The CMO role has fundamentally shifted. The expectation now, according to Dick's CMO, is not just to build brand affinity but to directly enable and lead business growth. This requires a commercial mindset and a deep understanding of business drivers.
A colleague praised Dick's CMO not for her new initiatives, but for her ability to prioritize by stopping historical activities. True strategic focus requires actively de-prioritizing and freeing up resources from less important tasks.
An unrealized but powerful idea to activate a company's shareholder base as a marketing force. By sending them coupons or product information, you treat them as owners and potential evangelists, moving beyond traditional investor relations.
For startups competing against well-funded rivals, the key is not to outspend but to out-clarify. Rigorously defining who you are and why you are different creates a powerful brand affinity that money alone cannot buy, building a transactional business into a brand.
Counterintuitive advice for a new executive is to first focus on listening, learning, and building relationships rather than rushing to make an impact. This avoids "change for change's sake" and ensures new initiatives are culturally aligned and well-informed.
Dick's Sporting Goods CMO Emily Silver, a self-described introvert, thrives by understanding her personality, flexing to be extroverted when needed, and then intentionally retracting to recharge. Success comes from making your natural style work for you.
Tennis champion Roger Federer's practice of never dwelling on the last missed shot serves as a powerful metaphor for business. Leaders should cultivate the discipline to move on from setbacks immediately and maintain a forward-looking mindset, even when losing.
The company's core belief acts as a practical North Star, grounding the team during volatile periods. This allows them to stay consistent and focused on their mission rather than becoming purely reactive to short-term market shifts or new platforms.
After 17 years at PepsiCo, Emily Silver's key reflection is that she would tell her younger self not to worry so much or let work become an all-consuming identity. This is a crucial lesson in long-term career sustainability and avoiding burnout.