It's similar, but your example is someone who continued to do IO while in a marketing department. I think it actually exemplifies the reason why marketing departments still favor marketing phds.
And I would assume a school like Berkeley requires 5-6 A's for tenure in the marketing department of the business school. You can't do that publishing in econ/IO journals. For many reasons. 1 being that top marketing journals only take 2-3 months to make a decision on a first round submission.
I would also think that in order to get tenure in a marketing department you would need to have at least 1 leading marketing journal publication (at the very least, a Management Science).