Global Brand Consultant
Interview conducted by:
Lynn Fosse, Senior Editor, CEOCFO Magazine, Published – February 11, 2019
CEOCFO: What is your overall approach to Brand Marketing?
For me, brand marketing is about a
approach to building a lasting brand in the consumer landscape.
It is anchored into a key product or service proposition that will add
In my experience,
Marketing also has to be consumer centric,
obsessing about your consumer target needs,
and trying to
exceed their expectations.
the most powerful brands look to build the
best combination of a clear brand message and purpose with a sharp and
service proposition that is tailored to
CEOCFO: How do you stay ahead of trends, technology and economic factors?
When you are in an organization that is truly consumer centric, it creates a
to exceed consumers’ expectations, always
innovating to deliver new and better solutions for a better consumer
listening and learning from consumer feedback
while being ready to react appropriately
is paramount to staying relevant.
today, and the data that consumers share with brands, provides
incredible insight into consumer desires and needs, and the challenge for
most organizations is to capitalize on this information in a timely manner
within their organizational structures.
CEOCFO: What attracted you to world of marketing; particularly sports?
Inspiring and connecting with people has always been something I was
and sports is an incredible platform. It’s
truly is an international language
to engage positively with consumers around the
I am a firm believer in the power
sports and how it can improve the
lives of people and our society.
CEOCFO: What did you learn working for one of the largest athletic brands
in the world?
Working with likeminded people
with a shared passion and competitive spirit to
always do better has enable me to be part of amazing product and brand
launches around the world.
Working with elite athletes has also taught me about the value of
preparation, resilience and not being afraid of thinking big and taking risk
to reach your full potential.
CEOCFO: Do you start trying to establish
an iconic brand or
does that develop as you grow and expand?
This is THE million dollar question.
From my perspective, iconic brands are built over time
and the iconic status is inherited
by repeated consumer trust. All
the iconic brands that I can think of
always have a clear and innovative product or service point of view, a clear
brand strategy and identity, and they sustain the test of time by
staying true to their values to deliver on their consumers’ expectations.
CEOCFO: Would you explain influencer marketing and why
it’s a part of
has become a really powerful
in an overall marketing strategy.
If the concept is not new, the digital and social landscape has given it a
new meaning and scale that can also create some confusion and mixed results,
if not leveraged appropriately.
I personally believe that the essence of influencer marketing is
establishing an authentic connection between a
brand’s product or service with an existing or potential super user…
A super user will be one of your most loyal consumers, who will not only
help you think about how to best use or
leverage your product,
but also recommend it genuinely to their “friends.”
In today’s social media age, establishing authentic connections with
influencers, at a global or micro scale, can be really powerful to help
present your brand or product to new consumers.
CEOCFO: What do you understand about the role of big data that perhaps
less experienced marketing leaders
My take on big data is simply
better consumer feedback.
Technology is enabling us to
more personal data from consumers’
journeys than ever before, unlocking for whoever
is will to listen, extremely valuable insights to shape your overall
companies can access and analyze data
may vary quite a bit, and
sometimes it creates confusion in the role
that data should play in the decision
When data is placed into an overall consumer centric approach,
as sometime data alone cannot offer the complete
picture, it proves to be an indispensable asset.
CEOCFO: How do you lead,
especially when working with global
In my experience, it’s
necessary to set a clear strategy
with a sharp brand mission,
a defined consumer target, and a developed
brand and product strategy. These are some
of the key responsibilities of
an effective global brand team.
crucial to establish the right framework and
processes to start
a two way conversation within your geography and countries to create the
most relevant consumer connection and ensure
that all their needs are met.
CEOCFO: What is next for you?
Right now, I
helping teams and organizations find or bring
their next big ideas to life. It gives me an
opportunity to explore the white spaces, working on very different projects
that inspire and teach a tone.