CMO Q&A: What's the Most Challenging Part of Being a CMO Today?
In each issue of our Franchise Update magazine, we profile franchise CMOs and marketing leaders, asking each the same set of questions. Their responses say a lot about who they are, their culture, their values, and where they're taking their companies.
Throughout the year, we'll be selecting one of those questions - and providing answers from the previous year's CMO profiles. If you like what they say or are curious to learn more about these franchise marketing leaders and their thoughts on other topics, we'll also provide links to their full profile.
The second question in this series is: "What's the most challenging part of being a CMO today?"
Katherine LeBlanc, CMO, Painting with a Twist
I am a new CMO, so I can't answer what's challenging about today that wasn't challenging in the past. However, for me, the biggest marketing challenge we face is to maintain the relevancy of the brand. With so much content bombarding our prospective guests daily, brands need to own their voice more than ever, which means saying no to some opportunities and leaning in to others. Read full profile.
Kieran McCauley, Vice President of Marketing, HealthSource
The myriad of channels available to reach your target audience. Media buying has become highly fractured and you are constantly testing and evaluating new channels to see if they are more effective. Even traditional television buys are complicated by the explosion of over-the-top (OTT) and connected device options. Sometimes old methods still deliver better results than newer and highly targeted options. It just depends on the target and tactic. Read full profile.
Denise Pedini, Executive Vice President of Marketing, Pizza Inn
With any company that's been around 60 years, and with many franchisees a part of the company almost as long, it's sometimes a challenge persuading them to take risks and make changes. However, working with the franchise marketing board over the last 2 years has helped bring new ideas to the table that have contributed to our five straight quarters of positive same store sales growth. Read full profile.
Kristina Van Bruggen, Vice President of Marketing, Sizzler USA
The landscape is constantly evolving and it's an ever-changing art to effectively and personally communicate with our guests. To be an effective marketer today, you must be able to embrace nontraditional tactics. Being quick and nimble enough to remain relevant and evolve in the digital age is a challenge for legacy brands, but we've managed to implement several strategic campaigns that have proven to elevate the brand to where it is today. Read full profile.
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