Posts in CMO Moves
Citi’s Global Chief Brand Officer on Putting Yourself in Someone Else’s Shoes

Just last week, Citi announced that Carla Hassan would be joining them as their new global Chief Brand Officer. I had the great honor of sitting down with her the next day to dive deep into her new role, what she’s excited to take on and where she plans to start.  We also cover some incredibly personal topics that have shaped her leadership style along the way.  Most notably, Carla is a working mom who has previously struggled in dealing with painful harassment for being a Lebanese immigrant in the U.S. and overcoming cancer that threatened her daughter’s life.  If you ever had any doubt on the value of empathy or why that needs to be a business imperative, you must listen to this incredibly honest, raw and wonderful episode with Carla.

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Fulfilling the American Dream

Casey Hurbis, CMO of Quicken Loans leads America’s Largest Lender, with 17,000 team members and 1,100 interns (18,000 apply every year) in downtown Detroit, having a significant impact on the revitalization of Detroit and Quicken Loans having been consistently voted one of the best places to work. As Casey shares his offensive and defensive marketing strategy, he also shares what it takes to run a massive in-house agency that produces over 13,000 assets on a annual basis.  Most importantly, as Casey reminds us all, it’s all about purpose. “Our purpose is very, very simple. We want to help everyone in America realize their dream of being a homeowner.”

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David Edelman on Aetna’s Agile Digital Transformation of a Complex Ecosystem

Dave Edelman, CMO of Aetna, is one of the world’s leading authorities on not just Digital Transformation, but how to do that with agility and scale.  When Dave took on the role of CMO of Aetna, he was not only geared up, he was excited to help lead a massive marketing transformation effort that included 3000+ customer touch points, many of which were B2B.  But it wasn’t the transformation in and of itself that excited him, it was the why behind the effort.  To turn Aetna into a consumer-oriented, brand-forward company with a clear vision and a new-found purpose.  If you ever wanted to hear how to transform a company with a complex B2B2B2B2C ecosystem leveraging all the power of digital, creative, operations, strategy and vision…now’s the time.  A real masterclass with Dave Edelman.

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The Swagger Of A Brand

Lee Applbaum, Global CMO of Patron Tequila and Grey Goose Vodka is in a “pinch me moment” of his career being able to work on not just one iconic brand, but two at the same time. Both brands have incredibly rich heritages with similar DNA and ethos, but face different challenges.  Key to success, beyond having a world class marketing team and partners, is the consumer. Join us in this fascinating exploration of how to leverage and augment brand swagger with the coolest technology, like VR, AR and Bot-Tenders, to truly become #PatronWorthy and get a peek at what Lee’s planning for Grey Goose.

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Bravery to Move at the Speed of Pop Culture

Fernando Machado, Global CMO of Burger King, is an advertising award machine with more than 120 Lions in Cannes (5 Grand Prix), 16 D&AD Yellow Pencils, 1 Grandy and 2 Grand Effies in North America.  Critically important in his success formula is moving at the speed of pop culture and taking risks with great agency partners. Having started as an intern at Unilever as Chemical Engineer and working his way up to Global CMO of Burger King, he shares his top advice for other marketers, “First really get to know your brand, then develop a taste for great advertising and then just do it!”  His advice to agencies?  “Help your client do these three things!”

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How to Set Your CMO Table

Dana Anderson, Chief Transformation Officer of MediaLink, is one of my favorite people on the planet. She mesmerizes me with her brilliant, sharp humor which is always delivered with transparent, best intentions. Every time I talk with Dana, I want to write down every word she says as she shares truths and insights that come from her tremendous career experience. As former CMO of Mondelez and now CTO for MediaLink, I knew there would be no better person to ask than Dana on what’s happening today in the challenging and rapidly changing intersection of agencies and brands.

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Twitter CMO Leslie Berland on Leading with Impact

Leslie Berland, CMO and Head of People of Twitter, has led with impact her entire career, both for the companies she passionately serves and by taking a stand personally to represent and support communities she believes need a platform.  The results from her leadership at American Express and now Twitter clearly speak for themselves and she shook the world stage earlier this year at CES when she changed the discussion forever.  Join us in this incredible episode about taking on new roles, creating leadership teams, uncovering purpose, establishing platforms, laying the right foundation to attract career-changing personal sponsors, creating relationships with mentors and as a mentor, learning from everyone around you and having an impact.

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The Future of Media

Adam Stotsky, President of E! Entertainment, completely surprised me a couple of weeks ago when he called leaving the red carpet of the Emmy’s just to volunteer to be a mentor in the CMO Moves Mentor program. As the former CMO of NBC Entertainment before becoming President of E!, Adam had a lot of great tips to share on how to prepare yourself for that type of career transition as well as how to embrace the future of media as a marketer. Join us in this exploration of how to set tangible goals, redefining content creation, channel acceleration, consumer trends and harnessing the power of influencers like the Kardashians, who have a social media footprint of well over a billion followers.

