We researched companies that are leading by example in the Digital Transformation space and came up with an impressive list of Chief Digital Officers. http://www.digitaltransformationbook.com/

1. THE RISE OF THE CDO
15 companies that already have
a Chief Digital Officer in place

2. Digital Transformation requires
people who can take the lead in a
permanent cycle of change.

3. • =
“If you can't understand the new
world of digital, fire yourself.
Build an executive team that is
digital-first. Make sure there is a
techie on the board of directors.
If the board has a low digital IQ,
the company will have a low
digital IQ”
George Colony
CEO Forrester Research

4. Bob Iger, the 64 year old CEO (and “CTO”) of Disney
since 2005, who has been asked to stay until 2018.
“The riskiest thing you may do is maintain the status quo.”
“Bob Iger is the architect of Disney’s current success, with a
proven history of delivering record financial results for the
company quarter after quarter and year after year. He has
transformed Disney’s culture and empowered its businesses
to effectively capitalize on evolving markets and new
technologies, making Disney a company that doesn’t merely
embrace change, but leads it.”~Orin C. Smith, independent
lead director of the Disney board.
http://variety.com/2014/biz/news/disney-extends-bob-iger-contract-through-2018-1201319561/

5. The people on Disney’s board?
No strangers to technology!
- Jack Dorsey, co-founder of Twitter
& CEO and co-founder of Square
(replaced Judy Estrin, former CTO of Cisco)
- Sheryl Sandberg, COO of Facebook
- John Chen, interim CEO of BlackBerry
- Orin Smith, former CEO of Starbucks
- Steve Jobs, late CEO of Apple was a member
Disruption “In Our Face” — Iger on Why Disney
Needs Tech Heavies on Board More Than Ever
http://recode.net/disney-needs-tech-heavies-on-board-more-than-ever/

6. 15 companies across
10 different sectors
that already have a
CDO in place.

7. “Our digital goals are
using innovation to
better serve constituents
and using technology to
drive the economy.”
1
Rachel Haot became the CDO
of New York City in 2011, but
after surpassing every target,
she became CDO of New
York State and won the CDO
of the year 2014 Award.

8. “Our objective is to be
ready to move at the
pace consumers are.”
2
Atif Rafiq, former Amazon and
Yahoo executive. Now CDO of
McDonald’s since 2013.

9. McDonald’s has a Digital Transformation
team of about 20 employees, coming from
Facebook, Yahoo, Microsoft, PayPal, AOL,
and various other tech companies.
The team is set to grow
to 200-250 employees
within the next year.

10. “Understanding how to
quantify and create value
for customers through
software and analytic
applications offerings is
critical to GE’s success.”
3
Ganesh Bell is the CDO of General
Electric’s Power & Water division. He
previously worked in Silicon Valley at
several businesses, from start-ups, to
IPO’s, to large businesses.

11. “There’s a lot going
on in the convergence
of fashion and tech,
and I’m sure nothing
has hit on a formula
that I think is going to
be as successful.”
4
Under the lead of CDO Julie
Bornstein, Sephora’s e-commerce
tripled in size in a few years time.
She previously worked on digital
projects for Starbucks, Nordstrom
and Urban Outfitters.

12. “We consider ourselves
a coffee company that
happens to love using
technology and
innovation to make those
experiences better.”
5
Speaking of Starbucks, meet
its CDO, Adam Brotman, who
has been with the company for
6 years, overseeing its mobile
payments and apps, loyalty
programs, communities,…

13. “Leaving digital in a silo
is setting up for failure.”
6
Former Google
and eHarmony
manager Sean
Cornwell is CDO
of Travelex. He
has an extensive
background in e-
commerce.

14. “There has never been a
better time to be a
woman working in the
technology field.”
7
Jessica Federer is CDO of
Bayer. Do you think digital
has nothing to do with the
pharmaceutical industry?
Think again, digital is
disruptive everywhere.

15. “My job isn’t just to help with
the online traffic but also the
in-person experience, in the
end, it’s all about storytelling.”
8
Sree Sreenivasan was the
first Chief Digital Officer, at
Columbia University in
2012. Now he is the CDO of
the Metropolitan Museum
of Art in New York City.

