Ancestry's New CMO Wants to Build a Modern Marketing Machine With His $175 Million Ad Budget

Data will drive campaigns

It’s not every day that an industry executive moves from Johnson & Johnson to a web-based company—not named Facebook, Google or Amazon, that is—but Vineet Mehra sees a manifold opportunity by taking on the role of CMO at Ancestry. Mehra is leaving J&J, where he’s been an exec for more than two years and most recently served as global president of baby care, in the coming days to turn the family genealogy and DNA research digital brand into a “global cultural icon,” he said.