Marketers must be current and relevant to drive growth and the same holds true for brands especially in our modern world.
Great brands continue to bring value to their key stakeholders through strategy, creativity, and agility. They can stand the test of time and evolve when it’s necessary or they can stand still and become obsolete.
In this AMA in the Afternoon session, Rebecca Messina, former Global Chief Marketing Officer of Uber and Beam Suntory, shares her perspective on building brands in a modern world after having led some of the world’s oldest and youngest brands. She’ll discuss the challenges for old brands to transform, share her experiences for new brands to stick, and provide valuable insights for executives to lead.
Key Takeaways:
- Understanding the difference (and similarities!) between 20th and 21st century brands
- Defining the changing role of the CMO and the organization of marketing
- How to lead when nothing is certain and everything is evolving
Virtual Event Details | Presentation and Q&A
Thursday, April 22, 2021 | 2:00 – 3:00 pm
You will receive an email 24 hours before the event with the Zoom meeting link and ID needed to join.
Ticket sales will end two hours prior to the event’s start time. Non-members rate will increase 24 hours before the event.
Meet the Presenter
Rebecca Messina
Senior Advisor, McKinsey & Co.
Former Global Chief Marketing Officer, Uber and Beam Suntory
Prior to advising private clients as well as serving as a Senior Advisor with McKinsey & Co., Rebecca Messina most recently served as Global Chief Marketing Officer of Uber. As Uber’s first-ever CMO, Messina focused on standing up Uber’s first global marketing organization, building a world class marketing network, with the mission of helping the company define a strong brand in the hearts and minds of the consumers, drivers and communities it serves.
Prior to joining Uber, Messina was the Global Chief Marketing Officer of Beam Suntory, where she was responsible for the company’s global brand strategy development and communications, product innovation, research and development and consumer insights for Beam Suntory’s world-class portfolio of brands – including Jim Beam, Maker’s Mark, Courvoisier Cognac, and Yamazaki Whisky, among others.
Messina also built a 22 year career at The Coca-Cola Company with numerous global media and marketing roles in Atlanta before expanding her career in Chile, Australia, France; and ultimately, back in Atlanta, where she held numerous roles of increasing responsibility, most notably the position of Vice President, Global Marketing Capability & Integration. During her time in that role, she led the strategic development of the global marketing agenda (DNA: The Coca-Cola Way of Marketing) to continue growth in a highly competitive and changing landscape. In 2014, Messina assumed her role as SVP, Marketing & Innovation, Ventures & Emerging Brands (VEB), the internal incubator at TCCC where she was responsible for leading the marketing strategy, innovation and capabilities for Coca-Cola’s VEB portfolio of premium, high growth brands.
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