A warm welcome to all our new CMO Club members from January!

We are so thrilled that our global CMO community grows bigger and stronger every month! That is largely due to our existing members spreading the word and inviting their connections to join this very special group. We would like to introduce you to all the new members who joined in on the fun last month. Please connect and welcome them to the Club!

New CMO Club Members Include:

Jochen Ziegler, Head of Personal Systems Marketing DACH, HP
Frankfurt Chapter
LinkedIn
Twitter
CMO Club community profile

Zena Arnold, Chief Digital & Marketing Officer, Kimberly-Clark
Chicago Chapter
LinkedIn
CMO Club community profile

Aruna Ravichandran, CMO/VP Collaboration Marketing, Cisco Webex
San Francisco & Silicon Valley Chapter
LinkedIn
Twitter
CMO Club community profile

Heidi Arkinstall, CMO, Global Brands, Logitech International
San Francisco & Silicon Valley Chapter
LinkedIn
Twitter
CMO Club community profile

Will Stacy, EVP, Chief Marketing & Digital Officer, GM Financial
Dallas Chapter
LinkedIn
Twitter
CMO Club community profile

Sara Varni, CMO, Twilio
San Francisco & Silicon Valley Chapter
LinkedIn
Twitter
CMO Club community profile

Shannon Bedinger, SVP Marketing & Communications, Midway
Houston Chapter
LinkedIn
CMO Club community profile

Marc Winitz, CMO, Rapyd
San Francisco & Silicon Valley Chapter
LinkedIn
Twitter
CMO Club community profile

Marge Breya, CMO, 8×8
San Francisco & Silicon Valley Chapter
LinkedIn
Twitter
CMO Club community profile

Elizabeth Ross, CMO, Bright Health
Minneapolis Chapter
LinkedIn
Twitter
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Josh Kivenko, CMO, Lifesize
Austin Chapter
LinkedIn
Twitter
CMO Club community profile

Shekar Hariharan, VP of Marketing, Jitterbit
San Francisco & Silicon Valley Chapter
LinkedIn
Twitter
CMO Club community profile

Grad Conn, Chief Experience & Marketing Officer, Sprinklr
NYC Chapter
LinkedIn
Twitter
CMO Club community profile

Erin Cast, Chief Marketing Officer, Consumer Beauty, Coty
NYC Chapter
LinkedIn
CMO Club community profile

Colette LaForce, CMO, NSF
Detroit Chapter
LinkedIn
Twitter
CMO Club community profile

Peeyush Dubey, CMO, Larsen & Toubro Infotech
NYC Chapter
LinkedIn
Twitter
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Karen Sassi, VP Marketing, Eclipse IA
Philadelphia Chapter
LinkedIn
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Journeys – Jeff Jones, H&R Block

View the hand-drawn illustration of Jeff’s Journey

Jeff Jones, President and CEO of H&R Block and 2020 inductee into The CMO Club’s CMO Hall of Fame started his career as an advertising account manager. He went on to serve at the highest levels of business and marketing leadership at companies including Uber, Target, The Coca-Cola Company, Leo Burnett, Gap Inc., and more. We asked him to reflect on his journey and share some lessons he’s learned along the way. 

Our first question: What are three themes that have been present throughout your career?

Curiosity, Confronting Challenges, Building Relationships

Curiosity and a constant thirst to learn has always been present for me. I think my parents would tell you the first question I asked as a child was “why?” I grew up in West Virginia with 42 kids in my high school class. My parents were small town entrepreneurs who experienced both great successes and the devastation of bankruptcy. When you grow up in situations like that, life becomes your most important classroom. You learn by listening with your eyes and your ears. You become incredibly aware, observant, and curious about everything. I have always been a student of business and human behavior.

A second theme has been a willingness to step up to the plate when faced with hard problems. I was a better than average baseball player and a solid C- student in high school. I played competitively for a year at Fork Union Military Academy before going to the University of Dayton–an experience that was an absolute life-changer for me. It gave me tremendous discipline and confidence. That prepared me to be very successful academically as an undergrad and for the tough business decisions, I’d have to make throughout my career.

Finally, I’m so very grateful for the network of people that I have learned from and exchanged ideas with throughout my journey. I’ve always been fearless in reaching out and asking for help. I love staying in touch and helping others whenever I can. Relationships are everything. Having people you can count on, who will tell you the truth, who you can call when you’re struggling to make a tough decision is vital.

College: University of Dayton. Military School: Fork Union Military Academy. Early Life: West Virginia. 1990 to 1996. Chicago. Account Management, Leo Burnett. 1996 to 1998. Atlanta. Global Account Director. Coca-Cola Company.

On Having a Long View

One of the greatest gifts that experience gives you is the recognition that you’re playing the long game. I certainly didn’t always have that perspective. I was impatient and competitive like so many early-career professionals who are more worried about why somebody else is getting the promotion. I have memos I wrote to my first bosses building the case for a $4,000 raise. It’s easy to be focused on how fast you’re advancing but what really matters is what you are learning. 

Time helps you gain that vantage point, and it helps you get better at being patient. 

I have also been very lucky to work for companies that invest in my personal development. I have a really clear understanding of who I am, my strengths, and my gaps. I know the areas where I need help. I know what I value and where my boundaries are.

Time, experience, and being intentional about understanding yourself help you get better at focusing on the long view. I believe the confidence in leading others and being vulnerable comes from deeply understanding myself. 

One of the greatest gifts that experience gives you is the recognition that you’re playing the long game.

1998 to 2000 Marketing, marchFirst. 2001 to 2004 President and CEO, LB Works. 2004 to 2006 San Francisco, EVP, Global Marketing, Gap.

What Job Security Really Means

A few years out of college someone said something to me that really changed my mindset about work. His name is Michael Wood, and he was one of my early managers at Leo Burnett. I had been hired “off the street,” meaning I didn’t come through their highly selective campus recruiting programs. I was one of the rare people hired without an MBA. I knew I was at a disadvantage because I wasn’t recruited, but I was so determined to work at Leo Burnett. I was so passionate about advertising and so ready to distinguish myself in other ways. I had literally focused my entire senior year of college on being hired by Leo Burnett.

About three years in, the agency was going through some tough times. I had recently moved back to Chicago after starting with the agency in Detroit. I didn’t have a fancy academic pedigree or legacy connections to shore me up. I was the first person in my family to graduate from college. And because of my parents’ bankruptcy, I knew what it felt like to lose everything. I was paranoid about getting laid off.

While Michael probably doesn’t even remember saying this to me, what he said really shaped me. He told me to get over it. He told me everyone gets fired someday and that it’s not a big deal. His message was really this; job security is not about avoiding the latest round of layoffs, it’s about knowing that you’re good enough to get another job. That really changed me and helped me lean into working offensively.

When you work offensively it’s not about working because you need the job, or because you are concerned about getting fired. When you work offensively you’re going to work every single day to be yourself and kick butt. You’re not shy when you see something wrong. Of course, you’re always respectful. You don’t start breaking all the glass. But you play offense. And working offensively is what really gives you job security. 

For me, that professional confidence started with what Michael said. It also tapped the competitive spirit that being an athlete gave me. And maybe there was a little bit of a chip on my shoulder because of where I came from. 

Working offensively is what really gives you job security. Job security is knowing you’re good enough to get another job.

2006 to 2012 Durham, North Carolina. Partner and President, McKinney. 2012 to 2016 Minneapolis EVP and CMO, Target.

Navigating Uncertainty 

In nearly every single position I’ve held, there has been some kind of crisis or major uncertainty.  In the moment they were all terrifying and challenging, but I now understand and appreciate how lucky I’ve been to have gained these experiences.  Not only have they tested me and helped me grow, but we live in a volatile and uncertain world and learning to navigate uncertainty is one of the greatest skills for any leader. 

I’m a very self-reflective person. I have a clear statement of personal purpose, which is to enable excellence in others through authenticity and humanity. I credit two key people, Kevin Cashman and Peter Sims, for helping me to gain this clarity.  It’s a statement I first wrote many years ago and it continues to ground me today. I try to live by it every single day.

When you face tough times, but you don’t have any way to anchor yourself it’s very easy to find yourself lost. In times of crisis and uncertainty, you need to leverage your foundations to navigate effectively. Even though I didn’t always have that purpose statement written, I have always had words and phrases I kept present that I would use to guide me through some really crazy situations I never imagined I would have to deal with. 

I’ve had a lot of practice in navigating uncertainty. These experiences test you and help you grow.

Fulfillment at Each Stage

At my first job, I wrote down three words that would guide every job change: learning, responsibility, impact. From a very early stage I was asking myself: am I learning; am I growing in my responsibilities; am I having a real impact in the world and in my job? 

Later in my career, I literally wrote down what I wanted to be doing in my 20s, 30s, 40s, and 50s. It’s crazy to say it out loud now but my twenties were all about learning. My thirties were about leverage and my forties were about scale. At the time that I wrote the list, I said that my fifties were going to be about teaching.

Over the decades I’ve started to recognize I am teaching every single day. It’s a source of great pride–I’ve had some small part in shaping the professional perspectives and expertise of people I’ve worked with. There are a couple of dozen of them who are now the C-suite leaders at major brands. I’ve worked with so many incredible people. I’m confident in the years ahead there will be many more in those top leadership roles. I’m so glad we’ve shared experiences that helped them grow as professionals. They taught me as much as I taught them. I think when I look back on my career, this will be one of the things that gives me the greatest fulfillment.

Over the decades I’ve started to recognize I am teaching every single day.

Transformation

When I think about companies and brands I always think about them first through the lens of the people. Being a leader is about building and shaping cultures where people can be themselves and, as I said at Target, where you can create a safe place to do dangerous things.

When you take the helm as an organization navigates transformation, the best place to start is by treasuring the people there. I think it’s very easy for new leaders to join and say “everything before was bad, and now I’m here, and here’s what we’re going to do.” I think that’s a cop-out.

The most important thing I can say to a company in need of transformation is this: we’re going to cherish and change. I talk to the organization about everything I know about this company that we are going to defend and cherish. And I share the things about the company we have to change in order to make sure we’re around for the next generation. To be relevant for any period of time you have to be willing to learn and constantly reinvent yourself. Great leaders acknowledge that there are good people everywhere. They start with people and culture. 

To be relevant for any period of time you have to be willing to learn and constantly reinvent yourself.

2016 to 2017 San Francisco, President, Ride Sharing, Uber. 2017 Kansas City, President and CEO, H&R Block. 2020 Inducted into The CMO Hall of Fame.

The Vantage Point Behind the Plate

While I don’t get to do it as much as I would like now, for most of my career I’ve always carried a camera in my briefcase. I would get lost in the cities and towns I visited and take them in through the lens. I loved the creativity of photography, but it was also a way to study human behavior. I love examining behavior and understanding why people conduct themselves the way they do. 

As a baseball player, I was a catcher. A great catcher is also a great observer of human —individual and team— behavior. It was an experience I believe shaped me as a leader. As a catcher, I literally enjoyed the vantage of seeing the entire game play out before me. From behind the plate, I had the potential to beautifully choreograph all of the people and executional details into a winning team.

When should I visit the mound to have a calming word with the pitcher?  What if I repositioned the outfield just a few more steps to the right?  How do I glance at the runner on first base just so he knows I’m paying attention?  What do I see from the 3rd base coach from my peripheral vision?  When is the right moment to connect with the shortstop without exchanging any words so he knew I was going to throw to second base to pick off the runner who was getting a little bold? 

Today, as a public-company CEO, I think constantly about how I bring all of this experience to bear as we build teams and culture, focus on executional details without micromanaging, and remain focused on helping our customers and building relevance for the long term as we ensure value for all of our stakeholders.  It’s a role that I feel great honor to have and one in which learning, responsibility, teaching, and having impact are very real every single day.

 

Important CMO Club Update to Get Your New Year Off and Running

While I have always understood the value of this club, the power of this CMO Club family and community has never been more apparent. As we look forward to 2021 we are doing everything we can to sustain, nourish, and even strengthen the essential elements that have made this club great.

It has been 10 months since Salesforce acquired The CMO Club. Their support, passion, and resources have made it possible to extend memberships to you during the pandemic. In addition, we were able to launch an improved digital experience, deliver a record number of virtual roundtables, conduct member only research, and produce the best virtual event I have ever attended with the 2020 CMO Awards. 

To ensure the health, continued benefits of membership, and success of your club in 2021, we are excited to announce a few important changes.

  • Pausing all membership renewal fees, until we can return to physical events, so you can continue to benefit from your club’s digital programs, access to peers, and CMO curated research
  • Access to all upcoming virtual Summits and virtual CMO ClubHouses will be offered at no cost to members

We need each other now more than ever. Your playbooks for success have been changed forever.  Let’s continue to support each other, build lifetime relationships, and get our toughest challenges solved with the help of your peers.

All the best in the coming year. I can’t wait to get together again soon and excited for the CMO Club’s future. 

Pete

A warm welcome to all our recent new CMO Club members and congrats to those with Anniversaries!