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The Hunt for a Signature Move

Chris Bruzzo, CMO of Electronic Arts (EA), has a passion for “Signature Moves”. His career from healthcare marketing to Amazon to Starbucks to EA is already a list of signature career moves, but within those roles, he challenges himself and his team to be constantly in the hunt for a signature move.  Tune in to dive deeper into Chris’s fantastical world of social gaming, seminal Gen Z insights, real-time player engagement, breaking down boundaries, transforming an internal culture to equal the external brand and how he’s gearing up to make more signature moves!

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Gap Inc. Launching a Secret New Brand…Today!

Eric Toda, Head of Marketing at Hill City, the newest brand at Gap Inc., just announced the launch of Hill City…today! I had the great honor of being able to sit down with Eric to get the inside scoop on what is Hill City and how this came to life. Over zoom video last Friday, I got to also see the logo, the product, the brand as Eric sat sharing his story from the Gap Inc. Boardroom beaming from ear to ear. (Check out the clips on YouTube!). Eric is an avid champion of digital marketers everywhere, constantly experimenting and connecting the dots between digital and human and purpose.  With an impressive runway of digital leadership roles at Facebook, Nike, Snapchat and Airbnb, there is no doubt there is a lot to learn from how Eric approached this opportunity to build and launch a new brand with the support of Gap Inc.  I’m thrilled to share all that with you today, in this most unusual episode of CMO Moves.

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Building Your Purpose Playbook with the Masters of Purpose

If effectively and continuously demonstrating 'Purpose'​ was easy, it wouldn't be centerstage as a vital brand survival topic any more. But it is centerstage, as we saw with Nike just recently. Here are some tips for your playbook from the masters of purpose.

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The Ambidextrous CMO Activating Purpose with Consumer-Fueled Storytelling and Performance Marketing

Vineet Mehra, CMO of Ancestry, leads one of the most purpose-driven brands in the world, which is to genuinely and authentically change the world by helping “people create personal discoveries, and through those personal discoveries, they find connections to others and we all become closer as a result.” With over 11 billion human connections between family trees, Vineet shares how to enroll consumers as chief storytellers in an efficient, modern, marketing machine. Tune in to hear more from Vineet on Purpose 2.0 and the Next Generation CMO, as well as how navigate your career in this new era of Ambidexterity.

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Activate Your Purpose

Jim Stengel is the President and CEO of The Jim Stengel Group and ultimate teacher of teachers, helping companies activate their purpose and developing the leaders of tomorrow. Previously, Jim was the Global Marketing Officer of P&G, where he led a 7000 person marketing team, managed an advertising budget of $8 Billion+ and won the Advertiser of the Year award at Cannes Lions.  Today, Jim works more hours than he did at P&G, but, as he says, he’s “less tired, more energized and slightly more interesting just because I'm spending nearly 100 percent of my time on things that I absolutely love.”

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Seeking Brand Truth

Stuart Redsun, former CMO of Columbia Sportswear Company, has worked with a lot of cool brands in his career, to include Nike, Gateway, Motorola, Sony, Under Armour and the portfolio of brands at Columbia Sportswear Company (Columbia, Sorel, Mountain Hardwear) and prAna). Join us in this fascinating conversation about Brand Truth, what it is, how to find it, how to apply it to bring not only consumer loyalty, but employee loyalty.  Also hear Stu’s top advice for what to do in your first CMO role, how to gain credibility and leave your own mark.

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Culture is the Ultimate Growth Factor

We’ve all heard the phrase “culture eats strategy for breakfast” and by golly, it’s true! In today’s environment, it has never been more critical for organizations to embrace the fact that the only way to drive growth is to foster the optimal environment for their employees.  An environment that embraces and supports a collaborative and inclusive team dynamic where every person’s unique marketplace perspectives and talent are considered a valued contribution.  This is not a new concept, but what is new is the countless CMOs who are stepping up to help drive cultural transformation within their teams and across their organizations.  Here are some tips from my CMO Moves guests:

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A One Way Ticket to Bali

What would happen if you woke up one day and realized you no longer wanted that corner office? Your passion was gone. What would you do? I was lucky enough to catch Robin Domeniconi, CEO and Founder of Threaded Tales and former CMO of (RED), in between her global hops, to grab her inspirational story to share with you. I met Robin a couple of years ago and her story has stayed with me in vibrant color ever since. A remarkable journey that took her on a whirlwind career leading some of the world’s most popular publications, like Real Simple and Elle, jumping into private equity, evolving brands like Microsoft and Rue La La into media properties and then… a one-way ticket to Bali.

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Human Truths And Emotional Connection

David Rubin, Head of Audience and Brand at the New York Times (NYT), spends a lot of time thinking about human truths and emotional connections, not just at the NYT, but throughout his whole career. Join us in this fascinating conversation about breaking the rules and how to pull inspiration from outside your purview to make real advances. And find out who is inspiring David now at the NYT as he thinks about creating those emotional and human connections.  Hint…it all comes back to my very first podcast.

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The Art of Storytelling

Storytelling is one of the most basic tenets of marketing for its ability to communicate purpose and create emotional connections with customers and partners. But advances in technology have changed the way we deliver our messages and short consumer attention spans often requires us to tell a story in 15 seconds instead of 15 minutes. Furthermore, consumers are now weary with a constant barrage of messages, which makes it even that much more important that the messages are both authentic and grounded in purpose.  Here are some tips on storytelling from few of my CMO Moves guests:

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