Rand Harbert Announces Retirement After 12 Years as Chief Agency, Sales & Marketing Officer
Current Senior Vice President – Agency & Marketing Kristyn Cook, named new Chief Agency, Sales & Marketing Officer effective January 1, 2023
BLOOMINGTON, IL (Sept. 28, 2022) – On Tuesday, Rand Harbert, Executive Vice President and Chief Agency, Sales & Marketing Officer of State Farm, announced his decision to retire after 12 years in the CMO role with State Farm.
Harbert joined State Farm in 1992 as an agent. During his tenure as CMO, he helped the State Farm brand become even more recognizable amidst fierce competition and rapid modernization of the insurance industry. He led a complete transformation of the State Farm logo and overall brand positioning. He also reinvigorated the iconic Like a Good Neighbor slogan and re-introduced Jake from State Farm in 2020.
“State Farm is represented by 19,500 agent offices across the country. It’s been my honor to lead this agency force and to move our brand forward,” said Harbert. “I’m pleased to pass the torch to Kristyn, who has been by my side playing a pivotal role in some of our biggest marketing and agency decisions. I have no doubt she will continue to exemplify what it means to be a good neighbor.”
Kristyn Cook will step into the CMO role at the start of the new year. Cook is a former State Farm agent and has also been instrumental in reshaping the State Farm marketing strategy, expanding beyond traditional media and historically targeted demographics. Her work bridged the legacy State Farm brand into digital platforms like the metaverse, gaming and TikTok to better reach Gen Z and Millennial markets.
“I’ve been so fortunate to work alongside Rand for the past three years and will continue to build on the impactful work we accomplished in our time together,” said Cook. “My connection to State Farm runs deep. My father was an agent, I opened my own State Farm agency 15 years ago, and I’m thrilled to step into my new role as Chief Agency, Sales and Marketing Officer.”
For 100 years, the mission of State Farm has been and continues to be to help people manage the risks of everyday life, recover from the unexpected, and realize their dreams. State Farm and its affiliates are the largest providers of auto and home insurance in the United States. Its more than 19,400 agents and approximately 53,400 employees serve over 87 million policies and accounts – which includes auto, fire, life, health, commercial policies and financial services accounts. Commercial auto insurance, along with coverage for renters, business owners, boats and motorcycles, is available. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 42 on the 2022 Fortune 500 list of largest companies. For more information, please visit http://www.statefarm.com.