Epsilon Confirms Della Penna Departure

Posted on by Chief Marketer Staff

Marketing services firm Epsilon Friday confirmed that chief marketing officer Michael Della Penna is no longer with the company.

In an e-mailed statement, Epsilon said the decision was mutual and that Della Penna had left “to pursue other interests.” Effective immediately, Steve Cone is Epsilon’s CMO.

“Mike [Della Penna] has been an important part of Epsilon since joining the company after its acquisition of Bigfoot Interactive in late 2005, and we wish him well in his future endeavors,” said the statement. “Effective immediately, Steve Cone is Epsilon’s CMO, and we are pleased to have such an experienced and esteemed marketing executive like Steve here and ready to take the lead as we continue our efforts to enhance Epsilon’s brand.”

Cone previously served at Epsilon.

According to sources, Della Penna’s departure is part of major changes taking place within Epsilon.

According to copy on Epsilon’s Web site, Cone’s 35-year marketing career includes significant financial services experience. He was managing director and head of advertising and brand management at Citigroup Global Wealth Management, according to Epsilon.

Previously, Cone was president of Fidelity’s retail business and the company’s chief marketing officer, according to the firm. Cone also did stints at Key Corp and at American Express, according to the company.

Della Penna has been an active participant in the e-mail marketing industry for almost as many years as e-mail has been a viable marketing channel. He has served on the Direct Marketing Association’s Interactive Marketing Advisory Board, and has chaired the DMA’s E-mail Marketing Council.

Della Penna was also second in command at Epsilon to Al DiGuido, who was let go from his job as CEO of Epsilon’s e-mail unit in 2006 after Epsilon acquired the company DiGuido headed, Bigfoot Interactive, and then online advertising concern DoubleClick’s e-mail unit.

DiGuido’s tenure at Epsilon was by all accounts tumultuous. There was reportedly significant culture clash between DoubleClick and Bigfoot staffers. Epsilon’s acquisition of DoubleClick’s e-mail assets also resulted in a lawsuit in which Epsilon claimed DoubleClick violated a non-compete agreement by attempting to set up a rival e-mail services unit.

Epsilon dropped the suit when it acquired co-op database firm Abacus from DoubleClick in 2006.

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