We are so thrilled that our global CMO community grows bigger and stronger every month! That is largely due to our existing members spreading the word and inviting their connections to join this very special group. We would like to introduce you to all the new members who have joined in on the fun at the end of last year and our current members with anniversaries. Please connect and welcome them to The Club!

New CMO Club Members Include:

Susanne McAvoy, Head of Marketing, SVP, Discovery Inc. – Food Network & Cooking Channel
NYC Chapter
LinkedIn
CMO Club community profile

April Leonard, CMO, ACEC Life/Health Trust
Dallas Chapter
LinkedIn
Twitter
CMO Club community profile

Christopher Sands, Head of Marketing, TechGC
Seattle Chapter
LinkedIn
CMO Club community profile

Richard Dumas, CMO, Inference Solutions
San Francisco & Silicon Valley Chapter
LinkedIn
Twitter
CMO Club community profile

Matthew Guerrieri, CMO, Medical Guardian
Philadelphia Chapter
LinkedIn
CMO Club community profile

Roberto Gomez, SVP, Managing Director, StudioSP | StandardPress
Atlanta Chapter
LinkedIn
Twitter
CMO Club community profile

Stephanie Yaniga, Director of Enterprise Marketing, Sterling National Bank
NYC Chapter
LinkedIn
CMO Club community profile

Thomas Hayden, VP of Marketing, National Notary Association
Los Angeles Chapter
LinkedIn
Twitter
CMO Club community profile

Ryan George, CMO, Docupace
Dallas Chapter
LinkedIn
Twitter
CMO Club community profile

Annie Shea Weckesser, CMO + People, Uniphore
San Francisco & Silicon Valley Chapter
LinkedIn
Twitter
CMO Club community profile

Mandy Dhaliwal, CMO, Dell Boomi
San Francisco & Silicon Valley Chapter
LinkedIn
Twitter
CMO Club community profile

Steve Clouthier, VP Marketing, DaVita
Denver Chapter
LinkedIn
CMO Club community profile

Marshall Poindexter, Global Head of Marketing and Sales Operations, OpenEye Scientific
Chicago Chapter
LinkedIn
Twitter
CMO Club community profile

Bill Bradley, Chief Marketing and Communications Officer, Schnuck Markets, Inc.
St. Louis Chapter
LinkedIn
CMO Club community profile

Pam Haller, EVP, Chief Digital Experience & Marketing Officer, Royal Credit Union
Minneapolis Chapter
LinkedIn
CMO Club community profile

Melonie Semadeni, VP Global Brand Strategy, Nu Skin
Denver Chapter
LinkedIn
CMO Club community profile

Jay Brost, CMO, Advisors Excel
Kansas City Chapter
LinkedIn
CMO Club community profile

Ryan Ellis, VP Retail Marketing & Business Development, Idahoan Foods
Denver Chapter
LinkedIn
CMO Club community profile

David Karel, CMO, Zenput
San Francisco & Silicon Valley Chapter
LinkedIn
CMO Club community profile

Ellen Dalton, Chief Marketing & Customer Experience Officer, Medecision
Atlanta Chapter
LinkedIn
CMO Club community profile

Bayard Saunders, VP Marketing, Just Insurance
Nashville Chapter
LinkedIn
Twitter
CMO Club community profile

Federico Olivares, Head of Marketing, North America, Covestro
Pittsburgh Chapter
LinkedIn
Twitter
CMO Club community profile

Lisa Leight, VP Marketing, Convoso
Los Angeles Chapter
LinkedIn
CMO Club community profile

Luci Rainey, CMO, PODS
Tampa Chapter
LinkedIn
CMO Club community profile

Marissa Leone Carlson, VP, Marketing at Greenway Health
Tampa Chapter
LinkedIn
CMO Club community profile

Monica Pitzner, Head of Marketing, CMO, Three Dog Bakery, LLC
Kansas City Chapter
LinkedIn
CMO Club community profile

Heather Malenshek, SVP CMO, Land O’Lakes, Inc.
Minneapolis Chapter
LinkedIn
Twitter
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Member Anniversaries:

Monthly Member Shoutouts — December 2020 Edition

The CMO Club is excited to share the latest marketing and leadership news featuring our inspiring members. Check out the recap below of CMO Club members featured on our site and all across the web – give a big hand to members who earned accolades or new positions recently.

Celebrating member’s successes:

Congrats to these members on their new roles!

Members across the web:

Lowe’s CMO on how a chaotic year strengthened the brand’s purpose — and her resolve
Having joined the retailer in February, Marisa Thalberg, CMO at Lowe’s has been put through a gauntlet in 2020, but it’s only affirmed her belief in the leadership role CMOs can play.

Six Takeaways From Ad Age and Verizon Media’s Wine Chat on Brand Storytelling
Amid this year’s many challenges, companies are experiencing a significant shift in marketing and storytelling strategies, learning vital tactics that will be carried over to a post-COVID world. That was the message for marketers including, Jon Suarez-Davis, SVP of marketing strategy and innovation at Salesforce. 

18 Trailblazers Share Bold Advice You Need to Hear Right Now
AdWeek spoke to 50+ trailblazing women, including Alicia Tillman, Global CMO, SAP, from across the industry who have reached the CMO level and beyond by being confident, taking risks and making their own rules.

The Swimming Pool #28: Attribution
This month’s nomination for the Rockstar CMO Swimming Pool comes from the podcast. In an enlightening interview with Grant Johnson, CMO at Emburse, he suggested ‘attribution’ for our portal to marketing hell.

What Small Businesses Are (Or Should Be) Doing To Survive The Pandemic
Several themes have emerged that have enabled small businesses to adapt. Amanda Brinkman is Chief Brand and Communications Officer at Deluxe, shares how the focus of small business owners has shifted — or should shift — to keep moving forward during the global pandemic.

The ‘Unaccounted’ MENA Summit Featuring 10 Inspiring Leaders
10 industry leaders of MENA (Middle Eastern and North African) descent, including Tariq Hassan, CMO, Petco, came together virtually to share their experiences of feeling simply unaccounted for, especially when it comes to U.S. standards. Listen in to hear their stories, how they’re leading today and the solutions we can all work towards true inclusivity and anti-racism. 

After a Hard Year, Holiday Commercials Get Real
“Our marketing has tried to be respectful and empathetic to what’s going to be a more challenging holiday season,” Brad Hiranaga, the chief brand officer for General Mills in North America, said in an interview. “Covid has forced us to shift focus to delivering value to consumers. And showing things that are the opposite of the world they’re living in does not do that.”

8 Powerhouse CMOs Discuss the Business of Marketing
Vineet Mehra, Global CMO at Walgreens Boots Alliance, Marisa Thalberg, EVP, Chief Brand and Marketing Officer at Lowe’s Companies, Inc., Antonio Lucio, DI&E Advocate, and former CMO, Raja Rajamannar, CMO, Mastercard, and more share wisdom, knowledge, and advice that only seasoned CMOs can offer based on experience.

‘Less CPG, More CES.’ Inside General Mills’ Evolution for the Modern Era
General Mills Chief brand officer Brad Hiranaga talks about the company’s moves in innovation, digital and social good.

How CMOs are Embracing Agility for 2021
Empathy, listening, and reducing employee stress are among new year strategies. Gabi Zijderveld, CMO of Affectiva, says “as a leader and manager I will think more about what I can take off my team’s plate, rather than add to it.”

The ghost of Christmas presents: Retailers forge a new path with pandemic-era holiday ads
“Throughout the season, we’ll be inspiring consumers to ‘gift back’ to the place that has meant so much this year,” Marisa Thalberg, Lowe’s executive vice president, chief brand and marketing officer, said in an emailed statement to NBC News.

The 3 master tips provided by the best commercial ads of 2020
In the final stretch of 2020, The Drum takes a look at a few key learnings from the advertising industry this year. From big to small players, everyone had to handle the Covid-19 pandemic, global confinement and the ‘new normal’, which created some awe-inspiring commercial moments, including one from Burger King and Fernando Machado, global cmo for Restaurant Brands International.

The CMO as therapist: Marketing chiefs take on more intimate workplace role in pandemic
The marketing chiefs of some of the best-known companies — from Alicia Tillman, global CMO of SAP to Mastercard CMO Raja Rajamannar — have employed novel approaches to keeping the troops happy and secure in these trying times, everything from inviting the family dog to Zoom calls to sending ice cream care packages.

AT&T, Ericsson use 5G, ML and edge computing to deliver live 3D AR music performance
“This next evolution of communication is another step closer to unpacking how 5G can enhance the way we communicate and enjoy entertainment,” said David Christopher, executive vice president and general manager at AT&T Mobility.

Merrell Marketing Strategy Takes A Hike
At Merrell, the outdoor footwear and apparel firm, marketing to hikers and runners has historically been driven by the allure of the outdoors. With national restlessness percolated by the pandemic sending more of us out to hiking trails and parks, Merrell is riding an unprecedented wave of demand. Forbes recently spoke with Merrell CMO Janice Tennant about the firm’s marketing strategy.

Advertising is complicated, but Melissa Grady is very good at it
The Verge spent some time with Melissa Grady, the chief marketing officer of Cadillac, the person in charge of all of Cadillac’s advertising. Her job is to spend Cadillac’s marketing budget, and the way she spends it is fascinating. Her goal is to sell more Cadillacs, but she uses an enormous array of technology to get it done.

On Topic: What 2020 Taught Me
D CEO recently asked three North Texas executives to share the biggest lessons they’ve learned during this unprecedented time. Participating were Christopher Trowbridge, managing partner of Bell Nunnally; Sheryl Adkins-Green, chief marketing officer at Mary Kay; and Zach Fee, president of regional banking for UMB Bank.

The Minority-Majority Shift. Two Decades That Will Change America. The Seven Learnings Every CMO Needs In Their Plans
2020 was the year when the majority of all Americans under seventeen years old will be from a minority background, a process that will culminate with a so-called “minority-majority” population by the mid-2040s. Top CMOs, including Brad Hiranaga, Chief Brand Officer, General Mills discuss how these demographic changes will bring about a significant transformation to Corporate America.

SAP’s Alicia Tillman On Improvising A Marketing Plan During A Pandemic
In a year that would test any chief marketing officer, Alicia Tillman, CMO at SAP, has faced an unusual set of circumstances. First, is what she calls a “once-in-a-century crisis,” that of the worldwide Coronavirus epidemic.

A Discussion with OnSolve, the Leader in Critical Event Management-Sue Holub
In “The Sales Prospector” podcast, the host has a conversation with Sue Holub, CMO of OnSolve, an emergency response communications platform used by cities, states, countries, and businesses to get urgent messages out to their communities.

The marketing specialist is the one who has the sensibility to inspire creativity: Raja Rajamannar from Mastercard
Raja Rajamannar, CMO of Mastercard, said in a LIONS Live session that in terms of creativity “Many times I see companies put a good general manager or a process manager as marketing leader, and there is nothing more disastrous than that”. He highlighted that the marketing specialist is the one who has the sensibility to inspire creativity.

Lifelong lessons, and so much more to learn – From CMO Hall of Fame Inductee Jeff Jones

Jeff Jones, President, and CEO, H&R Block
2020 CMO Hall of Fame Inductee

Jeff originally posted this article on his LinkedIn.

Months ago I received an email from Pete Krainik asking if we could talk – he said it was something cool! Little did I know, Pete wanted to inform me that The CMO Club was going to induct me into the CMO Hall of Fame.

It’s been such a crazy year and when Pete and I finally spoke and he shared the news, a little bit of me was waiting for a punchline… and then, later, when the live event in New York was canceled, I was fully expecting my name to be thrown back into a hat of some sorts for a possible draw another day.

One of the first things Pete mentioned was that I’d need to give an acceptance speech and it would be great if I would find someone to introduce me. I immediately thought of Todd Waterbury. Todd has a gift of being able to see what is true and possible. He oozes empathy. And he is incredibly commercially minded. I was able to convince him to join the team as Chief Creative Officer when I was at Target and I know in many ways, he’s helping them achieve tremendous success today. Fortunately, Todd said yes, and this past Thursday night delivered an introduction of me that was beyond anything I could have imagined. I continue to learn from Todd even though we no longer work together.

Just before I was introduced, Michael McDonald (my favorite Doobie Brother) performed a few songs. Michael was inducted into the Rock & Roll Hall of Fame this year as a member of The Doobie Brothers. What nobody in the audience knew was this story I told…

I grew up with parents who were entrepreneurs — obviously before anyone really used the word. They owned a lot of small businesses and had great success and failure…we went bankrupt when I was in high school and I watched my parents hustle like crazy, and do everything they knew how to recover – and to keep my sister and me from really understanding what was going on.

In 1974 they opened one of their first night clubs called Friar Tuck’s Pub… think disco, lighted dance floors, and all the craziness that came with that era! On the first night it opened, the very first song ever played was Listen to the Music by The Doobie Brothers… my parents were afraid nobody would dance and they were wrong. So yes, I was raised by disco-owning-parents :). It’s definitely where my love of music began, and suffice it to say, The Doobie Brothers have been on my playlist since a very young age. I could not have dreamed of anything to make an already special night more incredible!

