Mike Armstrong: Innovating to Stay Ahead of the Game with Juventus' CMO

Mar 25, 2024

59:57

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Episode notes

Today’s episode, I’m joined by Mike Armstrong.

Mike is the Chief Marketing and Communications Officer at Juventus.

Moving from Toronto to Torino, Mike joined the club in September 2021, with a remit to innovate and to grow the club's global supporter base.

As the only English-speaking native within the organisation, this has required some cultural readjustment. As has moving into life working within a sports rights holder environment, having previously spent his time working in Consumer Packaged Goods (CPG) with both Kraft Foods and AB InBev, as well as in media at CBC, Google, and esports upstart Overactive Media.

The result is a unique perspective, and an approach that is unlike any other from across the top football clubs in Europe.

Time Stamps

2:00 - Ronaldo’s Exit

6:00 - Working Closely with Fans (Rather than Customers)

9:00 - Addressing the Economic Headwinds Facing European Football

11:00 - Lessons from Working in Consumer Packaged Goods

14:00 - Merging of Chief Marketing and Chief Communications Roles

18:00 - Embracing Generative AI Tools

21:00 - Brining Fan-Created Content In-House

26:00 - Content as a Driver of Fandom

30:00 - Creating for Netflix vs TikTok

35:00 - Reducing Reliance on Individual Star Power