The role of a marketer really is as simple as Jennifer Mathissen says it is.

“My job, and really most CMOs' job, is to be the primary advocate for the customer.”

Jennifer is the CMO of Santander Bank in the US, and while her assessment of a marketer’s job sounds simple, there’s more to it than meets the eye. A marketer has to provide a story behind the compelling products and services that make up a brand, and a marketer has to create the space that makes it possible for a consumer to build a meaningful relationship with your company. On this episode of Marketing Trends, Jennifer goes deeper on the intricacies of the role of marketers and CMOs, and she explains how to properly build a marketing culture that cultivates passion and creativity. Plus, Jennifer discusses why your marketing efforts should never feel transactional.

Main Takeaways

• Become an Advocate: The role of every marketer is to be an advocate for the customer. In order to become that voice for your consumers, you have to make sure that you have a pulse on every aspect of your marketing department and understand where any issues are coming from. Once you have a clear picture of the obstacles in play, you can begin the process of creating a frictionless customer experience ecosystem.
• More Than a Transaction: Marketing should never feel transactional, but instead your marketing practices should always feel as if they have in mind the best interest of the consumer and not the company. Make sure your marketing materials are never self-serving but are designed in a way that builds a true relationship between the brand and the customer.
• Refocus Processes to Build Creativity: Every marketing department needs to be cognizant of the process in place that could stunt your team’s creativity. If your marketing team is not passionate and creative, it's a missed opportunity on all fronts. Make sure you are continuously opening the door for your team to be more creative while finding unique ways to keep them energized.

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