I got into business through advertising and truth be told, when I went to college I thought I wanted to be a fashion photographer! I had 42 kids in my high school class and none of my family had ever graduated from college. As a senior in high school, I had not even taken a standardized test, but I was a decent baseball player, and I had a chance to play at Fork Union Military Academy which helped prepare me to attend the University of Dayton.

After graduation in 1990, I moved to Chicago without a job and worked in a restaurant while trying to break into business. Finally, I got an informational interview at Leo Burnett. I literally dreamed of working at Leo in college but they rejected me four times. During the interview, a guy named Bill Haljun asked me to name a product that does not exist but should…on the spot I said fingernail clippers that catch your fingernails, and I got hired. The next thing I knew I was being moved to Detroit to begin my career in advertising account management.

“Finally, I got an informational interview at Leo Burnett. I literally dreamed of working at Leo in college but they rejected me four times. During the interview, a guy named Bill Haljun asked me to name a product that does not exist but should…on the spot I said fingernail clippers that catch your fingernails, and I got hired.”

Over the last 30 years, my career has taken many twists and turns – I’ve worked in the agency business three times. I’ve been part of establishing and selling a systems integration consulting firm, worked in sales at Coca-Cola, been a CMO at Gap and Target, the global president of Uber, and now three years into my first public CEO role at H&R Block.

As you might expect, there have been MANY, MANY people who have taught me a lot, pushed me to get better, and made me look very, very good — they are why I was given this honor… and along the way, I’ve found a few things to always be true.

I shared these learnings during my acceptance speech:

  • I’ve always tried to lead with authenticity and humanity. I know that with the right people and culture anything is possible. Great people want to be led, and given a lot of rope. I believe people do their best when they know the truth and I make myself available more than many think I should. I believe hierarchy and command and control are dead, and I strive to create what I call a Connected Culture.
  • I’ve learned the world becomes clearer — and decisions a bit easier — when you have conviction about your own personal purpose and values. I wouldn’t have written The Truth Hurts during the data breach at Target, or taken a values-based stand when leaving Uber, or spoke out publicly over George Floyd’s murder and racial inequity if this weren’t true.
  • It might be terrifying to think about, but most people are going to work at least 40 years… many 50 and some, in some way, for 60 years. This is a long game and a key to decades of relevance is reinvention… being insanely curious, listening with your eyes and ears, being willing to take risks, and put yourself into uncomfortable situations. A former colleague once said, “you’re not really learning unless your ego gets bruised” – we all need to be more comfortable getting a little black and blue!
  • And one more thing I’ve learned — maybe most importantly — is that we all have an obligation to teach. I’ve feared for a long time that marketing was a profession that too many people “ended up in” versus pursued. I think we all have an opportunity to not just mentor, but really advocate and recruit.

“I know that with the right people and culture anything is possible.”

I ended my remarks by proposing a toast:

First, to my wife Margaret who’s been along for every single step in this journey since our first date in 1988 — telling me I’m awesome…and telling me I’m not that awesome depending on which one was needed. To my daughters Hannah and Maura who make me proud to be a girl dad. And to my mom and dad — I think my dad is logged on tonight and my mom has the best seat in the house from up above. I love you all.

Second, to all of the winners…many, many friends and incredible marketers being recognized tonight…congratulations to you all. I also wanted to acknowledge the past Hall of Fame Inductees; John Costello, Beth Comstock, Antonio Lucio, Anne Finucane, Stephen Quinn, Raja Rajamannar, and Jon Iwata… these are all people I’ve admired and learned from — and now to add my name to this list…all I can say is I’m grateful.

And finally… to being insanely curious lifelong learners that strive to bring more authenticity and humanity in the world! It’s needed now more than ever.

Being inducted into a hall of fame is certainly not something I ever set out to do. I simply hope that in some small ways I’ve touched the lives of others, made a difference for the profession of marketing, and prepared myself for many more years of learning, responsibility, and impact.

Watch Jeff’s induction speech here:

Monthly Member Shoutouts — November 2020 Edition

The CMO Club is excited to share the latest marketing and leadership news featuring our inspiring members. Check out the recap below of CMO Club members featured on our site and all across the web – give a big hand to members who earned accolades or new positions recently.

Members on thecmoclub.com

Improving Loyalty in the Era of Brand Promiscuity: A CMO Solution Guide
In thought leadership with Catalina, we surveyed nearly 70 chief marketing officers across a wide range of B2B and B2C organizations and industries to better understand how marketers are solving these important brand loyalty questions and challenges.

Journeys: Reflections on Leadership with Violaine Basse
Violaine Basse, CMO of Ruinart shares perspectives on the career trajectory which has taken her to the top marketing role at the world’s oldest champagne house.

Celebrating member’s successes

Congrats to these members on their new roles!

Members across the web

10 big ideas in healthcare marketing
From the best tools healthcare marketers can use to reach patients to the increased responsibility to provide patients with reliable health information amid the pandemic, here are 10 big ideas that healthcare marketing executives, including  Manny Rodriguez, chief marketing, experience and customer officer, UCHealth, shared with Becker’s Hospital Review in the past three months.

10 Marketing Officers Share How They are Staying Mentally Fit
AdWeek compiled the advice top marketing leaders have shared when it comes to staying mentally fit, ranging from your personal life-work balance to taking care of your team. CMO Club members, Denise Karkos, CMO, SiriusXM and Pandora, Daniel Cherry, General Manager, SVP, DC Comics, and Antonio Lucio, former Global CMO, Facebook, all share their advice.

How to Make the Call: Pivoting Your Marketing Strategy Post-Election Day and Pre-Holiday Season
“If leaders let earlier catastrophes echo in their head, it can lead to withdrawal at the very time that they actually need to be most available to others. Make sure you’re checking in with yourself,” Hilton’s former CMO Kellyn Smith Kenny told Adweek regarding election stress.

Why Mastercard has a marketing risk management function
Mastercard CMO Raja Rajamannar set up such a function three years ago and that decision has paid off during the current pandemic.

Kruger Products: Unapologetically Human
Kruger Products L.P. launched Unapologetically Human, a multi-brand campaign for Cashmere, Purex, SpongeTowels and Scotties. This is the first under the leadership of new CMO Susan Irving and the first brand spot created by Broken Heart Love Affair since the agency opened in late March.

Data Can Fight Fraud And Remove Friction For Holiday Season
The 2020 holiday shopping season will be different from any that have come before it, and much of the difference will revolve around digital capabilities. But everything else about the season is up in the air, Kount Chief Marketing Officer Gary Sevounts told PYMNTS.

Virtual daily huddles and wellness checks kept this company thriving
Josh Leatherman, chief marketing officer for Service Express, says leadership is often more about asking than telling, and by staying true to that principle, his company has been able to successfully navigate the challenges presented by the coronavirus.

Modern bots are almost indistinguishable from humans – and that’s a problem
A Q&A with Dan Lowden, CMO at bot mitigation firm White Ops.

“The Obsolescence of Marketing Has Begun, Like It Or Not” Raja Rajamannar, in podcast preview
In a new data-led marketing world, driven by technology, marketers are being left behind.  The obsolescence of marketing has begun, declares Raja Rajamannar, Chief Marketing & Communications Officer and President, Healthcare Business, Mastercard, in this excerpt from an upcoming podcast on Beet.TV.

2 health system chief marketing officers predict their toughest challenges in 2021
Here, two health system marketing leaders, Sandra Mackey, chief marketing officer at Bon Secours Mercy Health, and Manny Rodriguez, chief marketing, experience and customer officer at UCHealth, share what they think will be the 2021’s most critical challenges in the healthcare marketing field.

With a Fan-Free Masters, PGA Tour Superstore Checks In on the ‘Quiet Sign Guy’
PGA Tour Superstore chief marketing officer Jill Thomas said in a statement, “Before every great shot in modern golf history, a quiet sign marshal has raised his or her hand to quell the noise. It’s a small thing that all golf fans understand, and this is our lighthearted way of paying homage to them and all the volunteers who make the tournament, and the PGA Tour, so special.”

Long live the King: Burger King’s advertising plays a different game
Having been acquired by famously parsimonious private equity raiders in 2010, BK went on a cost-cutting and convention breaking journey. 3G’s famous ‘zero based budgeting’ approach managed to take out 25% of BK’s management and administrative costs between 2011 and 2013. Then, Fernando Machado hailed the king.

From Olympics to the World Cup, How COVID-19 Is Reshaping Sports Marketing
With the Olympic and Paralympic Games, men’s and women’s FIFA World Cup and NFL in its roster of sponsorships, Visa is one of the world’s most prominent corporate partners of global sporting events. Visa Chief Brand and Innovation Marketing Officer Chris Curtin shares insights on how the coronavirus pandemic has forced event sponsors and organizers to innovate in the face of unprecedented disruption to live sporting events.

For Top Restaurants, a Localized Digital Presence is Key to Survive the Pandemic, According to Research from SOCi
“As the pandemic has continued, consumers have rallied to support businesses in their local communities. This includes brick-and-mortar locations that are part of chain brands who equally serve communities with unique identities and needs,” said Monica Ho, CMO of SOCi. “CMOs must shift the way they think about the brand and focus on acting locally to survive in today’s market.”

New Research Defines 10 Building Blocks For Becoming A Great CMO
In a recent study conducted by Spencer Stuart and The Institute for Real Growth, ten capabilities were defined for modern CMOs in order to rise to an elite level. Rising above the noise is not easy but it is critical for getting the most out of a marketing budget. Brand leaders like Restaurant Brands International (Burger King) global CMO Fernando Machado are pushing the limits of what’s possible to engage with inattentive or skeptical consumers.

Markey Named Boots CMO
Boots has appointed TSB’s Pete Markey as chief marketing officer for Boots UK & ROI. At Boots, Markey will lead the strategic direction and performance of all Boots marketing activities and report to Vineet Mehra, senior vice-president, global chief marketing officer, Walgreens Boots Alliance, and chief customer officer, Walgreens.

Don’t Let ‘Dazzle’ Brands Deceive You
“I don’t have the media money to throw something at people that’s not going to stand out or get noticed. In this case, specifically, we were expecting some controversy and debate,” said Burger King’s global CMO Fernando Machado.

Congratulations to the 2020 CMO Awards Winners

We are honored to announce the 2020 CMO Awards winners! Bestowed annually across 12 categories, The CMO Awards recognize top senior marketing executives from around the globe and are the only CMO awards with winners selected exclusively by their peers.

Please join us in congratulating these remarkable industry leaders.

The CMO Innovation Award

The CMO Innovation Award is based on a marketing executive’s demonstrated capability in creating an innovative environment that delivers break-through marketing and game-changing outcomes in ROI, customer engagement, and/or for the industry.

The CMO Transformation Award

The CMO Transformation Award is based on a marketing executive’s demonstrated ability to lead company-wide brand transformation beyond the marketing department.

The CMO Rising Star Award

The CMO Rising Star Award is based on less than 10 years of experience and a marketing executive’s demonstrated capabilities in leading an organization, fostering marketing innovation and spearheading the growth agenda.

The CMO Growth Award

The CMO Growth Award is based on a marketing executive’s demonstrated leadership in the development and implementation of new strategies, tools and programs resulting in significant company growth.

The CMO Diversity and Inclusion Award

The CMO Diversity and Inclusion Award is based on a marketing executive’s demonstrated leadership by example, in advancing diversity and inclusion across their marketing organization and its brands.

The CMO Social Responsibility Award

The CMO Social Responsibility Award is based on a marketing executive’s extraordinary approach in corporate social responsibility and/or cause marketing efforts for social and other charitable causes.

The CMO Technology Leadership Award

The CMO Technology Leadership Award is based on a marketing executive’s demonstrated leadership in leveraging technology (data, analytics, platforms, and partnerships) that delivers break-through marketing and business success for their brands.

The CMO Club President’s Circle Award

The CMO Club President’s Circle Award is based on a marketing executive’s demonstrated dedication to the mission of the CMO Club by building relationships with peer members, collaborating and sharing with members, and helping new CMOs to benefit from the peer-based community conversations.

The CMO Hall of Fame Inductee

We are honored to welcome Jeff Jones, President & Chief Executive Officer at H&R Block into the CMO Hall of Fame. Jeff has a storied career serving in leadership roles at Uber, Target, McKinney, Gap Inc., and more. Jeff is also a Board Member at Advance Auto Parts.

CMO Awards Virtual Ceremony

Tune in live for the Virtual CMO Awards Ceremony on December 3rd! Get more details on the CMO Awards here.

Improving Loyalty in the Era of Brand Promiscuity: A CMO Solution Guide

It’s no secret that consumers are growing more promiscuous with their brand choices. From Baby Boomers to Gen Z, shoppers have more information, more choices, and more say in how and where they spend their money than ever before. Creating and retaining their loyalty is the marketing challenge of our time. The pandemic of 2020 threw down a gauntlet that put brand loyalty to the test.

