Mustafa Shamseldin, PepsiCo's category growth officer and CMO of international foods, says CMOs need to focus on more than just the brand; they also need to focus on the community, sustainable practices, and consumer experiences with the products. Shamseldin was interviewed by Business Insider at the Cannes Lions International Festival of Creativity 2024.
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00:00The future CMO is not just focused on one part of the mix, it's not just about the brand.
00:04You have to look at it end to end.
00:12So when I took over this role, the role actually changed a little bit from just CMO to Category
00:16Growth Officer, and that is an important change. It's just a title change, just one letter,
00:21think about it, from CMO to CGO, but at the core of the change is thinking about marketing from
00:29the end to end. So I also did a few roles before that, so I was in general management,
00:32I was in sales, I actually worked in different parts of the company, I've been with the company
00:3616 years, but the idea was to be able to make a change to the future of food and to impact the
00:42world of food, you need to think about everything from how you farm to what you put on the shelf
00:48and everything in between. So in my role, I bring all the functions together. So I have the marketing
00:53and the brand teams, I also bring supply chain, I bring even legal, I bring procurement,
00:59commercialization, R&D, all under one roof. So when we think about a problem, we think about it
01:03from all the angles, and that is the advice I received, that's why the role was created,
01:07but also is my pitch to the future of CMOs. I mean, the future CMO is not just focused on
01:14one part of the mix, it's not just about the brand, you have to look at it end to end. If
01:17you want the best Lays experience, you need to have the best potatoes and the best packaging
01:21that is sustainable, that is good for farmers, that has a healthier product, and that you cannot
01:27do if you're just looking at it from a brand side. So that is really my biggest concern,
01:33my biggest advice to myself, but also to my fellow CMOs.