As a business, we meet consumer needs. We create a task to be done and constantly return to the product, creating new versions of it. We look for new ways to surprise the customer. Regardless of the industry, this approach gives a great chance of success.
What skills do you look for when hiring new people for your team?
Hiring the right people for your team is one of the most important tasks of a CMO. HR departments suggest how you should hire people with certain values and skills. It’s worth working with our HR teams and following their recommendations because there’s a reason they make them – they want to create a team of people who work well together, so finding commonalities is key.
But as a team leader list of georgia cell phone numbers it's also important to have your own vision. You have to hire people who are willing to change things and challenge the norms. That's the first thing I look for when I hire. I don't want people who think it's just another job and just do the basics.
The second thing is proactivity . This is what differentiates a director from a manager. As a manager, you are closer to people and can sometimes lead them by the hand. When the team becomes larger and you become a director, this becomes impossible. You should have people who are proactive and can act with a minimum of guidance.
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The third thing is cooperation . I look for people who can cooperate with others. I want team players on my team, not specialists who can only work individually. People who don't feel like everyone is stepping on their toes and can work in a team.
The fourth value, which is key for LinkedIn, is the ability to have fun . When I first heard this from our CEO, I thought it was completely irrelevant, that we were just trying to be “cool”. But it’s a really important aspect – we don’t want people who only think about money or are self-centered, we need more professionals who can have fun and enjoy what they do.
What advice would you give to marketers who want to become directors?
My first question to anyone looking to get promoted is, " Why ?" You don't have to keep growing just because you're working for the business. What are you looking for? You have to have a very clear motivation, otherwise you can get frustrated.
Second, consider whether your company will allow you to do this . Is there room for you to move up? I have worked for different companies and have seen situations where there was no room. In that case, you need to move to another team, department, or even another company.
The third issue is about your personality . What skills do you need to develop to get there? What gaps do you have in your profile? What do you need to learn? Think about your competencies.
As a CMO, how do you align your strategy with other teams?
It's a bit like a romantic relationship. You have to find a common problem to work together to solve it. Then you have to influence the other party or team to work in cooperation. Sometimes you have to give in, but sometimes you also have to pressure the other party. These are also negotiations. Each party has to give something up to achieve the set goal.
Is there a marketer who inspires you and why?
I greatly admire Yvon Chouinard, the founder of Patagonia. He created an exceptional company by being true to himself and developing a business in line with his values and passion for the outdoors.
He may not consider himself a marketer, but in my opinion he revolutionized the marketing world by focusing Patagonia's strategy on environmental activism. The company has received a lot of media attention and is loved by consumers around the world for its positive impact on the world.
They have supported many green initiatives. They have also redirected marketing budgets to support the planet. As a result, they are building a really strong brand, appreciated by Generation Z.
I was fascinated by Sapiens by Yuval Noah Harari and his 21 lessons for the 21st century. In a way, I would consider it a book about marketing, although you won't find it in the marketing section of a bookstore. It talks about evolution, society, technological trends that shape the world of marketing. I think every marketer should read it.
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In terms of marketing books, I would recommend the classic Philip Kotler. What he wrote is still relevant. If you are lost and wondering what to do as a marketer, just read what Kotler said many years ago. He introduced the "four P's of marketing" and everything he said is still true. It's about distribution, communication, price and product. It's still a great summary of how you should shape your marketing strategy.