Many marketers have applied an entrepreneurial mindset. By proactively shifting their messaging, programs, and customer service approaches, they have been able to successfully navigate the crisis with their brand value intact. Now, they are creating plans to build and maintain relationships in a challenging new environment.

The CMO Club in thought leadership with Catalina surveyed nearly 70 chief marketing officers (CMOs) across a wide range of B2B and B2C organizations and industries to better understand how marketers are solving these important brand loyalty questions and challenges.

This research includes in-depth, one-on-one conversations with marketing and business executives from leading and emerging brands, including Francis Perrin, CMO, Chateau St. Michelle, Cindy Hess, VP Marketing, La Terra Fina, Danielle Vona, CMO, Steakhouse, Andrea Adegas Faccio, CMO, Purina PetCare, Guillermo Plasencia, Global CMO, wefox, and Michael Shoretz, CEO, Better Foods, to gain direct insights on brand loyalty trends and tools that work in this world of brand promiscuity.

This CMO Solution Guide uncovers:

  • How brands will re-engage customers who have strayed
  • How marketers will retain buyers recently acquired
  • What brand loyalty will look like a year, two years, and beyond from where it is now

Our research – both quantitative and qualitative – reveals an overarching theme of creativity, positivity, and opportunity. Marketing leaders are emerging from the crisis fallout more agile and energized to entice new and existing consumers in an era of increasing brand loyalty promiscuity.

Download: Improving Loyalty in the Era of Brand Promiscuity: A CMO Solution Guide

Journeys – Violaine Basse, Ruinart

 

View the hand-drawn illustration of Violaine’s Journey

The CMO Club caught up with Violaine Basse, CMO of Ruinart. We asked her to share perspectives on the career trajectory which has taken her to the top marketing role at the world’s oldest champagne house. She highlights defining moments in the journey, offers insights, and talks about how personal and professional values can be interwoven to create the conditions for individual fulfillment and business success. We asked her to first share the three themes that have been present throughout her career

Three Defining Themes 

When I reflect on the themes present in my career the power of the brand stands out. I always wanted to work on brands that I could relate to, brands that have a rich history. I started at DIM, which has an advertising saga in France with A-list filmmakers, and that’s what drew me to them. In 2000 I joined Guerlain with jewels like Shalimar in fragrance and Terracotta in makeup. At Hennessy of course it’s such a powerful brand at the same time very inclusive. It’s a brand that is relevant in the hip hop culture in the US, the Cantonese cuisine and dining culture in south China, and in the entrepreneurs and the makers culture in Africa. Today at Ruinart, which is a jewel, the brand is synonymous with conscious luxury. Ruinart is a product – more than a product, an experience – that you want to share with those that really matter to you. The first theme that stands out is the power of brand and brands that really radiate

The second theme is that I chose to work with people who elevate and energize their coworkers. I have had great managers – people who generously share their knowledge, their know-how, and also are true to what they believe in. So really the choices were made when I could find meaning and I could see it was going to be meaningful work.

The third was always trying to explore and learn and go beyond the comfort zone. Exploration was the key thought of the project of sailing around the Atlantic ocean with my husband. Exploration was also the key when entering the world of perfume and beauty that I knew nothing of when I joined Guerlain in 2000. Or moving to Asia with my husband and family to take charge of marketing in Asia Pacific for Guerlain and serving the many markets each with a very, very specific culture of its own. Exploration and learning when I started working in the wine and spirits industry. Being a woman, a Parisian, I had no credentials in wines and spirit. I was not a connoisseur. It takes a lot of courage to go beyond and explore those unknown territories. Reflecting on my career, I can say those choices really made me grow and enriched my work life.

The Power of Brand. The People I Worked With. The Spirit of Exploration and Learning.

On Leadership

I became a better leader when I managed to more closely unite the person I am in my personal life and the person I am at work. As a working mother, family has always been my inner compass. It is my true north. I had my children while I was working. We found balance by regularly assessing whether everyone in the family was able to blossom given the configurations that work introduced into our lives. Being a parent also helped me in my management at work. It made me recognize I couldn’t succeed without sharing responsibilities. That is true at work and it is also true at home, at first with my husband and now with my kids because they are grown up–they are now 21, 19. 15.

The unity of the person I am at work and the person I am at home is what makes me stronger.

My leadership perspective has changed over time. When I was a young professional, I expected my manager to show me the way, to be a role model, and to help me sort out the good ideas from the less good ones. Like everyone, I had very good and inspiring managers and less good and inspiring ones. I realized what’s needed from a leader is less knowledge and more know-how, listening, and giving back. It’s being able to have conversations that will elevate and drive you towards a higher purpose and more ambition. To me, ambition is not to get to a higher hierarchical role, but it’s to realize one’s self. It has to be with this unity of your integral person. What I am trying to do as a leader now is to give my coworkers guidance, but not on how they should work, or what they should work on. It’s more to be an inspiring partner and give them freedom to experiment, and fail and learn from their failures. It’s also really the collective. I believe no one can achieve anything alone. It’s giving this room for collective intelligence.

I couldn’t succeed without sharing responsibilities. I believe no one can achieve anything alone. It’s giving this room for collective intelligence.

The Path that Isn’t Well Traced

When my husband and I had been married for a couple of years we were thinking about what’s next? Maybe we’ll found a family, have children and continue our careers. We’ll look like our parents, who are wonderful people. But that road ahead of us was well traced already. And we had this idea of traveling around the world. We formulated this project and saved for months. We quit our jobs. And we left our home. I was 23. We’ve lived fantastic encounters in many different countries. What I remember from those times were the people we met.

1996 to 1997 Product Manager at DIM. 1997 to 1999 18-month sailing around The Atlantic Ocean.

In business when the path isn’t well traced, you have to trust in your skills and in your ability to succeed. Sometimes it’s really challenging in situations when there’s a lack of trust. Either when I don’t feel trusted or if I feel that I can’t trust someone because we don’t play by the same rules. These are the hardest situations for me. But if there is trust and confidence you can do something you haven’t done before. It’s really very, very rewarding to realize that you can take a road you’ve never followed before. You can bring value to your work environment and to the brand you take care of. You do this by making sure good ideas are spotted and relying on the people that you work with. These are the keys to success.

When you enter a road that is not already well traced, you have to stress the power of collective. You have to get the new ideas that appear and nurture them so they can become the ideas that are powerful and successful.

Empowerment and Sustainability

I think we can make a difference. It’s a matter of integrity. What matters in our personal life matters in our work life too. Because empowerment and sustainability are so important to me as a person, they are also important at work. No brand can avoid those topics, or should avoid those topics today. That’s why I’m so happy at Ruinart, which I joined a year ago. Ruinart is championing sustainability and manages to craft a sustainable luxury. It’s nice that everything Ruinart does is very beautiful. It has this elegant simplicity. Ruinart has been eco-designing everything, every element of packaging with a continuous improvement approach for over 10 years, long before I joined. This beautiful jewel is also the result of its commitment to sustainability.

2000 to 2013 Successive Global Marketing roles. Led creation of Rouge G lipstick. Moved family to Asia to lead Asia Pacific marketing. 2013 to 2019 Brand Director at Hennessy. World leader in luxury spirits. Led turnaround in pivot brand. Hennessy V.S.O.P.

Evolutions and Redefinitions

Marketing used to be brand centric, then it moved to more consumer centric activities. Because I work in luxury marketing, it’s not just looking at what consumers demand but also what truly motivates and has meaning for them so we offer products and services that embrace those insights

I think consumers are beyond being at the center of everything. What really is important now for a brand is to be really relevant within different local communities.

Today, marketing is evolving from consumer centricity to brand as being a cultural agent interacting with communities. I think consumers are beyond being at the center of everything. What really is important now for a brand is to be really relevant within different local communities. By communities, I have in mind much more than demographics. Communities that are defined by their senses of interests, or by their commitments, or the way they see the future and how they want to impact the future. A community can be beyond geographies and generations

2020 to Present. Chief Marketing & Communications Office at Ruinart. A crown jewel of the LVMH group.

It’s the evolution of luxury to what I and many call a conscious luxury. People make carefully considered choices around what is genuinely important when they consume luxury. There’s a true redefinition of luxury that is happening today. COVID-19 has accelerated and accentuated trends that were there already. Today people are willing to spend more on the essential elements that enhance the quality and help the utility, the uniqueness, and sustainability of what they consume.

It’s a view of what I come back to as the job of marketing and marketers. There is an appreciation of the relationship our luxury choices have with the broader ecosystems surrounding them: the people and communities involved; the processes employed to create what we offer; the relationship it has with the planet. We’re moving to a luxury that adds up to more meaning than simply status as it used to be. It’s a luxury that enriches us.

To learn more about Violaine’s thoughts on the power – and responsibility – of brand and brand purpose, explore the CMO Club’s Virtual Roundtable on Brand Leadership: from Selling to Solving.

 

Announcing The 2020 CMO Awards Finalists

Bestowed annually across 12 categories, The CMO Awards recognize top senior marketing executives from around the globe and are the only CMO awards with winners selected exclusively by their peers.

Please join us in congratulating these remarkable industry leaders.

The CMO Leadership Award

The CMO Leadership Award is based on a marketing executive’s demonstrated leadership in building, leading and motivating a high performing marketing organization.

The CMO Innovation Award

The CMO Innovation Award is based on a marketing executive’s demonstrated capability in creating an innovative environment that delivers break-through marketing and game-changing outcomes in ROI, customer engagement, and/or for the industry.

The CMO Transformation Award

The CMO Transformation Award is based on a marketing executive’s demonstrated ability to lead company-wide brand transformation beyond the marketing department.

The CMO Rising Star Award

The CMO Rising Star Award is based on less than 10 years of experience and a marketing executive’s demonstrated capabilities in leading an organization, fostering marketing innovation and spearheading the growth agenda.

The CMO Growth Award

The CMO Growth Award is based on a marketing executive’s demonstrated leadership in the development and implementation of new strategies, tools and programs resulting in significant company growth.

The CMO Social Responsibility Award

The CMO Social Responsibility Award is based on a marketing executive’s extraordinary approach in corporate social responsibility and/or cause marketing efforts for social and other charitable causes.

The CMO Technology Leadership Award

The CMO Technology Leadership Award is based on a marketing executive’s demonstrated leadership in leveraging technology (data, analytics, platforms, and partnerships) that delivers break-through marketing and business success for their brands.

The CMO Club President’s Circle Award

The CMO Club President’s Circle Award is based on a marketing executive’s demonstrated dedication to the mission of the CMO Club by building relationships with peer members, collaborating and sharing with members, and helping new CMOs to benefit from the peer-based community conversations.

Ceremony and Winners Annoucement

A total of four winners per category will be announced on November 23rd along with the 2020 CMO Awards “CMO Hall of Fame” Inductee. Get more details on the CMO Awards here.

Tune in live for the Virtual CMO Awards Ceremony on December 3rd!

Monthly Member Shoutouts — October 2020 Edition

The CMO Club is excited to share the latest marketing and leadership news featuring our inspiring members. Check out the recap below of CMO Club members featured on our site and all across the web – give a big hand to members who earned accolades or new positions recently.

Members on thecmoclub.com

CMO Club Members Share Advice and Lesson Learned from 2020
CMO Club members Ben Buckton, Chief Marketing & People Officer at Shakespeare Martineau, David Postill, SVP, Marketing and Customer Experience at AGI – Ag Growth International, Suneeta Motala, Chief Marketing Officer at AfrAsia Bank Ltd, Doug Zarkin, VP, CMO at Pearle Vision, JD Dillon, VP Marketing at Enphase Energy, and Muriel Lotto, Head of Global Brand & Marketing at Western Union, were kind enough to share their top advice for other leaders from this past year.

Celebrating member’s successes:

Members across the web:

The best of Marketing Week at the Festival of Marketing
Highlights include Mastercard CMO Raja Rajamannar on planning forward amid uncertainty and the inside track on brand strategy behind one of the world’s most admired brands, Patagonia, delivered by European marketing director Alex Weller.

Facebook names Alex Schultz new global CMO
Former VP of product growth and innovation will take over role vacated by Antonio Lucio.

BE Exclusive: Burger King’s Fernando Machado shares his secret sauce of marketing
Burger King’s Fernando Machado shares his secret sauce of marketing … Fernando Machado, the global chief marketing officer of Restaurant Brands … And how do you make marketing a growth engine of business?

Key Takeaways From the First Virtual DMEXCO@HOME 2020
Providing food for thought on the “Attitude Matters’’ motto was a keynote speech from SAP’s Chief Marketing Officer Alicia Tillman, who spoke passionately about leading attitude to action in a post-COVID world.

The CMO’s New M.O.—How Fernando Machado Is Making The Whopper Even More Iconic
Fernando Machado, Restaurant Brands International’s CMO, talks about how his bold marketing approach is helping him lead over 11,000 franchises through times of crisis.

Northwell develops COVID-19 predictive tool that spots outbreaks 2 weeks in advance
“You’re feeling sick, start doing the research online, but you aren’t so ill that you need to see a doctor immediately,” said Ramon Soto, senior vice president and chief marketing and communications officer at Northwell Health. “We found a very strong relationship with website activity to in-facility COVID-19 patients two weeks later.”

