How Mars’ shift from CMO to chief growth officer has reframed marketing
Lucy TesserasBringing in a role that is broader than the traditional CMO, has forced Mars to “think differently”, both from a marketing and recruitment perspective.
The hidden power of the marketing funnel
Thomas BartaTo some people the marketing funnel is far too simplistic; to others it can be a priceless tool for improving sales.
Marketers’ only shot at influence is to embrace the CMO title
Mark RitsonCompanies like McDonald’s are abandoning the CMO role in part because marketers insist on constant, pointless reinvention of the position and its responsibilities.
‘Traditional marketing practices are over’: Danone’s CMO on reinventing the function
Molly FlemingDanone’s first global CMO in a decade has overhauled marketing to create a new vision for the company that calls on brands to “be bold or die”.
CMOs shift focus away from customer experience
Erin LyonsA new survey finds that CMOs are shifting customer experience down the priority list as new areas such as leading disruptive innovation and delivering business transformation move up their agendas.
BrewDog’s former marketing boss: It wasn’t ready for a CMO
Ellen HammettBrewDog’s former marketing boss of three months says it was too early in the craft beer brand’s evolution to have a chief marketing officer, something which became “fairly obvious” very quickly.
Working abroad: What it takes to be a marketer in Japan
Charlotte RogersIn the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
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How to succeed as a marketer abroad
Charlotte RogersExploring the international market can be an exhilarating ride, throwing yourself into new cultures and widening your scope of reference, but going into it with your eyes open is crucial.
Why Tesco won’t refer to Aldi and Lidl as ‘discounters’
Ellen HammettTesco’s outgoing chief executive talked semantic strategies, regrets and how “brutal objectivity” helped him lead one of the UK’s biggest business turnarounds.
Why alternative job titles prove marketing is not the ‘colouring-in department’
Matthew ValentineDoes the plethora of new titles for senior marketing roles reflect a change in the nature of marketing, or is it a case of window dressing gone wild?
DFS’s CMO on using the ‘power of data to influence’
Erin LyonsStory of my CV: A graduate position at Sainsbury’s helped set Toni Wood up for a career that has seen her progress through a number of roles at global brands including Procter & Gamble, Britvic and now DFS.
How Sainsbury’s Argos creates a modern marketing culture
Ellen HammettThe former marketing boss of Sainsbury’s Argos believes breaking down hierarchical barriers and reverse mentoring are key to building modern marketing teams.
Ehrenberg-Bass: Marketing needs to embrace its scientific status or risk a slow death
Charlotte RogersUnless marketers can embrace marketing as a ‘young science’ that needs to be nourished they will lose their influence at the top table, argues Professor Jenni Romaniuk.
4 questions I wish I’d asked as a junior marketer: Britvic’s Matt Barwell
Erin LyonsDespite being one of the UK’s top marketers, when it comes to risk-taking and identifying trends Britvic CMO Matt Barwell admits there are certain questions he should have asked earlier in his career.