Emily Ketchen, CMO and VP, intelligent devices and international markets at Lenovo, explains how she uses her role to guide the development of products and future of AI at the company. Ketchen was interviewed at the Cannes Lions 2024 International Festival of Creativity by Business Insider.
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00:00I don't walk into a product meeting expecting to hear from the product team.
00:03I expect to influence the product.
00:11What is the best advice that I received as a CMO?
00:14And it's so interesting.
00:15Today I was having lunch with somebody and she was asking me questions
00:19about how it is that I came into Lenovo four years ago
00:23and really have tried to make an impact for our brand.
00:27And I would say some of the best advice that I got was
00:30make sure you are listening and thinking really cleverly
00:34and carefully about what you're hearing.
00:36Develop your strategy.
00:38And then I would say the most important thing is
00:40chief marketing officers should not rope themselves in.
00:44You can be a chief growth officer.
00:46It is my responsibility to go out and make a market for AI.
00:49So I think, you know, taking the opportunity to extend beyond
00:54the world that you live in and add value to your brand at every single step
00:58is some of the best advice that I've ever received.
01:00And it's something I take very seriously.
01:02I don't walk into a product meeting expecting to hear from the product team.
01:06I expect to influence the product using insights
01:09and audience desires and those kinds of things.
01:12And so I think you shouldn't consider your purview just as a marketer
01:16and maybe most importantly, because you are the voice of the customer.
01:19And so if not you, then who?