Chief Marketing Officers at Work

330 Pages·2016·6.458 MB·English

by  Josh Steimle (auth.)

JOSH STEIMlE
C H I E F
M A R K E T I N G
O F F I C E R S
A T W O R K
PATRICK AdAMS, PAYPAl · BRIAN BEITlER, lANE BRYANT
PHIl BIENERT, GOdAddY · lINdA BOFF, GE · TOM BUdAY, NESTlé
GERAldINE CAlPIN, HIlTON WORldWIdE · lUANNE CAlvERT, vIRGIN AMERICA
JOHN COSTEllO, dUNKIN’ BRANdS · lAUREN CRAMPSIE, OGIlvY & MATHER
RISHI dAvE, dUN & BRAdSTREET · dAvId dOCTOROW, ExPEdIA
SETH FARBMAN, SPOTIFY · lOUIS GAGNON, AUdIBlE
vIRGINIE GlAENzER, GREAT EASTERN ENERGY · KIERAN HANNON, BElKIN
PETER HORST, HERSHEY · JEFF JONES, TARGET
BRIAN KENNY, HARvARd BUSINESS SCHOOl · WAlTER lEvITT, COMEdY CENTRAl
SUSAN lINTONSMITH, QUIzNOS · KEvIN MARASCO, HIREvUE
MICHAEl MENdENHAll, FlEx · MARGARET MOllOY, SIEGEl + GAlE
TRISH MUEllER, THE HOME dEPOT · MATT PRICE, zENdESK
AdA CHEN REKHI, SURvEYMONKEY · KRAIG SWENSRUd, CAMPAIGN MONITOR
EdITH WONG, INvESTHK · HEATHER zYNCzAK, dOMO
CHIEF MARKETING
OFFICERS AT WORK
Josh Steimle
Chief Marketing Off icers at Work
Josh Steimle
Lantau Island, Hong Kong
ISBN-13 (pbk): 978-1-4842-1930-0 ISBN-13 (electronic): 978-1-4842-1931-7
DOI 10.1007/978-1-4842-1931-7
Library of Congress Control Number: 2016944614
Copyright © 2016 by Josh Steimle
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Advance Praise for Chief Marketing Officers at Work
The role of marketing has shifted from art to science, and nowhere is
that more visible than in these interviews with CMOs who are not just
creative thinkers, but heavy technologists. If you want to be a marketer
of the future, rather than the past, this book will show you where the top
marketing minds see things going.
—Michael Brenner, CEO of Marketing Insider Group and
Author of The Content Formula
In marketing, it seems that everyone wants to talk to, sell to, or become
a CMO. But, most don’t understand what it takes to succeed at one of
business’s most challenging roles. Josh brings you inside the inner walls
of the C-Suite, introducing you to some of the world’s top marketing
leaders to help you gain insights and secrets that will guide your future.
—Brian Solis, Leading Digital Analyst, Futurist, and
Author of X: The Experience When Business Meets Design
Josh Steimle is an outstanding entrepreneur in his own right, but an
even greater contributor in his insatiable desire to learn and improve
and his willingness to share the lessons he learns with all others. This
book is a great example, as he shares marketing advice from some of
the greatest CMOs of all time. A must read.
—Cheryl Snapp Conner, CEO and Founder, Snapp Conner PR
These authentic, in-depth interviews with leading CMOs will help
new marketers know what they need to do to succeed and enable
experienced marketers to confirm they’re on the right path.
—Kent Huffman, CMO and Principal, DigiMark Partners, LLC
Most marketing books tell you what to do. This book shows you what
CMOs are actually doing to make their organizations thrive.
—John Rampton, CEO, Due.com.
Chief Marketing Officers at Work is an easy-to-read, yet substantive
book that explores the Who, What, Why, and How they got there of
a number of leading CMOs. Anyone considering becoming a CMO, or
those already in the role, will find great value in the feedback offered
by these luminaries and should definitely read it.
—Jeff Sheehan, IBM Influencer, Futurist, and Author

To my mother, who taught me to love reading
and
to my wife, who supported me during the process
of putting this book together

Contents
About the Author. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii
Chapter 1: Seth Farbman . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
Chapter 2: Heather Zynczak . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Chapter 3: Brian Kenny. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Chapter 4: Louis Gagnon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Chapter 5: Kevin Marasco. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Chapter 6: Kraig Swensrud. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Chapter 7: Patrick Adams. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
Chapter 8: Edith Wong . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
Chapter 9: Michael Mendenhall . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
Chapter 10: Virginie Glaenzer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
Chapter 11: Ada Chen Rekhi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
Chapter 12: Kieran Hannon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121
Chapter 13: Phil Bienert. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131
Chapter 14: Margaret Molloy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143
Chapter 15: Tom Buday. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Chapter 16: John Costello. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167
Chapter 17: Luanne Calvert. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175
Chapter 18: Trish Mueller . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 185
Chapter 19: Peter Horst . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
Chapter 20: Brian Beitler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
Chapter 21: Walter Levitt. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219
Chapter 22: Geraldine Calpin. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231
Chapter 23: Matt Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239
Chapter 24: Susan Lintonsmith . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 251
viii Contents
Chapter 25: Linda Boff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
Chapter 26: Lauren Crampsie . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 277
Chapter 27: Jeff Jones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 289
Chapter 28: David Doctorow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 301
Chapter 29: Rishi Dave . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323
About the Author
Josh S teimle i s the founder and CEO of MWI
( m wi.com ), a digital marketing agency. He has writ-
ten over 200 articles for publications like F orbes ,
Entrepreneur , Inc. , M ashable , T echCrunch , and Time .
Steimle is a TEDx speaker and sought-after
presenter at marketing industry events. In 2016,
Steimle was recognized by E ntrepreneur magazine
as one of 50 Online Marketing Influencers to
Watch and data from social media research firm
Leadtail recently ranked Steimle #11 on their list
of People Most Mentioned and Retweeted by
CMOs. Steimle has been interviewed for TV and radio appearances on topics
related to technology and government policy. He is the director of the Hong
Kong chapter of Startup Grind and consults with leaders in government on
policies and practices related to entrepreneurship and startups. Steimle has held
board positions at or otherwise worked with various nonprofit entities related
to adoption, education, entrepreneurship, economics, and government policy.
Steimle holds a masters of information systems management from Brigham
Young University (BYU).
Steimle started his agency while a student at BYU, where he and his business
partners won the BYU Business Plan Competition in 2001. Steimle and his
partner were also jointly awarded Young Entrepreneur of the Year in 2002 by
the Utah chapter of the Small Business Administration.
Steimle lives in Hong Kong with his wife and two children. He is a voracious
reader, ultra trail runner, triathlete, and skateboarder. He is an active member
of The Church of Jesus Christ of Latter-day Saints and served for two years as
a full-time missionary for his church in Manaus, Brazil. He is fluent in English
and Portuguese.
Email: j [email protected]
Twitter: @joshsteimle
Instagram: @joshsteimle
Snapchat: joshsteimle
Blog: joshsteimle.com