With a background in biochemistry, Erica Taylor admits her route into marketing is not common, but it has given her a unique perspective that has enabled her to propel the role of marketing at the pharma giant.
Two decades into its premiumisation strategy, Diageo believes a balanced approach to innovation has helped the drinks giant become an “in-culture brand builder”.
Chief innovation officer Mark Sandys and global consumer planning director Giles Hedger on leading tribes, new eras and brand building’s “double manoeuvre”.
“Humans do the why and AI does the what,” says Michelle Taite, who believes marketers should forget trying to define their artificial intelligence ‘strategy’.
Michelle Taite reflects on her journey from footwear designer to CMO, moving from marketing Magnum to US consumers to exploring data at the “Nike of SaaS”.
Marketing directors Thiago Rapp and Alessandra de Dreuille discuss the company’s “ambitious” reset, taking inspiration from Nike and the beauty of owning the P&L.
From the “interesting intersection” with B2C to the need to “run towards” opportunities, B2B marketing is both creative and commercial, says marketing VP Minjae Ormes.
From inspiring her team to sit “on the edge of their seats” to getting under the skin of the organisation, self-acceptance has made Minjae Ormes a more effective leader.
Collaboration, communication and community have all played a crucial role in Elf Beauty’s rise, according to chief brand officer Laurie Lam, who shares how the business is also looking to make an impact beyond cosmetics.
Challenging times call for marketers to raise their game as “business thinkers”, says marketing boss Tamara Rogers, whose team seek to avoid “death by a thousand measures”.
A lot has happened in the two years since GSK Consumer Healthcare rebranded as Haleon, requiring resilience and quick thinking from the marketing team.
From talent spotting to prioritising mentoring, Diageo marketers Gráinne Wafer and Lauren McKay believe there’s lots to learn from colleagues at different career stages.
By being “scrappy” and avoiding the conventional, Xbox helped Bromley FC get promoted to the Football League for the first time in its 152-year history, while tripling the number of people who downloaded Football Manager 2024.
Marketing boss Tim Ellis says it blows his mind the industry is still debating a false dichotomy between performance and brand.
From embracing the creator economy to making the Draft a cultural moment, the NFL is six years into a strategy aimed at showing the “human, compassionate and youthful face” of America’s national game.