CMO Challenges

Consumer Engagement 8 Jul 2020

LLYC, in partnership with Wakigami, is presenting this international study with the goal of identifying and clarifying the key challenges stemming from the COVID-19 pandemic that face chief marketing officers (CMOs). Through this, we hope to clarify the facts of today’s reality, giving marketing professionals and their organizations the space they need to respond.

Today’s world has put an even heavier burden on marketing departments around the globe, as clients and consumers come to them demanding more transparency, action and trust than ever before.

In this study, we examine the following key points, based on first-hand data:

Changes in CMO challenges and priorities with regard to:
- Marketing and communication investment formats
- Consumer safety and confidence measures
- Effective brand scope
- Organization and industry challenges
Likely external risks over the coming months
Key actions already being developed

The report is based on information provided between May 21 and June 5, 2020, by nearly 100 marketing managers at leading companies across eleven markets (Argentina, Brazil, Chile, Colombia, Ecuador, the Dominican Republic, Mexico, Portugal, Panama, Peru and Spain). A full list of participants can be found at the end of this report.

David González Natal

Partner and Senior Director of Engagement at LLYC

David González Natal has made constant progress since his career began at LLYC in 2014, holding positions of responsibility in which he has demonstrated his talent in his management of work groups and customers. He is presently senior director and global leader of the department, where he coordinates eight markets: Spain, Portugal, Colombia, Argentina, Mexico, Peru, Brazil and Panama. He has overseen flagship projects of Coca-Cola, Campofrío, Telefónica, BBVA, Multiópticas and Gonvarri that were chosen for over 70 domestic and international awards for communication, creativity and marketing. He holds a degree in journalism from the Complutense University of Madrid and he completed the Global CCO program of ESADE. He has professional experience in the media, working at El Mundo and Cadena Ser. He is part of the Press department of Círculo de Bellas Artes of Madrid, and he is chief coordinator for the agency Actúa Comunicación. He also teaches storytelling and brand strategy at several universities and business schools, including Esade, IE and Carlos III.

[email protected]

Daniel Vecino

Founder of Wakigami

The author of bestseller El Plan del Héroe and renowned business model The Fighting Company, Daniel is an expert in agile strategy, innovation, business models and neuromarketing. He founded Wakigami, a company that drives the evolution, innovation and agile differentiation of organizations around the world by facilitating their abilities to constantly overcome business challenges. Over the course of his professional career, he founded 6 new companies in sectors as diverse as technology and mobile payment, strategy, marketing and communications and attended more than 400 events as a speaker.

Marlene Gaspar

Director of the Consumer Engagement area at LLYC in Portugal

She has worked in several different business sectors including banking, distribution, the auto industry, retail, telecommunications, transport and services. She has over 15 years’ professional experience managing communication for brands within multinational advertising firms like Grey, Leo Burnett, Lintas and Young & Rubicam. She also set up a project to create local content: Lisbon South Bay, a blog dedicated to life on the south bank of the Tagus River. Marlene holds a degree in Public Relations and Advertising from the Instituto Superior Novas Profissões and a Postgraduate in Marking and International Business from INDEG-ISCTE.

[email protected]

Hugo Valdez Padilla

Director of the Consumer Engagement area at LLYC in Mexico

Valdez has a degree in Communication Sciences from the Instituto Tecnológico y de Estudios Superiores de Monterrey and has taken courses of documentaries production at the University of la Havana, as well as marketing, advertising and public relations at the Universidad Pontificia Comillas. Valdez counts with 16 years of experience as a consultant in communication and building brands for more than 10 industries and 30 brands and recognized institutions such as AVON, Beam Global, Gatorade, Lilly-ICOS, the Ministry of Tourism of Quebec, Purina, Saks Fifth Ave., Whirlpool, Wilson Sports and Energizer for whom he won recognition by the IAB Mexico in the category of corporate social responsibility campaign. On the other hand, Valdez served as the Director of Public Relations for Vice Mexico and was the Marketing and Public Relations Director of Silent Circle in Latin America.

[email protected]

Guillermo Tejada

Manager of the Consumer Engagement area at LLYC in Panama

Tejada has 15 years of experience in strategic communications, specializing in recent years in brand communications and digital marketing. He has been part of the consultants’ team that has led projects for major brands in different sectors, including tourism, mass consumption, hospitality, aviation, automotive, banking, telecommunications, health, pharmaceuticals and electricity generation and distribution. He has also worked for the Panamanian public administration, as part of the communications team in select projects. As part of his work in brand communications consulting, he has led the coordination of other actors, such as advertising agencies, BTL, media (ATL) and digital. During the past few years, he has also provided communications counsel to International Organisms in projects oriented to the defense of human rights and non-discrimination.

