VSA Chief Growth Officer Ariadna Navarro recently appeared on an episode of “CMO Convo,” hosted by Will Whitham, to discuss how Chief Marketing Officers (CMOs) can overcome today’s biggest challenges—including how to get buy-in from their fellow executives on the importance of brand as a business asset.
With the increased ability to measure and trace results, CMOs today are often held to hard metrics and KPIs that need to be realized immediately. But, paradoxically, brands can sometimes take years to build, and short-term tactics may compromise long-term success.
If a CMO doesn’t already have a mutual understanding with other business leaders about the critical role brand plays, they are going to have an uphill battle. Still, they can aid their cause by showing how brand can be used as the filter through which all decisions are made, as well as demonstrating how brand can help other executives meet their own KPIs.
Check out the full podcast to hear more about how CMOs can navigate the new marketing and business landscape, including how to build strategic partnerships among other executives and teams for shared success, why emotion is so critical in marketing and how to measure it, and Ari’s three golden rules for CMO success.
Ariadna helps clients identify and unlock growth potential by connecting business strategy to brand and experience strategy as a way to relentlessly and cohesively deploy a company’s ambition. As Chief Growth Officer, she leads strategy, client engagement and business development. Acknowledging the connective tissue between what a brand is and what a brand does allows her to have a unique perspective on where markets are going, what clients need and how a brand can find a moment of differentiation in crowded markets.
Across these disciplines, you can find her working on projects from IBM to AT&T to Wayfair. Ariadna is relentlessly curious, whether figuring out the future of quantum computing or deeply understanding how a new acquisition fits within a company’s portfolio. She is passionate about politics and filmmaking, having earned a postgraduate degree in film. Ariadna joined VSA after heading up strategy at Interbrand. She is originally from Venezuela, and lives in New York with her husband and two kids.