Key takeaways
Is it time for CMOs to lead culture?
Our findings showed that CMOs are increasingly taking a leading role in shaping organizational culture and employee experience (EX).
100% of CMOs agree
Brand and culture must be in sync—a disconnect between the internal EX and the external brand promise will be noticed by customers.
Marketing's skills can enhance EX
CMOs are leveraging storytelling, digital engagement, and data-driven strategies, traditionally used for customer interactions, to enhance EX and engagement.
Tensions leading to CMOs’ expanding role in EX
01
The critical link between EX and CX: Engineering the right EX is critical to delivering the brand’s promised customer experience (CX).
02
The importance of storytelling: Storytelling is key in optimizing EX and engagement.
03
Digital as a driver of a unified brand experience across all touchpoints: Digital acceleration has contributed to marketing’s influence on employee engagement.
04
Brand as a competitive advantage in talent acquisition: Marketing is increasingly partnering or even owning talent acquisition and retention
Unlock performance through culture
MaryLee Sachs
CEO, US
MaryLee Sachs opened the doors to Brandpie US 11 years ago. With over 25 years in marketing communications, she knows how vital transparency and authenticity are in motivating internal and external audiences.
Based in New York, MaryLee has spent significant time in Europe leading international assignments for blue-chip brands including American Express, P&G and PepsiCo.
Chris Holmes
Managing Partner, Culture Innovation
Chris leads the Culture Innovation practice at Brandpie. With over 15 years of experience, he works with business leaders to develop effective strategies and practical solutions that ensure an organisation’s purpose is meaningful and relevant for employees.
He is interested in the changing nature of ‘the world of work’ and how companies can respond by using a core idea and creativity to shape the experience they create for their employees.
Kevin Keohane
Managing Partner, Culture Innovation, US
Kevin brings more than 20 years of global experience, making impactful connections which meet at the intersection of brand, culture, and talent. Author of 'Brand & Talent' and 'The Talent Journey', Kevin always puts employee experience at the heart of driving pragmatic solutions that drive growth.
Now living in Spokane, he has led significant client relationships, including Coca-Cola Europe and Greater China, Deloitte, EY, and more.
Our work
OneSubsea
Inspiring and unifying 11,000 employees
The joint venture between SLB, Aker Solutions and Subsea 7 was a complex transformation project which combined SLB’s and Aker Solutions’ workforces to create a new company, OneSubsea.
Clario
Uniting cultures to create a market-leader
When ERT merged with Bioclinica to create Clario, the new brand for the combined entity needed to pivot the business into the technology industry, rather than medical.
AstraZeneca
Driving productivity through innovation
The challenge was to unlock potential and engage employees in a business where time is the most precious commodity. By reducing complexity, we freed up employee time so they could focus on what really matters.