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Sequential Taps Jameel Spencer as CMO

The brand strategist will develop and lead global marketing initiatives for the firm’s portfolio of brands, which have a global retail volume of $1 billion.

Sequential Brands Group Inc. has hired brand strategist Jameel Spencer as chief marketing officer, a new position.

This story first appeared in the March 12, 2014 issue of WWD.  Subscribe Today.

Spencer will report to Sequential chief executive officer Yehuda Shmidman.

Prior to joining Sequential, Spencer was an executive vice president of marketing at Iconix Brand Group, and oversaw the marketing for brands such as Ed Hardy, Ecko, Umbro, Rocawear and Roc Nation.

In his new role at Sequential, Spencer will develop and lead global marketing initiatives for the firm’s portfolio of brands that include William Rast, DVS, Caribbean Joe, Ellen Tracy and Revo, among others.

Sequential’s portfolio of eight brands so far have a global retail volume of $1 billion, according to Shmidman.

“We have over 50 licensees. The missing link to the management team we have here was the cmo position, which Jameel has filled,” the ceo said. He explained that while each brand has to have its own identity, the marketing and branding synergies and the strategies to push social and digital media will be part of what Spencer will oversee. One of the big campaigns on the agenda is Ellen Tracy’s 65th anniversary celebrity campaign set for the fall, as well as the continued expansion of the William Rast brand in Europe, also in the fall.

Spencer will continue to work with longtime clients Shawn Carter Enterprises and Sean “Diddy” Combs under his own agency Brand Matter, a Sequential subsidiary that’s under license to Spencer.

Spencer said he was attracted to the position because of the “opportunity to be involved [with Sequential] from the early stages.”

The cmo added that because he is familiar with the business model, that also “made Sequential attractive to me. I know what needs to be done. I come from this world of owning intellectual property and working on multiple brands.”