Jump to content

Lorraine Twohill

Add links
From Wikipedia, the free encyclopedia

Lorraine Twohill
Born1971[1]
Carlow, Ireland[2]
Alma materDublin City University
OccupationCMO of Google[3]
EmployerGoogle
Board member ofPalo Alto Networks

Lorraine Twohill is an Irish business executive, based in the U.S. state of California. She is the chief marketing officer of Google and has been a board member of Palo Alto Networks, Williams-Sonoma, Inc., and Telegraph Media Group. Prior to joining Google in 2003, she worked for Burns Philp, the Government of Ireland's Bord Fáilte, and Opodo.

Early life

[edit]

Twohill was born in Carlow, Ireland.[4] She gained a degree in international marketing and languages from Dublin City University in 1992.[5][6]

Career

[edit]

After graduating, Twohill worked for Burns Philp during the 1990s. She left the company to join the Government of Ireland's Bord Fáilte, where she managed operations for Italy from Milan and later oversaw operations for Northern Europe from Amsterdam.[7] Her first big advertising campaign was for Tourism Ireland, and she was part of the team responsible for developing a tourism website for the Irish government.[8][9] Twohill was the head of marketing of the online travel agency Opodo until April 2003.[7][10][11]

Twohill joined Google as the head of marketing for Europe, the Middle East and Africa (EMEA) in 2003. She was the company's first marketer outside the U.S. Twohill started as one of twenty London-based employees.[12] She grew the marketing department from two people in London to a network of offices across the region.[13] Twohill helped open Google's first owned office in her native Ireland in 2004.[14] As an early employee, she was responsible for marketing Google Search to businesses.[15] While leading marketing for Google in EMEA, Twohill helped launch the first Doodle 4 Google competition in 2005 from London, which let children design their own versions of the company logo.[16] In 2009, Twohill was named global head of marketing and became responsible for one of the largest marketing budgets in the world.[17][18]

Twohill helped launch Google's first-ever Super Bowl advertisement in 2010, as well as the company's in-house marketing agency Creative Lab.[19] She worked with Sundar Pichai on a marketing initiative that helped Google Chrome become one of the world's top browsers.[20] In 2014, Twohill was promoted to senior vice president of marketing.[21] She oversaw the Google logo redesign in 2015.[22]

Twohill is responsible for the marketing of core products including Google Maps and Google Search, platforms including Android and YouTube, hardware products including Pixel devices,[19] and Google's artificial intelligence (AI) products, Gemini.[23] Campaign magazine has credited her with playing "an important role in helping Google become the multibillion-dollar business it is today by marketing its expansion into new ventures and regions".[24] At the 2022 Cannes Lions International Festival of Creativity, where the event's theme was "representing the underrepresented in creative work", Twohill launched Google's Accessible Marketing Playbook, which she said was open sourced to the industry to "make marketing work better for everyone".[25]

In 2024, Google agreed to destroy billions of records to settle a lawsuit claiming it secretly tracked the internet use of people who thought they were browsing privately in its Chrome browser’s incognito mode. Coverage of the lawsuit described a 2019 email Twohill wrote to Google CEO Sundar Pichai, acknowledging the difficulty in marketing incognito due to its limitations.[26]

Recognition

[edit]

In 2014, Twohill was included in Forbes' list of the "world's most influential" chief marketing officers (CMOs) for the first time; she subsequently ranked number sixteen in 2019,[27] and number eight in 2020.[28] She became an inaugural inductee to the magazine's "CMO Hall of Fame" in 2022.[29]

PRWeek included Twohill in a 2015 list of forty "marketing innovators".[30] In 2016, Business Insider ranked her first in a list of the world's fifty "most innovative" CMOs,[31][32] and included her in a list of the "most powerful" mothers.[33] She was included in the website's 2019 list of Google's fifteen "most powerful" women.[34] The Silicon Republic also included her in 2016 lists of forty "powerful women leading tech around the world" and thirty Irish "sci-tech leaders finding success" in the U.S.[35][36] Twohill became the second woman to receive the Creative Marketer of the Year award at the Cannes Lions International Festival of Creativity in 2018.[37][38] In her acceptance speech, she pushed for the industry to take a deeper look at the number of women in leadership roles.[37] In 2024, she was named to Campaign magazine's annual list of top marketers making an impact on culture and the industry.[39][40]

Personal life

[edit]

Twohill has worked from Google's headquarters in Silicon Valley, California,[5][41] since 2009.[42][43] She is married and has two children.[33][44] She speaks five languages.[45] Twohill was diagnosed with stage two cholangiocarcinoma in 2016 and has since recovered.[46] She credits Nikesh Arora, Pichai, Jane Rosenthal, and Steve Stoute as some of her most trusted advisors.[46]

Boards

[edit]

