Building Better CMOs and Marketing Leaders

Norm de Greve, CMO of CVS Health: The Framework Crisis

May 31, 2023

Norm de Greve, CMO of CVS Health, discusses impactful campaigns such as removing cigarettes from stores and promoting realistic beauty standards. He emphasizes the need for marketers to develop a growth framework and the challenges of balancing success with doing the right thing. The conversation also covers raising teenage daughters, building a brand for long-term returns, the impact of purpose-driven initiatives, challenges of being a senior executive, and the importance of sticking to a marketing plan for success.

40:08

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Episode guests

Norm de Greve

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Quick takeaways

Having a clear growth framework is essential for marketers to drive growth, make informed decisions, and gain support from stakeholders.

Real leadership in marketing involves understanding challenges, collaborating with other executives, and leveraging business thinking to generate revenue and margin.

Deep dives

The Importance of a Growth Framework in Marketing

The podcast episode emphasizes the need for marketers to have a clear growth framework in their organizations. The lack of a growth framework can lead to inconsistencies and disagreements among marketing teams, hindering overall effectiveness. The speaker highlights the value of evidence-based frameworks and the importance of aligning with academic research. By having a robust growth framework, marketers can drive growth, make informed decisions, and gain support from stakeholders.

Introduction

3min

The Value of Advertising and CVS Health's Brand Building

4min

Raising Teenage Daughters and the Evolving Role of a CMO

3min

Building a Brand for Long-Term Returns

16min

The Impact of a Purpose-Driven Initiative at CVS Health

4min

Challenges of being a senior executive in a large company

8min

The Tendency to Change Too Fast and the Challenges of Being a CMO

2min

Full transcript

As CMO of CVS Health, Norm de Greve has overseen some incredibly important and sometimes controversial campaigns, including the removal of cigarettes from all of their stores in 2014. More recently, CVS has made a point of calling out when photos of models have been retouched, and is offering both virtual and in-person mental health counseling to customers who need it.

On this episode of Building Better CMOs, de Greve talks to MMA Global CEO Greg Stuart about all of those things, as well as the balancing act between being successful and doing the right thing; he also argues that an alarming number of marketers are wasting everyone's time by not developing a framework to drive growth for their organizations.

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This episode was produced and edited by Eric Johnson from LightningPod.fm.