Frontier CMO Podcast by Think with Google

Today’s CMO is  being asked to deliver growth in a  landscape defined by radical uncertainty and AI disruption. In this episode of Frontier CMO, Norm de Greve, Chief Growth Officer at General Motors, joins Josh to explore what it takes to drive reinvention inside one of the world’s most complex legacy brands. Norm uses his experience making high-stakes decisions that have defined his career— walking away from $2 billion in tobacco revenue at CVS to steering GM’s resurgence—and turns it into actionable tactics for modern leaders. His thesis: Own the entire business engine, not just the brand. Learn how to move at the speed of change, without losing your creative soul.  Whether you are navigating the anxiety of the AI era or managing the tension between short-term performance and long-term brand building, this episode offers a masterclass in building sustainable systems for growth. 00:00 – Creative Still Matters in the Age of AI 00:24 – Welcome to Frontier CMO & Norm De Greve’s Journey 01:22 – Inside GM’s Turnaround and Reinvention 02:26 – Why Automotive Is One of the Most Powerful Brand Businesses 05:01 – Bankruptcy as the Catalyst for Change 06:11 – EVs, Profit Pressure, and a New Marketing Model 08:38 – Leading Teams Through Constant Change and AI Anxiety 10:11 – From CMO to Chief Growth Officer 13:48 – Short-Term Sales vs Long-Term Brand Building 23:48 – Rebuilding GM’s Agency Model with MediaMonks and Metropolis 31:34 – Why Brand and Human Taste Matter More in an AI World 34:24 – Field Notes from the Frontier: Growth, Change, and the Human Soul Learn more at Think with Google: https://business.google.com/us/think/frontier-cmo/  You can also find us on Apple Podcasts: https://podcasts.apple.com/us/podcast/frontier-cmo-podcast-by-think-with-google/id1860114911  Spotify: https://open.spotify.com/show/2frcKgPI191iwfmVMHGfgYAmazon Music: https://music.amazon.com/podcasts/f0b58c08-3ce3-418d-9dad-bd0635141ff4/frontier-cmo-podcast-by-think-with-google

Shelly Palmer, CEO of The Palmer Group and expert in AI and marketing, joins to discuss the evolving role of CMOs amid technological transformations. She emphasizes that AI is a leadership challenge rather than a mere tech shift, urging marketers to reorganize around human-agent partnerships. The podcast dives into the identity threat posed by automation, differentiates between human-inspired creativity and AI production, and stresses the importance of continuous adaptation in marketing strategies. Palmer also predicts a future where CMOs transition from tactical roles to strategic leaders.

In the AI era, marketing should be unstoppable, and its future is being written in real time. Frontier CMO talks to the leaders shaping it. Join Joshua Spanier, Google's VP of AI and Marketing Strategy, in his deep-dives with the leaders, marketers, technologists who are rewriting the playbook. Welcome to the Frontier. New episodes drop January 2026. We’re asking the questions others won’t: How do marketing leaders prove ROI to executives? What does a modern marketing strategy look like when AI and analytics are reshaping the rules every day? Each episode of Frontier CMO explores the real-world playbooks leaders are using to navigate the AI-powered landscape.  From marketing trends and branding breakthroughs to advancements in digital marketing, social media, content marketing, and B2B marketing, Frontier CMO breaks down what’s working and what’s not to help you navigate this new landscape. Subscribe to Frontier CMO on YouTube, Apple, Spotify or wherever you get your podcasts to get alerted when the first episode drops in January.

This week on Modern Marketers, Tombras president Dooley Tombras joins Google's Joshua Spanier and Bethany Poole to discuss being the third generation to lead the family business, what it means to be an independent agency focusing on data and creativity, and the partnership with PODS and Google to create an impossible ad campaign using generative AI. Dooley shares a few favorite campaigns from his 20 years at Tombras, how he balances classic marketing metrics with modern approaches, and what the next five years look like for the agency.

This week on Modern Marketers, McDonald's VP of Marketing Elizabeth Campbell joins Google's Joshua Spanier and Bethany Poole to talk about her 20-year career at the company and how the brand keeps consumers at the center of everything it does. Elizabeth shares some of McDonald's most iconic marketing campaigns and product launches she has worked on over the years, as well as tips for engaging with consumers in a way that feels natural to them and how the brand decides what does and doesn't need to be tested.

Jim Lecinski, a clinical professor at Northwestern's Kellogg School, shares insights from his shift from tech to academia. He emphasizes the importance of combining creativity and analytics to thrive as a marketer. Jim also discusses the evolving role of marketing leaders and the necessity of adapting to AI's impact on marketing strategies. With a focus on outcome-based marketing, he advocates for collaboration between marketing and finance to ensure strategic investments yield measurable returns.

This week on Modern Marketers, Walmart SVP and CMO William White joins Google's Joshua Spanier and Bethany Poole to talk about how he empowers his team to stay nimble, using customer insights as a competitive advantage and how the brand breaks through during the busiest time of the year: the holidays. William discusses how brand purpose and values act as a guide, getting to the crux of what's driving consumer behavior and staying a season or two ahead.

Kipp Bodnar, CMO of HubSpot and B2B marketing expert, shares his wealth of experience in creative marketing strategies. He discusses the balance between quick business results and long-term value, emphasizing the need for risk-taking in leadership. Kipp also touches on the integration of AI in marketing and the importance of differentiation through unique storytelling. His perspective on convincing CFOs about marketing investments adds another layer to understanding accountability in the rapidly evolving marketing landscape.

Brigitte King, the Chief Digital Officer at Colgate-Palmolive, joins Google’s Joshua Spanier and Bethany Poole to discuss transformative leadership in digital marketing. Brigitte emphasizes her five P’s principle for effective planning and decision-making. They explore adapting to AI technologies, highlighting the importance of embracing change and fostering a ‘test and learn’ culture. The conversation touches on Colgate-Palmolive's innovative digital transformation and their impactful Bright Smiles, Bright Futures initiative for children's oral health.

Zach Kitschke, CMO of Canva, discusses the platform’s transformative journey from a small team to a global design powerhouse with over 180 million users. He emphasizes the importance of creating delightful product experiences that empower everyone to communicate visually. The conversation highlights how Canva adapts to user needs through community involvement and data-driven strategies. Zach also dives into the shift from traditional marketing to continuous engagement, showcasing the power of social media in driving brand visibility and user experience.