In this episode, we are joined by Andrew Garrihy, a veteran global CMO who spent several years working in senior marketing roles at major Chinese companies like Huawei and Didi. Andrew shares his fascinating experiences navigating the complexities of Chinese business culture as a Western executive. He provides invaluable insights into understanding the mindset and values that shape the Chinese professional environment, such as the emphasis on collective wisdom, respect for hierarchy, and the relentless pursuit of progress.

He walks us through the "agile marketing" framework he implemented at Huawei, where they would launch around 50 new smartphone products per year, with about 3 being major flagship launches that required launching across 15 European countries, with only 90 days to plan and execute on all campaigns. This approach included long-term strategic planning with extreme agility, continual testing, and dedicated innovation budgets. Andrew also talks about his new passion project, the CMO Coach, which aims to provide mentorship to emerging marketing leaders to maximize their potential.

Watch the video version of this podcast on Youtube ▶️: https://youtu.be/mmRPhJxDZb8

📚 Chapters:

• (00:00:00) - Intro
• (00:07:00) - Andrew's Background 🎒
• (00:08:30) - What Led Andrew to China 🇨🇳
• (00:14:40) - The Culture Map - How to Thrive in Other Cultures?
• (00:15:55) - How to Thrive in Chinese Culture?
• (00:23:38) - How Do You Build a Brand in the Chinese Market? 📈
• (00:34:39) - How Did Andrew Really Make It Work?
• (00:40:03) - What Is the CMO Coach? 🧑‍🏫
• (00:45:30) - Lightning Round ⚡
• (00:46:00) - Best Career Advice
• (00:46:10) - Marketing Pet Peeve
• (00:46:50) - One Marketing Tool You Can't Live Without ⚒️
• (00:48:10) - One Thing People Should Do Differently?

🖊️Mentioned in the show:

• Nio
• The culture map book
• Build your dreams
• FMML - Rival’s F*** My Marketing Life
• Curo - Share of Search Brand Tracker

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Andrew Garrihy from the CMO coach in this episode.

Find Rival online at www.wearerival.com, LinkedIn, Twitter.

Find Eric on LinkedIn and tweet him @efulwiler.

Find Andrew on

LinkedIn.

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.