Please complete the following sentence: If more marketers focus their messaging on purpose, then…
‘…if we're not careful, purpose will become a commodity. In order for you to message about purpose, you need to have one that's well-defined. Your entire organization needs to be informed and rallied around that. Before you message it, you should be doing it. Acts are stronger than ads. Too many businesses out there talk like they have a purpose. When you only scratch the surface, it is just bullshit. At the same time, not every purpose needs to change the whole world for the better. A strong purpose can be: serving an individual customer incredibly well with whatever niche product or service you provide.’
What do you love most about being a marketing executive?
‘What I love about marketing is the diversity of people, languages culture within one team. Marketing is probably the most cognitively diverse function in an organization.
I've had the absolute luxury of growing up, moving every three years, and speaking four languages fluently. I feel at home running marketing organizations because I get to talk deep data science and marketing analytics. I get to talk customer and marketing research. But I also get to talk about our typography, our tone of voice, how we're bringing things to life, media planning, performance, marketing, ad tech, martech, data streams, data plugins, CRM, automations, tech. I truly believe there are few other functions within businesses where you're running a team that is so diverse. I have two roles. Firstly, I need to help all those people understand each other. And when they do, that's when magic happens. You're on fire when your analyst is inspiring a creative, who is working closely with a CRM team and a performance marketing team to make sure that the customer moves through the funnel faster, and then delivers a higher value to the business and sticks around for longer. Secondly, my role is to get out of the way and let those people do what they do and make sure that they come to me when they need something, so we can make that possible.