base our marketing and advertising strategy .
We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first . Once we are an independent company , each Kyndryl employee will advance the vital systems that power human progress . Our people are devoted , restless , empathetic , and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones . Our people are at the heart of this business and I am deeply hopeful and excited for our future .
What experiences have helped prepare you for this new opportunity ? I ’ ve had a very rich and diverse career history at IBM that has lasted 25 + years . I started out in sales but landed explored opportunities at IBM in different roles , business units , geographies , and functions . Marketing and
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