As Tile makes a long-term B2B play, its CMO says he’s right where he loves to be

In November of last year, Simon Fleming-Wood was named CMO of Tile, the company behind RFID hardware devices designed to help users keep track of things like lost keys or phones. In his role, the CMO oversees all marketing and communications efforts for the brand, including brand strategy, growth marketing, advertising and PR.

“It’s an exciting time to be in the role as the company is really expanding their retail footprint, introducing new products, making a long-term B2B play and really owning their category,” says Fleming-Wood. “That’s right where I love to be.”

Currently, Fleming-Wood’s team is focused on a brand strategy campaign that will launch during the holiday season.

“Tile has roughly 90 percent share of a category they created, but it’s still a category with low awareness overall, so there’s a real opportunity to build a meaningful brand here.”

Tile is also planning promotions around its Smart Location Platform. Launched last year, the new…