Twohill joined the board of directors of Telegraph Media Group in 2008,[47] and became a director of Williams-Sonoma, Inc. in 2012.[42] She was appointed to the board of directors of Palo Alto Networks in 2019.[48]

References

[edit]
  1. ^ Hall, Emma (7 August 2006). "Lorraine Twohill, 35". Ad Age. Crain Communications. Archived from the original on 16 June 2018.
  2. ^ McCabe, Sarah (28 June 2014). "Ireland's top exec at Google is moving on up". Irish Independent.
  3. ^ Subin, Samantha (29 January 2021). "Google CMO: Focus on consumer is best way to fight big tech antitrust scrutiny". CNBC.
  4. ^ O'Connell, Jennifer (10 October 2014). "Silicon 50 event celebrates most influential Irish people in the valley". The Irish Times. ISSN 0791-5144. Archived from the original on 18 May 2024.
  5. ^ a b Bacon, Jonathan (26 November 2014). "Profile: Lorraine Twohill, Google". Marketing Week. Archived from the original on 14 July 2024.
  6. ^ Hunt, Joanne (18 May 2012). "There's more to a doodle when working for Google". The Irish Times. Archived from the original on 23 February 2019.
  7. ^ a b Hunt, Joanne (18 May 2012). "There's more to a doodle when working for Google". The Irish Times.
  8. ^ Bacon, Jonathan (26 November 2014). "Profile: Lorraine Twohill, Google". Marketing Week.
  9. ^ O'Brien, Ciara (5 October 2023). "Google in Ireland: 'There's a whole force of Irish in the US who've come from the Dublin office'". The Irish Times.
  10. ^ Hall, Emma (7 August 2006). "Lorraine Twohill, 35". Ad Age. Crain Communications.
  11. ^ "Google hires Opodo's Twohill for marketing strategy". Campaign. Haymarket Media Group. 9 July 2003. ISSN 0008-2309.
  12. ^ Bacon, Jonathan (26 November 2014). "Profile: Lorraine Twohill, Google". Marketing Week. Archived from the original on 14 July 2024. In her first role with the company as head of marketing for the EMEA region she was one of just 20 people working in a London office to help build Google's presence outside the US.
  13. ^ Hall, Emma (7 August 2006). "Lorraine Twohill, 35". Ad Age. Crain Communications. Archived from the original on 16 June 2018. The European marketing director has grown her department from two people in London to a whole network of offices across the continent.
  14. ^ O'Brien, Ciara (5 October 2023). "Google in Ireland: 'There's a whole force of Irish in the US who've come from the Dublin office'". The Irish Times. Archived from the original on 11 January 2024. Retrieved 3 December 2024.
  15. ^ "Google hires Opodo's Twohill for marketing strategy". Campaign. Haymarket Media Group. 9 July 2003. ISSN 0008-2309. Archived from the original on 24 February 2019. Retrieved 3 December 2024. At Google, Twohill will be responsible for marketing its search listings services to businessses and overseeing the launch of new consumer services building on efforts such as its shopping service Froogle.
  16. ^ Hunt, Joanne (18 May 2012). "There's more to a doodle when working for Google". The Irish Times. Archived from the original on 23 February 2019. Describing the Doodle 4 Google competition she started at the company's London office six years ago...
  17. ^ McCabe, Saah (28 June 2014). "Ireland's top exec at Google is moving on up". Irish Independent. Dublin City University graduate Ms Twohill, who is an 11-year Google veteran, is responsible for the biggest marketing budget in the world.
  18. ^ "30 Irish sci-tech leaders finding success in the States". Silicon Republic. 13 December 2016. Archived from the original on 17 June 2024. Retrieved 3 December 2024. She oversees one of the largest marketing budgets in the world...
  19. ^ a b Bastone, Nick (10 February 2019). "The 15 most powerful women at Google". Business Insider. Archived from the original on 5 April 2023. Retrieved 3 December 2024. By 2014, Twohill was named Google's SVP of global marketing, helping launch the company's first smartphone and first TV ad — which aired during Super Bowl XLIV. Soon after she helped form Google's in-house marketing agency, known as Creative Lab... Today as CMO, Twohill is responsible for the marketing of Google's core products (like Search and Maps), its platforms (like Android and YouTube), and its hardware (like the Pixel 3 and Google Home Hub)
  20. ^ Mickle, Tripp (12 June 2021). "Where Google's Advertising Chief Searches for Insight". The Wall Street Journal. Archived from the original on 27 November 2022. When Mr. Pichai was the product leader for Google's Chrome, Ms. Twohill worked with him on a marketing effort to increase uptake of the internet browser. The TV commercials, which debuted in 2009 and went on to feature Lady Gaga and Justin Bieber, helped Chrome become the world's dominant browser with a 65% market share.
