Haleon: The CMO/CEO relationship is ‘being rekindled’
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”.
In an environment where brands are constantly challenged to deliver growth, the relationship between the CEO and CMO is being “rekindled”, according to Haleon CMO Tamara Rogers.
Proving marketing’s ability to drive growth with data has been the real opportunity of the last decade, she argues, enabling marketers to demonstrate they are commercially savvy “business thinkers not just brand thinkers”.
“It’s becoming about how can you develop more opportunities in your career to move outside marketing in order to truly understand what is needed to run a business,” she states.
“Then you become a very powerful partner, because you can see and affect changes to help other people, and you’re not just what would have been called back in the day ‘the colouring in department’, which is dreadful.”
