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PODCAST

Building Better CMOs and Marketing Leaders

MMA Global / LightningPod

Marketing leaders are facing constant new challenges. If you want to stay ahead of the curve, listen to Building Better CMOs, from the nonprofit thinktank MMA Global. It"s a podcast about the future of marketing and how marketers can get smarter & stronger, hosted by MMA CEO Greg Stuart. Greg interviews some of the wisest and most successful CMOs in the business, who share crucial insights about what their industry gets wrong, how to get to the C-Suite, and how to unlock the true power of

business marketing

All Episodes

59:36

Andy Rebhun, Chief Experience Officer of Cava: Bring...

Building Better CMOs and Marketing Leaders ·

2024/06/12

Full transcriptToday on Building Better CMOs: Andy Rebhun, the chief experience officer at the fast-casual Mediterranean restaurant chain Cava, talks with MMA Global CEO Greg Stuart about the importance of consistent authenticity, how to thrive in the C-Suite, and "bringing the weather" for everyone — including Uber Eats drivers. "We welcome everyone to our table," he says. "It should never be that DoorDash or Uber Eats driver is anything different from one of our other customers. Because again, if

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54:05

Linda Boff, Global CMO at GE: Servant of Purpose

Building Better CMOs and Marketing Leaders ·

2024/05/15

Full transcriptGE has changed a whole lot since Global CMO Linda Boff started working there, more than 20 years ago. It was once a sprawling portfolio company that made everything from microwaves to television shows; recently, it spun off its healthcare, energy, and aerospace divisions into three distinct public companies, and executives like Linda take these core areas of focus very seriously. "We are a company, I like to say a capital-P Purpose company," she says. "A third of the world has power

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48:46

Charisse Hughes, Chief Growth Officer at Kellanova:...

Building Better CMOs and Marketing Leaders ·

2024/05/01

Full transcriptIt doesn't matter how good your marketing is if you can't communicate its impact to the larger organization, says Charisse Hughes, senior vice president and Chief Growth Officer of Kellanova. Her firm spun off of the Kellogg Company last year to manage iconic brands like Pringles, Cheez-It, Pop-Tarts, Rice Krispies Treats, as well as breakfast cereal outside of the U.S. Those have been household names for a long time, but Charisse says that across the marketing world, it's easy to

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34:05

Michelle Crossan-Matos, CMO of Ulta Beauty: Visionary...

Building Better CMOs and Marketing Leaders ·

2024/04/26

Full transcript Some marketers think of themselves as operators and some see themselves as visionaries. But only the great ones, says Ulta Beauty CMO Michelle Crossan-Matos, understand that they have to be both. Just before the POSSIBLE conference in Miami, where she spoke to MMA CEO Greg Stuart, she was in Orlando, working to inspire 3000 leaders from Ulta's massive retail operations. "But when I get in the office tomorrow, it is about how are my sales doing? How can I pivot? How can I get even

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60:33

Andrea Zaretsky, CMO of Morgan Stanley Wealth...

Building Better CMOs and Marketing Leaders ·

2024/03/06

Full transcriptMarketing is both an art and a science, but unless the science is sound, the rest of the company won't believe that you're driving results. So says Morgan Stanley Wealth Management CMO Andrea Zaretsky, who has devoted her entire marketing career — starting at American Express in 2003, with stops at Sephora and Toys-R-Us in between — to improving measurement. "From the beginning, it's been really important for me to understand how to use analytics," Andrea says. "How to make sure that

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60:29

Leslie Sims, CMO of Impossible Foods: Remember the Human

Building Better CMOs and Marketing Leaders ·

2024/02/21

Full transcript"At the end of the day," says Impossible Foods CMO and Chief Creative Officer Leslie Sims, "we're helping save the planet, we're helping the environment, but people don't necessarily want to hear that when they're eating a cheeseburger." The arrival of the plant-based meat industry came in the form of a scientific breakthrough: Foods made from plants that behave like meat when cooked, which have been steadily added to restaurant menus around the world; in the case of Impossible's

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28:11

Nudge Theory with Rory Sutherland on "Stories and...

Building Better CMOs and Marketing Leaders ·

2024/02/07

If you like Building Better CMOs, we think you'll also like "Stories and Strategies For Public Relations and Marketing," hosted by Doug Downs. In this episode, originally released in May 2021, Doug interviews Ogilvy UK vice chairman Rory Sutherland about nudge theory — the behavioral science concept popularized by Cass Sunstein and Richard Thaler's book "Nudge: Improving Decisions About Health, Wealth, and Happiness." We'll be back in two weeks with a new episode of Building Better CMOs! Learn more

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52:46

Kellie Richter, CMO of First Command Financial...

