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ByBillee Howard,
Senior Contributor.
Within our current age of transformation and societal angst, change seems to be the only constant. Organizations of all kinds are looking for ways to quickly and effectively adapt, and one of the key strategies they are employing is moving away from a performance marketing only mindset, to one centered on building deeper relationships with consumers through brand building for the long-term. Additionally, as economic headwinds ensue and consumers continue to demonstrate restraint when it comes to spend, smart marketers are also looking at how to better leverage strong brand purpose narratives to not only drive creativity, storytelling and cultural relevance, but also purchase frequency.
For all these reasons, I wanted to speak to a CMO who has successfully evolved the brand she leads to be at the intersection of brand building and business growth. Vicky Lozano is the CMO of Crayola and recently named to the Forbes Entrepreneurial CMO 50 list. She earned this distinction through a combination of being an integral part of a C-Suite team that has an agile decision-making mindset built to succeed in today’s business landscape, along with an ability to leverage creativity as a business competency in ways that have delivered improved bottom-line performance. Vicky is an industry veteran with years of experience at leading brands such as Cadbury and Pfizer. Following is a recap of our conversation:
