"I think marketing really needs to be recognised as commercially contributive. I think it needs to be recognised as a function that is driving the business forward, that is driving the organisation forward.” Lara Dewar, CMO of GSMA

In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Lara Dewar, CMO of GSMA, an organisation that represents the interests of mobile network operators worldwide.

Join us as Lara shares her diverse career in financial services, telecom, and charity, highlighting her work at World Vision Canada. She stresses redefining marketing as a strategic discipline crucial for reputation management and brand stewardship while emphasising the CMO's role in strategic discussions and proving marketing's value. Paul and Lara discuss the challenges CMOs face and AI's impact on the mobile industry. Lara advocates for ethical AI practices and democratising access to innovation. The conversation underscores the importance of CMOs being strategic, visionary, creative to address societal issues, with a focus on continuous learning and networking.

Here are some key talking points from the episode:

• Introduction and Lara's experience in various sectors
• Redefining marketing as a strategic discipline
• The role of the CMO in ensuring marketing plays a strategic role
• Challenges faced by CMOs in a fast-evolving landscape
• The significance of the World Mobile Congress
• AI's impact on the mobile industry and marketing
• Sustainability in the mobile industry
• Addressing societal issues in the mobile ecosystem
• Traits and skills of successful CMOs

Lara is an inspiring leader, connector and innovator. With over 20 years of experience across the financial services, energy, charity and telecoms sectors, she has challenged the status quo, leveraged market opportunities, repaired damaged reputations and successfully led through crisis situations.

An impactful Executive who combines strategic insight, a deep understanding of purpose and an engaging communication style to connect the vision to the people and deliver meaningful results for stakeholders. Lara thrives in complex environments and is highly adept at building relationships and growing influence across global structures.

Her work has included attracting new and innovative Partners and ambassadors such as Meghan Markle, Twitch, Universal Music, and Omaze.

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"The future of marketing is really about being able to anticipate consumer needs and being able to leverage technology to meet those needs.” Reinaldo Padua, Chief Brand Officer at Beliv

In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Reinaldo Padua, Chief Brand Officer at Beliv a company creating magic with products customised for the Latin American market. . Join them as they discuss the importance of building powerful brands that can command future growth, the role of AI in marketing, the importance of data in CPG marketing, and the significance of motivation and purpose when working with millennials.

Reinaldo advises focussing on leading indicators of growth and profitability and combining these with lagging indicators to demonstrate brand investment value to stakeholders. He stresses staying close to cultural shifts to connect with diverse demographics and mentions using AI tools for data analysis. He also explores AI in content generation, especially for brands with low budgets.

Here are some key talking points from the episode:

• The need to focus on leading indicators of future growth and profitability
• The importance of combining lagging and leading indicators
• Using leading indicators and data analytics to drive marketing decisions
• The importance of staying updated in the rapidly changing field of technology
• The shift towards personalisation and the use of AI to process big data
• AI as a tool to amplify and empower marketers
• Staying aligned with cultural shifts and consumer demographics
• AI's evolving role in marketing, automating presentations, analysing data, and creating content

Reinaldo is the Chief Brand Officer at Beliv Company, a bevtech present in more than 30 countries in the Americas and around the world, with the mission of fulfilling the needs of consumers worldwide through healthy products and winning value propositions rooted in a Latin American DNA.

Reinaldo is an experienced global marketing leader passionate about growing consumer-oriented brands and businesses. He is energised by tackling complex business issues and solving them with holistic, disruptive, yet pragmatic solutions. He has more than 20 years of experience leading the development of growth, marketing, and commercial strategies for global food, beverage, QSR, and telecommunications brands in over 40 different countries. He is energized by tackling growth challenges from a holistic, disruptive, and pragmatic perspective alongside agile and innovative teams.

Throughout his career, Reinaldo has had the opportunity to drive positive changes in global companies like Procter & Gamble, Kraft Foods, AT&T, Zyman Group, and Coca-Cola, thanks to portfolio strategies, segmentation, innovation, and digital marketing.

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"Marketing is definitely an art and a science. There's an element of creativity and coming up with ideas and concepts, but the science part is essential. The science is about understanding your data and your customers and then using those insights to craft your creative process and deliver the right message to the right customer at the right time." Ollie Shayer, Omni-Media Director at Boots UK.

In this episode of Time For a Reset Marketing Podcast: Insights from Global Marketers, brought to you by CvE Consultancy, host Paul Frampton connects with Ollie Shayer, Omni-Media Director at Boots, the 175-year-old UK health and beauty retailer and pharmacy chain. Join them as they discuss the fascinating role of an Omnichannel Media Director and how they balance art and science in marketing. Explore the impact of technology, data-driven strategies, and AI on the industry while gaining valuable insights into creating personalised experiences, the role of data in product marketing, and the responsibility of companies like Boots in safeguarding their customers’ data to maintain their customer trust.

Here are some key talking points from the episode:

• Introduction and Role of an Omnichannel Media Director
• Balancing Art and Science in Marketing
• Ollie’s view on how companies should incorporate AI and GenAI to their marketing efforts
• The importance of a test and learn mindset when it comes to learning new technologies
• Responsible Use of Data and Customer Trust
• Relationship Between Marketing and Technology
• Implementing New Technology and Finding Trusted Advisors

Listen to this captivating conversation between Paul Frampton and Ollie Shayer. It provides advice for future CMOs and a glimpse into the evolving retail industry.

As the Omni-Media Director at Boots UK, Ollie Shayer brings over 20 years of expertise in the media industry, spanning FMCG, retail, and e-commerce across Europe, the US, LATAM, and APAC regions. At Boots, Ollie is at the forefront of driving a consumer-centric, omnichannel media agenda, overseeing both the consumer media strategy and the retail media group.

Ollie is recognised as a thought leader in the industry, a sought-after keynote speaker, and a presenter at prestigious global events. The industry has recognised his work, and his accolades include being named New Digital Age Brand Hero 2023, the PMW Power 100 in 2023 and 2024, and Campaign’s 40 Under 40 award in 2024. He is also a member of Future 100 Media Club.

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