Joanna is an Executive in Residence at Reforge, marketing advisor and angel investor. For over 20 years she has helped build and scale companies across a number of categories, business models, and audiences. She was previously the CMO of Skyscanner, one of the largest travel marketplaces in the world, and CMO of ClassPass, a leading health and wellness platform.
We discuss:
- Establishing the right brand strategy
- Building the foundations of leadership with the right partners
- A more effective way to find the right CMO for founders and CEOs
- Building accountable and high performing marketing orgs
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Where to find Joanna
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(2:20) Why brand strategy comes before growth
(3:51) Connecting the brand strategy to the company and product strategies
(6:24) Breaking down the components of the brand strategy
(7:10) Companies who have done brand well
(10:22) If you don't have a 10X product, you should be thinking about your brand
(11:55) The four pillars of a brand strategy
(15:25) The relationship between a marketing and product leaders
(17:49) Short term and long term planning across the leadership team to sustain the growth model
(19:40) What to look for in a CMO or in a new marketing leader beyond the domains they spike on - growth, brand, or product marketing
(24:30) Why tenure among the C-level for CMOs is the shortest
(28:10) Lessons in building a great leadership team
(32:06) A lack of diversity in the team is a predetermined conversation
(34:35) The X factor has more power than experience
(35:24) Org structures and when and why to restructure
(38:27) Building high performing marketing organizations the commonalities behind them
(41:40) Ensuring the right values. Culture usually comes from the founder
(44:15) Where to find Joanna!
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