Joanna is an Executive in Residence at Reforge, marketing advisor and angel investor. For over 20 years she has helped build and scale companies across a number of categories, business models, and audiences. She was previously the CMO of Skyscanner, one of the largest travel marketplaces in the world, and CMO of ClassPass, a leading health and wellness platform.

We discuss: 

• Establishing the right brand strategy
• Building the foundations of leadership with the right partners 
• A more effective way to find the right CMO for founders and CEOs
• Building accountable and high performing marketing orgs

---

Where to find Joanna

Joanna's LinkedIn Profile

---

Joanna's refers to

Google's CMO Archetypes

---

Where to find Patrick 

Patrick's LinkedIn Profile

---

(2:20) Why brand strategy comes before growth 

(3:51) Connecting the brand strategy to the company and product strategies 

(6:24) Breaking down the components of the brand strategy 

(7:10) Companies who have done brand well 

(10:22) If you don't have a 10X product, you should be thinking about your brand 

(11:55) The four pillars of a brand strategy 

(15:25) The relationship between a marketing and product leaders

(17:49) Short term and long term planning across the leadership team to sustain the growth model 

(19:40) What to look for in a CMO or in a new marketing leader beyond the domains they spike on - growth, brand, or product marketing 

(24:30) Why tenure among the C-level for CMOs is the shortest 

(28:10) Lessons in building a great leadership team

(32:06) A lack of diversity in the team is a predetermined conversation 

(34:35) The X factor has more power than experience 

(35:24) Org structures and when and why to restructure 

(38:27) Building high performing marketing organizations the commonalities behind them 

(41:40) Ensuring the right values. Culture usually comes from the founder

(44:15) Where to find Joanna!