CMOpinion: who’s on your personal board of advisors?
In her regular Mumbrella column, Optus head of marketing - CMO Melissa Hopkins urges marketers to look to and curate their support network in moments big and small.
April 21, 2021 10:57
by MELISSA HOPKINS
One of the greatest tools a CMO can have is their very own board of advisors.
This board is rather informal with no quarterly board meetings, no money passed, no pre-reads or directorial responsibilities – in fact, I am not sure the members currently even know that they are part of my board of advisors.
When leading any brand, particularly when you have a more senior role and remits, there are risks: the risk of becoming blinkered in your category alone, the risk of losing independence of thought and that deadly one of not gaining constant inspiration and perspective outside of the brand you lead. As marketers we know our job is to be the voice of the customer and have our ear to the ground of the wider market as a wh