Stouse said he's been asked by Honeywell Aerospace CEO Tim Mahoney to overhaul and realign the company's marketing communications, mimicking the strategy he used while at BMC. Stouse's new title at Honeywell Aerospace is VP of worldwide “marcom” operations, which includes external and employee communications, and the broad marketing communications of advertising, the web, CSR, and tradeshows.
This new role will require an “a net expansion of the organizational function over the next several years,” Stouse said.
While at BMC, Stouse became known for his “investment portfolio” style of managing marketing and communications, where programs are connected to three aspects of sales – lead generation, deal enlargement, and the velocity of sales. Stouse said he was approached by Honeywell Aerospace to replicate this strategy at the company.
The “marcom” role is a reflection of a trend in corporate communications, wherein comms pros who have a track record of making sound and effective revenue-generating decisions get elevated to a hybrid marketing and communications role.
“Traditional marketing people - who historically have been more oriented toward large set-piece programs - are increasingly seen as handicapped in environments where agility and nimbleness are key,” Stouse said in an e-mail.
Prior to BMC, Stouse was a senior executive at computer and printer maker Hewlett-Packard, where he lead worldwide communications team in separate business units. Stouse started out as a researcher and reporter at a news magazine.
Stouse will report directly to Chris Clason, VP of Human Resources.
A previous version of this story stated that Mark Stouse was hired by Honeywell International. Stouse will be working specifically for Honeywell Aerospace. Also, Tim Mahoney is CEO of Honeywell Aerospace not Honeywell International.