16. “Over the years I have
become a complete
evangelist around
developing in the open.
I’m a big believer that
getting feedback and
constantly learning
from it is a really
important process.”
9
Tanya Cordrey, former
Product Director of
eBay, is CDO of The
Guardian. She leads
over 150 people in the
product, engineering,
data and analytics teams
and has been leading
the website to success.

17. “If someone younger
than you is better than
you, they’re the ones
that should take on
that responsibility.”
10
Mike Germano’s Carrot Creative
company was acquired by VICE,
of which he became CDO. He was
the first politician ever to get
elected to Public Office through
using Social Media.

18. “What is tricky in the
digital world, is that
your close friend can
be your close enemy.”
11
Patrick Hoffstetter is the CDO
of Renault. Under his watch in
their “digital factory”, Renault
has partnered with both Google
and Apple to provide car apps.

19. “What consumers really want
is a consistent experience
with the brand and product at
all touch points.”
12
After having managed
Microsoft’s relationships
with start-ups, Lubomira
Rochet became CDO of
L’Oréal in 2014.

20. “Digital should be
everyone’s job”
13
Perry Hewitt is CDO of Harvard
University. She has overseen the
award-winning rework of its
website, development of the
Harvard app, reconnecting with
alumni and the visual
storytelling of the university.

21. “Unlike previous
government regimes,
we’ve concentrated
zealously, almost
evangelically, on users.”
14
Mike Bracken is the CDO of the
UK government. He oversees its
Digital Transformation, which has
thus far resulted in dozens of
successful projects and hundreds
of millions of pounds saved.

22. Take a look at their
website to see how
they are doing.

23. “Broadcasting isn’t the same
as connecting. Broadcasting
can create awareness. But
connecting people can create
engagement and change.”
15
Jason Goldman will soon become
CDO of the White House. He was
recently hired after having worked at
Google and Twitter. Governments, like
businesses, are also looking at what
they can learn from Silicon Valley.

24. Organization Sector CDO Twitter
New York State Government Rachal Haot @rachelhaot
McDonald's Food Atif Rafiq @atifatif
General Electric Multinational Ganesh Bell @GaneshBell
Sephora Beauty Julie Bornstein @juliebornstein
Starbucks Food Adam Brotman @adambrotman
Travelex Finance Sean Cornwell @seancornwell
Bayer Pharma Jessica Federer @jjfeds
Metropolitan Museum of Art Culture Sree Sreenivasan @sree
The Guardian Media Tanya Cordrey @tcordrey
VICE Media Mike Germano @mikegermano
Renault Automotive Patrick Hoffstetter @pathoffstetter
L'Oréal Beauty Lubomira Rochet @ljubomira
Harvard University Education Perry Hewitt @perryhewitt
UK Government Government Mike Bracken @MTBracken
The White House Government Jason Goldman @goldman
The 15 CDO's on Twitter

25. What about your company?
Are you ready for
Digital Transformation?

26. CEO
Ideally your
CEO is the
digital lead
Unfortunately
she/he is
probably not.
CIO COO CSOCFOCMO
Digital Leadership

27. What about the CMO or CIO?
The CMO and CIO will be at the
frontline of the digital events,
but due to their vertical legacy
and focus they are probably
not perfectly suited to lead the
digital transformation for the
entire company.

28. CEO
CIO COO CSOCFOCMO
You need Digital Leadership, on all levels.
Digital Officers
DIGITAL OFFICE CDO
Virtual Digital Leadership Team Digital Leads

29. • A permanent role for long term transformation.
• Not just a digital guru, but also a general
manager with change management skills:
• A charismatic and inspiring leader.
• P&L-driven.
• A real strategist.
• Breaks open internal silos.
• Understands internal culture and politics.
• Understands the power of data.
• Digital knowledge: E-commerce, transactional,
online marketing, social media experience,…
• Transformation of products and technology
capabilities.
• Experience in developing new channels and
business models.
• Strong knowledge about (deep-)technology.
CDO
Look for a CDO Profile

30. Check out our book on
Digital Transformation
digitaltransformationbook.com
Start playing on the offense
instead of on the defense.

31. jo@dearmedia.be
+32 475 43 80 98
dado@dearmedia.be
+32 474 82 68 07
Need help in your own Digital
Transformation journey?