Building Better CMOs and Marketing Leaders

Full transcript⁠⁠⁠⁠ ⁠⁠⁠⁠Watch this interview on YouTube⁠⁠⁠⁠ — One simple piece of advice has had a “profound impact” on Moët Hennessy USA SVP Regan O'Kon’s career: “Don't let tasks take over.” “We are all guilty of letting tasks take over, every single day,” Regan says. “You might have to create a PowerPoint, you might have to put a checklist on your annual planning milestone. You might have to have a huge cross-functional meeting, you might have to present to the board … [but] the most important thing is your team and your ability as a leader to remove barriers and let them go and be creative and inspired.” That philosophy guides Regan as the SVP of Commercial Marketing for Moët Hennessy USA, where her portfolio includes Dom Perignon, Hennessy, Veuve Clicquot, and other iconic brands. In an industry where luxury is defined by small acts of service and hospitality, Regan's team works to ensure every consumer interaction creates a memory. Today on Building Better CMOs, Regan and MMA Global CEO Greg Stuart discuss the complexity of bringing brand strategy to life at the point of purchase, the importance of leading with emotional intelligence, and how relentless focus and team consistency helped build the Aperol Spritz into a global phenomenon. They also explore the balance between data-driven insights and cultural intuition, why storytelling matters as much as the product itself, and how historic brands evolve while honoring their heritage. This episode was produced and edited by Eric Johnson from ⁠⁠⁠⁠⁠⁠LightningPod.fm⁠⁠⁠⁠⁠⁠. ⁠⁠⁠⁠⁠⁠⁠Follow Building Better CMOs in your podcast app⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠Subscribe on YouTube⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠Rate & review the podcast⁠⁠⁠⁠⁠⁠⁠⁠ Links: ⁠⁠⁠⁠⁠⁠⁠⁠Regan's LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠Greg's LinkedIn⁠⁠⁠

Full transcript⁠⁠⁠ ⁠⁠⁠Watch this interview on YouTube⁠⁠⁠ — “Sometimes when you get to a fork in the road and you have to decide, am I going to stay in this job or take this new job? … It can feel like the weight of the world on your shoulders to make that decision,” says Noha Abdalla, CMO of Choice Hotels. “[But] each path is going to lead you somewhere else and you're going to learn something new. And so take the burden off a little bit or the weight of that decision off and pick something and learn from it.” That philosophy has carried Noha from consulting to the American Red Cross, from Animal Planet to Hilton, and now to leading marketing across 22 brands and millions of room nights at Choice. Along the way, she’s seen firsthand how marketing builds trust, not just bookings, and how AI is transforming the creative process. Today on Building Better CMOs, Noha talks with MMA Global CEO Greg Stuart about the challenges of hospitality marketing, the decision to bring in Keegan-Michael Key as brand ambassador, and her team’s experiments with agentic AI to personalize at scale. They also discuss the role of mentorship, lessons from running a franchise business, and why marketers must champion emotional connection and trust at every step of the customer journey. This episode was produced and edited by Eric Johnson from ⁠⁠⁠⁠⁠LightningPod.fm⁠⁠⁠⁠⁠. ⁠⁠⁠⁠⁠⁠Follow Building Better CMOs in your podcast app⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠Subscribe on YouTube⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠Rate & review the podcast⁠⁠⁠⁠⁠⁠⁠ Links: ⁠⁠⁠⁠⁠⁠⁠Noha's LinkedIn⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠Greg's LinkedIn⁠⁠⁠

Full transcript⁠⁠ ⁠⁠Watch this interview on YouTube⁠⁠ — “Knowing who you are then leads you to a place where you can start asking questions about how who you are shows up in the workplace,” says Stacy Hammond, Chief Marketing Officer at Charles Schwab.  “Everybody at Schwab is a leader,” she says, and the best leaders do market research on themselves: How they are perceived, and how those perceptions align with the value they bring.  Today on Building Better CMOs, Stacy and MMA Global CEO Greg Stuart talk about turning “earners into owners,” making investing simple and approachable, and the importance of both accessibility and transparency. They also discuss her unconventional path to the CMO role, beginning in Schwab’s retail business 24 years ago, and what it means to be a “cheerleader” for your team. This episode was produced and edited by Eric Johnson from ⁠⁠⁠⁠LightningPod.fm⁠⁠⁠⁠. ⁠⁠⁠⁠⁠Follow Building Better CMOs in your podcast app⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Subscribe on YouTube⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Rate & review the podcast⁠⁠⁠⁠⁠⁠ Links: ⁠⁠⁠⁠⁠⁠Stacy's LinkedIn⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Greg's LinkedIn⁠⁠⁠

