Influencing The Growth Agenda as CMO

Virtual Events
Thu, Feb 18, 10:00 AM (PST)

About this event

Listen to the full Virtual Roundtable [58:36]
Watch the Highlights Video [2:17]

Brad Hiranaga, Chief Brand Officer for General Mills, joined the CMO Club for a virtual roundtable, sharing insights with members on how to influence the growth agenda as a marketing leader. 

Here are some highlights from our roundtable:

What is growth ambition, and why do you feel it's a marketer's role? 

  • It's great to have goals, but if you don't have a full view of what you are trying to achieve across the board, you will not achieve growth. 
  • Set more of an ambition and desire for growth, rather than making it another data driven or math exercise. 
  • Your brand ambition is why you exist, the growth ambition helps you envision the change you want to make. 

Serve as your company's connector and culture creator

  • Brad and General Mills had the ambition to be a force for good throughout their business. 
  • Doing good AND doing good business
  • Bring your philanthropic mission to the forefront of your business rather than just something employees do.
  • The ability to establish that ambition in an authentic way creates a culture of purpose and excitement for a company, especially for your employees, that could normally be missing.
  • If you are going to commit to a more philanthropic model, you need to commit to it for the long run. 

 How do you get buy-in from your executive board and company as a whole when trying to grow or shift the culture? 

  • Partnership and connectivity are key 
  • Know who to partner with to get the change across 
  • It can be a bit of a repositioning - redefining marketing to create markets and markets are where you are going to go to get growth.

Be problem obsessed

  • Solve problems for people rather than try to hit targets all the time. 
  • Think big and expand your thinking for marketing. 
  • The question is no longer, "What's the insight around dinner?". Instead think about all of the different problems or decisions the consumer needs to make and how you can solve those. 
  • Understand the pain points in order to unlock the problem. 
  • You're not going to get material growth by optimizing the plan from last year. 

Key Takeaways 

  • Set more of an ambition and desire for growth, rather than making it another data driven or math exercise.
  •  The ability to establish ambition in an authentic way creates a culture of purpose and excitement for a company, especially for your employees, that could normally be missing.
  • It can be a bit of a repositioning - redefining marketing to create markets and markets are where you are going to go to get growth.
  • Solve problems for people rather than try to hit targets all the time.
  •  You're not going to get material growth by optimizing the plan from last year.

Speaker

  • Brad Hiranaga

    Brad Hiranaga

    General Mills

    Chief Brand Officer, North America

    As Chief Brand Officer for North America at General Mills, I have the privilege of leading iconic brands like Cheerios, Wheaties, Annie’s, Nature Valley, Yoplait, Gushers and Box Tops for Education. In order to deliver culture-shifting ideas and purposeful brand building, it’s crucial to foster a learning mindset and an energized environment that allows teams to feel safe and inspired.Passionate a...

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  • Host

  • Jon Suarez-Davis

    Jon Suarez-Davis

    Salesforce

    SVP, Marketing Strategy & Innovation