Building Better CMOs and Marketing Leaders

Full transcriptOne of the three core principles of successful marketing operations, says McKinsey & Co senior advisor Rebecca Messina, is articulating and keeping to a clear mission. Sometimes, companies already have one, but "engagement in the mission is low." Other times, business leaders may think they have a mission, but it's wildly inconsistent across the organization. Formulating a proper answer to the mission question means asking some fundamental questions."It's based on the bigger question, which is where in the value equation are you?," says Rebecca, the former global CMO of Uber and longtime marketing leader at the Coca-Cola Company. "Are you that exchange company? Are you that engagement company? Are you that experience company? ... Whatever you are, how is it that you uniquely create that experience? How is it that you're going to uniquely deliver on engagement?"Today on Building Better CMOs, Rebecca talks with MMA Global CEO Greg Stuart about cultivating the right mindset for marketing, the complexities of changing strategies, and what it takes to get into leadership roles. They also discuss the softening of the brand vs performance debate, how Rebecca redefined herself outside of Coca-Cola, and the dangers of opening a car door in Amsterdam.Follow or subscribe to Building Better CMOsRate & review the podcastLinks: Rebecca's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.

Heather Freeland, Chief Brand Officer of Adobe discusses the challenges of keeping pace with technology, the impact of new generative AI solutions, and the difference between a career ladder and a career jungle gym in marketing. She also shares insights on the transition to digital marketing, the importance of scaling and operations, and the overrated nature of advertising in marketing.

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.

Domenic DiMeglio, CMO of Paramount Streaming, discusses marketing strategies for streaming services, competition with TikTok, creating engaging trailers, and leading with empathy. They also talk about Pluto TV's success, merging content for Paramount Plus, and the return of Axe in 'Billions'.

VP of Marketing at Uber, David Mogensen, discusses the importance of not shying away from selling in marketing efforts. He reflects on Uber's successful Super Bowl campaign and challenges the notion that selling is a dirty word in the industry. David also talks about the impact of COVID-19 on Uber's business, the intensity of Uber's marketing culture, and the need to change public perceptions of the brand.

Andrea Brimmer, CMO of Ally Financial, discusses the challenges of rebranding GMAC into Ally, a digital-only financial firm. They delve into the success of digital banking, gender equality in sports media coverage, data-driven marketing strategies, industry transitions, and shared dreams of starting a dog rescue. The conversation also covers innovative marketing tactics, the metaverse, and the importance of bravery in marketing.

Mike Raffensperger, CCO of FanDuel, challenges the brand vs. performance marketing divide in online sports gambling. He discusses why brand marketing must intertwine with performance marketing for consumer engagement. The podcast also covers how FanDuel became a successful second-screen experience, CMOs' evolving role as strategic leaders, and the challenges faced beyond legalization.

AT&T's CMO Kellyn Smith Kenny reveals the success of their brand overhaul by first engaging employees. The discussion dives into AI's impact on marketing, the dangers of last click attribution, and the importance of creativity in advertising. Embracing change and innovation, the podcast explores the future of marketing leadership and the power of inspirational leadership to drive growth.

CMO of Canva, Zach Kitschke, shares insights on Canva's journey to success, avoiding marketing buzzwords, embracing AI, and the value of professional coaching. They discuss seizing growth opportunities, democratizing design, brand building, AI evolution, and the challenges of rapid company growth. The conversation also touches on adaptability in hiring, team culture alignment, and the benefits of saying yes to new opportunities.

Diana Haussling from Colgate-Palmolive discusses the need to innovate for brand longevity and challenges traditional marketing funnels. They touch on winning in both digital and physical retail, balancing ambition with fear of failure, and the importance of humility and empowerment in leadership. Insightful conversation about marketing strategies, scenario planning, and allyship with the LGBTQ+ community.