  21. ^ Peterson, Tim (2 June 2014). "Google Promotes Top Marketer Lorraine Twohill to Senior Ranks". Ad Age. Archived from the original on 7 December 2022. Retrieved 3 December 2024. Lorraine Twohill has been named senior-VP of marketing at Google.
  22. ^ Hartmans, Avery (11 June 2017). "Almost half of Google's management team is made up of women — here they are". Business Insider. Archived from the original on 8 February 2023. Retrieved 3 December 2024. She oversaw Google's logo change in 2015 and was the brains behind several of Google's award-winning ads.
  23. ^ Carey, Brian; Daly, Linda (17 March 2024). "Doyens of the Irish diaspora in the world of business". The Times. ISSN 0140-0460. Archived from the original on 4 August 2024. Over the past few months Twohill has been charged with marketing Gemini, Google's suite of generative AI models
  24. ^ "CMO 50: Lorraine Twohill". Campaign. 27 September 2022. Archived from the original on 27 September 2022. Retrieved 3 December 2024.
  25. ^ Ariens, Chris (22 June 2022). "Google Adds to All In With Accessible Marketing Playbook". Adweek. Archived from the original on 25 February 2024. Retrieved 3 December 2024. Twohill chose the to launch the Playbook here in Cannes, because a key theme of this year's Festival of Creativity is representing the underrepresented in creative work.
  26. ^ "Google to destroy billions of private browsing records to settle lawsuit". Guardian. Retrieved 19 April 2024.
  27. ^ Rooney, Jenny (20 June 2019). "The World's Most Influential CMOs 2019". Forbes.
  28. ^ "The World's Most Influential CMOs". Forbes. 1 October 2020.
  29. ^ "CMO Hall of Fame":
  30. ^ Stein, Lindsay (2 February 2015). "Top 40 marketing innovators to watch". PRWeek. Archived from the original on 29 September 2022. Retrieved 3 December 2024.
  31. ^ Hartmans, Avery (11 June 2017). "Almost half of Google's management team is made up of women — here they are". Business Insider. Archived from the original on 8 February 2023. Retrieved 3 December 2024.
  32. ^ O'Reilly, Lara (15 November 2016). "The 50 most innovative CMOs in the world". Business Insider.
  33. ^ a b "Most Powerful Moms of 2016". Business Insider. 5 May 2016.
  34. ^ Bastone, Nick (10 February 2019). "The 15 most powerful women at Google". Business Insider. Archived from the original on 5 April 2023. Retrieved 3 December 2024.
  35. ^ "30 Irish sci-tech leaders finding success in the States". Silicon Republic. 13 December 2016. Archived from the original on 17 June 2024. Retrieved 3 December 2024.
  36. ^ "40 powerful women leading tech around the world". Silicon Republic. 2 March 2016. Archived from the original on 22 May 2024. Retrieved 3 December 2024.
  37. ^ a b Monllos, Kristina (22 June 2018). "In 25 Years, Google CMO Lorraine Twohill Is Only the Second Woman to Accept Cannes' Creative Marketer of the Year". Adweek. Archived from the original on 19 August 2022. Retrieved 3 December 2024.
  38. ^ Beer, Jeff (25 June 2018). "How "scrappy" Google won Cannes Lions' Creative Marketer of the Year". Fast Company.
  39. ^ "The 2024 Campaign US CMO 50". Campaign. Haymarket Media Group. 24 September 2024. ISSN 0008-2309. Archived from the original on 29 September 2024. Retrieved 3 December 2024.
  40. ^ "CMO 50 2024: Lorraine Twohill". Campaign. 24 September 2024.
  41. ^ O'Brien, Ciara (5 October 2023). "Google in Ireland: 'There's a whole force of Irish in the US who've come from the Dublin office'". The Irish Times. Archived from the original on 11 January 2024. Retrieved 3 December 2024.
  42. ^ a b McCabe, Saah (28 June 2014). "Ireland's top exec at Google is moving on up". Irish Independent.
  43. ^ "30 Irish sci-tech leaders finding success in the States". Silicon Republic. 13 December 2016. Archived from the original on 17 June 2024. Retrieved 3 December 2024.
  44. ^ Clancy, Heather (1 October 2014). "Why stories, not software still rule marketing". Fortune. Archived from the original on 5 December 2022. Retrieved 3 December 2024.
  45. ^ Hall, Emma (7 August 2006). "Lorraine Twohill, 35". Ad Age. Crain Communications. Archived from the original on 16 June 2018.
  46. ^ a b Mickle, Tripp (12 June 2021). "Where Google's Advertising Chief Searches for Insight". The Wall Street Journal. Archived from the original on 27 November 2022.
  47. ^ Luft, Oliver (15 October 2008). "Google's Lorraine Twohill joins Telegraph board". The Guardian.
  48. ^ "Lorraine Twohill". Palo Alto Networks. 10 April 2019 – via U.S. Securities and Exchange Commission.
Retrieved from "https://en.wikipedia.org/w/index.php?title=Lorraine_Twohill&oldid=1294278159"