313: Becoming a Market Maker with Pernod Ricard’s Pam Forbus

05/25/22 • 42 min

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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

Hosted on Acast. See acast.com/privacy for more information.

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

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

312: Finding the Right Person, Message, and Moment with PGA TOUR SuperStore’s Jill Thomas

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Some people see golf as a sport for the elite, but the truth is 75% of golf courses in the U.S. are open to the public. Golf players are more diverse than ever, and brands like PGA TOUR SuperStore are committed to continuing to make the sport inclusive to all.

Jill Thomas is PGA TOUR SuperStore's CMO and leads her team in modernizing their marketing strategy as their audience grows. Jill has more than 25 years of senior leadership with a consistent record of growth at some of the world's most admired companies, including The Walt Disney Company, Cinnabon, Yum! Brands, Edible Arrangements, and PepsiCo.

In this episode, Jill and Alan talk about the strategies that enable brand growth, Jill's formula for marketing nirvana, and how to reach new audiences. Later on, they discuss what endears brands to us and why you need to lean into evolving technology in your marketing strategy.

In this episode, you'll learn:

Empathy enables brand growth
How to achieve personalization at scale
Right person + right message + right moment

Key Highlights

[01:00] Two pivotal moments in Jill's career
[03:30] The importance of a good mentor
[08:00] Reaching new audiences with golf
[15:30] Marketing strategies Jill's team used to fuel growth
[20:00] Connecting with audiences through storytelling and humor
[23:00] How motherhood has contributed to Jill's success
[25:00] Jill's advice for her younger self
[26:30] Achieving personalization at scale
[29:30] Brands worth admiring
[32:30] The biggest threat facing marketers

Resources Mentioned:

Jill Thomas
PGA TOUR SuperStore
Mark Irby, former VP Marketing at Publix
Women's Golf Day
Father's Day Ad
Quiet Sign Guy Spoof

Follow the podcast:

Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

314: Technology, Touch, and Trust with Truist’s Vinoo Vijay

Vinoo Vijay, now CMO of Truist Financial, is back on the show to discuss purpose-driven strategic marketing. During his first episode with us, Vinoo shared his story about coming to the US at age seventeen, eventually leading him to be the CMO at H&R Block, Ally, and now Truist.

In this episode, Alan and Vinoo discuss how his team carefully balances technology with touch to create a client experience unlike any other in the banking space. Vinoo shares about developing and positioning the Truist brand, how his team reinforces purpose on a daily basis, and his vision for marketing.

Listen in for Vinoo's advice on weaving your purpose into your daily life and making your strategic marketing efforts a success.

In this episode, you'll learn:

Empower your team to align their personal purpose with your organization's purpose
Identify your problem before attempting a solution
Reinforce your purpose on a daily basis

Things to listen for:

[03:00] Vinoo's career journey and passion for finance

[08:00] Making a positive impact as a company

[11:30] Managing the evolution of Truist

[13:00] Creating a space where people want to be

[15:30] Developing and positioning the Truist brand

[20:45] Reinforcing purpose on a daily basis

[23:00] Aligning personal and organizational purpose

[26:00] Connecting client experience with business needs

[30:00] Vinoo's vision for strategic marketing

[35:30] What CMOs need to do to be successful

[36:15] What marketers should be learning more about