Next Level CMO

How the role of marketing is changing completely
1. Auflage 2022
ISBN: 978-3-948580-25-4
Verlag: Next Factory Ottensen

Buch, Englisch, Band 05, 304 Seiten, Format (B × H): 170 mm x 220 mm

Reihe: Edition NFO

In the 21st century, marketing is in the midst of dramatic change – and the CMO role is changing with it. The marketing of the 20th century was defined by mass production and mass communication. It required an inside-out logic that began with the product and ended with the consumer. Today’s marketing operates the other way around: it starts with people and their experiences and works its way backwards to products, technologies and processes.

Marketing is about to hit the next level, and thus the chief marketing officer role needs to grow to match. This book profiles marketeers and CMOs from leading brands such as Banana Republic, Bayer, Generali, Gucci, Jägermeister, Katjes, Oatly, smart, Tony’s Chocolonely, Unilever, Zalando and many more. What are their views, how do they perceive today’s marketing and their role in it, and what skills will every CMO need to meet the challenges of marketing in the future?

Autoren/Hrsg.

Recke, Martin

Tinworth, Adam

Schrader, Matthias

Inhaltsverzeichnis

Introduction: Ready Player One
by Matthias Schrader

Laura Eschricht
Global Marketing Director, Zalando

Sven Markschläger
Chief Digital Officer, Krombacher

Justina Rokita
Chief Marketing Officer, Moia

Jenny Fleischer
CEO, babymarkt.de

Volker Weinlein
Co-Founder of kiukiu, former CMO at Katjes International

Maria von Scheel-Plessen
Director EMEA Media, Gucci

Mauricio Barucca
Head of Marketing, Barmer

Isabelle Conner
Group Chief Marketing & Customer Officer, Generali

Patricia Corsi
Global Chief Marketing, Digital and Information Officer, Bayer Consumer Health

John Schoolcraft
Global Chief Creative Officer, Oatly AB

Lena Jüngst
Co-Founder & Chief Evangelist, air up

Jakob Berndt
Co-Founder, Tomorrow

Ynzo van Zanten
Post-Purpose Preacher, former Chief Evangelist at Tony’s Chocolonely

Debora van der Zee-Denekamp
Vice President Foods Benelux, Unilever

Martin Drust
Brand, Digital, Strategy, FC St. Pauli

Felix Jahnen
Digital Transformation Meister, Jägermeister

Björn Schick
Chief Experience Officer, smart Europe

Beate Rosenthal
Partner Global Consumer & Health Platform, Roland Berger, former CMO at Stada

Thomas Zimmermann
CEO, Free Now

Michael vom Sondern
Managing Director and CMO, onQuality, former Global Head of Digital Marketing & Sales at tesa

Jenny Gruner
Director Global Digital Marketing, Hapag-Lloyd

Ana Andjelic
Brand executive and one of Forbes’ “The World’s Most Influential CMOs”

Conclusion: Time to level up
Glossary

Über Autor(innen)

Tinworth, Adam
A business journalist by background, Adam Tinworth has been writing about the digitalisation of commerce since the dot-com boom in the 1990s. He has written for NEXT Insights for over a decade and his own blog, One Man & His Blog, for nearly 20 years.

Outside of his writing, he consults with digital businesses on their online content strategies and lectures in audience engagement skills and strategy at City, University of London.

Schrader, Matthias
Matthias Schrader is one of the digital pioneers in Europe. In the mid-90s, he founded the digital marketing and advertising agency SinnerSchrader and began developing e-commerce solutions for start-ups such as Intershop, Ricardo and buecher.de, which were thus able to go public earlier than expected. In 1999, SinnerSchrader itself went public and was one of the few young companies to survive the so-called "New Economy" and emerge stronger. In 2006, Schrader founded the NEXT Conference, which has become the leading conference for digital transformation in Europe. In 2017, the global management and technology consultancy Accenture acquired a majority stake in SinnerSchrader for a nine-figure sum. Today, Matthias Schrader leads Accenture Song in Germany, Austria and Switzerland.

Recke, Martin
Martin Recke is the corporate editor at Accenture Song. He has published books such as "Transformational Products" (by Matthias Schrader), "Parallelwelten" (in English) and "The Great Redesign" (2020) and writes regularly for the NEXT Insights blog.

In 2006 he co-founded the renowned NEXT Conference. Martin worked in marketing and communications at SinnerSchrader between 2001 and 2021. He is a political scientist and blogger with a background in journalism.