Driving Innovation with CMO Coach, Nancy Zwiers

Nancy Zwiers began her brand-building career at Procter & Gamble, where she developed a strong strategic foundation that would propel her into leadership roles in the toy industry. As Senior Vice President of Global Marketing for Mattel’s Barbie® brand, Nancy led her team to achieve historic revenue highs through groundbreaking product and marketing innovations.

After a decade at Mattel, Nancy founded Funosophy, Inc., a consulting and toy invention firm. Over 16 years, she worked with over 200 clients, ranging from large corporations, like Disney, to small startups. Her company licensed multiple toy inventions, earning over $1 million in royalties—a testament to her ability to innovate and build successful products. In 2017, Nancy transitioned from entrepreneur back to corporate leadership, joining Spin Master Inc. as Executive Vice President and Global CMO. Spin Master, known for creating the beloved Paw Patrol franchise, is a global innovation leader, launching over 100 products annually.

Nancy’s wealth of real-world experience has made her an expert in driving innovation grounded in consumer insights. She shares examples of her successes with brands like Polly Pocket, Barbie, and Hatchimals. According to Nancy, fear is the main barrier to innovation, which is why basing innovations on deep consumer insights helps teams take calculated risks.

Now an executive coach with CMO Coaches, Nancy specializes in self-leadership, entrepreneurial thinking, and business growth. Her ability to blend strategic insight with real-world experience makes her a sought-after coach for leaders looking to build both their personal and business potential.

Timestamps:

• [00:30] Introduction
• [01:45] Why Nancy is passionate about innovation
• [04:00] McKinsey Report skills that lead to successful innovation
• [05:15] What defines an innovative-oriented industry
• [07:05] Being a Barbie Girl
• [08:10] Advice on driving innovation
• [09:30] Success with Barbie Collector
• [15:00] Picking up Polly Pocket
• [20:25] Hyping up Hatchimals
• [25:30] Overcoming obstacles for innovation
• [29:45] Finding the right coach
• [33:05] Key takeaways

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Craig Coffey is an executive coach dedicated to helping leaders unlock their potential, build stronger teams, and drive results. Drawing from his experience in senior management roles at Fortune 200 companies, Craig understands the complex challenges executives face and provides tailored coaching to help them grow. He is a champion of Diversity, Equity, Inclusion & Belonging, bringing valuable perspective to his coaching practice.Craig holds coaching credentials from the International Coaching Federation (ICF), the leading governing body in the profession, and his client list includes prominent organizations like AT&T, Logitech, LinkedIn, Yum! Brands, and PepsiCo, demonstrating his wide-reaching impact across sectors.

Before becoming a coach, Craig held senior-level roles in Marketing and General Management at Kraft, Pizza Hut, PepsiCo, Nokia, and Wells Fargo. His expertise in building global brands and businesses gives him unique insight into what it takes to lead effectively. Craig believes that leadership is earned, not given and that many executives reach leadership roles due to their tenure or expertise but unfortunately lack experience in leading teams. Authentic leadership isn’t about titles or office size—it’s built through credibility and trust. Craig emphasizes that self-awareness, vulnerability, and a commitment to personal development are key to earning the respect of your team.

Oftentimes, new leaders will jump into their roles without fully understanding how to lead themselves. Craig stresses that self-regulation, authenticity, and maintaining emotional balance are crucial qualities for any leader. Leaders must also foster trust by being reliable and vulnerable while creating an environment of psychological safety and encouraging team development through delegation.

Timestamps:

• [00:30] Introduction
• [02:20] How most companies think about leadership
• [03:45] How leaders earn their position
• [07:40] How good leadership benefits the team
• [09:10] What makes a high performing leader
• [14:05] A leaders stance on change
• [17:20] How to SCARF
• [19:45] Challenges for modern leaders
• [22:05] Key takeaways
• [23:55] Advice to someone looking for an executive coach

Craig notes that today’s leaders face unique challenges, in managing diverse teams and transitioning from transactional to relational workplace dynamics. Craig advocates for using the SCARF model to guide teams through change and staying attuned to industry shifts to keep departments efficient and adaptive. For those seeking an executive coach, Craig advises choosing someone who respects confidentiality, understands success measures, has experience working with senior leaders, and knows how to challenge and stretch clients while preserving their authenticity.

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How to Communicate with Your CEO and Board with CMO Coach, Carilu Dietrich

Carilu Dietrich is a former CMO who played a pivotal role in taking Atlassian public. She now advises CEOs and CMOs of high-growth B2B tech companies, including Sprout Social, Bill.com, ActiveCampaign, and Miro. Carilu’s experience spans Fortune 100 companies, pre-IPO unicorns, and Series C startups, giving her a unique perspective on leadership and operational excellence.

In today’s business environment, a CMO’s ability to communicate effectively with CEOs and boards can be the key to marketing’s impact and career success. Carilu emphasizes that understanding the distinct perspectives of CEOs and board members is essential. CEOs are focused on day-to-day operations and short-term goals, while boards are more concerned with long-term strategy and governance. Tailoring communication to address these differing priorities can significantly enhance a CMO’s effectiveness.

Carilu advises CMOs to be strategic, clear, and concise in their communications, focusing on financial outcomes and growth rather than marketing activities. Using consistent, impactful metrics and being direct in responses are crucial. For CEOs, aligning messages with the company’s vision and discussing performance and forecasts are key. However, when addressing boards, CMOs should provide synthesized insights on market dynamics and customer trends, focusing on long-term impact.

Common pitfalls include inconsistent numbers, over-reliance on jargon, and lack of alignment with sales data. Carilu suggests using clear, business-focused language, collaborating closely with the sales team, and preparing thoroughly for tough questions.

Beyond formal presentations, Carilu recommends scheduling regular check-ins with the CEO and board members, sharing market insights, and demonstrating an understanding of broader business issues. As the CMO role evolves with a greater focus on data-driven decision-making and business strategy, effective communication with leadership becomes even more critical. Carilu’s insights offer practical guidance for CMOs aiming to enhance their leadership impact and drive success in their organizations.

Timestamps:

● [00:30] Introduction

● [02:00] Why is effective communication with the CEO and board crucial?

● [03:00] How effective communication impacts strategy and success

● [04:45] Who is on the board and what are they concerned with

● [07:00] Understanding the perspective of CEO vs the board

● [09:50] Key principles for communicating effectively

● [11:40] Tailoring message to resonate with different audiences

● [13:55] Ideal structure for a board presentation

● [18:00] Common pitfalls CMOs face when presenting to the board

● [21:00] how can CMOs cultivate good relationships with the CEO and board members

● [22:50] How the role of CMO evolving in relation to the board and C-suite

● [25:30] Top Three Tips

● [27:25] Advice for someone looking to hire a Coach or Advisor

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