CMOtalk.global

In this episode, Teresa Barreira, Chief Marketing and Communication Officer at Publicis Sapient, sits down with hosts Professor Koen Pauwels and international marketeer Wilbert Kragten to discuss how she spearheaded a massive internal transformation right after the launch of ChatGPT. Moving past the superficial hype of "random acts of AI," Teresa explains why true enterprise transformation relies entirely on people and process rather than the technology itself. She shares the exact blueprint her team used to catalog over 1,000 individual tasks, allowing them to shift from merely automating broken workflows to completely redesigning the work itself. By deploying over 150 custom AI agents built by internal experts, her team entirely eliminated tasks like writing first drafts or brand governance. This strategic shift successfully freed up massive amounts of time, allowing roles to be completely rewritten around the 20% where humans add the highest cognitive value. Teresa also dives into the evolving role of the CMO, illustrating how modern marketing leaders must transition from the "business of marketing" to the "business of the company". Finally, she, Koen, and Wilbert address how brands can escape a homogenized "sea of sameness" in an era of unlimited content creation by leaning heavily into human bravery, intuition, and asking the right questions.

Today, CMOtalk officially crosses the Atlantic. In this special episode, founder Klaas Weima hands over the platform to the newly established US team: lead host Koen Pauwels, Distinguished Professor of Marketing at Northeastern University, and co-hosts Nathalie van Doorne and Wilbert Kragten. We talk about why now, why Boston, what stays the same and what's new. The format you know: one CMO, one theme, one take. The new twist: every episode explores the transatlantic angle. What can US-marketing leaders learn from Europe? And the other way around? Season 26/27 launches in June.

Today, we welcome Dara Treseder, Chief Marketing Officer at Autodesk. This leading technology company develops software for design and manufacturing, with its most well-known product being AutoCAD – one of the most widely used design programs in the world. Since joining the company in 2022, Dara has been spearheading Autodesk’s global marketing strategy, overseeing areas such as e-commerce, brand development, communications, digital growth, and education. In this episode, we talk with her about B2B marketing, the role of artificial intelligence, her position as CMO, and the importance of education. An inspiring conversation with a powerful leader in the world of technology and marketing.

Microsoft plays a leading role in the development and application of artificial intelligence. By integrating AI into products like Microsoft 365 (including Word, Excel, and Outlook), the company is making smart technology accessible to millions of users worldwide. Through its partnership with OpenAI, Microsoft has integrated advanced AI models such as ChatGPT into tools like Copilot. These innovations help businesses and individuals work more efficiently, gain insights faster, and boost creativity. Jennifer Kattula, GM and CMO of Microsoft Advertising, has been a long-time advocate for AI. We speak with Kattula during the Cannes Lions Festival.

Zespri is the world’s largest Kiwi producer selling over 180 million trays of the green fluffy fruit each year. But how does the Chief Marketing Officer at a fruit company compete with fast food chains and candy brands for consumers’ attention? And: due to Global Warming, it has become more challenging to grow produce all over the world. How does Jiunn align his marketing efforts with the uncertainty of Zespri’s harvest? In this episode Klaas Weima is going to talk Jiunn Shih, Chief Marketing, Innovation & Sustainability Officer at Kiwi producer Zespri.

Marketeers all over the world can’t avoid exploring the opportunities of AI. How will technology change the advertisement industry in the near future? In this episode Klaas Weima is going to talk with Nuno Pena, global marketing director of AkzoNobel and Victoria Sjardin, former vice president marketing EMEA at the Kraft Heinz Company. Victoria Sjardin has been around for a while and has seen buzzwords (like big data & metaverse) come and go. She believes that “brands that are being well constructed are timeless”. Marketeer Nuno Pena (formerly AkzoNobel) explores the opportunities of the upcoming technology with a few pilots while expressing his beliefs that marketeers shouldn’t forget about sustainability.

Sir Martin Sorrell, the executive chairman of S4Capital, doesn’t like to hold on to the past and firmly believes that “data and tech will improve creativity”. But how will consumers react to new means of marketing and being ‘bombarded’ by personalized content in the near future? In this episode Klaas Weima is going to talk with Sir Martin Sorrell, the executive chairman of creative digital content production company S4Capital on the influence of data and tech on creativity. The interview was recorded at the Lions International Festival of Creativity in Cannes.

