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Vision, velocity values: CMO Katherine Ray from Babble, Gucci, Nike, Louis Vuitton on leading marketing in 2021
Katherine Melchior Ray, former CMO of Babbel, is a marketing expert with an interesting take on leading in turbulent times. Katherine’s motto is, “Never waste a crisis.” In this episode, learn how she looks at disruption, what her “Three Vs for CMOs” are, and how she applied all of this by making subscriptions free for students during the pandemic.
Ray, who's writing a book on marketing, has led marketing teams for top brands like Babbel, Shiseido, Hyatt, Tommy Hilfiger, Gucci, Louis Vuitton, and Nike.
It may not be 2020 anymore, but the world is still very much in crisis mode. Some countries are reopening thanks to high rates of vaccination. Other countries are still in the grips of the battle with COVID-19. Put it all together, and we see a fairly chaotic world in constant change. That’s hard — and the impacts of COVID are horrific — but it’s also a time when consumers are changing habits, switching loyalties, and swapping brands.
The result is an opportunity for change in spite of the difficult circumstances.
Video: https://www.youtube.com/watch?v=nYmKaO9WMkg
Blog post: https://clevertap.com/blog/clevertap-engage-babbel-shiseido-cmo/
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By John Koetsier & Peggy Anne SalzKatherine Melchior Ray, former CMO of Babbel, is a marketing expert with an interesting take on leading in turbulent times. Katherine’s motto is, “Never waste a crisis.” In this episode, learn how she looks at disruption, what her “Three Vs for CMOs” are, and how she applied all of this by making subscriptions free for students during the pandemic.
Ray, who's writing a book on marketing, has led marketing teams for top brands like Babbel, Shiseido, Hyatt, Tommy Hilfiger, Gucci, Louis Vuitton, and Nike.
It may not be 2020 anymore, but the world is still very much in crisis mode. Some countries are reopening thanks to high rates of vaccination. Other countries are still in the grips of the battle with COVID-19. Put it all together, and we see a fairly chaotic world in constant change. That’s hard — and the impacts of COVID are horrific — but it’s also a time when consumers are changing habits, switching loyalties, and swapping brands.
The result is an opportunity for change in spite of the difficult circumstances.
Video: https://www.youtube.com/watch?v=nYmKaO9WMkg
Blog post: https://clevertap.com/blog/clevertap-engage-babbel-shiseido-cmo/