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Growth, Brands and More

Growth, Brands and More

Filiberto Amati
Veröffentlicht: 2026-05-04
© Filiberto Amati
Growth, Brands and More - QR Code
GratisNeu
87 Folgen
Audio
Anhören auf Apple Podcasts
GratisNeu
87 Folgen
Audio
Anhören auf Apple Podcasts
Veröffentlicht: 2026-05-04
© Filiberto Amati
Aktuelle Folge
Goodbye CMO. Hello Chief Growth Officer | François Bazini

Goodbye CMO. Hello Chief Growth Officer | François Bazini

From Chief Marketing Officer to Chief Growth Officer. New Label or New Reality? What’s the future of marketing? Filiberto interviews François Bazini, former CMO Europe at Suntory, about how the CMO role is changing and why some companies relabel it
Länge: 33:35
Abspielen
From Chief Marketing Officer to Chief Growth Officer.
New Label or New Reality? What’s the future of marketing?
Filiberto interviews François Bazini, former CMO Europe at Suntory, about how the CMO role is changing and why some companies relabel it as a Chief Growth Officer. François recounts his global FMCG career (Danone, PepsiCo, Suntory) and contrasts functional marketing leadership with P&L general management, arguing that strong CMOs act as “brand CEOs” who own trade-offs across top line, bottom line, capital, and time horizons. He says CMOs often fail by avoiding ROI discussions or shifting spend to only what’s easily measurable, overemphasising short-term activation over long-term brand building. He also argues that CMOs must be brand stewards while improving ROI credibility by reframing returns around equity and pricing power, and advises marketers to build both “PowerPoint and Excel” skills and to speak the finance, supply chain, HR, and commercial languages.
00:00 Meet François Bazini
02:42 From CMO to P&L Leader
06:00 Brand CEO Mindset
10:56 ROI Trap and Brand Stewardship
23:08 Chief Growth Officer: The Future
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.filibertoamati.com/subscribe
Folgen-ID: 1000765974505
GUID: substack:post:194281057
Erscheinungs­datum: 4.5.2026, 06:28:00

Beschreibung

Growth, Brands, and More is the FMCG Growth Operating System in podcast form.
Each episode breaks down how consumer goods brands win (or lose) in competitive markets. Hosted by Filiberto Amati, a growth consultant with 25 years of experience across P&G, Philips, and Campari, the show goes deep into the levers that drive real commercial results: portfolio architecture, route to market, pricing logic, brand strategy, shopper behaviour, and category dynamics.
Guests are operators, not theorists — senior executives and founders from Heineken, Diageo, Coca-Cola, Unilever, P&G, Danone, and Pernod Ricard, alongside entrepreneurs building the next generation of FMCG brands.
No generic marketing advice. No thought leadership filler. Built for the people running brands or advising the ones who do.
For more on FMCG intelligence: https://www.filibertoamati.com/
For more on GOS: https://www.amati-associates.com/diagnostic/
www.filibertoamati.com

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