In the world of marketing, there’s always something to learn from those at the top. Let’s take a closer look at six of the world’s most influential Chief Marketing Officers (CMOs) as listed by Forbes in 2023:
- Mathilde Delhoume (Global Brand Officer, LVMH)
- Asad Ayaz (Chief Brand Officer, The Walt Disney Company)
- Stephanie Buscemi (CMO, Confluent)
- Raja Rajamannar (Chief Marketing and Communications Officer and President, Healthcare Business, Mastercard)
- Antonio Lucio (Chief Marketing and Communications Officer, Facebook)
- Marc Pritchard (Chief Brand Officer, Procter & Gamble)
Each of these marketing leaders offers unique insights and lessons that can be applied to any business.
Mathilde Delhoume, Global Brand Officer, LVMH
Mathilde Delhoume has been instrumental in defining and driving the brand purpose at LVMH. She emphasizes the importance of data and the role it plays in shaping successful organizations.
Quote: “The five D’s to clarify your brand’s purpose: Define, Design, Deliver, Drive, and Defend.”
- Define Your Brand’s Purpose: Delhoume’s “five D’s” provide a clear framework for establishing and maintaining a brand’s purpose.
- Leverage Data: Delhoume views data as a currency. The ability to move and analyze data in real-time can unlock endless use cases and opportunities.
Asad Ayaz, Chief Brand Officer, The Walt Disney Company
Asad Ayaz is known for his commitment to storytelling and inclusivity. He believes in creating content that is both entertaining and meaningful.
Quote: “Our goal is to ensure that each of our stories is told in a way that makes every member of our audience feel seen and heard.”
- Inclusive Storytelling: Ayaz emphasizes the importance of telling stories that reflect the world we live in, ensuring all audiences can relate.
- Engage Your Audience: Ayaz is always looking for new ways to engage with Disney’s audience, delivering content that is both entertaining and meaningful.
Stephanie Buscemi, CMO, Confluent
Stephanie Buscemi focuses on the power of data and the importance of a data-driven mindset in marketing.
Quote: “The new generation of winning organizations are defined by how well they’re able to convert the data flowing throughout their business into amazing digital experiences.”
- Data-Driven Mindset: Buscemi believes that a successful marketing organization needs to have a data-driven mindset, not just a data team.
- Modern Marketing: According to Buscemi, a modern marketer needs to have a data-driven mindset and the ability to design an organization and get the right talent to build it out.
Raja Rajamannar, Chief Marketing and Communications Officer and President, Healthcare Business, Mastercard
Raja Rajamannar emphasizes the importance of substance over form in marketing.
Quote: “Marketing has to be about substance, not just about form. It’s not just about the sizzle, it’s about the steak.”
- Substance Over Form: Rajamannar believes that marketing should be built on a solid product or service offering, not just a catchy campaign.
- Value Delivery: The focus should be on delivering value to the customer, not just creating a buzz.
Antonio Lucio, Chief Marketing and Communications Officer, Facebook
Antonio Lucio believes in the power of brands that stand for something bigger than what they sell.
Quote: “Brands that stand for something bigger than what they sell, tune into their audience’s beliefs, and take decisive action can connect with consumers on a much deeper level.”
- Brand Purpose: Lucio emphasizes the importance of a brand representing more than just its products or services. It should embody values and beliefs that resonate with its audience.
- Decisive Action: Taking decisive action based on these values can help a brand connect with its consumers on a deeper level.
Marc Pritchard, Chief Brand Officer, Procter & Gamble
Marc Pritchard focuses on the importance of hard work and continuous learning.
Quote: “Focus on hard work and just putting the work in. There’s just no substitute for that. Build the habits, build the discerning mind, build your curiosity. A lot about going to college was about learning to learn. You’re building the skills to be able to make connections that may be non-obvious connections and that will bode well for you.”
- Hard Work: Pritchard believes there’s no substitute for hard work. Building habits and a discerning mind are key to success.
- Continuous Learning: Pritchard emphasizes the importance of continuous learning and making non-obvious connections.
Putting Their Insights in Action
With the advice of all of these CMOs, we can pull all the takeaways together, giving us a list of actionable steps to take with our own businesses.
- Define your brand’s purpose and ensure it’s clearly communicated across all touchpoints.
- Invest in data analytics tools and skills. Use data to inform decision-making and to understand your customers better.
- Ensure your brand’s storytelling is inclusive and reflects the diversity of your audience.
- Continually explore new ways to engage with your audience, whether through content, social media, or events.
- Foster a data-driven mindset within your marketing team. Encourage everyone to use data to inform their decisions.
- As you build your marketing team, look for talent with a data-driven mindset and the ability to adapt to the ever-changing marketing landscape.
- Focus on delivering value to your customers, not just creating a buzz.
- Ensure your brand stands for something more than just its products or services. It should embody values and beliefs that resonate with its audience.
- Emphasize hard work and continuous learning in your organization.
In conclusion, these top CMOs show us the importance of defining a clear brand purpose, leveraging data, telling inclusive stories, fostering a data-driven mindset, delivering value, and continuous learning. By applying these lessons, businesses can better connect with their audience, make informed decisions, and ultimately drive growth.