Wisk Leaves Nokia, Joins Herbalife as CMO

DALLAS Matt Wisk has left his post at Nokia as vice president of marketing for North and South America to join Herbalife International as chief marketing officer, Herbalife said.

Nokia spends about $35 million annually on ads, per TNS Media Intelligence/CMR, and works with The Richards Group, Dallas.

Nokia representative Megan Matthews said Wisk’s last day was July 11. She said the company is recruiting for his position and said, “We expect to have someone in the role during the autumn.”

Wisk said he chose to make the switch because, “I think the great test of a marketer is can you go somewhere else and do it all over again?” He said, “I looked and said the nutrition and wellness space is certainly one that’s going forward.”

Wisk added, “[Herbalife] has a strong distribution network but what’s not as solid is the strength of their brand at the consumer level. One appeal to me was building a global brand.”

In 1997, as director of marketing for Nokia’s U.S. mobile phone division, Wisk hired independent agency Richards.

After a two-year stint in London for Nokia, Wisk returned to Irving, Texas, to head marketing for North and South America last year.

In the newly created position at Los Angeles-based Herbalife, Wisk will be responsible for worldwide marketing and branding and will report to CEO Michael O. Johnson. Herbalife manufactures weight management products and supplements that are marketed through one million independent distributors in 58 countries.

Herbalife in June launched TV direct response ads via In Clover Marketing in Los Angeles, its first major campaign in more than a decade. Spending for that effort is estimated at $10 million.