Building Better CMOs

Building Better CMOs

From the nonprofit thinktank MMA Global, Building Better CMOs is a podcast about the future of marketing, hosted by CEO Greg Stuart. It explores the tough realities of leadership in marketing, what we can learn from the most successful Chief Marketing Officers in the industry, and how all marketers can get stronger and smarter. In a hyperconnected world, these marketers are facing a multitude of new challenges — not least of which is the pressure to justify their existence. On Building Better CMOs, you'll gain a deeper understanding of the evolving purpose of marketing leaders, and learn actionable strategies to overcome obstacles. Produced by LightningPod. For transcripts and more, visit bettercmos.com

Episodes

November 15, 2023 62 mins
Full transcript "We have this East Coast, West Coast dynamic going on in our industry," says Vineet Mehra, the CMO of Chime. But rather than 2Pac and Biggie, the split is between brand marketing and performance marketing — which Vineet says shouldn't be mutually exclusive. "Instead of integrating our worlds and realizing that all of this is now marketing, we have marketed marketing in an absolutely divisive way," he says, "and actu...
Mark as Played
Full transcript One 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...
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Full transcript “You need content to deliver a good customer experience.” Sounds obvious, right? Except in today's marketing environment, says Adobe's chief brand officer Heather Freeland, one campaign can require 5,000 unique assets: Consider every possible channel, multiply that by the number of audiences you're trying to reach, and that by the number of customer segments within those audiences, and that by the number of markets ...
Mark as Played
Full transcript 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 mu...
Mark as Played
Full transcript How do you advertise a streaming movie or TV show? "Flashy campaign assets" like a trailer and key art are certainly part of it, says Paramount Streaming's head of marketing Domenic DiMeglio. But in the modern entertainment business, that's just the tip of the iceberg. In reality, he says, you need hundreds of assets that will appear on every platform, and a plan to "manage the customer life cycle as part of that pr...
Mark as Played
Full transcript Uber's big Super Bowl campaign this year was a hit: In the ad, actual Uber executives try to convince Diddy to produce a jingle for the company's membership program, Uber One. The entertaining spot was "about as blatantly overt about selling as you can get," says VP of Marketing David Mogensen — and he's proud of that. "As an industry, I think we tend to think that selling is a bit of a dirty word," David says. "And...
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Full transcript As recently as the late 2000s, if you wanted to launch a new banking brand you needed brick-and-mortar branches. But GMAC, a spinoff of GM that was bought by private equity firm Cerberus, didn’t have the liquidity to build or buy a network like that. Joining the company as a brand executive and later becoming its CMO, Andrea Brimmer recalls how risky it felt to debut GMAC’s new identity, Ally Financial, as an online...
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Full transcript There are some necessary dividing lines in FanDuel CCO Mike Raffensperger's line of work. The most obvious one is that online sports gambling is legal in 19 states, but not others. The company also refuses to do name & likeness deals with college athletes because many of them aren't old enough to gamble, Mike explains. But he outright rejects the idea — widely accepted in some marketing circles — that there needs to...
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Full transcript When CMO Kellyn Smith Kenny joined AT&T in 2020, she led an ambitious overhaul of the company's purpose; as is the case in many companies, this required a huge amount of customer research, and countless workshops and conversations with employees from across the company. But after landing on a stronger brand — to connect people to greater possibility through expertise, simplicity, and inspiration — Kellyn realized th...
Mark as Played
Full transcript The online design software Canva has more than 130 million users around the world, but it wasn't obvious 10 years ago that the Australian startup would one day be a runaway hit, valued at $40 billion. Just ask CMO Zach Kitschke, who was employee number five. He was hired to do communications and marketing, but also wound up being tapped to lead customer service, product, HR, and even food prep for a time. "When you'...
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Full transcript Colgate-Palmolive has been in business for more than 200 years, and it won't be around for another 200+ unless its operators continue to innovate, says Diana Haussling, the company's VP and GM North America Consumer Experience & Growth. "It's really important that we don't have a sense of entitlement," she says. "We are parts of a broader history, of a huge brand and a huge brand story. Our responsibility as brand s...
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Full transcript Mayur Gupta attributes everything he understands about marketing to his background as an engineer, the safest career path for a young person in India. He pivoted twice: First to Sapient's ad tech product BridgeTrack, and then to his first proper role in marketing, joining Kimberly-Clark in 2012. Today, Mayur is the CMO of the Kraken Digital Asset Exchange, which he describes as a crypto brand with a soul. "Fundament...
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Full transcript Jonnie Cahill has served as CMO of Heineken USA since 2018, overseeing the marketing for some of the world’s biggest beer brands, including Heineken, Dos Equis and Tecate. He also worked on their alcohol-free beer, Heineken Zero, including a Super Bowl TV spot starring Paul Rudd as Ant-Man from the Marvel Cinematic Universe. On this episode of Building Better CMOs, Cahill tells MMA Global CEO Greg Stuart why live ex...
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Full transcript Since 2019, Linda Lee been the CMO of Meals and Beverages at Campbell Soup Company, and she also chairs MMA's North America board of directors. Her pre-Campbell's resume includes stints at Procter & Gamble, General Mills, and Mondelēz International. But before all that, she was a scientist, earning a BS in chemical engineering. On this episode of Building Better CMOs, Lee convinces MMA Global CEO Greg Stuart that ma...
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Full transcript As CMO of CVS Health, Norm de Greve has overseen some incredibly important and sometimes controversial campaigns, including the removal of cigarettes from all of their stores in 2014. More recently, CVS has made a point of calling out when photos of models have been retouched, and is offering both virtual and in-person mental health counseling to customers who need it. On this episode of Building Better CMOs, de Gre...
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May 23, 2023 1 min
Is marketing as good as it can be? And what does its future look like? When they talk about marketing, a lot of people stick to what they know: Concepts and theories that they believe to be true, and maybe they were, once. But a lot of those frameworks are just wrong or out of date. The truth is that marketers today face a constantly changing environment, with new consumer expectations and a multitude of new challenges. That’s wh...
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