Sun Chemical hires CMO, ups VP, Strategy & Biz Dev
Printing and packaging services provider Sun Chemical announced the appointment of Felipe Mellado as the new chief marketing officer and promoted Bradley Schrader to vice president of strategy and business development, according to Graphic Arts Online
Mellado will be responsible for overseeing all corporate marketing activities and product management for the Parsippany, N.J.-based company, including global branding activities, trade show participation and all other communications. He will continue to be based in Madrid, Spain.
Schrader served as Sun Chemical’s CMO for the past two years, and Mellado previously served as marketing director in the company’s European markets.
Sun Chemical is a global producer of printing inks and pigments, and is a leading provider of materials to packaging, publication, coatings, plastics, cosmetics and other industrial markets.
Spokesperson John McKeown told WinmoEdge that being a printing and graphic design company, Sun Chemical
tends to advertise its products and services via graphic arts publications like Ink World and Packaging Weekly.
“We primarily use print advertising, although we’re currently rebuilding our Web site so Sunchemical.com will be way more instructive, but we’re a media company, so we tend to use print media,” he said.
McKeown said that the graphic arts industry is seeing some troubled times, specifically with the decline of newspaper readership and with many media conglomerates outsourcing its printing to companies in Eastern Europe.
“It’s incumbent for us to figure out robust growth strategies, and that’s the focus for Brad,” McKeown said. “Felipe’s role will be more about the current product portfolio and how we keep servicing our large global accounts.”
He added that Mellado will take responsibility for reducing the number of SKU’s, converting to more common platforms, reducing formulations and re-cementing Sun Chemical’s relationships with larger printers. Mellado’s role will be more of a “classic B-to-B job,” while Schrader will focus on creating a robust strategy that will enable the company to grow.
“With Felipe being head of marketing in Europe, we’re hoping to add an even more international dimension to our business,” McKeown said. “It’s more about leveraging the global capabilities better, and over the next couple of years, Felipe will help us to have more consistent and fewer product platforms, with a more consistent approach to managing accounts and more effective use our marketing dollars.”
McKeown said another challenge is that most companies’ customers aren’t making money.
“For a lot of years the printing industry has followed gross domestic product, and if the economy goes into a deep recession, it’ll impact our customers,” he said. “We have a large product line of news ink, and that’s being affected by the Internet, so newspapers are under stress, and our packaging will be under distress. It’s a very challenging time for our business, but the good news is that we’re the world’s biggest, (and) we have tremendous resources.”
McKeown confirmed that Syracuse, N.Y.-based Eric Mower & Associates currently handles Sun Chemical’s public relations initiatives, and added that the company’s “biggest relationships” is with New York-based G2, an advertising design company.
He said that Sun Chemical “occasionally” entertains approaches from agencies that are either interested in assisting with project work or engaging in any kind of strategic partnership opportunities.
With the graphic arts industry struggling, Sun Chemical may need all the help it can get to reel in new customers. The company already has existing relationships with public relations and advertising agencies, but any other interested agencies with B-to-B experience should reach out to discuss how your firm can benefit the company.
35 Waterview Boulevard
Parsippany, NJ 07054
Chief Marketing Officer
Vice President, Strategy & Business Development
Chairman, President & Chief Executive Officer