Bulmer departs Shell for CMO role at Tribal Planet

He started as the technology company's first marketing chief on Wednesday.

SAN MATEO, CA: Shell comms VP Don Bulmer has joined mobile technology and entertainment company Tribal Planet as its first CMO.

He stepped into the role on Wednesday, reporting to CEO Jeff Martin. Bulmer is overseeing 10 staffers.

Collaborating closely with Martin and the company’s management team, Bulmer said he is working to bring Tribal Planet’s technology portfolio, as well as its partner, entertainment customer, and industry relationships to scale.

"Success for me in this role would be measured on the economic and brand value we bring to our client partners and the advancement we are able to make with consumers on awareness and action on important societal issues," he explained, citing STEM-based education, healthy living, financial inclusion, and energy access. "Social growth is a big part of how the company will engage consumers through this technology."

Although the company has been around since 2001, it operated under Tribal Brands and Tribal Technologies until they merged last fall to become Tribal Planet. Its current iteration works with brands to develop gamified mobile app platforms that can be integrated with existing customer engagement, loyalty, and cause marketing programs to motivate or reward customers.

Tribal’s clients include Verizon, Shell, AT&T, Chrysler, Apple, and the UN Agency for Women. It also works with entertainers such as Taylor Swift, Justin Timberlake, Linkin Park, and the Jonas Brothers.

Tribal Planet has generated more than $2 billion in mobile commerce revenue for companies in the telecommunications, automotive, healthcare, energy, and entertainment industries, Bulmer said.

Previously, Bulmer was Shell’s VP of communications strategy for four years. In that role, he led the company’s external comms management and social media, Bulmer added.

Shell is looking internally and externally for a replacement, he said.

Before Shell, Bulmer was VP of global communications for SAP for 10 years, where he was responsible for developing global communication influence strategy, processes, and customized programs for mature and emerging international markets, according to his LinkedIn account.  

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