Acer taps Birkin as new chief marketing officer


TAIPEI–Taiwan’s Acer Inc. announced yesterday the appointment of Red Peak Group Chairman Michael Birkin as its chief marketing officer, saying he will energize and strengthen its global marketing organization.

Red Peak, a global marketing services firm, will assign Birkin and other Red Peak members to perform related marketing functions and services for Acer, the PC maker said in a statement.

As chief marketing officer, Birkin, 54, will lead Acer’s global brand marketing team and report directly to Acer Chairman and CEO J.T. Wang, starting Oct. 1.

Our key objectives for Red Peak are to enhance Acer’s marketing strengths and help steer the existing company mindset,” Wang said in the statement.

“In the product development stages, we will place marketing ahead of R&D and design,” he added. “Our precise understanding of customers’ needs will lead the way in products and services development.”

The incumbent chief marketing officer, Walter Deppeler, has been assigned to chair a newly established marketing committee and will be responsible for integrating Acer’s global branding and marketing strategy, the company said.