Haleon chief marketing officer Katie Williams describes how new media landscapes have necessitated major changes to the role and duties of CMOs. Gilchrist was interviewed at the Cannes Lions 2024 International Festival of Creativity by Business Insider.
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00:00Take the time to stay connected outside your four walls.
00:04I think the CMO has evolved more so because the landscape that we're operating in continues
00:14to change so rapidly.
00:16The stakeholders that we have to think about, first and foremost, are consumers, but now
00:22throughout the organization, whether it's our chief financial officer or our CEO or
00:28investors where they think about the value of the brands and how that relates to the
00:32company value.
00:34To consumers as advocates and to policy makers, particularly for us in healthcare.
00:41All of those things matter, not only for the health of our company, but the health of our
00:45brands.
00:46And then we are operating in a very complex marketplace where the media landscape is changing.
00:53Gone are the days where we're just working with a few individual partners to connect
00:58with consumers, but we're working with traditional media, media that's evolving quickly in the
01:04digital space, retailers as media providers.
01:08So as a CMO, you really have to stay connected to all of that broad landscape of stakeholders,
01:15as well as stay connected to the changing tools in which we use to build our brands.
01:21So it requires you to have a learning mindset, to be humble and recognize that there's always
01:26something more for you to learn.
01:28And I think that was maybe some of the first advice that I got as I entered into a CMO
01:32role was take the time to stay connected outside your four walls so that you can be better
01:39connected to all the stakeholders that matter when you're building and protecting your business.