Pam Forbus is the CMO of Pernod Ricard, where she focuses on building trusted brands through consumer-centric marketing. Pam is the leader behind many recognizable Absolut campaigns, including #VoteResponsibly and #MixResponsibly. Prior to joining the Pernod Ricard team, Pam spent two decades leading teams at Disney, PepsiCo, and Frito-Lay. Throughout her career, Pam has navigated challenging times, from the ‘08 financial crisis to the COVID-19 pandemic, and has come out stronger on the other side.
On the show today, Alan and Pam discuss how the pandemic changed the way she approaches marketing and the importance of responsible marketing, especially for a spirits brand. Pam shares how she successfully builds trusted brands through consumer-centric marketing and how her team is approaching consumer trends, including premiumization and in-home consumption.
In this episode, you'll learn:
Data-driven decisions are consumer-centric decisions
How a cross-functional marketing team enables you to adapt to changes
Lean into your brand’s DNA
Key Highlights
[03:00] Pam’s career path
[09:30] Using data to make consumer-centric decisions
[12:45] Aligning marketing strategy with what drives purchases
[17:00] Leaning into your brand’s DNA
[21:00] Consumer trends in the spirits industry
[27:30] Leveraging a cross-functional marketing team
[32:30] What makes a CMO/CEO relationship successful
[35:45] An experience that defines Pam
[38:00] Pam’s advice for her younger self
[40:00] What marketers should be learning more about
[44:00] The biggest challenge for marketers today
Resources Mentioned:
Pam Forbus
Pernod Ricard
Gorge Ross & George Read - Signers of Declaration of Independence
Ann Mukherjee, CEO at Pernod Ricard NA
Absolut Mix Responsibly
Absolut RTD in a can
Jameson Ginger & Lime RTD
Absolut Sex Responsibly
Pernod Ricard Conviviality
Gucci + Adidas Collaboration
Absolut in the Metaverse & Coachella
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