Cadillac Enlists Regina King As Brand Ambassador
Cadillac aims to frame itself as a brand that is “fearless, innovative and one where we never stop pushing boundaries,” said Melissa Grady, Cadillac chief marketing officer. “‘Never Stop Arriving’ is really about a state of fearless evolution, and that’s what we all did this year: We evolved.”

Digital Innovation: Innovative Digital Content Marketing in The Next Normal – How the WHY Informs the WHAT
Patrick Bernardi, SVP & Chief Marketing Officer at Hu-Friedy shares insights and strategies around content marketing at Medtech Innovation Week.

How Burger Kind Used Cow Farts to Take Over Twitter
“When doing something that stands out, something that is relevant, you will inevitably get criticism on social media,” says Fernando Machado, global CMO of Burger King parent company Restaurant Brands International. “As brands, we need to get comfortable with being uncomfortable, and make a habit of learning from conversations with our critics. That’s how you get better.

“When customers are vulnerable, they expect brands to show up”: Raja Rajamannar, Mastercard
At the inaugural keynote address at the Brand World Summit 2020, the global CMO and president healthcare, Mastercard, Raja Rajamannar,  said that the presence of brands during a crisis was reassuring to consumers.

Slack less and work more: How too much communication can be a productivity killer
Experts say that while instant messaging can improve communications between remote workers, there are pitfalls to be aware of, including non-work-related conversations that can become a time suck. “Workers need to be careful with their use of IM tools,” said Denise Broady, chief operating officer at Workforce Software.

3 tips from former GE exec Beth Comstock on how to adapt to change
The former General Electric executive Beth Comstock to a Capital Region Chamber’s Women’s Business Council virtual crowd that an inability to imagine a different future is holding us back in our careers and in building better businesses.

3 Tips to Create a More Resilient and Productive Workforce
According to a survey conducted by meQuilibrium, the rate of job stress during the pandemic is soaring. One-third more employees report high levels of job stress compared to December 2019, said Pam Boiros, chief marketing officer for the Boston-based employee resilience training platform, meQuilibrium.

5 Tips To Combat Work From Home Burnout
It’s more important than ever to employ strategies to combat work from home burnout. Denise Broady, HR expert and COO at Workforce Software, shared her top tips to remain productive while still maintaining work-life balance.

The art and science of B2B marketing with Mary Ellen Dugan, CMO at WP Engine
FINITE founder Alex recorded this episode with Mary Ellen Dugan, CMO at WP Engine, to explore how modern day B2B marketing is a mix of both art and science, and the challenges that marketers face in balancing brand building with performance marketing whilst driving growth.

Fighting the bot invasion: how to clean up your data and stop losing money
Bots are responsible for billions of dollars of losses for businesses across the globe, they’re more sophisticated than ever before and they’re getting smarter, according to Dan Lowden, chief marketing officer of White Ops.

Mastercard CMO: Long-term and short-term are not mutually exclusive
Mastercard is ensuring it isn’t simply being reactive by taking both a short-term and long-term view. Its chief communications and marketing officer, Raja Rajamannar, believes reactions to an emergency cannot be “knee-jerk” but must be consistent with a brand’s strategic direction.

Don’t Just Disrupt How Consumers Think: Walk Your Talk
Disrupting means nothing if you’re not creating real value. In her revelatory book Imagine It Forward, author and former vice chair of General Electric, Beth Comstock writes the following “People who effect radical change have to exhibit an uncompromising faith in experimentation, a bias for novelty and action, and a sense that disruption is something you cause, not observe.”

Mark-Hans Richer Rebelling FOR Corporate Courage
Mark-Hans Richer, Chief Marketing & Innovation Officer, Fortune Brands Home & Security, discusses what kind of courage it takes to drive innovation and change in a corporate environment. He discusses the challenges change-makers face when initiating ideas and illustrates how they lose their Rebel Souls in a corporation.

‘DOOH is a contextual, appealing, compelling format’
Raja Rajamannar, CMO & President, Healthcare – Mastercard talks about ‘Meaningful Engagement with Today’s Consumer’ at the DPAA Video Everywhere Summit 2020

The power of narrative in business
Marianna Kantor, CMO at Esri, states “Most of the conversation so far has centered on what humans do . . . and not so much, how do we use data or technology to make the world a better place? I work for a technology company that uses a lot of data, and we believe in the power of location and locals. The more segmented and targeted we can be, the more relevant we can be.”

adidas’ Digital Festival “Creators Club Week” Shows How Brands are Working to Recapture their Audience
“Creators Club Week is the biggest ever celebration of our global member community and an opportunity to bring people together through our curated program of digital experiences. Holding our first ever members week and asking our partners that we’ve worked so closely with to headline this moment, is the most fitting way to introduce our latest innovations, freshest designs and sustainable products to the world.” Scott Zalaznik, adidas SVP of Digital.

Burger King CMO: No-one wants to watch your ads unless you are at the Superbowl
Burger King’s Fernando Machado urges marketers to “hit a nerve” in order to cut through the clutter of advertising.

How do you solve a problem like… keeping remote staff inspired?
Alicia Tillman, global chief marketing officer, SAP and Brad Hiranaga, Chief Brand Officer, General Mills share their strategies. 

How Olympic advertisers are regrouping for 2021 summer games in Tokyo
Visa’s Chief Brand and Innovation Marketing Officer Chris Curtin said the company was poised with a plan to further Japan’s efforts to move toward more digital payments.  The strategy, two years in the making, included big plans for the Olympic Village and pavilions. Curtin said his team spent the last few months determining what parts they can keep, and which parts will need to be refreshed and made specific to 2021.

Study: Businesses Must Become Agile, Adapt Quickly to Pandemic-Related Changes
“COVID-19 has upended how businesses operate and how consumers interact with those businesses,” said Joy Corso, Chief Marketing Officer for Vonage. “We conducted research to understand changing consumer preferences and behaviors to help organizations better engage with their customers to drive better experiences.”

How to Find an E-Commerce Platform That Grows With You
Analyze your market and the strategies of competitors, gather information on your customers’ needs, and think about the pain points your marketplace can address. As GE Business Innovations executive Beth Comstock famously said, “Know thyself. Know the customer. Innovate.”

LMA 2020 – Turning your busy experts into recognised thought leaders – Linda Orton & Connor Kinnear
Taking advantage of this fact and setting your fee earners up as thought leaders, was the subject of Linda Orton (CMO, Alvarez & Marsal) & Connor Kinnear’s (CMO, Passle) talk at LMA 2020.

The Un-official Partners Podcast: The Buy Side #2 – Peter Markey – TSB
The Buy Side: a conversation with Peter Markey, CMO of TSB Bank, about the reality of sport and sponsorship with CMOs and other senior brand-side marketing decision makers.

Planet Fitness CMO Recounts Pandemic Pivot
The arrival of the pandemic in first quarter 2020 brought 52 consecutive quarters of growth at Planet Fitness to a screeching halt.  The company had just opened its 2000th club. Jeremy Tucker, formerly the head of Nissan’s North American marketing, had been CMO at Plant Fitness for a little over 100 days.

The 2020 Holiday Season Is a Vital Crossroad for e-Commerce. This is How Merchants Can Come Out on Top.
To talk about what to expect in the 2020 holiday season, what merchants need to do to be successful, and what barriers could inhibit this success, PaymentsJournal sat down with Gary Sevounts, CMO at Kount, and Tim Sloane, VP of Payments Innovation at Mercator Advisory Group.

Video chatting rapidly replacing SMS for businesses, reports find
“We are at the beginning of a huge market-wide communications revolution. If there was ever a question that businesses needed to digitally transform not only to survive but thrive, COVID-19 eliminated any doubt,” said Joy Corso, Chief Marketing Officer for Vonage.

How a top dental company is navigating the COVID-19 pandemic
2020 was supposed to be a year when HuFriedyGroup showcased its newly rebranded dental business, but plans changed with the advent of COVID-19. Learn more about the company’s strategic pandemic response and recent product launches in this interview with Patrick Bernardi, SVP and CMO of HuFriedyGroup.

CMO Club Members Share Advice and Lesson Learned from 2020

2020 has been a challenging year but with those challenges, there have also been many lessons learned and ah-ha moments. A group CMO Club members were kind enough to share their top advice for other leaders from this past year. 

Ben Buckton, Chief Marketing & People Officer, Shakespeare Martineau
@BenjiBuckton

Shakespeare Martineau is a top 55 law firm that works with blue-chip companies, leading organisations, high street brands, and individuals across the world. 

Stay true to your purpose and your culture – your plans can (and should) change or pivot, in response to external or internal opportunities or challenges (and there have been a few over the last couple of months). However, never forget to focus on the people, and the rest will follow through.

David Postill, SVP, Marketing and Customer Experience, AGI – Ag Growth International
@davidpostill

AGI is a global agricultural and food processing equipment and technology solutions business serving the world’s food infrastructure.

It’s clear that there are few factors that impact the success of a business more than effective leadership. The mark of a good leader is the ability to not only help employees’ transition into their “new norm” but enable them to emerge from this crisis as a more cohesive, agile team.

Indeed, how we treat our employees now and the culture we choose to foster will be remembered far longer than any brand strategy or marketing campaign. More importantly, however, in our current environment, business can be a transformative force for good. As we guide our teams through these challenging times, we have a responsibility to lead with empathy and be intentional about decency.

Suneeta Motala, Chief Marketing Officer at AfrAsia Bank Ltd
@SuneetaMotala

AfrAsia bank specialises in private banking, corporate banking and global banking solutions while capitalising on its core pillars including  customer focus, teamwork, innovation and sustainability.

It should not be only about what “I” can or want to do; it’s always a WE that yields success on all fronts!  It’s crucial that your vision be painted in the minds of your whole team: from the tea lady to your board director. At times, this vision may change, and that is perfectly ok, but what’s important is that it needs to be understood by each and every team member. Knowing where we want to go and what we want to achieve gives a sense of purpose to people and each individual is then motivated to bring to the table his or her contribution in helping you achieve your goal. This gives rise to a sense of self-empowerment, which is critical to any organisation’s success, especially, when we need to be agile during circumstances like the COVID-19 pandemic. To facilitate this empowerment, the most important aspect is concise, regular, and transparent communication.  Involve your people, listen to them, motivate them, reward them, and create unity in all interactions. My experience has always taught me that success follows when you have a passion for people’s success and have that unique obsession to make them better versions of themselves.

Don’t always play it safe, do the unexpected when you can! Your team will be motivated to follow in your steps if they see you leading by example instead of painting a nice picture with words. One common team, one common vision, one common service language, and one common promise – this is what we should aim for.

Doug Zarkin, VP, CMO, Pearle Vision
@DougZarkin

Pearle Vision is an American chain of eye care stores. It is one of the largest franchised optical retailers in North America, acquired by Luxottica, an Italian eye wear company, in 2004.

Don’t let the quest for perfection stand in the way of celebrating progress.

In a results-oriented craft such as marketing, the focus is on achievement, goals, KPIs and if you come up short the dialogue centers on the miss. However, the craft of marketing is also both an art and a science, and as such, while you may occasionally come up short, you may have actually moved a lot further than you think… so as long as you apply the learning from the miss and build on that insight gained to push even harder the next time.

JD Dillon, VP Marketing, Enphase Energy

Enphase Energy, a global energy technology company, delivers smart, easy-to-use solutions that connect solar generation, storage, and management on one intelligent platform.

A year ago, our company was going great, the economy was humming, and life was (retrospectively) fantastic. More recently, I consciously begin every meeting with something positive. I also send out a weekly message designed to bring my team “up the mood elevator.” It turns out, I should have been doing this for years and will absolutely continue these practices for years into the future.

Muriel Lotto, Head of Global Brand & Marketing, Western Union
@MurielLotto

The Western Union Company is a global leader in cross-border, cross-currency money movement.

The one word that comes to mind thinking of this past year is FLEXIBILITY, whether that be in terms of making changes in where and how and how much to invest in marketing, what Covid and non-Covid related messages to communicate to our existing and prospective consumers, or accommodating working from home practices whilst juggling childcare and technology demands. Navigating the short-term constraints or changes in our environment whilst keeping a north star on our longer term goals and strategy has been interesting and challenging and we’ve all had to flex muscles in different and new ways. For me, this has required more flexibility and adaptability than ever and I will take this newly acquired approach forward in a positive way.

Monthly Member Shoutouts — September 2020 Edition

The CMO Club is excited to share the latest marketing and leadership news featuring our inspiring members. Check out the recap below of CMO Club members featured on our site and all across the web – give a big hand to members who earned accolades or new positions recently.

Members on thecmoclub.com

What Are the Winning Patterns for Marketing Organization Going Forward?
Michael Lacorazza, EVP and CMO at Wells Fargo, and Christine Cutten, Principal, Deloitte Consulting LLP, Customer Transformation practice at Deloitte, led a recent CMO Club Virtual Roundtable discussing the most significant findings from this year’s CMO Benchmarking Survey.