[email protected]

Iban Campo

Managing Director at LLYC in the Dominican Republic

Iban Campo has had an excellent professional career in the Dominican Republic, where he specialized in corporate communication. He has worked for the American Chamber of Commerce as a Corporate Communication Manager. He was also the Communication Director at Fundación Global Democracia y Desarrollo as well as a correspondent for the newspaper El País in Spain, Editor of the newspaper Listín Diario and General Editor of El Caribe, where he was also the Multimedia Director of the group the newspaper belongs to. He combines the best the media industry has to offer with the best experience in the field of corporate communication. This has allowed him to have a career path in which he has gained vast knowledge about the country’s business, political and social systems. Iban Campo has a degree in Information Science from the Universidad de Navarra, Spain.

[email protected]

Jon Pérez Urbelz

Director of the Consumer Engagement area at LLYC in Ecuador

Perez earned a journalism degree from the University of Navarra and holds a master’s degree in political and institutional communications from the University of Navarra and George Washington University. He has more than 10 years of communications experience, mainly in the legal sector, where he worked in corporate, online, internal and crisis communications. He is also specialized in employer branding and employee engagement projects.

[email protected]

Alejandra Aljure

Director of the Consumer Engagement area at LLYC in Colombia

Aljure is a social communicator with an emphasis in organizational communication and public relations from the Pontifical Xavierian University, along with a specialization in public policies and development from the University of los Andes. For three years, she led brand positioning and crisis management projects in the technology, air, retail, pharmaceutical, and food sectors at various communication consulting firms. Furthermore, she worked in the Corporate Affairs area of LATAM Airlines for three years. At LLYC, she has led projects with brands such as TigoUne, Maggi, Jerónimo Martins, Primax and TDT.

[email protected]

Daniela Augusto

Director of the Consumer Engagement area at LLYC in Brasil

Mastering in marketing and corporate communication from Professional DataGest in Bologna, Italy, Daniela serves as Account Director with the mission of supporting the team in the design of communication strategies. She has over 15 years of experience in the field working for clients from different sectors. At the corporate level, he worked for Grupo CCR, Gomes da Costa, IATA, Viação Cometa, Lego Education, Scania Latin America and others. She has great experience in television at broadcasters like TV Globo and Rede Record.

[email protected]

Alejandro Martínez

Director of the Consumer Engagement and Digital areas at LLYC in Argentina

Martinez is an expert consultant in branding and digital strategies. He is a marketing graduate from the University of Business and Social Sciences with a certification in digital marketing from Digital House. He has worked with many multinational companies and directed more than 50 projects in marketing and advertising agencies. He has over 15 years of experience managing and developing strategies for corporate and mass consumption accounts, as well as leading branding and digital transformation projects. In 2013, Google awarded one of his projects for its success and, in 2017, he was involved in the development of an app that had a tremendous impact in Argentina (it was the most downloaded app of the week).

[email protected]

Marcos Sepúlveda

Managing Director Chile

With a Degree in Commercial Engineering from the University of Santa Maria (USM) in Chile and an MBA in Business Management from the same university, he also holds a Master’s Degree in Marketing and Commercial Management from the Adolfo Ibañez University School of Business, a Diploma in Managerial Marketing from Austral University in Buenos Aires and a Master’s Degree in Political Communication and Public Affairs from the Interamerican Open University (UAI). He has a strong background in commercial management and marketing positions. Among other things, he was Marketing Manager, Executive Director Chile and Head of Public Affairs Latam at the International Copper Association (ICA).

[email protected]

Carlos Llanos

Managing Director at LLYC in Ecuador

Llanos holds a Master in Marketing and Commercial Management from the Universidad del Pacífico and a Degree in Information Sciences specializing in Journalism from the University of Piura. He has over 17 years’ experience as a consultant, during which time he has designed and developed communication strategies in the areas of finance, technology, mining, energy and hydrocarbons, mass consumption, professional services, tourism, construction and infrastructure, health and beauty, telecoms, entertainment and more. During his time with LLYC Peru, Carlos has managed Consumer Engagement initiatives and projects for clients like Backus AB InBev, BELCORP, Ésika, Huawei, McDonald’s and Saga Falabella among others.

[email protected]

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