Introducing the groundbreaking role of Chief Tractor Officer (CTO), John Deere’s latest innovation to spearhead their social media presence. Tasked with launching John Deere’s TikTok channel and curating captivating content for both TikTok and Instagram, the CTO will spotlight the unsung heroes of farming, contracting, and groundskeeping. According to Jen Hartmann, John Deere’s Global Director of Strategic PR and Enterprise Social Media, the position aims to bridge the gap between the brand and its audience, catering specifically to Gen Z without requiring prior experience in construction or agriculture.
Scheduled for hiring in late May and commencing duties in June, the CTO will embody the essence of John Deere, making the brand resonate with a younger demographic through bold storytelling and cultural relevance. Hartmann emphasized the need for someone who can break through the noise of social media feeds and capture the attention of potential followers.
Interested candidates vying for the year-long position, which comes with a $200,000 salary, can submit a short-form video showcasing their pitch at JohnDeereCTO.com. To amplify the search, John Deere enlisted the help of celebrities and influencers, including sports icons like Brock Purdy and Tyrese Haliburton, gymnast Gabby Douglas, and tennis player Anna Frey. This unconventional approach marks a first for John Deere, aiming to excite audiences and draw attention to the CTO role.
The brand’s partnership with Racepoint Global for PR and The Goat Agency for influencer and content creator support underscores its commitment to expanding its social media footprint. Ultimately, the success of the Chief Tractor Officer will be measured by their ability to engage audiences, grow the brand’s social media presence, and reshape perceptions among younger generations, positioning John Deere as a top-choice brand and employer.