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.
362: Operating in the White Space and Creating a New Category with Jason Andree, CMO at Nufabrx
361: Maximizing the Marketing Budget and Being Responsibly Irreverent with Ben Mand, CEO at Harmless Harvest
360: Getting People to Try Your Product with Klarna CMO David Sandström
359: Trends in Fintech and Driving Growth through Affiliate Marketplaces with Drew Glover, Founding Partner at Fiat Growth and General Partner at Fiat Ventures
358: Revitalizing a Heritage Brand and Climbing the Career Jungle Gym with Amanda Tolleson, CMO at WeightWatchers
357: The Science of What Works in Advertising with Jon Evans, Chief Customer Officer, System1 Group
356: Normalizing Car-Sharing and Focusing on User Experience with Andrew Mok, CMO at Turo
355: Brand at its Best and Focusing on Fundamentals with Heather Stern, CMO at Lippincott
354: Demand Generation and Brand Marketing with David Fossas, CMO at Restore Hyper Wellness
353: Narrative Economics with John Connors, founder & CEO of Boathouse
352: How to Balance Brand and Performance to Drive Growth with Kristen D’Arcy, CMO at Homedics
351: Designing The Brand Experience: From First Exposure to Advocate with Nick Horan, Global Brand Experience Lead for Vanish at Reckitt
350: Marketing Agility and the Secret to Direct Sales with Terry Haley, CMO at Pampered Chef
349: Navigating the Intersection of Culture and Conversion with Michelle Taite, CMO at Intuit Mailchimp
348: Having the Bravery to be a Change-Maker with Andrea Brimmer, Chief Marketing & Public Relations Officer at Ally Financial
347: The Business Benefits of Continued Education with Michelle Boockoff-Bajdek, CMO at Skillsoft
346: The Power of Breakthrough Creative with Geoff Tanner, Chief Commercial and Marketing Officer at J.M. Smucker Co.
345: Being Instinct Led and Data Supported with Jay Livingston, CMO at Shake Shack
344: The Data of Decision Making with Greg Dolan, CEO at Keen Decision Systems
343: Being a Data-Driven Agile Leader with Stacey Pool, CMO at Noodles & Co.
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
CMO Confidential