The CMO Podcast

Cotopaxi, Genentech, and Toyota Motor North America | CMO Panel at Deloitte University Next Generation CMO Academy

Nov 15, 2023

Brad Hiranaga from Cotopaxi, Erica Taylor from Genentech, and Lisa Materazzo from Toyota Motor North America discuss preparing for the C-Suite, imposter syndrome, streamlining workflows, balancing details and leadership, the evolving role of CMOs in biotech, influencing board members, creating a business case for abandonment, and building culture.

49:55

Episode guests

Lisa Materazzo

Erica Taylor

Brad Hiranaga

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Balancing content strategy and the demand for content is a challenge for marketers, but Deloitte Digital offers efficient solutions to scale content creation without additional resources.

Preparing for C-suite roles involves thinking ahead, striking a balance between understanding the landscape and focusing on the present, and seeking guidance and support within networks.

Building strong relationships with the board, communicating business performance, and tailoring interactions to individual members are key for marketing leaders working with the board.

Deep dives

Balancing Content Strategy and Scaling Content Creation

One of the main challenges for marketers is balancing content strategy and the increasing demand to create content. Deloitte Digital offers efficient and sustainable solutions to help marketers scale content creation without hiring additional resources. Their integrated solutions streamline workflows and enable the creation of relevant and targeted communications to improve business outcomes.

Introduction

2min

Connecting Consumers Through Purpose

10min

Non-Traditional Decisions and Imposter Syndrome

3min

Embracing Streamlined Workflows and Automated Processes in the Content Supply Chain

2min

Balancing Dive into Details and Leading at a Higher Level

2min

The Evolving Role of CMO in the Biotech Industry

19min

Influencing Board Members and Building Relationships

11min

Creating a Business Case for Abandonment and the Role of Marketers in Building Culture

3min

How do you prepare to join the C-Suite after years of working as a marketing leader? Jim wraps up the final episode from the 2023 Deloitte University Next Generation CMO Academy with a roundtable panel discussion featuring Brad Hiranaga (Chief Brand Officer of Cotopaxi), Erica Taylor (Vice President and Chief Marketing Officer of Genentech), and Lisa Materazzo (Group Vice President of Marketing at Toyota Motor North America).

Brad Hiranaga is a returning guest to the podcast. He spoke to Jim in 2021 as Chief Marketing Officer at General Mills, where he spent 18 years. Now a year into his new role as CMO for Cotopaxi, a sustainable outdoor apparel brand, Brad looks to build on the mission of the founder, who–fun fact–named the company after a volcano in the Andes in central Ecuador.

Erica Taylor is Genentech’s first CMO. Erica actually worked at Genentech for 10 years before leaving to join another pharmaceutical giant, Gilead. Erica returned to Genentech in 2021 and was promoted to CO in 2022. She is also the first CO on our show with a PhD in Immunology.

Lisa Materazzo has spent over two decades at Toyota, with a brief intermission at AOL and Build-a-Bear, before returning to the company and ultimately becoming the Group Vice President of Toyota Division Marketing at Toyota Motor North America in 2021. Raised in a car-fanatic family, it’s extremely fitting that Lisa finds herself leading marketing for one of the most prominent motor companies in the world.

Tune in as these guests share how they prepared for the C Suite, what they got right and wrong in their career, and how they deal with imposter syndrome.

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