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(EMAILWIRE.COM, December 19, 2012 ) San Francisco, CA -- America Online (AOL) named Allie Savarino Kline to become the chief marketing officer (CMO) for the company's Advertising.com subsidiary. The move follows a pattern by AOL to decentralize the company's marketing efforts.
Kline, who will assume her new position on January 1, will report directly to Advertising.com CEO Ned Brody, who announced the Kline's appointment December 12 on the company's blog.
As CMO, Kline will handle marketing strategy for the AOL and the ad network, focusing on solutions for agencies, advertisers, and publishers.
Kline brings a wealth of advertising experience to the new position, including marketing strategy and brand management for some advertising and technology-focused companies. In her most recent position, Kline served as CMO at 33Across, an advertising technology company. She has also been in executive positions with both Brand Affinity Technologies and Unicast.
In an interview with E-Commerce Times, Kline said, "I've been in the ad space a long time, and I was surprised to learn about the depth and aggressive nature of AOL's ad suite.
"The group has had a longstanding vision. I plan to be sure we are doing an effective job showing just how ready the team is."
Earlier in December, Jolie Hunt, who had been AOL's CMO and head of communications, was relieved of the position despite only having been in place since July. AOL stated that it was eliminating the position and aiming for a more decentralized marketing strategy.
Industry analysts view Kline's hiring as a step in the direction for AOL.
"This move is consistent with an effort to highlight the operations of each of the divisions more prominently," said Sterling Market Intelligence head Greg Sterling.
Advertising.com has gone through a number of reorganizations and other changes in recent years. The hiring of Kline should allow the company to reinforce the company's offerings.
"There's a sense that agencies, advertisers and the marketplace as a whole are unaware of AOL's ad products and platform capabilities," said Sterling. "This is an effort to boost awareness and reintroduce AOL into the discussion of online advertising. Much of the attention – on the PC – has recently focused on real-time bidding platforms and not on conventional ad networks. AOL is perceived to be in the latter category, and an 'older' player."
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