The CMO or Chief Marketing Officer is usually in charge of the brand’s media and marketing strategies. Even though the exact tasks often differ from one company to the other, there are a couple of iconic marketing managers you should keep in mind as a role model.
In this article, we will introduce some of the most iconic marketing managers. You probably already know or a least heard about the campaigns they conceptualised without knowing exactly who was behind it. From Coca-Cola to Netflix, here are some of the marketing officers you should keep an eye on:
Marc Pritchard | Procter & Gamble
Marc Pritchard is more specifically the Chief Brand Officer at Procter & Gamble and has been working there for the last 30 years. He came with probably the most emotional campaign you’ve seen lately. Amongst them, you can find “Like a girl” for Always, a feminine hygiene brand or “Thank you Mum”, a brand awareness campaign, during the London 2012 Olympic Games. He received numerous awards for his work including the ANDYs or Marketing Week.
Keith Weed | ex-Unilever
Keith was Unilever’s CMO for nine years and retired in May 2019. Amongst his actions within the firm, he brought the content production in-house. This led to a cut in the number of agencies the company was working with and then a reduction of the costs. He was also a strong advocate of brand responsibility and accountability from digital-media players. He now continues his work as president of the Advertising Association. According to its website, “the Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy.”
Jonathan Mildenhall | ex-Airbnb & Coca-Cola
Mildenhall contributed to the creation of Coca-Cola platform “Open Happiness”. This led to Coca-Cola the most profitable growth period in 20 years and the platform was awarded multiple times. He joined Airbnb in 2014 and helped to create the iconic brand we know today with the “Don’t Go There. Live There” campaign. He founded his own marketing consultancy firm, TwentyFirstCenturyBrands, in 2017 and was part of Forbes’ World’s Most Influential CMOs the same year.
Kelly Bennett | ex-Netflix
Bennett joined Netflix in 2012 and contributed to transform the company from a tech company to the entertainment brand we know today. He was particularly involved in Netflix’s transition to original series and films producer. During his time at Netflix, the platform grew from 26 million to more than 139 million paid members. In a interview from 2014, he underlined the importance of creating “an emotional connection with people globally”. He added “advertising in countries in Europe versus Latin America varies. One size doesn’t fit all.”
Julia Goldin | Lego
Goldin made Lego one of the world’s most popular content creators. Everything is conceived to challenge people’s imagination, starting with the Youtube channel where the brand has 9,69 M followers and 22,624 videos. Lego launched the campaign “Rebuild The World” in 2019 to celebrate kid’s creativity and Julia Goldin was part of Forbes’ World’s Most Influential CMOs in 2018 and 2019.
Silvia Lagnado | ex-Mc Donald’s
Lagnado left Mc Donald’s in October 2019 after 4 years in the company. She was in charge of brand development, menu strategy, consumer and business insights, and media, merchandising and customer relationship management. As a Chief Marketing Officer, she played an important role in the partnership with Disney in 2018 and was part of Mc Donald’s iconic visual identity creation, amongst other things.