Petco introduces new CMO

Petco appointed Tariq Hassan as its chief marketing officer.

Petco appointed Tariq Hassan as its chief marketing officer.

“Tariq is a talented and proven leader with an extensive and impressive background helping world-class global brands harness and leverage insights in order to build lasting relationships with their customers,” said Petco CEO Ron Coughlin. “I’m confident his vision, leadership, consumer understanding, incredible communication skills and experience will have an immediate impact on the organization as we continue to transform our business.”

Hassan brings more than 20 years of global marketing experience in brand strategy, digital and performance marketing, communications, innovation and insights. He served in global marketing roles and progressed through advertising assignments where he worked with notable brands including Pepsi, Gatorade, Frito Lay, Coors, Mars, Emirates, Cadillac, Mercedes-Benz, Johnson & Johnson and Visa.

“I’m thrilled to be joining the Petco team to continue to build our powerful brand to engage pet parents in our mission to partner with them every step of their pet’s life journey,” said Hassan. “During this pivotal time in the retail industry, we have a tremendous opportunity to focus our marketing, leveraging customer data and insights, to tap into the powerful relationship between people and their pets, create unique experiences and support them in ways that will ensure our success into the future."

Prior to joining Petco, Hassan served as senior vice president, global brand strategy and head of marketing and wealth management at Bank of America Merrill Lynch. Previously, he held senior marketing roles at Hewlett-Packard and Omnicom. He currently sits on the global board of directors of Education for Employment, an NGO empowering marginalized youth across the Middle East and North Africa through vocational training and job placement. He holds a bachelor’s degree in international political science and philosophy from the University of Western Ontario and a master’s degree in integrated marketing communications from Northwestern University.

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