Building Better CMOs and Marketing Leaders ·

2024/01/24

Full transcript By her own admission, First Command Financial Services exec Kellie Richter's official title is a mouthful. It's "EVP, Chief Marketing and Client Experience Officer" — but those aren't empty words to her. The clients who First Command cares about are military service members, veterans, and their families; even more than a regular financial services customer, Kellie says, "they do their research ... they're protective of their services and they should be." Having Client Experience in

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57:34

Esther-Mireya Tejeda, CMO of Anywhere Real Estate:...

Building Better CMOs and Marketing Leaders ·

2024/01/10

Full transcript To connect with their customers, companies have to understand them. But current approaches just don't work, says Anywhere Real Estate CMO Esther-Mireya Tejeda. Breaking those customers into demographic groups obscures important differences, and psychographic profiles are not easily targetable. The missing link is an emerging neuroscience-backed framework called emographics, which explains why people do what they do. "The majority of human behavior upwards of 95 percent is actually

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51:01

Laura Jones, CMO of Instacart: Love the Challenge

Building Better CMOs and Marketing Leaders ·

2023/12/27

Full transcript Laura Jones is Instacart's CMO and was previously the former global head of marketing, but she never explicitly set out to get jobs like those. "How did I end up here?" she asks. "It really centers on proactively seeking out learning opportunities." After stints at Deloitte, Visa, and Google, Laura's last two job hops were both motivated by a realization that she had learned what she could from those roles and "that I wanted to continue pushing myself ... every day has been hard

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61:13

Aron North, CMO of Mint Mobile: Marketers Have Lost...

Building Better CMOs and Marketing Leaders ·

2023/12/13

Full transcript When Aron North was hired to lead marketing and creative at Ultra Mobile — the fastest-growing private company in the world, in 2016 — he had no idea what would be waiting for him on day one: The outlines of a new prepaid cell phone plan aimed at consumers, then called Mint SIM, which would be sold online only. Aron was blunt with the company's president: "Oh, this is incredibly interesting. Unfortunately, this is never going to work the way you've laid it out. There's no chance this

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54:42

Zena Arnold, CMO of Sephora US: Balancing Brand and...

Building Better CMOs and Marketing Leaders ·

2023/11/29

Full transcript The "brand versus performance" marketing debate happens in all industries, but no one appreciate the value of brand as performance better than Zena Arnold, the CMO of Sephora US. Her job requires her to balance the demands of both online and in-store operations ("I get emails every hour during our great sales," she notes), so performance means more than just clicks. "One of our key roles of marketing and retail is driving traffic, whether that's into a store or whether it's to our

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62:21

Vineet Mehra, CMO of Chime: "Performance...

Building Better CMOs and Marketing Leaders ·

2023/11/15

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 actually split the community as opposed to recognizing that there's just

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68:40

Rebecca Messina, Former Global CMO of Uber: Value...

Building Better CMOs and Marketing Leaders ·

2023/11/01

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 asking some fundamental questions. "It's based on the bigger

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55:00

Heather Freeland, Chief Brand Officer of Adobe:...

Building Better CMOs and Marketing Leaders ·

2023/10/18

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 you're launching in. "It is virtually impossible to keep pace," she

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75:03

Dara Treseder, CMO of Autodesk: Invest in Yourself

Building Better CMOs and Marketing Leaders ·

2023/10/04

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 much so that — if she improved on some problem areas — she could be a

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61:41

Domenic DiMeglio, CMO of Paramount Streaming: Lead...

Building Better CMOs and Marketing Leaders ·

2023/09/20

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 process." "There's just so much that goes into successfully building

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64:25

David Mogensen, VP of Marketing at Uber: Not...

Building Better CMOs and Marketing Leaders ·

2023/09/06

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 so we do all this beautiful work that, as you said, wins all kinds

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62:50

Andrea Brimmer, CMO of Ally: Great Privilege, Great...

Building Better CMOs and Marketing Leaders ·

2023/08/23

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-only firm. “It sounds funny to say that now, 15 years later when

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69:30

Mike Raffensperger, Chief Commercial Officer of...

Building Better CMOs and Marketing Leaders ·

2023/08/09

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 be such a bright line between brand and performance marketing. "What

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