CMO’s tend to have a mantra when they take over a new job: reorg, rebrand, and restructure. But while the mantra is simple, the process is not. Any time things change, feathers get ruffled, even for the most well-intentioned CMOs.

“Being performance driven, it’s not always the most popular thing to do when you come into a new company. I pulled back spend in Q2 quite significantly from where we were spending, because I didn’t feel it was working. And there were a lot of conversations with my peers, as well as with our CEO, and even the board on some of the risks of doing that. But I really believe that by pulling back a little bit and slowing down in order to get those insights and those key learnings in place, we’ll be able to speed up in the future and kind of double down on what’s working.”

That’s Dana Paris, who is the first CMO of Canidae Pet Food, and she is quick to note that changes and hard conversations are not done in a vacuum. They are calculated risks designed to drive the overall health of the organization. On this episode of Marketing Trends, Dana dives into how having those tough conversations with your C-Level peers can set the foundation for a successful partnership. Plus, she also touches on why alignment across all your touch points, online and in-person, is imperative when you’re building your brand awareness.

Main Takeaways

• Well, this is Awkward: As a CMO, you have tough conversations. After all, there are KPIs to meet and products to sell. But as a CMO, it’s imperative to remember that you were brought in to do a job, which means setting the company up for future success. Don’t be afraid to mix things up that you see holding the company back.
• A True Symbiotic Relationship: Today brands are not only fighting for awareness for the inventory on shelves, but they are also fighting for recognition online and across all digital touchpoints. Companies must have strong alignment when it comes to their ecommerce sites and their brick and mortar locations so consumers can easily connect the in-store and online experiences. A strong alignment on these things will also help lead the consumer further down the funnel in their purchasing decision.
• Building Brand Loyalty: When you’re a new brand trying to break into a populated space, you have to find organic avenues to naturally introduce your product to consumers. For Canidae, this process included working with breeders to introduce dogs to its food when they are puppies, and then having the breeders recommend the food to the consumer. This process helps to build consistent buying behaviors, while also helping grow the brand.

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