Keeping Intel's Brand Steady Amid Technology's Rapid Changes
Penny Baldwin manages all facets of Intel’s global brand strategy.
That's a short description of a big job with a big title and big responsibility: Vice President and General Manager of Brand, Reputation and Partner Marketing. Baldwin and her team define Intel's global brand positioning and promise, measure brand equity and objectives by target, and develop brand assets, activations, and communications.
The list of Baldwin's specific job responsibilities is even bigger: She oversees, manages, and approves all brand marketing activities globally, including advertising, digital and social marketing, brand activations, branded experiences and integrations, product branding, corporate communications, creative, sponsorships and partnerships, partner marketing, custom media programs, technology integrations, and branded content for Intel's B2C and B2B audience segments.
In short: Baldwin and the people who work for her create the tangible assets that bring Intel's brand to life all over the world and keep its reputation steady.
Baldwin came to Intel in 2014 as the company started Intel Security, a division meant to drive Intel's new strategic focus on security. Intel Security included McAfee, a security company Intel had purchased in 2010. Baldwin had been McAfee's CMO.
In her pre-technology life, Baldwin was Managing Partner of Young & Rubicam Advertising and Wunderman Direct Marketing. Young & Rubicam, an advertising industry pioneer that moved to Madison Avenue in 1926, was oft-mentioned on "Mad Men". Baldwin left advertising for the technology industry in 2009, as the massive changes brought by the Internet continued to rock the advertising world.
Baldwin's first tech industry position was at Yahoo!, where she spent several years as Senior Vice President, Global Brand Strategy and Marketing. At Yahoo! and McAfee, Baldwin drove global consumer and B2B marketing strategies, programs, budgets, and results, spanning all channels and disciplines.