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About the CMO Summit
The CMO Summit is an exclusive, invitation-only event for senior Members of the Marketing Institute.
Hear engaging keynotes from our speakers, who will address the attributes, responsibilities and core skills most important to being a leader in the field of marketing and business today.
The CMO Summit 2017: The Evolving CMO
Date: Wednesday 8th November 2017
Time: 07:30am - 2:30pm
Location: The Foundry @Google
The Evolving CMO
Leader, Strategist, Technologist, Collaborator, Futurist – The multiple roles of today’s CMO
The ability to lead and deliver great innovation through an organisation requires a host of skills that tends to stretch the core capabilities of an organisation. The CMO needs to be strategic, commercial, natural storytellers, data-driven, with an endless curiosity and insatiable desire to learn. Easy?
The CMO has expectations of having authority to create a strategy for driving growth. Reality can be mostly limited to marketing communications, advertising and social media – no responsibility and/or limited influence over product launches and pricing. With technology seen as a catalyst, there is a widening inconsistency in the responsibilities of the CMO role, differing from one company to the next. This is not only happening in Ireland, but on International level too.
Byron Sharp believes the CMO’s job is “to create and develop marketing capability throughout the business. So it’s about leadership, education, and constantly re-evaluating existing systems, procedures, policies and metrics. Understandably, a lot of marketers don’t want to acquire these skills or do this job.”
We must stop and ask ourselves, what is the CMO’s mandate? Does the CMO need to become the ‘Jack of all trades’ and risk being the ‘Master of none’?
At the CMO Summit 2017, you’ll hear some engaging keynotes from our speakers, who will address and divulge the attributes, responsibilities and core skills most important to being a leader in the field of marketing and business today. We’ll challenge you thinking on what is required to be a CMO, how to drive growth, setting strategy that delivers for your business.
For queries relating to the CMO Summit 2017 please contact:
Here is the agenda for the CMO Summit. Please note timings may be subject to change.
07:30 Breakfast & Registration
08:30 Opening Remarks
Tom Trainor, MII and Meadhbh Quinn, Conference Facilitator
08:45 The Strategist: M3, a model for marketing which fuses digital and classic
Ashley Friedlein, President of Centaur Media and Founder of eConsultancy
09:30 The Technologist: Data & Creative - the perfect recipe delivering the right results
Barnaby Dawe, Global Chief Marketing Officer at Just Eat
10:15 The Collaborator: Overcoming turf wars to deliver deliver sustainable and inclusive growth
Dael Wood, Marketing & Insights Director at Denstu Aegis Network
11:00 Networking break
11:45 The Leader: Leadership is culture
Tom Kinsella, CMO at AIB
12:25 The Futurist: Peering into the looking glass
Raja Saggi, Head of B2B Marketing at Google UK
13:05 The Entrepreneur: The Power of Thinking Small
Cathy Kidd, Global Marketing Director - Kid's Dairy, at Kerry Foods
13:45 Future proofing your marketing team:
The 2017 Salary & Market Survey provides some interesting insights into how marketing is perceived and the expanded remit of the CMO.
Charley Stoney, Group Managing Director at Alternatives
14:00 Closing Remarks
14:15 Conference Close
Tom Kinsella FMII
Chief Marketing Officer
Tom joined AIB in November 2012 as Group Marketing Director and was appointed to his current role as Chief Marketing Officer and to the Leadership Team in November 2015. Prior to joining AIB, he worked in a variety of roles in Diageo, working locally and internationally across Europe, Asia and the Americas on a wide variety of leading brands including Guinness and Baileys.
In 2015 he was made a Fellow of the Marketing Institute of Ireland in recognition of his contribution to the profession in Ireland and his achievements in driving brand growth across a wide range of brands. In 2017 the AIB Group Marketing Team was awarded the prestigious Marketing Team of the Year at the All Ireland Marketing awards.
Ashley is one of the most influential and connected figures in digital and marketing. He is the author of two best-selling books: the "Modern Marketing Manifesto" which set out his beliefs around how digital and classic marketing should combine and the “Modern Marketing Model (M3)” which redefines marketing for the digital age.
Marketing and Insights Director
Dael works at the cutting edge of strategy and digital transformation. In the past 26 years, Dael has been in leadership positions in creative agencies, brand consultancies and media & digital agencies. Her experience covers Africa, USA and Europe and she has worked with clients in over 30 categories.
Global Chief Marketing Officer
Barnaby has worked for some of the UK's most iconic brands. He has held senior positions at Sky, The Sun, The Times, Heart and Channel Four. He was fortunate to launch some spectacular shows such as Sex and the City, The Sopranos, 24 and Queer as Folk.
Global Marketing Director
Cathy has spent her career building some of the world’s most iconic food and drinks brands - from Guinness, Philadelphia, Old El Paso and Häagen Dazs. Prior to joining Kerry Foods, Cathy worked in General Mills for 10 years, for much of this on the Häagen-Dazs brand, in both regional and global roles. Her notable successes here include developing and rolling out the brand's first global campaign into 80 markets, launching global and regional innovation and building the brand's sustainability strategy. She has been with Kerry Foods since May 2015, leading the only regional branded portfolio in the company.
Head of B2B Marketing
Google UK & Ireland
Raja is Head of B2B Marketing in the UK – the biggest market for Google outside the US and the world’s most advanced country in terms of e-commerce and online advertising spending.
Charley has spent her career providing marketing, consulting and people related services across all industry sectors. Similarly in Alternatives, she combines these skills to spearhead their specialist talent solutions offering. Her experience spans both the UK and Irish markets, over 15 of which have been in leadership roles.
Meadhbh is a senior creative and commercial marketer with a strong track record of strategic marketing and transformation. Drawing on a passion for consumers and a curiosity of changing trends, she has worked in a variety of different industries throughout her career. Having headed up the brand & marketing function in Virgin Media over the last 3.5 years she has consistently demonstrated an ability to strategically develop & position brands to deliver step-changing commercial results.
Prior to joining Virgin Media she was responsible for building the Meteor brand in Ireland one of the first mass market youth brands notorious for its irreverent and quintessential personality. She has held a number of key commercial roles in media organisations including INM & iVenus, looked after sponsorship for Permanent tsb and has run her own marketing consultancy. Meadhbh is a fellow of the Marketing Institute and a regular adjudicator and conference speaker.
A look back at the 2016 CMO Summit
Hear the speakers from CMO Summit 2016View Speakers Interviews
What your colleagues thought
"An inspirational day with excellent quality of speakers provoking much varied discussion today and on the horizon"
Elizabeth Sheehan, Lucozade Ribena Suntory
"The All-Ireland Final of Marketing Thinking"
John Trainor, Onside
"Great day – lots of examples of inspirational challenges to thinking with customer at heart of all presentations"
Deirdre Wafer, LinkedIn
Only Members of the Marketing Institute can attend the CMO Summit.
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