Episodit
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In this episode, I sit down with Linda Boff, now CEO of Said Differently, and the long-time CMO of GE. I wanted to talk with Linda about her experience working with three different CEOs (at GE alone), humanizing an industrial monolith, and her legacy of firsts.
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In this episode, Seth sits down with Walmart CMO, William White, to talk about the commercial value of brands even when youâre selling every-day-low-prices, how every touchpoint connectsâor doesnât, and using the emotional to drive the transactional.
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In this episode, Seth sits with Antonio Lucio, Chief Marketing and Corporate Affairs Officer at HP, to talk about Antonioâs advice to CEOs and CMOs, what marketing is in service to, the consequences of isolating and not integrating marketing, and pitching an idea to Mark Zuckerberg.
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In this episode, Seth sits with Calvin Klein CMO Jonathan Bottomley to talk about lessons learned fromâand applied outsideâluxury; the important distinction between overthinking and overcomplicating, and the way ideas travel.
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In this conversation, Seth and Chime CMO Vineet Mehra talked about the CAC (customer acquisition cost) valley of death, explaining unit economic payback, and how a CFOâs willingness to invest moneyâespecially when they donât understand the consequences of not investing itâcan effect growth for good or ill.
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In this episode, Seth talks with Frank Cooper, who has been the CMO at Visa, Blackstone, and Buzzfeed about causation, correlation and dispelling the myth that marketing doesnât drive commercial outcomes.
Here's a link to the article mentioned around 3:40: https://www.forbes.com/sites/sethmatlins/2024/12/16/marketing-that-fails-to-consider-the-human-context-is-out-of-context/
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For this conversation, Seth sits with Ally Financialâs Chief Marketing and PR Officer Andrea Brimmer for a wide-ranging conversation about what can either facilitate or get in the way of marketingâs role in value creation, the false narrative thatâs been painted of CMO tenure specifically and the CMO generally, and the relentless pace of changeâcultural and otherwiseâtodayâs marketers are supposed to keep up with.
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In this episode, Seth sits down with Kofi Amoo-Gottfried, CMO at DoorDash. Kofiâs perspective on what CEOs (and the rest of the c-suite) need to better understand about marketing has been informed by his years as a strategist at Leo Burnett and Weiden, and as VP of Consumer Marketing at Meta. Kofi talks about accountability, the challenges of serving a three-sided marketplace and, among other topics, where a strategistâs remit converges and diverges with enterprise strategy.
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In this episode, Seth sits down with Andréa Mallard, Chief Marketing and Communications Officer at Pinterest. Dré has a broad portfolio and a relatively unusual breadth of accountability, overseeing teams responsible for marketing, comms, product design, UX and all go-to-market efforts for both consumers and advertisers. Among other things, her perspectives on how marketing earns the right to grow bigger and better, and why no CEO has ever loved a brand because of its bottom of the funnel strategy, made this a great conversation.
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In this episode, Seth speaks with Chris Davis, Brand President & Chief Marketing Officer at New Balance Athletics, not just because he is likely to be the family-owned private companyâs CEO, but because as a marketer heâs acutely aware that heâs not just a brand leader but a commercial one, and because of his perspective on strategic and calculated risk taking.
Chris Davis, started working at New Balance in 2008. As a member of New Balanceâs Senior Leadership Team since 2016, Davis is responsible for New Balanceâs product and demand creation initiatives and commercial strategies around the globe.
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Despite everything thatâs changed and changing, a lot of the c-suite still thinks marketing just means âadvertisingââwhich is a pretty outdated perspective.
In this episode Seth speaks with David Droga, for decades a legend of the advertising, marketing and business worlds, to get the POV of a CEO who both understands marketing and who talks to CEOs who do not. Founder of the eponymous Droga5 in 2006, which has been named Agency of the Year more than 25 times, since September 2021, Davidâs been the CEO of Accenture Song, the worldâs largest tech-powered creative group and a part of Accenture, where he has taken it from a $12.5 billion company to a $19 billion tech-powered creative giant in just 3 years.
Show Notes:
Article referenced at 8:20: https://www.forbes.com/sites/onmarketing/2023/06/15/filling-in-the-missing-middle-between-brand-and-performance/
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Among the things CEOs, CFOs and other c-suite executives without marketing experience tend not to understand is the relationship between, what Les Binet and Peter Field, have termed the long and short of it...and how what businesses do to drive one does to effect the otherââfor good or ill.
So, in this episode, Seth speaks with serial entrepreneur and media executive Joe Marchese, not just because heâs a widely recognized leader in the media and technology industries but because of his CEO experience, his deep understanding of marketing and the Attention Economy, and his insights into how the long and short of it interact.
Joe is the co-founder and General Partner at both Human Ventures, and at Casa Komos Brands Group (CKBG), where he serves as co-CEO. He also leads Human.AI, the ventureâs dedicated studio exploring the potential for AI to reshape the attention economy.
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In thinking about how too many CEOs donât understand that there are fundamentally different types of CMOs, marketers and marketing, Seth speaks with Dara Treseder, the Chief Marketing Officer at Autodesk, about where B2B marketing is the same asâand different thanâB2C marketing.
At Autodesk, a leading technology & software company, Dara oversees the worldwide marketing, brand, communications, demand generation, e-commerce, and education business teams.
Show Notes:
At 16:33 I get the name of the author of How Brands Grow wrong, crediting Les Binet when this classic book is in fact written by Byron Sharp. Les, along with Peter Field, is the author of among other equally important books, 'The Long and Short of It'
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There was a time whenâin a predominantly CPG worldâproduct and brand were inextricably linked parts of the marketerâs remit, but nowâin a tech driven worldâtheyâve become increasingly separated organizationally. Engineers and product developers hereâmarketers over there.
In this episode Seth speaks with Lorraine Twohill, the long-time CMO at Google, someone who understands product marketing, arguably as well as anyone ever, and better than almost anyone ever. As Googleâs CMO, Lorraine oversees a global team responsible for telling the story of Googleâs brand and bringing to life how its many toolsâproducts and services bothâhelp millions of businesses grow. Her teams oversee global marketing for some of the most used brands in the world including, Google Search, Android, Pixel, YouTube, Google Cloud, and the companyâs expanding suite of AI tools.
Show Notes:
At 9:30, I credit Bill Bernbach with the quote âWithin every brand is a product, but not every product is a brandâ...when in fact it was David Ogilvy who said it. Apologies to both.
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