00:00The future CMO is not just focused on one part of the mix, it's not just about the brand.
00:04You have to look at it end to end.
00:12So when I took over this role, the role actually changed a little bit from just CMO to Category
00:16Growth Officer, and that is an important change. It's just a title change, just one letter,
00:21think about it, from CMO to CGO, but at the core of the change is thinking about marketing from
00:29the end to end. So I also did a few roles before that, so I was in general management,
00:32I was in sales, I actually worked in different parts of the company, I've been with the company
00:3616 years, but the idea was to be able to make a change to the future of food and to impact the
00:42world of food, you need to think about everything from how you farm to what you put on the shelf
00:48and everything in between. So in my role, I bring all the functions together. So I have the marketing
00:53and the brand teams, I also bring supply chain, I bring even legal, I bring procurement,
00:59commercialization, R&D, all under one roof. So when we think about a problem, we think about it
01:03from all the angles, and that is the advice I received, that's why the role was created,
01:07but also is my pitch to the future of CMOs. I mean, the future CMO is not just focused on
01:14one part of the mix, it's not just about the brand, you have to look at it end to end. If
01:17you want the best Lays experience, you need to have the best potatoes and the best packaging
01:21that is sustainable, that is good for farmers, that has a healthier product, and that you cannot
01:27do if you're just looking at it from a brand side. So that is really my biggest concern,
01:33my biggest advice to myself, but also to my fellow CMOs.
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