The importance of becoming a ‘unifier’ CMO – and building relationships in the C-suite

There has arguably never been a better time to be a CMO. After years of defining marketing primarily as the “brand” or “advertising” arm of the business, many CEOs now regard it as an investment and rely on it to drive growth. To deliver on that growth expectation, CMOs need to form bonds with other members of the C-suite. Cross-functional collaboration is essential. 

By Biljana Cvetanovski, 31 October 2019, 0 comments. Categories: CMO, Customer Experience, Data-driven marketing.

Marketing’s hidden treasure: How better promotions and engagement can unlock millions to fuel growth

Planning, tracking, and optimising advertising and trade spend has become table stakes for marketers at many consumer-goods companies. Despite those advances, consumer promotions and engagement (CPE) remains something of a forgotten area of marketing spend.  CPE, which includes in-store consumer activation and out-of-store engagement efforts, has too often been overlooked and undermanaged.  However, optimising CPE can, in fact, help businesses...

By Biljana Cvetanovski, 14 December 2018, 0 comments. Categories: Branding, Campaigns, Customer Experience.