From inspiring her team to sit “on the edge of their seats” to getting under the skin of the organisation, self-acceptance has made Minjae Ormes a more effective leader.
Collaboration, communication and community have all played a crucial role in Elf Beauty’s rise, according to chief brand officer Laurie Lam, who shares how the business is also looking to make an impact beyond cosmetics.
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”.
A lot has happened in the two years since GSK Consumer Healthcare rebranded as Haleon, requiring resilience and quick thinking from the marketing team.
From talent spotting to prioritising mentoring, Diageo marketers Gráinne Wafer and Lauren McKay believe there’s lots to learn from colleagues at different career stages.
By being “scrappy” and avoiding the conventional, Xbox helped Bromley FC get promoted to the Football League for the first time in its 152-year history, while tripling the number of people who downloaded Football Manager 2024.
Marketing boss Tim Ellis says it blows his mind the industry is still debating a false dichotomy between performance and brand.
From embracing the creator economy to making the Draft a cultural moment, the NFL is six years into a strategy aimed at showing the “human, compassionate and youthful face” of America’s national game.
The pharma company’s brand boss Kate Cronin underlines the importance of understanding consumers and not being biased when developing research.
Top marketers from PepsiCo, TikTok and Moderna share how they believe partnerships with agencies can be improved.
The drinks giant has launched Pepsi Smart Can, a digital device developed by its marketing and design chiefs in tandem to create a new media platform that “grabs your attention”.
Growth marketing mixes brand building and commerce, says Unilever marketing boss Esi Eggleston Bracey, who believes purpose should never be “one size fits all”.
The confectionary giant affirmed its long-term commitment to diversity, as new UN research reveals progressive brands can drive 52% stronger pricing power.
According to Mark Ritson, marketers have “overstated” the importance of creativity and in doing so taken their eyes firmly off the 4Ps.
The FMCG giant has shifted the focus of top marketer Doug Martin who has been chief brand and disruptive growth officer since 2021.