Marketing Today with Alan Hart
Business:Marketing
On the show today, Alan and Michelle talk about her career journey, the ETS rebrand, the uniqueness of her current role, and why more organizations should be thinking of a similar structure at the leadership level. ETS's focus on people and mission of driving human progress forward is what drew Michelle to the company. As Chief Marketing and Innovation Officer, she is responsible for internal and external communications, customer insights and analytics, branding and marketing, e-commerce, philanthropic impact, global demand generation, and product innovation and development.
Michelle Froah is currently the Chief Marketing and Innovation Officer at ETS, but when she was younger, she had aspirations to become an astronaut. While that dream never came to fruition, it did lead her to study mechanical engineering, which unexpectedly shaped her into the perfect person for the complex role she has now. Michelle started her career at Procter & Gamble, where she learned problem-solving under pressure and the value of a well-managed team. She then moved to Singapore and became the Asia Pacific Regional CMO for Kimberly Clark, where she developed a global perspective and understanding of local execution. She then founded Brandable before moving on to Samsung and serving as SVP of Global Brand and Marketing at MetLife before joining ETS in 2023, where she is focusing on transforming it into an organization that empowers human progress.
As ETS enters a new category of future readiness, the CMO role itself is changing as well. While it is still about marketing, it is also about sorting through insights, perspectives, and growth strategies to apply them most effectively, which is where the innovation title comes in. Michelle's combination role allows her to work with all of their partners to serve customers in new ways and communicate that ETS is delivering real-time insights and solutions to help people enhance their skills. Michelle wraps up by talking about how her time as an engineer unexpectedly shaped her as a leader, team member, and well-rounded marketer, how shared goals empower marketers to tackle increased complexity and help the consumer win, how data can improve personalization, and the ways consumers benefit by melding marketing and innovation leadership roles.
In this episode, you'll learn about:
Key Highlights:
Looking for more?
Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!
Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.
Hosted on Acast. See acast.com/privacy for more information.
402: How CommonSpirit Health delivers on an emotional brand promise with Mark Viden, SVP of Brand
401: Movado Group is Building Brand Loyalty with New Generations, with President and SVP of E-Commerce Margot Grinberg
400: How the New York Sports Club is Rebuilding Post-Pandemic with Kari Saitowitz, Chief Marketing and Creative Officer
399: How First Watch Uses Business Constraints as Benefits with Chief Brand Officer Matt Eisenacher
398: Kraken and Crypto are Entering the Next Phase with CMO Mayur Gupta
397: Ricoh Knows Happy Employees Lead to Happy Customers with CMO Lauren Sallata
396: How ICE is Rebranding and Acquiring while Maintaining Brand Equity with CMO Stephanie Dobbs Brown
395: What is Nespresso Brewing Up for Gen Z? With Jessica Padula, VP of Marketing and Interim VP of Sustainability
394: How Topgolf is Making the Game More Accessible with Geoff Cottrill, Chief Brand Officer
393: Kaseya is Leveraging Brand Recognition from Arena Naming Rights with CMO Mike Sanders
392: Has Your Brand Been Friend Zoned? How to Tell and How to Get Out of It with Author Doug Zarkin
391: Marketing and CX are Two Sides of the Same Coin with Nicholas Zeisler and Muriel Lotto, Fractional CXO and CMO, respectively
390: Munchkin is Using Innovation as a Competitive Advantage - VP of Marketing, Kristin Pagano
389: Brevo is Adapting, Rebranding, and Expanding with Global CMO, Isabelle Guis
388: Marketing Architects has a Better Way to Do TV Advertising - CEO, Angela Voss
387: Wendy’s is a Challenger Brand with Spicy Nuggs and Spicier Posts - CMO, Carl Loredo
386: Take a Calculated Risk and Have Some Fun with Aron North, CMO of Mint Mobile
385: Consumer-Focused Product Development and Go-To-Market Strategy with Stacey Andrade-Wells, VP of Marketing at Liquid I.V.
384: Evolving Your Marketing in The Metaverse with Yon Raz-Fridman, Founder and CEO at Supersocial
383: How to Drive Transformation and Use Data Wisely with Brigitte King, Chief Digital Officer at Colgate-Palmolive
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
MarTech Podcast ™ // Marketing + Technology = Business Growth