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Carone leads global marketing strategy and initiatives that include market insights and all the communication touch points across paid, earned and owned channels of engagement with Xerox stakeholders. Her responsibilities include advertising, experiential marketing, public relations, internal communications, integrated campaigns, interactive and social marketing, citizenship and the Xerox Foundation. She is also the steward of the company's brand, leading global activities that serve to protect the value of the Xerox name and multi-billion dollar brand.
In September 2009, Carone led the multi-stakeholder communication strategy for Xerox’s $6 billion acquisition of Affiliated Computer Services, the largest acquisition in Xerox’s history. One year later, the company launched its most significant marketing campaign in decades to shift legacy perceptions of the brand now that Xerox is the world’s leading enterprise for business process and document management.
Prior to the CMO role, Carone was vice president of global communications, leading Xerox's public relations, internal and corporate communications, and community relations initiatives. She was the company’s chief PR strategist and spokesperson during Xerox’s turnaround period in the early 2000s. During that time, Carone led the public relations efforts for all corporate matters including leadership changes, divestitures, financing transactions, governance, and other highly visible corporate affairs. Xerox emerged from the brink of bankruptcy as a profitable company that continues to be respected and admired for its corporate character, quality of management, financial soundness and industry leadership.
Carone joined Xerox in 1996 as communications manager for the company's manufacturing and supply chain division. She was named corporate media relations manager in 1998 and head of corporate public relations in 2001. In July 2007, she broadened her role to include all worldwide public relations activities and was named to head up Xerox's newly created Global Communications organization.
Prior to joining Xerox, Carone managed communications and public affairs for health care companies in Rochester, N.Y., and Baltimore. She received a bachelor's degree in communications from the State University of New York, College at Geneseo. She is a board director of the Ad Council and the Mark Twain House and Museum, a member of the Arthur Page Society, an advisory board member for the Center for Reputation Management at Drexel University, and a board director of the software company, etouches.
Carone is an active blogger, offering points of view on marketing and communications for the Forbes CMO network, Fast Company, Harvard Business Review and Ad Age. For the past three consecutive years, Carone has been named one of the best marketers of the year by BtoB Magazine. In 2012, she was named among the most influential marketing and communication professionals in business by Appinions, and in 2011, was honored by The Holmes Report as one of the world's most influential communicators.
In the News
"What big brands can learn from small companies", Forbes.com, 11 Dec. 2012
Carone discusses what big brands can learn from small companies
Why good writing Is essential for business, Fast Company, 20 Nov. 2012
Bylined article by Carone on why good writing is essential for business.
A Complex Algorithm Ranked The 29 Most Influential CMOs In The World, Business Insider, 19 Oct. 2012
Xerox CMO Christa Carone No. 16 among the 29 most influential CMOs in the world.
Marketers continue to Struggle with Big Data, Forbes.com, 5 Oct. 2012
Comment from Carone on how marketers are struggling to use “Big Data” effectively.
CMO Cover story: Women in the Boardroom, MarketingWeek, 6 Sept. 2012
Carone comments on her position in the boardroom.
Xerox selectively tests emerging marketing platforms, ClickZ, 15 May 2012
Carone discusses how the company is selectively experimenting with emerging ad and marketing platforms.
Small screens, big dollars, New York Times, 27 April 2012
Xerox CMO Not Sold on Twitter and Pinterest, ClickZ, 26 April 2012
Cirque Du Soleil Shows Big Brands How To Be Remarkable--And Magical, Forbes.com CMO Network, 27 Feb. 2012
A Caribbean Perspective On The Super Bowl: Big Marketers Can Learn From Island Entrepreneurs, Forbes.com CMO Network, 8 Feb. 2012
Profile, Marketing Week, 26 January 2012
Q&A with CMO of Xerox Corp., Direct Marketing News, 2011 August 1
Inspired Ideas: Xerox Rebranding A Venerable B2B Brand, Forbes.com, 2011 July 5
Xerox Hopes Other Brands Help New Ads Shine, Forbes.com, 2010 Sept. 1
Lifting Response with "Subtle Relevancy, Chief Marketer, 2010 June 16
CMO 2.0 Conversation with CMO at Xerox, Emergence Marketing, 3 March 2010
Xerox CMO Christa Carone chooses her five favorite brands, Forbes.com CMO Network, 2009 Nov. 9
8th Annual Forbes CMO Summit
Nov. 8, 2012: Xerox CMO Christa Carone speaks at the Forbes CMO Summit about her efforts to redefine the brand and cultivate brand engagement.
Digitas NewFront 2012: Stuck at the Like
April 26, 2012: Accumulating fans online is great. But for brands social media can't just be based on pokes and friendship. At the Digitas NewFront, a panel of CMOs discuss how to create content that sustains a brand community and connects to business goals. Moderator: Adam Ostrow, Senior Vice President of Content & Executive Editor, Mashable. Other panelists: Michael Lazerow, CEO and Co-Founder, Buddy Media, and Diego Scotti, Chief Marketing Officer, J.Crew.
2012 CMO Leadership Forum
Session Transcript: Fireside chat discussion with Christa Carone on Xerox’s unique position and company transformations moderated by Spencer Reiss, Contributing Editor, WIRED
DMA 2011 Oct. 2 Keynote
“Are You Talking to Me?: Mastering Relevant Messaging through Mass Customization”
Christa talks about companies that have mastered the new art of translating mass communication into mass customization. How they’re doing it through the innovative and integrated use of customer insights, technology and cut-through creative concepts. And, they're winning with measurable results that prove the power of personalization.