Dara Treseder, CMO of Autodesk: Invest in Yourself
Oct 4, 2023
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Dara Treseder, CMO of Autodesk, shares her journey from self-investment to success in the C-Suite. She discusses the art and science of marketing, avoiding attachment to ideas, and campaigns at the Oscars. The conversation delves into her life from Nigeria to the US, expressing gratitude, and Apple's 'Mother Nature' ad.
Invest in yourself to build confidence and readiness for top leadership roles.
Creativity and instincts are vital for marketing success, emphasizing the need for adaptability and growth.
Customizing ad formats based on platforms and audience increases marketing impact and engagement.
Deep dives
Importance of Creativity in Marketing
Working as a marketer involves applying creativity to every aspect of the job to achieve exponential returns on investment. Creativity serves as the pixie dust that enhances performance and delivers outstanding results by going beyond expectations.
Trusting Instincts and Navigating Uncertainty
Trusting instincts and navigating uncertainty are essential in marketing leadership roles. Going through challenging yet exciting times hones necessary skill sets. It is crucial to bloom where planted and recognize when it's time to grow and explore newer opportunities.
Value of Custom-Built Ad Formats
Creating purpose-built ad formats for different platforms, such as short six-second ads or traditional 30-second ads, enhances marketing effectiveness. Customizing ads based on the specific audience and platform increases the impact and resonates better with viewers.
Learning from Creative Challenges
Facing creative challenges and setbacks highlights the importance of trusting instincts and focusing on simplicity and effectiveness in messaging. Testing and validating hypotheses help prevent overinvestment in ineffective strategies. Adapting to unexpected outcomes and refining creative approaches based on feedback are key to successful marketing campaigns.
Importance of Preparation for Building Confidence
Preparation is emphasized as a key factor in building confidence, as highlighted by the speaker's personal journey. The podcast delves into how thorough preparation and striving for excellence enable individuals, especially women, to overcome self-doubt and exhibit confidence in professional settings. Through personal experiences, the speaker stresses the significance of being overprepared and delivering consistently to establish confidence and credibility, particularly in challenging roles or environments.
Role of Coaching in Leadership Development
The podcast underscores the importance of coaching in leadership development, focusing on three key aspects: building confidence, honing intuition, and taking clear-eyed risks. The speaker shares how a coach played a crucial role in enhancing leadership skills by boosting confidence, refining decision-making intuition, and facilitating calculated risk-taking. The discussion highlights the role of coaching in fostering self-assurance, sharpening leadership instincts, and guiding individuals to make informed, strategic decisions in professional endeavors.
Once upon a time, Autodesk CMO Dara Treseder was selected by her then-employer for an assessment with a professional coach, to see if she was executive material. "I knew I could, but I didn't think I would" make it to the C-Suite, she recalls. "And I didn't think I would because I didn't think anyone would give me the shot."
The big takeaway of the session reduced Dara to tears: Her CEO really believed in her, so much so that — if she improved on some problem areas — she could be a great CMO. So, Dara made a PowerPoint deck and took it to her husband with a pitch: Let's hire a professional coach on her own dime, "so that when I do get that top job, I am ready to go, and I can keep it," she says. "I think about that a lot, because many times, people are waiting for someone else to invest in them. You know what? You've gotta invest in yourself. If you don't believe in yourself, how do you expect anyone else to believe in you?"
Today on Building Better CMOs, Dara talks with MMA Global CEO Greg Stuart about why marketing is art AND science; the danger of falling in love with your own ideas; and Autodesk's campaigns at the Oscars and during the series finale of The Walking Dead. They also discuss Dara's journey from Nigeria to the US, having gratitude for your life, Apple's new "Mother Nature" ad, and more.
