CMOlogy - What it takes to be a CMO: Episode 2

In this episode, we invited Helen Edwards and Thomas Burkhardt to join us. Helen is a Director at the consultancy Passionbrand, a professor at London Business School, and a columnist at Marketing Week, renowned not only for her deep understanding of how consumers and brands tick but also for how to organize and manage the Marketing function to achieve sustained growth. Thomas is President at Marchon Eyewear, where he oversees the licensor management, development, and marketing of not just one- but a broad portfolio of iconic brands including Calvin Klein, Converse, Donna Karan, Lacoste, Longchamp, Marchon NYC, Nike, Nine West or Victoria Beckham across many retail channels and global markets.

In this webcast, we will seek to understand what it takes to be a successful marketing leader. Among other questions, we will discuss:

• Where the job of a marketing leader starts and ends
• How to define and demonstrate the value-add of marketing
• What it takes to build a marketing function that performs at the cutting edge
• Which marketing success drivers apply to products and services, B2B and B2C, alike … or not
• Whether and when the breaking down of Marketing into Comms, CX, UX, Digital Marketing, … makes sense.