Uncensored CMO CMO masterclass & how to grow billion dollar brands with PepsiCo CMO Jane Wakely and Neil Barrie
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Sep 17, 2025 Join Jane Wakely, Global CMO of PepsiCo and former Mars executive, along with Neil Barrie, founder of 21st Century Brands and author, as they dive into what sets a world-class CMO apart. They discuss the crucial partnership between CMOs and CFOs, emphasizing the role of creativity in marketing—highlighting campaigns like the giant Cheetos thumb. They also share insights on brand management, the significance of adjusting established brands, and the importance of celebrating women in sports, showcasing innovative strategies that drive growth for billion-dollar brands.
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CMO As Architect Of Growth
- The CMO is an "architect of growth" who combines science and creativity to bridge consumer insight with commercial outcomes.
- Great CMOs set a long-term vision while building the roadmap and culture to execute it.
Protect Learning Time Early
- Spend your early months listening widely, traveling the business and protecting time to learn before operating the team.
- Write down your fresh perspectives and revisit them to keep your outsider insight useful.
Partner The CFO With Honesty
- Treat the CFO relationship as servant leadership: collaborate, simplify measurement, and be honest about gaps.
- Map consumer-led metrics to commercial KPIs and co-create how to fill measurement gaps together.
