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  • Apple Looks to Strengthen its Online Retail Team by Hiring Former Delta VP


    Former Delta Air Lines Vice President of Marketing, Bob Kupbens, joins Apple’s online retail team. According to Kupbens’ LinkedIn profile, he has now taken the position of Apple’s Vice President of Online Retail after exiting Delta earlier this month. Some positions he has served before include being VP for Target for eight years and then Delta Air Lines for about four years.

    At a 2013 AdAge conference, Kupbens talked about the importance of “love brands” explaining that all consumers have five brands they “really love:”

    I used to work at Target and when you went to a cocktail party and you told people that you worked at Target, you know what they'd say? ‘I love Target! I'll give you a big hug!' You know what people say when you tell them at a cocktail party that you work at Delta? 'I hate you! You lost my bag! You had me on the tarmac for seven hours. I'm going to kill you!' It's different when you work for a love brand.
    Similar to Target, Apple is also a love brand for many people, as fans wait for hours and days in line just to purchase new product. Due to the popularity of Apple products, other companies even have anti-iPhone commercials that mock Apple fans waiting in line.

    Angela Ahrendts, who will be working as Senior Vice President of Apple in the months ahead, will most likely be who Kupbens works under, leading both online and retail teams. Ahrendts is currently CEO of Burberry and will be transitioning out into Apple and report directly to Apple CEO Tim Cook.

    Now that Ahrendts and Kupbens are both coming to Apple, Apple will finally have a powerful leadership team for the retail division. It has been a while since the company has had a leader after the firing of John Browett in 2012 during the company’s management restructuring.

    Source: AdAge
    This article was originally published in forum thread: Apple Looks to Strengthen its Online Retail Team by Hiring Former Delta VP started by Akshay Masand View original post