Celebrating member’s successes:

Kevin Smith, CMO, Rollins, Inc. won the 2020 Crown Leadership Award

Congrats to these members on their new roles!

Members across the web:

The CMO’s New M.O.—Glenn Thomas, Former CMO Of GE Healthcare, Discusses Whether The Pandemic Can Cure Healthcare
Glenn Thomas, former CMO of GE Healthcare discusses the brand health of those in the business of improving our health. He shares key insights on the complexity of this sector and how a monolithic view may be overly simplistic.

Experience management tales from the trenches
ASUG Chief Marketing Officer, Cheryl Parsons explained how she works with two research managers and a content manager to analyze customer sentiment data that’s captured and stored in a Qualtrics repository.

How General Mills Is Trying To Be A Force For Good In The World: An Interview With Chief Brand Officer Brad Hiranaga
General Mills’ Chief Brand Officer, Brad Hiranaga shares how their purpose is manifesting itself through their brands, and their attempts to be a force for good in the world with programs like Box Tops For Education which has donated a staggering $1 billion to schools throughout its lifetime.

CMO Job Changes Up 15% Despite COVID-19
The past six months have been a trying time for many, but not for marketers looking to take on a new role. Some notable “Pandemic Promotions” and appointments this year include Marisa Thalberg as chief brand & marketing officer at Lowe’s, Teresa May, SVP, CMO at American Woodmark, and Lucian Lui, SVP, Global Marketing, Iron Mountain.

How COVID-19 Is Quickening the Pace of Marketing Change at General Mills
Brad Hiranaga, chief brand officer for General Mills North America, joins the Marketer’s Brief podcast.

CMO Interview: Making sense of marketing during Covid-19
Susan Irving, CMO of Kruger, and Clinton Braganza, SVP of customer loyalty and partnerships at Scotiabank, share how they justified brand investment to their CFOs and where marketing dollars were most impactful during Covid-19, plus lessons learned on steering the ship in a storm and scenario planning for the future.

‘Don’t forget we’re marketing to people’ says Salesforce’s global CMO, Stephanie Buscemi
In an exclusive interaction with Brand Equity, the software giant’s executive vice president and global chief marketing officer, Stephanie Buscemi, talks about the power of empathy and ‘deep listening’ in helping brands to weather the current crisis.

How one cybersecurity firm keeps its marketing human
One company taking a different approach is White Ops, and CMO Dan Lowden.

Think with Google: One minute with… Vineet Mehra
In one minute, Vineet Mehra, global CMO of Walgreens Boots Alliance describes the theme of his career.

How Smartsheet Built a $270M Revenue Machine Using Creative Marketing with CMO Anna Griffin (Podcast)
Smartsheet’s CMO, Anna Griffin, talks about how the software works as well as speak to the things that make her tick and how she got to be where she is today.

Ronald McDonald and the Burger King Kiss in New ‘Love Conquers All’ Pride Ad
“Our brand is always bold, edgy, and fun,” said Fernando Machado, global chief marketing officer for Burger King. “So showcasing this ‘impossible kiss’ is a way to demonstrate that love conquers all.”

Raymond James Creates Coaching Program For Its Black Advisors
Renée Baker, head of PCG Advisor Inclusion Networks at Raymond James, said it is important to continually enhance support for the Advisor Inclusion Networks and build new programming to help Black advisors navigate challenging times and grow their businesses. “Building on our continued support for our Black Financial Advisors Network and the firm’s pledge to the Black community, we are thrilled to bring this resource to our BFAN advisors and support teams,” she said.

Interview with Alicia Tillman, SAP’s Global CMO
Alicia Tillman, Global CMO of SAP,  is responsible for creating and accelerating the company’s marketing strategy and brand recognition across the globe and she was recently ranked No. 14 on Forbes’ 2019 Most Influential CMO list.

Marketer’s Journey: Your Role or Industry: Which is Better to Love in Marketing? w/ Melanie Marcus
On this episode of The Marketer’s Journey, Melanie Marcus, CMO at Surescripts, talks about how Surescripts is moving through these ever-changing times that the pandemic has brought on, and though she has not always worked in the healthcare sector, the foundation of her career has always been built on doing what she loves.

3 Powerful Marketing Leadership Strategies
Jessica Yarmey, CMO, Club Pilates, and other seasoned marketing executives’ advice to those seeking to advance their careers.

Brands for Good: How the World’s Largest Consumer Brands Are ‘Accelerating Culture Change’
It was a sentiment echoed by Brad Hiranaga, Chief Brand Officer at General Mills. He admitted that lockdown made him more empathetic to people’s lives: “It enabled us to have a clearer definition as to what needs solving for consumers.”

How Cadillac Is Making Its Way Through a Very Different Car Market
What’s been driving CMO Melissa Grady during Covid with a new manifesto and multiple vehicle launches.

What corporate America’s top CMOs have learned about marketing in a pandemic
Reflecting on the early days of the pandemic during a Fortune Most Powerful Women virtual professional council for CMOs on Thursday, Salesforce EVP and CMO Stephanie Buscemi recalls, “We said, ‘Let’s look at everything we have planned and ask ourselves: Is this going to be relevant for these customers right now?’ A lot of it wasn’t.”

The new crisis PR: what should brands do when they’re ‘cancelled’?
Almost every week in 2020, a brand has been proclaimed ‘cancelled’ by the internet. In a world where outrage travels fast on Twitter, the sharp edge of activism is no longer reserved for just oil brands or big tobacco. So what’s now expected of advertisers that find themselves in the midst of a crisis?  Delphine Viguier-Hovasse, Global Brand President, L’Oreal, asked model, Munroe Bergdorf, to be L’Oréal Paris’ diversity consultant. 

Microsoft has a solution for work days that blend into home life: a virtual commute
Pandemic-related burnout and difficulty separating work and personal life has become a surprisingly common concern among Microsoft’s corporate customers, according to Chief Marketing Officer Chris Capossela. “The thing we didn’t predict that we’ve learned is now at the top of customers’ mind is really the well-being of their employees,” he said.

A conversation with Jill Thomas, CMO of PGA TOUR Superstore
Jill Thomas, Chief Marketing Officer for the PGA TOUR Superstore and major Florida Gator fan talks about her marketing career, her current role (and love of golf), and her advice for young marketers today.

Cringeworthy conversations: 4 healthcare marketers sound off on language they find most annoying
Manny Rodriguez, chief marketing, experience, and customer officer at UCHealth and three other hospital and health system marketing executives discuss the conversations they have found the most cringeworthy in 2020.

Important Information for Members Accessing the New Site

Attention CMO Club Members:

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Monthly Member Shoutouts — August 2020 Edition

The CMO Club is excited to share the latest marketing and leadership news featuring our inspiring members. Check out the recap below of CMO Club members featured on our site and all across the web – give a big hand to members who earned accolades or new positions recently.

Members on thecmoclub.com

What technology investments are marketing leaders making now for future success?
CMO Club members Muriel Lotto, Head of Global Brand & Marketing, Western Union, Kimberly Kupiecki, Global Leader Sustainability, Advocacy, Communications, DuPont Water Solutions, Tony Kempa, Managing Director, Head of Marketing, Business Development, and Brand (CMO), Environmental Systems Design, Inc., and Megan Lueders, CMO, Silicon Labs share the technology investments they are making to remain competitive in this digital-first landscape.

CMO ClubHouse Conversations with Sharon Buntain
We chatted with Sharon Buntain about how luxury brands can make a difference, the importance of world travel, and where hope can still be found.

Driving Innovation for Real Market Leadership
Jon Bridges, Chief Marketing Officer at Chick-fil-A Corporate led a Virtual Roundtable around the challenges of driving innovation for real market leadership. Bridges shares his formula for continuous innovation across the marketing function and optimizing against a view of the future.

The T-Method for Generating “New Value” as a CMO
Mark-Hans RicherChief Marketing and Innovation Officer at Fortune Brands led a Virtual Roundtable around how CMOs can generate “new value” for their organizations during this time of extraordinary uncertainty. In a first reveal to The CMO Club, he introduced his “T-Method” framework for how Marketers can identify opportunity areas.

Celebrating member’s successes:

50 Influential Marketing Leaders Changing the Industry in 2020

Congrats to Michael McCunney and Revenue Analytics, Inc. on their brand refresh, website reboot, and launch of three new products!

Congrats to these members on their new roles!

Members across the web:

Five e-commerce themes marketers should know
Jill Baskin, Chief Marketing Officer, The Hershey Company, said: “It’s been an interesting, and very quick, journey to bring all of those budgets together, and to plan them together so that we aren’t overlapping each other or shingling, as we call it, one offer on top of another.”

How Mastercard and Tokopedia are helping SMEs get online
While it might be too early to tell if the pandemic will usher in new strategies, it has definitely accelerated processes that were underway in the pre-pandemic age. “First-time users…like my parents, as marketers, our role is to ensure that they feel confident in using it. That is the only way to bring in people who have been excluded from the financial mainstream to help evolve the digital economy… I’m inclined to quote our global CMO, Raja Rajamannar, ‘now is a time to serve, not to sell,’” said Ruston Dastoor.

Rethink How You Do Business in Order to Keep Being Innovative
“You can put people together in ways that might never have happened in the office,” says Beth Comstock, a former vice chair of General Electric Co.

How a startup’s first big customer can make or break success
It’s critical for entrepreneurs to make their first customers successful early on. In this episode of Zero to IPO, Beth Comstock, the former vice chair of GE and the author of Imagine It Forward, and Jasmine Crowe, the founder and CEO of Goodr shared advice for other entrepreneurs on storytelling, building strong relationships with customers, and getting the highest possible ROI from customer contracts and case studies.

For arenas, all events on “hold” during pandemic
“It might look a little bit different, but it’s not going to completely evaporate,” said David Kells, the Nashville Predators’ svp of entertainment and marketing at Bridgestone Arena. “It’s not if things will return but when. The question mark is when do we actually start with a large volume of rescheduled dates.”

BE Exclusive: ‘There is a time to serve, and there is a time to sell’, says Mastercard’s Raja Rajamannar
In an exclusive interaction with Brand Equity, Raja Rajamannar, chief marketing and communications officer and president, healthcare, Mastercard, shares his views on how the marketing playbook is changing and what marketers need to look out for in a post-Covid world.

The art and science of the modern marketing team
As time and technology advanced, the Golden Age lost its shimmer as advertisers had to adapt to a more digital future. Consumer sentiment changes now in real time, meaning brands and agencies had to adapt using technology to scale, to become more efficient, and to reach customers in real time wherever they are.  Article by Mary Ellen Dugan, chief marketing officer at WP Engine.

Forbes partners with Smartsheet to drive deeper consumer engagement
Anna Griffin, Chief Marketing Officer of Smartsheet said that marketing and sales are becoming increasingly interconnected and need a solution that breaks down silos between the two so that business leaders have access to the right actionable insights to make meaningful business decisions.

General Mills brand chief on pivoting harder into solving problems, delivering joy
The pandemic has allowed General Mills to fully activate its internal mantra of being a force for good. Brand chief Brad Hiranaga details how this US food giant is altering its marketing plans to take action based on the needs of the moment.

Kruger Soaks Up the Everyday Drama in This Cinematic Ad for Its Paper Products
Such everyday drama informs “Unapologetically Human,” the first campaign for Canadian paper-products company Kruger from ad shop Broken Heart Love Affair and Kruger CMO, Susan Irving. This 90-second film directed by Mark Zibert anchors the push, which aims to transcend category conventions with a cinematic, heartfelt appeal.

Your chief digital officer can’t be an afterthought anymore
As we all adjust to the new normal, the digital experience a company provides is more important than ever. Companies need to reconsider how they handle their digital leadership. Article by: Anand Rao, SVP, Head of eCommerce and Digital Marketing, AutoNation

Does inclusive marketing rest with agencies or clients?
In strategy’s ongoing series focused on D&I, members of its CMO Council, including Antoinette Benoit, CMO at McDonald’s Canada, discuss how to authentically reflect the country’s diversity.

Fortune 500 C-Suite Executives Convene To Chart A Path Towards Economic Restart
Leaders from BlackRock, Nike, Bank of America, Verizon, United Airlines, Walmart, Wells Fargo, Sony Pictures, American Express and Target (Rick Gomez) to Attend L’ATTITUDE, Discussing Power of U.S. Latino Cohort to Fuel Exponential Growth

Renegade Thinkers Unite: Collaborating Creatively in the Zoom Economy
It’s important for CMOs and other leaders to help their teams Zoom smarter, not harder. In this week’s episode of Renegade Thinkers Unite, Smartsheet CMO Anna Griffin shares tips and tricks for facilitating effective brainstorming sessions, like starting meetings with a frame break and assigning ownership. The process passed the test, as the Smartsheet team pulled together and published their recent global survey within a week of their initial Zoom ideation session. Be sure to tune in, you won’t want to miss it.