Athletic Brewing is in their own words the #1 non-alcoholic beer brand in the US. How does a relatively small brewing company like Athletic Brewing compete with the big boys such as AB InBev, Heineken and Carlsberg? Before joining Athletic Brewing, Andrew gained a lot of experience in the beverage market at PepsiCo and Heineken. How did the familiarity with the industry help him guide Athletic Brewing? In this episode Klaas Weima is going to talk with Andrew Katz, CMO at Athletic Brewing about the emerging industry of non-alcoholic beverages and the cut-throat competition.

Software company Adobe is well known for their products such as Photoshop and Acrobat. But how does Adobe remain the industry standard while competitors are lurking? And what does the rise of Generative-AI mean for creativity and the use of their platforms? In this episode Klaas Weima is going to talk with Eric Hall, the SVP and CMO of digital experience business at Adobe. He leads the Go-To-Market strategy and execution for the software company. The interview was recorded at the Lions International Festival of Creativity in Cannes.

When it comes to Gen-Z marketing Slavka Jancikova, VP Marketing EMEA at Foot Locker, believes that ‘you should definitely avoid being inauthentic’. But how can you be genuine as a brand? Slavka joined Foot Locker in the summer of 2023 and it is her job to make the American sports shoe store chain appealing to Gen-Z. Before joining Foot Locker, Slavka had been building world class brands at Unilever, Nike and Adidas. In this episode Klaas Weima is going to talk with Slavka Jancikova, VP Marketing EMEA at Foot Locker about Gen-Z marketing.

Soccer, or football, as the rest of the world would like to call it, is gaining popularity in the United States. How does the American national federation capitalize on the growing interest in the world’s most popular sport? And: why is the U.S. putting all this effort in hosting major events such as the FIFA’s World Cup and FIFA’s Club World Cup in the upcoming years?

In this episode of CMOtalk we have a chat with Marloes Laan, the Chief Marketing Officer at Versuni about the rebranding of the company formerly known as Philips Domestic Appliances.

In this episode of CMOtalk Global we speak with Kim Larsen, Head of Global Communications & Brand Experience at ING about the digital transformation of the banking industry.

Kiran Haslam, Chief Marketing Officer of Diriyah, a prestigious project in the middle of the Saudi desert. This multi billion giga project is the birthplace of Saudi Arabia and aims to attract 100 million tourists by 2030. How can Kiran and his team of 150 marketers live up to these giant ambitions? Which role does marketing play in convincing all stakeholders to embark on this visionary journey? And which perceptions need to be altered?

We're honoured to have Wouter Blok as our guest. Wouter is VP Growth Marketing at GetYourGuide, the European platform to book guided tours. He originally trained to become a pilot, no less with KLM. Flying wasn't as exciting as marketing though, so he joined several startups. Wouter later went on to Google, Coolblue, and Sprint. Now, he's conquering the world with GetYourGuide, which was founded in 2009 and has sold over 120 million tickets. How have they managed that?

E31 | Douglas Lamont (Tony's Chocolonely) on international expansion by CMOtalk USA

E30 | Farouk Nefzi (Feadship) on marketing luxury products by CMOtalk USA

E29 | Jill Kramer (Accenture) on resilient marketing by CMOtalk USA

In this episode of CMOtalk Klaas talks to Patrick Stal, Chief Marketing Officer at Zepz. Patrick is a seasoned marketing executive with over 20 years of experience in the advertising and tech industry. Prior to joining Zepz, Patrick was leading N26, as VP of global marketing and at Uber he was heading up the EMEA leadership team. We will talk about the transformation of marketing into a force for good and the impact of ESGs.

In this episode of CMOtalk Klaas will talk to Stacy Martinet, Vice President of Marketing Strategy & Communications at Adobe. At Adobe, Stacy leads a global team responsible for driving awareness demands and engagement for Adobe's brands and technology. Everyone should be able to be creative according to Adobe. Is AI changing everything we know about arts and crafts?

In this episode of CMOtalk we are honored to have Simon Harlinghausen, Managing Director of Miele X as our guest. Simon is responsible for Miele's global digital community space that started in 2020. This new hub helps Miele to accelerate digital growth worldwide. How is Simon using technology and data to develop a fully customer-centric brand? And what will the digital face of Miele be like in 2030?

Today we have Jan van Twillert in the studio with Klaas and Adam. As Vice President of Marketing Foods Northern Europe at PepsiCo, Jan oversees the marketing strategies for some of the company's most iconic brands. Before joining PepsiCo, Jan served in a marketing leadership team of Danone, and Nutricia. PepsiCo is making quite a turnaround on a global scale. So how do you become a meaningful brand? And what does it take to keep potato chips out of the danger zone?

