Lisa Caputo, CMO of Travelers: Empathy Meets Innovation
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"You have to blend innovation with empathy, and effectively combine data-driven insights and creative storytelling," says Lisa Caputo, the Chief Marketing, Communication and Customer Experience Officer at Travelers. "To me, that's a magic combination."
And there's one more ingredient missing from the recipe, which Lisa has learned over a career spanning broadcast journalism, the White House, and corporate America: The willingness to stay curious and embrace change.
Today on Building Better CMOs, she shares insights on transforming customer experience at Travelers, the four-legged stool of "Big M marketing," and the critical role of leadership in driving organizational change. She and MMA Global CEO Greg Stuart also discuss the value of measurement in demonstrating impact, what she learned from working for Bill & Hillary Clinton, and how to foster an environment of empathy.
Correction: Travelers is 170 years old, not 161.
This episode was produced and edited by Eric Johnson from LightningPod.fm.
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Lauren Beckstedt, CMO of Brunswick: Anchoring Brand Value
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"There are still folks who feel like marketing is just fluff, it's just, 'make things pretty,'" says Lauren Beckstedt. Her mission, as CMO of the recreational boating company Brunswick, is to redefine what marketing is and to educate her organization about its power.
Brunswick's portfolio includes iconic names in aquatic recreation, like Mercury Marine, Sea Ray, and Boston Whaler. And one of Lauren's initiatives has been implementing a new brand identity for the 175-year-old firm, under the tagline of "next never rests."
Today on Building Better CMOs, Lauren talks with MMA Global CEO Greg Stuart about why being a hand-raiser opens doors in your career, leveraging consumer insights in the boating industry, and how she journeyed from talent management to CMO. They also discuss the importance of ethnographic research, implementing quarterly business reviews, and — most importantly — what kind of boat Greg should buy.
This episode was produced and edited by Eric Johnson from LightningPod.fm.
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Virat Khullar, Head of Marketing at Hyundai India: Optimism is a Force Multiplier
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It's easy to see every glass as half-empty in today's world, says Virat Khullar, head of marketing for Hyundai India. But focusing on the negative will imperil your leadership, while choosing optimism will help you structure things better.
"Perpetual optimism for me is a force multiplier," he says. "You will motivate people around you. You will gather the right teams, you will list down things that will make you ultimately achieve the objective."
Today on Building Better CMOs — recorded live at MMA's Impact India event near New Delhi — Khullar and MMA Global CEO Greg Stuart talk about the importance of understanding consumer behavior through ethnographic research; the challenges and opportunities in the Indian marketing landscape; and the surprisingly significant role daughters play in car purchase decisions. They also discuss Hyundai's full-funnel marketing strategy and how AI is transforming creative production and personalization.
This episode was produced and edited by Eric Johnson from LightningPod.fm.
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Doug Martin, CMO of General Mills: Emotional Connections Matter
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"Who is this person that I am trying to get to change in behavior? Do I really understand them?" asks Doug Martin, CMO of General Mills.
Understanding consumers deeply, he believes, is an essential skill in the ever-evolving world of marketing, and it's one that General Mills uses constantly to drive brand management and create emotional connections. Doug recommends developing a clear "consumer muse" for each brand, ensuring that marketing strategies resonate on a personal level.
Today on Building Better CMOs, Doug and MMA Global CEO Greg Stuart dive into the impact of AI on marketing, the challenges of measuring marketing's effectiveness, and creative strategies like Progresso's soup-flavored cough drops campaign. Doug also shares his thoughts on the future of grocery stores and of marketing, emphasizing the enduring need for human creativity alongside AI advancements.
This episode was produced and edited by Eric Johnson from LightningPod.fm.
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Charlotte Blank, U.S. CMO of Jaguar Land Rover NA: Lead Like a Scientist
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"I've always sort of been in marketing, but by way of psychology," says Charlotte Blank, the U.S. CMO of Jaguar Land Rover North America. Only by applying concepts from neuroscience and behavioral science, she says, can we truly understand what consumers want & how they think.
"The whole creative process is inherently scientific," Charlotte says. "And any creative will tell you that a good tight brief with tight boundaries is helpful for the creative process."
Today on Building Better CMOs, Charlotte and MMA Global CEO Greg Stuart also talk about JLR's "house of brands" strategy, why entrepreneurs are more likely to buy Range Rovers, and the value of experimentation and data-driven testing.
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This episode was produced and edited by Eric Johnson from LightningPod.fm.
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 marketing. You'll gain a deeper understanding of the evolving purpose of marketing leaders, and learn actionable strategies to overcome obstacles.
Produced by LightningPod.fm. For transcripts and more, visit bettercmos.com
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