Shufen GohShufen Goh

Shufen Goh is also the co-founder of R3, born and bred in Singapore, but with a broad worldview of major marketing challenges. A biologist by training, she spent over a decade helping build brands such as Coca-Cola and BMW prior to her current role. R3 works with nine of the world’s top 20 marketers on benchmarking and improving effectiveness and efficiency.

ISBN: 978-1-68401-848-2
Price: $24.95
Publication Date: May 1, 2018

Global CMO

Digital transformation has changed the dynamic of the modern marketing playbook. As entire business routes get disrupted, global marketers have had to balance leading their own functions with the overall transformation of their entire sector. Many CMOs are spending more on technology than their Chief Information Officers (CIOs) or Chief Technology Officers (CTOs). In this new environment, what can a CMO do to stay ahead of the curve?

This book seeks to answer that question, with the insights from interviews with 18 leading global CMOs responsible for taking their brands into the future across drastically different markets. The brands represented in this book span several sectors, from CPG leaders such as Coca-Cola and Colgate-Palmolive; to financial giants like Mastercard, Bank of America, and Citi; to leading technology companies, including GE and Samsung. Even though they all face a different set of challenges, there are many common threads running throughout their interviews.

This is the playbook for building a modern marketing organization, straight from the CMOs themselves.

“Despite the differences in maturity between markets, human-centered stories and messages are universal.”

YoungHee Lee,
Chief Marketing Officer, Samsung Electronics

“Digital is an enabler for every part of our business, not just in the marketing context.”

FrancIsco Crespo,
Chief Growth Officer, Coca-Cola

“The marketing function is now seen as a business driver and a significant partner in winning new business and keeping existing business.”

Raja Rajamannar,
Chief Marketing Officer, Mastercard

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