Forbes
Apr 15, 2024
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The entrepreneurial approach to driving business growth and strategic advantage that these marketing leaders take is beholden to neither the status quo nor disrupting it for disruption’s sake.
Increasing brand value and creating new avenues of disruptive growth for the 150 brands he oversees across the company’s portfolio, requires disrupting internal processes as much as external outputs.
“Ways of working are not often sexy stories,” Martin shared, “but in a big company they can be some of the most critical, and through some bumps and learnings, we’ve built a team and process that is more cross functional, iterative, and closer to the consumer's responses to our work. Our approach is to learn until failure, dust ourselves off, and pivot.”