The CEO’s Guide to Marketing The one with Pinterest Chief Marketing and Communications Officer Andréa Mallard about the marketing value of marketers undervaluing their work.
Jan 15, 2025
Andréa Mallard, Chief Marketing and Communications Officer at Pinterest, shares insights from her extensive background, including her past roles at Athleta and IDEO. She discusses the critical value of marketing beyond just bottom-funnel tactics and the emotional challenges CMOs face. Andréa emphasizes the importance of understanding customer motivations, utilizing predictive trend data, and building credibility with C-suite executives. She also highlights Pinterest's commitment to emotional well-being and long-term differentiation strategies.
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Breadth Over Depth For Modern CMOs
- A CMO must be conversant across science and art, moving from regression models to creative editing in a single day.
- Andrea Mallard says breadth of literacy is the hardest part of being a CMO.
Marketing Should Start, Not Finish
- Many C-suite colleagues still view marketing as a late-stage embellishment rather than a strategic beginning.
- Andrea Mallard calls this a mismatch in expectations about when and how marketing should participate.
Measurement Distorted Marketing Priorities
- Performance marketing's measurability shifted attention to bottom-funnel tactics and undervalued brand work.
- Andrea Mallard argues great creative is hard and needs investment beyond easy metrics.