The CMO Podcast Laura Knebusch (Georgia-Pacific) | The Power of Staying Unflappable
Nov 26, 2025
Laura Knebusch, Senior VP of CPG Marketing at Georgia-Pacific, dives into the vital role of staying calm under pressure in marketing. She emphasizes the importance of adaptability and continuous learning in an ever-evolving digital landscape. Laura shares insights on transforming marketing into a consumer experience through data-driven strategies and analytics. She also discusses innovative campaigns for Brawny and Angel Soft, highlighting their relevance in today's culture. Lastly, she reflects on her journey from Procter & Gamble to leading change at Georgia-Pacific.
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Calm First, Act Purposefully
- Laura Knebusch stays calm by listening first, then planning a path forward with empathy.
- Her unflappable style channels emotion into clarity and focused action under pressure.
Treat Change As Continuous
- Embrace change management as ongoing instead of mastering any single technology.
- Prioritize hiring lifelong learners who seek and welcome continuous transformation.
Convert Conference Learnings To Actions
- Debrief every conference with concrete 'go-dos' instead of just takeaways.
- Translate learnings into actions and team discussions to drive adoption quickly.