Full transcript⁠ ⁠Watch this interview on YouTube⁠ — "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. ⁠⁠⁠⁠Follow Building Better CMOs in your podcast app⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠Subscribe on YouTube⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠Rate & review the podcast⁠⁠⁠⁠⁠ Links: ⁠⁠⁠⁠⁠Lisa's LinkedIn⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠Greg's LinkedIn⁠⁠⁠

Full transcript Watch this interview on YouTube — "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. ⁠⁠⁠Follow Building Better CMOs in your podcast app⁠⁠⁠⁠ ⁠⁠⁠⁠Subscribe on YouTube⁠⁠⁠⁠ ⁠⁠⁠⁠Rate & review the podcast⁠⁠⁠⁠ Links: ⁠⁠⁠⁠Lauren's LinkedIn⁠⁠⁠⁠ ⁠⁠⁠⁠Greg's LinkedIn⁠⁠⁠

Watch this interview on YouTube⁠⁠⁠ ⁠⁠⁠Full transcript⁠⁠⁠ — 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. ⁠⁠Follow Building Better CMOs in your podcast app⁠⁠⁠ ⁠⁠⁠Subscribe on YouTube⁠⁠⁠ ⁠⁠⁠Rate & review the podcast⁠⁠⁠ Links: ⁠⁠⁠Virat's LinkedIn⁠⁠⁠ ⁠⁠⁠Greg's LinkedIn⁠⁠

Watch this interview on YouTube⁠⁠ ⁠⁠Full transcript⁠⁠ — "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. ⁠Follow Building Better CMOs in your podcast app⁠⁠ ⁠⁠Subscribe on YouTube⁠⁠ ⁠⁠Rate & review the podcast⁠⁠ Links: ⁠⁠Doug's LinkedIn⁠⁠ ⁠⁠Greg's LinkedIn⁠

Watch this interview on YouTube⁠ ⁠Full transcript⁠ — "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. Follow Building Better CMOs in your podcast app⁠ ⁠Subscribe on YouTube⁠ ⁠Rate & review the podcast⁠ Links: ⁠Charlotte's LinkedIn⁠ ⁠Greg's LinkedIn⁠ This episode was produced and edited by Eric Johnson from ⁠LightningPod.fm⁠.

Watch this interview on YouTube Full transcript — Media consumption habits are changing rapidly, which means marketers have to thread the needle between "chasing the shiny new object" and embracing emerging platforms strategically. For Bob Sherwin, the chief marketing & commercial officer of Zoe, the solution is to frame new media initiatives as a test. "The test is that you're going to either win and find something new, or you're going to learn," Bob says. "As long as you set it up as a test and you're going to learn something, it's a win no matter what. Because we're going to either be way smarter about something, or we're going to find a new breakthrough." Today on Building Better CMOs, he and MMA Global CEO Greg Stuart discuss the role of CMOs in shaping customer experience; aligning marketing efforts with business outcomes; and the need for clear communication with the C-suite to maximize marketing's impact. They also talk about Zoe's personalized approach to nutrition and the challenges of marketing measurement and attribution. Follow Building Better CMOs in your podcast app Subscribe on YouTube Rate & review the podcast Links: Bob's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.

Watch this interview on YouTube Full transcript — "If you want to get to the next level, you need to understand what motivates you," says Alex Craddock, Chief Marketing and Content Officer at Citi. "As you get more senior ... your role does change. And if you want to continue to grow, you need to be able to find a reward in it beyond just the joy that you have in marketing as a discipline." Today on Building Better CMOs, Alex talks with MMA Global CEO Greg Stuart about the need for a strategic approach to content creation, the evolving role of CMOs in driving business growth, and how to articulate marketing's value in business terms that resonate with other executives, ensuring that marketing is seen as a strategic driver rather than mere sales support. They also discuss career development, risk-taking in corporate environments, and how AI can amplify human capabilities and accelerate marketing impact. Follow Building Better CMOs in your podcast app Subscribe on YouTube Rate & review the podcast Links: Alex's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.