How Fernando Machado Has Steered Burger King and Popeyes Through the Covid Crisis
Burger King and Popeyes haven’t missed a beat during the coronavirus pandemic, with both continuing to produce their unique brand of entertaining advertising, just with a Covid spin. On this week’s episode of On Brand, we catch up with Fernando Machado, who oversees both brands as global CMO of Restaurant Brands International.

3 Actionable Insights with… SAP global CMO Alicia Tillman
What does it take for a global B2B brand to succeed today? SAP’s Alicia Tillman, who was named by Forbes as one of the most influential CMOs in the world, shares her actionable insights that will help marketers lead the way forward during this moment and beyond.

Facebook CMO Antonio Lucio to Exit
Facebook’s Chief Marketing Officer, Antonio Lucio, is leaving the company. He helped expand advertising to bolster trust in the company.

Renegade Think Unite: The Ins and Outs of B2B Demand Generation
In this episode, Kevin Fliess, a veteran CMO in SaaS and enterprise software who knows a thing or two about how to build an enduring demand generation engine that runs efficiently and effectively. His comprehensive insights cover everything from simple messaging to frictionless free trials to lead scoring models—as well as his take on why the brand purpose work Cofense did with Renegade last year has been crucial to their COVID response.

How Cadillac is using e-commerce during COVID-19
Once COVID set in, Cadillac Live service witnessed a five-fold increase in digital engagement “from pretty good metrics in just a matter of a couple of months,” Melissa Grady, Cadillac’s CMO, said on a webinar held by the Interactive Advertising Bureau (IAB).

2020 Profiles in Power: Chief storyteller Megan Lueders
Megan Lueders, CMO at Silicon Labs, is putting more than 20 years of tech experience to use helping one of Austin’s legacy tech companies, Silicon Labs, transform its messaging and adapt to the coronavirus pandemic.

Detecting & Stopping Bot Attacks With Better AI
‘If you are a big online commerce presence, a big part of your success is based on your promotions. They work to expand your brand presence and enrich your audience and generate leads and sales, but for abusers, the goal is to take those things and the easiest way to do that is through bots. You need advanced bot protection’, said Gary Sevounts, Chief Marketing Officer from Kount.

CMO ClubHouse Conversations with Sharon Buntain

Sharon Buntain is the Chief Strategy Officer and Head of Global Partnerships at A.T. Cross Company. She has had a long and distinguished career with such marquee luxury brands as Montblanc, Gucci, Swatch, and Links of London, just to name a few. At the ripe old age of twenty-four, she became de-facto CEO of FIT, (French Industry & Technology,) an international start-up, and was later named CEO of Lalique, a French luxury brand. Sharon raised two sons, loves to cook, and is an avid world traveler. She currently lives in Hoboken, NJ, and on the Jersey Shore.

CMO Club — Welcome. Can you tell us a little about your parents and where you grew up?    

Sharon Buntain — “I’m only second-generation American. All four of my grandparents came through Ellis Island. Polish on one side, Irish on the other. They met when they both were 13 years old, and fell in love immediately. He graduated two years early from school, learned Italian in a two-year program, and went to work in Italy as a translator. He wrote my mom love letters every day until he came back to marry her.  They both eventually wound up working at Penn State University. And that’s where I grew up.” 

CMO Club — What was that like?

Sharon Buntain — “It was pretty cool. I didn’t realize how cool until I left. Normally, central Pennsylvania is very rural, but at the university, there were 30,000 in the student body and 30,000 more in town. What we had was a very international community in the middle of rural Pennsylvania. My best girlfriend was Indian. All of our language teachers were native speakers, so I came out of high school bilingual. I took all of these immersion language classes, no English was spoken, which I failed the first semester since I didn’t understand what they were asking for in homework assignments. Many left the program, but those that stayed, including me, learned the language.” 

CMO Club — What kind of kid were you?

Sharon Buntain — “I was a very friendly kid. I’m a people person and I’ve always been. My mother and Father were completely different personalities. Mom was Irish, super gregarious. My father was very kind, soft-spoken, and smart as a whip. He kept her feet on the ground. I was influenced by both of them, but I was closer to my father. I only recently lost him at 90 years old. My mom is still going strong at 93, still driving and taking care of herself. I wanted to be a ballerina when I was younger. As I got older I gravitated to the languages that surrounded me. I took immersion French because the school didn’t offer immersion Italian. I didn’t really know what profession I wanted to pursue, but I knew I wanted to do something where I could use my language skills and allow me to travel internationally.”

CMO Club — How did that work out?

Sharon Buntain — “I did two years at the university and, that was the time after Papa Doc Duvalier that Haiti was a mess, right after Baby Doc Duvalier, a total disaster. I left school much to my parent’s severe dismay, to go work full-time for a relief group for Haitians. I never went back to University. Instead, I met two French gentlemen, one had an accounting firm, the other a law firm. They had come to volunteer for a short period. They approached me about clients they had who wanted to come to the United States to live and do business, but they had no contacts to send them to once they were there. They proposed that the three of us form a company. I was to be based in the U.S., and they would send their business clients to me to get settled in and I would work on a business plan for them to get started. I was like, “Shoot, that sounds like fun!” 

CMO Club — How old were you at the time?

Sharon Buntain — “I was 24. I said OK, and so we did it. They had their clients come over from French industries like fragrance, lingerie, and wine, mostly luxury sectors, and I would do a business plan, learn about their products, budget costs for the first term. The finance guy would approve the plan or make adjustments, the legal guy would put it in a contract, and we’d sign these people up for a monthly fee. The idea was that if we hit the target, I would get a ten percent equity share in their U.S. company. It wasn’t my idea, but it was a great idea. I quickly learned how differently you behave when you have an equity share.” (laughter)

CMO Club — Wow, I would imagine. What became of that company?

Sharon Buntain — “Eventually, the two partners had a falling out. We wound up selling the company, and one of my client companies took me on as their CEO. From my first job on, I’ve been a CEO. I know that sounds pretty weird, but it’s true. I went on to Fragrance, always with an equity position. Their goal was to go public on the London and Paris Stock Exchange, which we did. I represented here in the Americas about one-third of their businesses. I started their manufacturing in both Mexico, Brazil, and on Long Island. We bought numerous companies, keeping the owners on as COOs. It all worked very well.”

CMO Club — What in your background do you think prepared you for all of that at such a young age?

Sharon Buntain — “It was my dad. He was a businessman. Because I was the only kid in the house, dinner conversations were a little bit about me, and a little about mom, and a lot about his business life. I heard those conversations in a much more adult setting than you normally would because there weren’t other little kids at the table. That’s where it all started.”

CMO Club — You’ve put together many teams over the years in your career. What’s would you tell young marketers is the most important thing they need to understand to be successful?

Sharon Buntain — “Curiosity is the biggest quality they need to have.” 

CMO Club — What do you think you are most proud of achieving in your career?

Sharon Buntain — “I think about that now and then. I have mentored a lot of people over the years. My proudest accomplishment is having helped a lot of people, men, and women, in the beginning stages of their career, all through their careers, and then stayed in touch with them, sort of like a “Business Aunt,” if you will. (laughter) I’m very proud of that. Many of them have gone on to wonderful careers. Another thing I’m very proud of is the way I raised my sons. I’ve traveled all over the world since they were little. We never made a big deal of Christmas, with presents and all of that. Instead, we’d travel over the Christmas break. I’ve spoken only French to them since the beginning. Spoke no English at home, since they could learn English automatically just from being here. I decided also that they were going to see ten countries by the time they were ten, twenty countries by the time they’re twenty, and thirty by the time they were thirty. And that’s what we did.”

CMO Club — Wow. What made that so important to you?

Sharon Buntain — “To get our heads out of suburban America. It would be a different world if young people were required to do just that. It’s a very humbling experience when you travel, especially in third-world countries. Right now, in the context that we have, they both have become very expressive about having that understanding of other cultures and how similar we really are. Even traveling in our own country, we’d go to places like Alabama to see how other areas worked and lived. I think if you ask them, they would say it gave them a greater understanding of human beings and what’s important, and have become better people for it.”

CMO Club — In sticking with that vein of the greater importance of the human condition, especially now, how do you feel about corporations having a greater responsibility in society for the greater good? I mean, you don’t often associate luxury brands and goods like fancy pens, jewelry, and perfume as items that are important to people right now. How do you think those brands can help in pushing the envelope forward? 

Sharon Buntain — “There’s always a corporate responsibility to the greater good. Not only in times like these but always.”

CMO Club — Even for luxury brands like yours?

Sharon Buntain — “Especially for luxury brands. We have lovely margins compared to others, and names that carry clout in some circles. I think luxury brands can and should be a role model. Jewelry, timepieces, and writing instruments are legacy items. They are items that you’re not going to buy and throw away next year. Sometimes these items increase in value, and items that you can hand down from generation to generation. That’s important. These companies can also help by flat-out contributing, or having mentorship programs for the next generation. Sometimes these companies might hire people without the educational profile you need, but have the personality you want. So many creative ways to help. Sometimes efforts can backfire and be perceived as pure marketing, so companies have to stay genuine to who they are.”

CMO Club — I was going to say that to the novice eye some of the “feel good” marketing efforts just feel phony and gratuitous, some seem forced, and some seem genuine. How does a marketer like yourself know when it’s right?

Sharon Buntain — “Everyone wants to get their message out right now. Some do it clumsily, others hit the mark. I think more important is what a company does internally. That’s what matters most. It can be as simple as the hiring process, a fair hiring process. That would be good for morale. If you have a list of ten things that a candidate has, and a certain candidate only has five or six but is curious and intelligent, let’s give her a chance. Let’s assign mentors that give those folks a fighting chance. It can be a simple as an employee mentality.  That can hopefully change attitudes in the long term.”

CMO Club — Anything your passionate about outside of work?

Sharon Buntain — “I have an amazing group of international friends who get together whenever we can, now mostly virtually. I also love to cook. When you cook, you’re doing something practical, you’re being creative, and you’re giving.  I love that.” 

CMO Club — Tell us something about yourself that most people don’t know about you?

Sharon Buntain — “A long time ago, when I was working with Haitian families, I went to JFK to pick up children for a couple who was finally ready to welcome all three of their kids here after their grandmother had taken care of them in Haiti for many years.  We built two triple bunk beds in the little room of their apartment and, since they were both working, I went to pick the kids up, taking the five-year-old that had been born here with me. The three kids, who were six, eight, and nine-years-old came off the plane escorted by the flight attendant who saw our sign and brought them over to us. I couldn’t believe my eyes when I saw that those 3 skinny older kids were just about the same height as the well-fed five-year-old who had grown up here. That image always reminds me of how even the underprivileged here are better off than many elsewhere. That’s stuck with me.” 

CMO Club — What gets you angry?

Sharon Buntain — “I get impatient with certain things. A sense of entitlement would be one of those things, especially right now.” 

CMO Club — On the flip side, what gives you the most joy? 

Sharon Buntain — “Family. It’s truly my greatest accomplishment. It’s a pretty big deal, taking a helpless, brand-new human who doesn’t know anything and raising them to have kindness and work ethic and sensibilities, that’s you, that’s your job as a parent. My heart is very full on that front.”

CMO Club — Can you tell us about your relationship with The CMO Club, and what that’s meant to you?

Sharon Buntain —Pete Krainik introduced me to the club back when he was launching it.  I loved the concept but didn’t have time to truly engage as an effective contributor and participant.  I’ve attended a few events over the years and very much enjoy the passion and open, sharing culture that’s been created and expanded to a global community. I am a firm believer that collective intelligence is a valuable asset. I look forward to learning from other CMOs while sharing my experiences.  Two initiatives related to my current role as Chief Strategy Officer and Head of Global Partnerships at A.T.Cross/Sheaffer, are new licensing partnerships and business gift opportunities for all regions.” 

CMO Club — Last question. With all the craziness happening around us right now, do you have any words of hope to share? 

Sharon Buntain — “What gives me hope is the current generation. They’re watching a movie right now that could generate all kinds of new and creative ways to systematize humanity in this country, which has been sorely lacking on many fronts. That’s where the hope is.”

What technology investments are marketing leaders making now for future success?

CMO Club members share the technology investments they are making to remain competitive in this digital-first landscape.


Muriel Lotto, Head of Global Brand & Marketing, Western Union
@MurielLotto

The Western Union Company is a global leader in cross-border, cross-currency money movement.

We’re very focused on marketing technology, specifically MMM / econometric modeling with predictive analytics, multi-touch attribution model for real-time digital media decisioning, AI capabilities to optimize creative/message, and Machine Learning to drive biddable media decisions in planning and for real-time optimization.


Kimberly Kupiecki, Global Leader Sustainability, Advocacy, Communications, DuPont Water Solutions
@kkupiecki

DuPont Water Solutions (DWS) is a leader in water purification and separation technologies, including ultrafiltration, reverse osmosis(RO) membranes and ion exchange resins. More than 2,400 employees all over the world work with a shared purpose to solve global water challenges for the purification, conservation and reuse of water.

For us, it’s all about leveraging the ON24 platform for internal and external webinar programs. The other one I would say we’re using more is Bonfyre for internal engagement.