In this episode of CMOtalk Klaas and Adam talk to Doug Martin, Chief Brand & Disruptive Growth Officer at General Mills. Doug plays an important role in the long-term growth strategy of the 150-year-old global food company. Today we’re going to talk about the role of the CMO. How can a CMO influence a company's future in tangible ways that spur sustainable growth?

In this episode of CMOtalk Klaas and Adam talk to Abhinav Kumar, Chief Marketing and Communications Officer at Tata Consultancy Services. We will talk about something big, a global digital transformation. This year's World Economic Forum in Davos names the Internet of Things top priority. What does the third wave of the connected economy mean for industries, organizations, work, and everyday life around the globe Today we dive into the future of digital.

In episode 22 of CMOtalk Alexandra Gaillard, VP Global Brand & Marketing at Signify, talks about personalized content marketing.

In this episode of CMOtalk Klaas and Adam talk to Corinne Aaron, Chief Marketing Officer at Lynk & Co, the brand that breaks every business rule in the car industry. Prior to Lynk & Co, Corinne headed the EMEA marketing team for Tesla, Lovevery and Adidas. Corinne will talk about Lynk & Co’s strategy and tactics. What are the rules of the game when you want to disrupt an industry? What role does marketing play?

In this episode of CMOtalk Klaas and Adam talk to Angie Gifford, Vice President EMEA at technology conglomerate Meta. Prior to that she has built an impressive career with leading roles at Microsoft, Hawlett-Packard, TUI, and was honored with a Managerin des Jahres award. What kind of leadership do we need to deal with change and how do you lead as CMO? Angie will share some insights.

In this episode of CMOtalk Klaas and Adam talk to Bram Westenbrink, Global Brand Director for Heineken. Bram will talk about why it is important to focus on brand relevance. What does it even mean in practice and how does it pay off?

In this episode of CMOtalk Klaas and Adam talk to Ralph Rijks, Global VP Marketing for online fashion platform Zalando. Before that, he worked for fashion brand Scotch & Soda, and led the successful turnaround of Heineken, which struggled in the US. Ralph will talk about what it takes to keep your marketing head cool when the world is on fire, or freezing, and will share what strategy and tactics you can adopt.

In this episode of CMOtalk Klaas and Adam talk to Alvaro del Pozo, VP International Marketing at Adobe. Alvaro believes we are living in a new era of experience. What’s it all about? Is it really about delivering great customer experiences? Or is this all just some more marketing hype?

In this episode of CMOtalk Klaas and Adam talk to Paul Wahlgren, Co-Founder and Chief Marketing Officer at BeautyStat Cosmetics. Paul started in marketing at Philips, built an impressive career and since 2018 he has been working as an entrepreneur, marketeer and co-founder at BeautyStat Cosmetics. Today we will talk about building a business and community on social media and Paul will share some insights on dos and don’ts when starting a grassroots beauty startup.

In this episode of CMOtalk Klaas and Adam talk to Ian Stewart, Chief Marketing Officer at TOMS. Ian has been responsible for the brand strategy of some of the world's most iconic brands: MTV, Coca-Cola, Converse and UGGS. Now he’s responsible for the brand reset of shoe brand TOMS. Ian talks about what it takes to build an iconic brand and how to maintain that status.

Anheuser-Busch InBev is world’s leading brewer with over 500 beer brands including Budweiser, Becks, Corona and Stella Artois. In this special episode recorded at the Cannes Lions Festival, Klaas and Adam talk to Tracy Stallard, Global VP Consumer Experiences at AB InBev and in-house agency draftLine. Tracy talks about meaningful marketing and how brands can act in a responsible matter.

In this special episode recorded at the Cannes Lions Festival, Klaas and Adam talk to Arjan Dijk, Senior Vice President and CMO at Booking.com. Arjan starred in our Dutch show 1,5 years ago and that episode made the 2nd most listened interview of all time. This time we will talk about creativity and AI: friends or foes?

In this special episode recorded at the Cannes Lions Festival, Klaas and Adam talk to Anne-Marie Gaultier, Marketing & Communication Director at Intermarché. After nearly 15 years at advertising agencies, Anne-Marie became a CMO/ CCO at iconic brands Club Med, Galeries Lafayette and Bally. How does Anne-Marie apply creativity in the digital age?

In this special episode recorded at the Cannes Lions Festival Klaas and Adam talk to Gary Osifchin, CMO and GM US Hygiene at Reckitt. He is ranked as one of Adweek’s Marketing Minds and valued for his open and authentic management style. How does Gary build a diverse and inclusive marketing team where creativity thrives?

