As a CMO, I solve one primary mystery for association CEOs – how to create revenue that keeps on giving.
Capturing market share is about one ‘simply complex’ idea: creating and sustaining brand loyalty. When we deliver value better than anyone else and communicate that value through the right channels and in the right ways, people will be compelled to invest – and reinvest - in their professional future. With us.
And yes, you can take that idea to the bank.
MY MARKETING LENS:
♦ Align marketing with business strategy, not tactics.
♦ Know your competitors, then do what they can’t.
♦ Focus on customer behaviors rather than assumptions.
♦ Use P&L as a barometer for products, pricing, and promotion.
♦ Create experiences that support the right buying behavior.
♦ Remember that members and sponsors vote with their feet.
TOOLS IN MY TOOLKIT:
► CHANGE LEADERSHIP. Addressing mutual needs will yield mutual gains.
► BRAND STRATEGY. Brands should be compelling, value-based and measured.
► CREATIVE DEVELOPMENT. Visuals should be inspirational and aspirational.
► NEW PRODUCT DEVELOPMENT. Optimize processes by “going slow to go fast.”
► DIVERSITY, EQUITY AND INCLUSION. Appreciate the lived experiences of others.
A BIT ABOUT MY LEADERSHIP STYLE:
✰ I believe feedback is a gift.
✰ I take my work, not myself, seriously.
✰ I think hard and play hard.
✰ I relate authentically.
✰ I lead in the service of others.
**And if you have 3 hours I’m happy to wonk out on advertising theory!