Education platform/ Blue Talk, Water Academy, Process Academy – we have generated incredible engagement and leads through these digital means.


Tony Kempa, Managing Director, Head of Marketing, Business Development, and Brand (CMO), Environmental Systems Design, Inc.
@akempa4

ESD is a consulting-engineering firm within the architecture, engineering, and construction industry focused on creating design solutions that produce economic, environmental, and experiential benefits for their clients.

We are not necessarily looking to invest in new tech. We are looking to become more proficient and productive in our existing tech while optimizing work flows. Then, invest in technology that supports strategic growth.

Megan Lueders, CMO, Silicon Labs
@MeganLueders

Silicon Labs is the leading provider of silicon, software, and solutions focused on build a smarter, more connected world. Our technologies are shaping the future of the Internet of Things, Internet infrastructure, industrial automation, consumer, and automotive markets.

Digital Marketing continues to be a key focus pre/post-pandemic but the investment has increased as has the need to refine customer segmentation and analytics, which lead to advancing the buyer’s journey. An unexpected investment has been to virtual meeting technologies as we’ve transitioned in-person meetings to larger virtual encounters.

A Warm Welcome to All Our Recent New and Renewed CMO Club Members!

We are so thrilled that our global CMO community grows bigger and stronger every month! That is largely due to our existing members spreading the word and inviting their connections to join this very special group. We would like to introduce you to all the new members who have joined in on the fun last month and our current members who renewed their membership. Please connect and welcome them to The Club!

New CMO Club Members Include:

Amy Hills, VP, MasterCard
NYC Chapter
LinkedIn

 

Sharon Buntain, Chief Strategy Officer & Head of Global Partnerships, A.T. Cross Company
NYC Chapter
LinkedIn

 

Ekaterina Gaidouk, VP of Marketing, Experian
Orange County Chapter
Linkedin

 

Tessa Bicard, Marketing Director, Trifecta
San Francisco & Silicon Valley Chapter
LinkedIn
Twitter

 

Leila Daiuto, Director, Strategic Marketing, Wolters Kluwer
Tampa Chapter
LinkedIn

 

Dr. Patti Fletcher, Co-CMO/VP of Brand Marketing, Workhuman
Boston Chapter
LinkedIn
Twitter

 

Sabrina De Veylder Pahwa, Director of Marketing, R2Sonic, LLC
Austin Chapter
LinkedIn

 

James Whitemore, SVP & CMO, NetApp
Denver Chapter
LinkedIn
Twitter

 

Rachel Hislop, VP of Marketing and Brand Innovation, Acceptance Insurance
Nashville Chapter
LinkedIn

 

Anna Behrman, recent CMO, Marshall, Gerstein & Borun LLP
Chicago Chapter
LinkedIn

 

Amy Wright, SVP Marketing, Wastequip
Charlotte Chapter
LinkedIn
Twitter

 

Renewing CMO Club Members Include:

Welcome to the world’s most engaged and inspired marketing leadership community!

Monthly Member Shoutouts — July 2020 Edition

The CMO Club is excited to share the latest marketing and leadership news featuring our inspiring members. Check out the recap below of CMO Club members featured on our site and all across the web – give a big hand to members who earned accolades or new positions recently.

Members on thecmoclub.com

CMO ClubHouse Conversations with Renee Baker
The CMO Club chatted with Renee Baker,  Head of PCG Advisor Inclusion Networks at Raymond James, on growing up in southern New Jersey, the state of race relations in corporate America, Black Lives Matter, and doing stand-up comedy in front of your family.

Post-COVID-19 Planning: What Marketing Leaders Need to Consider Now
Vineet Mehra, Global CMO at Walgreens Boots Alliance led a recent CMO Club Virtual Roundtable around planning for a post-COVID-19 world.  Mehra touched on how the CMO role has changed, how to prepare your business for the future, and new priorities for marketing leaders.

Celebrating member’s successes:

Congrats to these members on their new roles!

  • Travis Arthur, Chief Growth Officer, Social Solutions
  • Meg Lee, Head of Marketing – Company Owned Entities, The Goodyear Tire & Rubber Company
  • Kirti Naik, Head Of Marketing, BNY Mellon Wealth Management
  • Trice Alford, Head of Marketing, Sellozo
  • Michelle Snyder, VP Retail Marketing at Comcast

Members across the web:

How brands can visually impact culture positively
Campaign has pulled together some of the finest examples of campaigns that create a lasting impact for the greater good across six categories to see how and when the greatest impacts occur. Burger King CMO Fernando Machado takes art to the more uncomfortable end of the spectrum in order to make an impact in their moldy Whopper ad.

Walgreens Adds To Digital 3.0 Momentum
The digital shift at retail continued its momentum this week as Walgreens and Lululemon both made significant moves to embrace the online consumer experience. “This digital magic coupled with the valued knowledge and quality of care provided by our pharmacists and team members is what allows us to best serve our customers,” said Vineet Mehra, global cmo, Walgreens Boots Alliance.

Job Platform Indeed Finds Gold In Long-Form Content On TV
MediaPost heard from a brand that found that moving from long-form content to short-form content was key in gaining attention. A day later, Indeed’s Paul J. D’Arcy, SVP of marketing, argued the opposite. “What we see is that linear TV is the biggest driver for us,” said D’Arcy.

‘It’s been a wake-up call’ – Walgreens CMO on flexing its digital muscle post-Covid-19
“We saw a huge increase in our e-commerce business,” explains Patrick McLean, senior vice-president and chief marketing officer at Walgreens, during an interview recorded as part of The Drum’s virtual Can-Do Festival.

Demand for Packaged Food Continues as Pandemic Concerns Loom
During last week’s virtual NewFronts, Brad Hiranaga, General Mills’ chief brand officer of North America, expressed that the pandemic has brought not just an opportunity, but also a responsibility for those in his industry. “As a company, we’ve [had] a purpose for a long time. It’s been about serving the world to make food that people love,” said Hiranaga

Bob Pittman speaks with Brad Hiranaga, Chief Brand Officer of North America for General Mills
Digital and Radio Facts: New episode of “Math & Magic: Stories from the Frontiers of Marketing,” hosted by Chairman and CEO of iHeartMedia. In this season finale episode, Pittman speaks with Brad Hiranaga, General Mills’ chief brand officer, for an enlightening interview.

Walgreens Reimagines Customer Engagement
Walgreens is partnering with two of the biggest names in the tech and CX world to reimagine how it engages with shoppers. “Capabilities to combine previously disparate customer data sets, including information from more than 100 million members of our loyalty programs, into a more singular, unified view of the customer – powered by these modern technology platforms – will enable us to truly personalize our omnichannel healthcare and retail offering,” said Vineet Mehra, global chief marketing officer, Walgreens Boots Alliance.

Generation Influence: Gen Z Study Reveals a New Digital Paradigm
“Gen Z are digital pioneers in that they charted the path for the rest of the world to go fully digital, and marketers ignore that path at their own peril,” said Mary Ellen Dugan, Chief Marketing Officer for WP Engine. “The pandemic caused a profound change in the way we do everything, from shopping to eating to engaging with friends and family. Gen Z was already comfortable in that new paradigm, so if you meet the digital needs of Gen Z, you’re ahead of the rest of the world.”

The “Unifier CMO” Is Redefining The Rules Of Cross-Team Collaboration — And It’s Working
A McKinsey study found companies with a “Unifier CMO — someone who fosters robust, collaborative partnerships across the C-suite” have the highest growth. According to Smartsheet CMO Anna Griffin, “The role that the marketing organization has to play is about more than going outward to the market. It’s about deeply connecting with product and sales. You have to be so tightly woven with the product and sales experience, and that has to be completely seamless to enable that customer love and create that synergy customers have for your product.”

Kleenex and Huggies parent Kimberly-Clark aims to halve its environmental footprint within the next decade
U.N. climate report says private business is still moving too slowly with sustainability efforts.  The Kimberly-Clark sustainability report detailed company efforts to get more of the toilet paper, feminine hygiene products and diapers that it produces into vulnerable and underserved communities. “To reach a billion people is certainly an ambitious goal that requires a significant step change from our previous efforts, and we are ready to take it on,” said Alison Lewis, chief growth officer for Kimberly-Clark.

Mastercard’s Digital Priceless Experiences Leverages Golf Champions for Virtual Events
Chief Marketer recently spoke to Mastercard Global CMO Raja Rajamannar about how the brand has converted its “Priceless Experiences” platform to virtual. But to reach a wider audience of cardholders, but also the general public, Mastercard also offered up an array of free digital events on its social and digital platforms.

Smart ideas in health system marketing during the COVID-19 pandemic from 6 execs
Valerie Simon, chief marketing and communications officer at Atlantic Health System: People don’t engage with systems, they engage with people. It is our team members that define our system and the patient experiences that build our brand and earn us trust every day.

There’s No Playbook for an Unchartered World
Whether it was the financial crisis of ’08 or the tragic events of 9/11, one thing remains true – there is no playbook on how to deal with large-scale global events. Alicia Tillman, Global CMO, SAP and John King discuss the spectrum of COVID-19 as not only a global economic issue, but the implications it has for public safety and mental well-being.

Burger King’s latest sustainability effort: reduce cow farts
The new diet plan will curtail methane emissions from cows by 33% per day, according to Burger King. “If the whole industry, from farmers, meat suppliers, and other brands join us, we can increase scale and collectively help reduce methane emissions that affect climate change,” said Fernando Machado, global chief marketing officer for Burger King.

Tariq Hassan (Petco) | Creating a Brand With a Capital ‘B’
Tariq Hassan, is the CMO of Petco— which is one of the largest national retailers in North America. In this conversation, Tariq talks about the importance of mentors, especially those who give you the room to fail and guide you through those experiences, and what Petco does to stand out from other retailers in the space.

Brad Hiranaga: “I’ve been in love with brands since I was 5 years old.”
It’s not just about marketing for Brad Hiranaga. As the Chief Brand Officer, North America for General Mills, Brad has been helping the company realize its potential as a force for good: from encouraging families to connect around the dinner table, to fighting the hunger gap with the No Kid Hungry initiative.

Generating A New Creative Normal In TV Ads
Here’s one possible lasting by-product of the coronavirus pandemic: national television advertising that’s more relevant, authentic, and impactful with viewers. For the last decade, American Express has partnered up with a division of Dentsu on various advertising and marketing matters. “In the end, that makes great creative,” said Elizabeth Rutledge, American Express’ chief marketing officer. “You appreciate it all.”

“It can’t be about us, it has to be about you” – marketers on how coronavirus has changed brand messaging
TSB’s CMO, Peter Markey, called for more “humanity” in marketing: “The implications of COVID-19 has shown how important it is to make sure your communications are not tone deaf and really reflect the mood of the nation.

Marketer’s Journey: Achieving 4x Growth Using Content Marketing w/ Josh Leatherman
In this episode of The Marketer’s Journey podcast, Joshua Leatherman, CMO at Service Express, talks about his content marketing wins – hire the will, teach the skill,  how to bring the buyer in to your content marketing approach, going all in on content, and not waiting for a big vacation but making the weekends meaningful.

Car Companies Want to Monitor Your Every Move With Emotion-Detecting AI
In-car camera systems are being marketed as a safety feature, but their creators’ ambitions go beyond alerting drowsy drivers. Automakers and advertisers have come to a “vast realization” that as cars become more autonomous and embedded with screens, “many passengers in your vehicle are kind of a captive audience in an entertainment context,” Gabi Zijderveld, Affectiva’s chief marketing officer, told Motherboard.

Almost half of consumers have changed their brand preferences
The Ketchum report shows how consumer preferences are changing in support of brands with these certain characteristics, something that has been warned by people in the industry such as the Burger King CMO, Fernando Machado.

How well-prepared are marketers for the impact of the third-party cookie crackdown?
With Google Chrome planning to block third-party tracking cookies by 2022, the demise of the third-party cookie is looming on the horizon. But new research suggests that few marketers still understand the implications of the crackdown – or have a plan in place for how to do without cookies. Glenn Thomas, former CMO of GE Healthcare, added that marketers should be moving away from the “‘Google Analytics’ mindset” and building custom dashboards linked to business outcomes instead.

IBM and Influential Launch AI-enabled Social Targeting Solution To Help Brands Identify
IBM announced the launch of Watson Advertising Social Targeting with Influential, a new solution that harnesses artificial intelligence (AI) to help brands identify influencers that best align with their brand values. “Influential’s IBM Watson-powered campaigns have helped us identify the right influencers and deliver at scale to help us better connect with our target audiences, added Michael Lacorazza, EVP, CMO, Head of Integrated Marketing, Wells Fargo.

Marketing to Life Scientists: When it’s Different and When it’s Not
Sometimes marketers in the life sciences may say, “Our customers are different. We need to market to them differently.” said Kelly Grover, Director of Marketing Communications at Taconic Biosciences in a conversation she has often with her team at Taconic Biosciences. Kelly lays out very clearly how they think about marketing to multiple stakeholders, setting priorities, and how they use data to decide what matters most and then also what works.