.T_Kap's “culture-in, brand-out” marketing strategy and focus has steered Pepsi from the Super Bowl Halftime to Web 3 explorations, NFT collections, and supporting female artists. ForbesCMO
has been championing entrepreneurial capitalism and those driving it for 105 years. While the circumstances these marketers contend with change on the regular, our definition of what makes an Entrepreneurial CMO remains constant and begins with their mindset and approach. The Entrepreneurial CMO is one who is beholden neither to the status quo nor to disrupting it for disruption’s sake.
Strategic risk takers, they learn from both what does and doesn’t work, iterate, and optimize. They are resilient, both adapting to change and driving it, fueled by curiosity, creativity, and an ability to test, learn, and connect dots in real time, even if the dots, like goalposts, keep moving.
The 50 marketing leaders making this year’s list include those from Walmart and Tiffany, the brand stewards of both Big Bird and the Geico gecko, as well as those from cultural touchstones like Netflix, Spotify, and the WWE. App-first brands have a strong presence, representing over a quarter of those making the list.
As you read through this year’s list, you’ll find that many are thinking “like owners,” eschewing traditional organizational constructs to build new and better ones as they reconsider what their marketing organizations need to look like to get done what must. They are acting today and building for tomorrow, knowing that they can either drive change or be driven by it.
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The 2023 Forbes Entrepreneurial CMO 50While the circumstances these marketers contend with change on the regular, our definition of what makes an Entrepreneurial CMO remains constant and begins with their mindset and approach. ForbesCMO
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