Watch this interview on YouTube Full transcript — "As marketers, we can't just respond to the bottom line," says TIAA CMO Micky Onvural. "We can't just say, 'Well give me a million dollars and I will give you this many customers or this many clicks, and if I do the right kind of mathematics, I'll give you this kind of lifetime value that's going to deliver you this to the bottom line.' I think you actually have to connect further upstream with the CFO." Today on Building Better CMOs, Micky explains what connecting further upstream looks like in practice, the retirement crisis in America, and the importance of vulnerability, humility, and curiosity in leadership. She and MMA Global CEO Greg Stuart also discuss the importance of customer experience, Micky's years as the CEO of Bonobos, and how returning to the CMO role compares. Follow Building Better CMOs in your podcast app Rate & review the podcast Links: Micky's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm. Note: "Retirement check" refers to the annuity income received in retirement. Guarantees of fixed monthly payments are only associated with TIAA's fixed annuities.

Watch this interview on YouTube Full transcript — "Business and humanity can actually not only live together, but I think that they can thrive together," says Brian Irving, CMO of Lyft. That sort of philosophy has informed his work at companies like Apple, Airbnb, and the agency Rapp, and today at Lyft he's applying it to everything from autonomous vehicles to city bikes. Today on Building Better CMOs, Brian discusses how marketing strategies can align with broader business goals to demonstrate real impact, moving beyond traditional metrics. He and MMA Global CEO Greg Stuart also discuss the future of rideshare and autonomous vehicles, the role of AI in marketing, and maintaining a human touch in the tech industry. — Follow Building Better CMOs in your podcast app Rate & review the podcast Links: Brian's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.

Watch this interview on YouTube Full transcript — "Our grand purpose is to make home a reality for more and more people," says Ravi Kandikonda, SVP of Marketing at Zillow. Today on Building Better CMOs, he and Greg Stuart discuss the significance of empathy in brand messaging, and the importance of integrating product knowledge, customer experience, and business outcomes to effectively connect with audiences. Ravi emphasizes that marketers should actively shape solutions, not just identify pain points, and explains how Zillow views AI as a tool for more effective marketing. — Follow Building Better CMOs in your podcast app Rate & review the podcast Links: Ravi's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.

Full transcript Getting the right health insurance is serious business; it's the number one reason for bankruptcy in America, says eHealth Insurance CRO Michelle Barbeau. But when she joined eHealth — which helps consumers compare and select providers — she realized that scaring people into action was not a winning strategy. "What we found was, it's all about transparency," says Michelle, who initially served as eHealth's CMO, and is now a CRO who also oversees marketing. "We had just never told the story. And so that's where our campaign was born. Our strategy was 'Your remarkably transparent advisor.'" Today on Building Better CMOs, Michelle and MMA Global CEO Greg Stuart talk about her transition from CMO to CRO, the importance of stepping out of one's comfort zone, and the role of marketers as change agents. They also discuss brand-building from scratch, consumer research, and how unifying marketing efforts can lead to significant growth. Follow or subscribe to Building Better CMOs Rate & review the podcast Links: Michelle's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.

Full transcript Marketing measurement is a complex puzzle—especially when it comes to balancing long-term brand-building efforts with short-term performance metrics that will please stakeholders. Tailored Brands CMO Carolyn Pollock acknowledges that CFOs may be skeptical of matched market testing and other tools for measuring brand-building impact, but that long-term may have an edge. "The consistency and the continuity of showing up with a message over time, you think back to almost every brand example," Carolyn says. "The ones that are really strong and bring long-term brand value, they've delivered something very consistently for a reasonably extended period of time. And I think what happens nowadays is people don't have that same level of patience or tolerance, and our attention spans are shorter, and we feel the need to be constantly changing things up." Today on Building Better CMOs, Carolyn and MMA Global CEO Greg Stuart talk about the complexities of building a modern marketing technology stack, the exciting potential of AI, and operating effectively inside of a private equity company. Carolyn also talks about why even subject matter experts need to gain a holistic understanding of their whole organization. Follow or subscribe to Building Better CMOs Rate & review the podcast Links: Carolyn's LinkedIn Greg's LinkedIn This episode was produced and edited by Eric Johnson from LightningPod.fm.