McDonald's has been in the top 10 of the most valuable companies for years. However, the list is increasingly dominated by tech companies. What does this mean for the future of McDonald’s? Will they be able to keep their coveted position? Erwin Dito, VP Global Brand Leadership, talks about future-proofing your brand and how McDonald's gets this done.

In this episode of CMOtalk, we talk to Shell’s brand guy, Dean Aragón. Dean is the CEO and Vice Chairman at Shell Brands International. After nearly six years at Unilever, Dean took on the challenge of B2B marketing at one of the biggest organizations in the world. In CMOtalk, we discuss the challenges he faces in B2B marketing and his vision on the whole concept. Because, according to Dean, the focus should be on B2H marketing, Business to Humans.

Bayer is famous for introducing the world to aspirin back in 1899. Nowadays, Bayer is a giant worldwide supplier of medication employing almost 100.000 people. Globally, the health industry is rated 8th on creativity within advertising campaigns. Bayer aims to change this. Recently, they have taken a more emotional approach as opposed to rationality in their marketing. Besides creativity, Patricia is also a strong supporter of women and diversity in business. How does she cope with the challenges? And what is there to take away for you? Hear from the CMO of Bayer in episode 8 of CMOtalk!

Mastercard is of course famously known for providing payments across the world. They are also one of the first companies who want to stimulate all the five senses of the consumers. With the release of restaurants, perfume, and cards with physical notches they are well underway. In this episode of CMOtalk, Raja Rajamannar, CMO of Mastercard and the 4th most influential CMO of the world explains why and how Mastercard aims to apply multi-sensory marketing.

Booking.com was founded in the Netherlands but today is one of the leading global platforms for online lodging reservation and other travel products. Offering over 28 million listings in 44 languages and dialects. Arjan Dijk is the CMO of Booking.com and his goal is to make it easier for everyone to experience the world. Booking.com aims to make everyone feel included when traveling. How does Arjan plan on doing this? And what are his own experiences when traveling? This and more, in CMOtalk!

Unilever is one of the few FMCG giants in the world. With the company managing over 400 brands in 192 countries, Unilever is a massive company. How does Unilever keep growing and thriving? By doing well by doing good, the mantra of William Lever himself still sets the foundation of the operation today. Unilever believes that by acting from a purpose driven perspective, brands grow quicker than usual, and it has the evidence to back up its claims. You hear it from the global CMO herself, Conny Braams.

Just Eats is the go-to food delivery platform in 24 countries worldwide and is still growing at a blistering pace. With the acquisition of Grubhub they have just managed to enter the United States. Despite being active all over the world, Just Eats still in-houses most of its marketing activities in their offices in London and Amsterdam. So how do you manage all the departments worldwide from just two locations? CMO Maurine Alma explains it all in the 4th episode of CMOtalk!

Domino's are known worldwide for delivering their pizzas to your doorstep at the speed of light. With over 18,000 restaurants Domino’s Pizza holds a 50% share of the global pizza delivery market. What is the key to their success? Chief Commercial Officer Europe Nicky Claeys talked to us about their seamless customer experience journey and how the company keeps on innovating with solutions like the GPS tracker to stay relevant. Hear more about innovation and CX in the third episode of CMOtalk.

Deutsche Telekom, also known as T-Mobile, is one of the major network carriers in the world. Famous for their magenta color and distinct T in the logo. Talking about their brand equity, the staggering amount of 51 billion US Dollars in brand value has been reported for 2021. It’s the sheer scale that gets Chief Brand Officer Ulrich Klenke excited and makes him sweat. Holding a 51 billion dollar piece in his hands, is quite a responsibility. In this episode Ulrich Klenke shares his vision on brand equity and explains how they are shaping the brand and creating something so meaningful for people everyday.

As one of the frontrunners in digital transformation, L’Oréal engages consumers with innovative AI and AR solutions. Philipp Markmann, Chief Marketing Officer Western Europe of L’Oréal Group, explains how they are realizing their ambition to become the number one beauty tech company in the world. How do they create meaningful experiences with digital products that help build the love for their brands and recruit new consumers? And how did Covid-19 accelerate this digitization?

As society is changing, so is marketing. How are Chief Marketing Officers from around the globe preparing for tomorrow's challenges? In CMOtalk, the podcast series about marketing, Klaas and Adam interview CMOs from leading brands. They deconstruct their strategies and hear how they plan to remain successful. Start listening on cmotalk.global. CMOtalk is the award-winning marketing podcast and eponymous premium platform for CMOs. After the successful CMO-podcast series in the Netherlands, the global edition of the podcast is launched on July 1st 2021.