Observed Signal · Feb 12, 2026 · Executive Appointment · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Neutral
Accenture Elevates Rachel Frey to Chief Communications Officer
Accenture has appointed Rachel Frey as chief communications officer, a newly created role effective immediately. Frey will report to Accenture Chair and CEO Julie Sweet and join the company’s Global Management Committee. Previously Accenture’s global head of Corporate Communications, Frey led earned communications efforts that positioned Accenture and its leaders around AI reinvention and used data and AI to improve the communications function. In the new role she will oversee internal communications, global media relations, financial communications, public affairs communications and crisis management to align external and internal messaging for employees, investors and communities worldwide.
Accenture is a large, influential consulting and technology services firm; a newly created chief communications officer role centralizes and elevates communications (including messaging about AI) but is a personnel-level change with limited direct industry-wide operational impact.
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Key Takeaways & Evidence Grounding
- Accenture appointed Rachel Frey as chief communications officer in a newly created role.
- Rachel Frey will report to Accenture Chair and CEO Julie Sweet and join Accenture’s Global Management Committee.
- Frey previously served as Accenture’s global head of Corporate Communications.
- Frey led efforts to position Accenture and its leaders around AI reinvention and leveraged data and AI in the communications function.
- In her new role she will oversee internal communications, global media relations, financial communications, public affairs communications and crisis management.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Accenture Names Emma Chalwin as New Chief Marketing Officer
Accenture has appointed Emma Chalwin, a veteran technology marketer with experience at Adobe, Salesforce, and Workday, as its new Chief Marketing Officer. Chalwin, who most recently served as CMO at Workday, will join Accenture to lead its global marketing efforts. The announcement fills the vacancy left by Jill Kramer, who departed in December to become CMO at Mastercard. Accenture CEO Julie Sweet praised Chalwin as a proven growth leader capable of translating breakthrough technologies into client value. Chalwin's appointment comes as Accenture continues to emphasize AI-driven growth and brand building.
Zendesk Names Rachita Sundar as CFO
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Accenture Mandates AI Use for Leadership Promotions
Accenture has told associate directors and senior managers that regular use of the company's AI tools will be a visible factor in promotion decisions for leadership roles. The policy was communicated in an internal email and confirmed by Accenture to CNBC. The company exempted staff in 12 European countries and employees working in the U.S. government contracts division. CEO Julie Sweet has said Accenture expects large-scale retraining and has reskilled roughly 550,000 employees on generative AI fundamentals; the firm employs about 780,000 people globally. Accenture has partnered with OpenAI, Anthropic and Palantir to provide employees access to generative AI tools and training.
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