The real 4 P's of the CMO with Susan O'Brien (Just Eat)

Suso O'Brien, former CMO of Just Eat, joins us to discuss what the role of the modern CMO really looks like. Drawing on her experience helping scale Just Eat and the findings from a new CMO survey conducted with TikTok, Suso argues that today's marketing leaders need a completely different set of priorities.

We revisit the growth of Just Eat, the success of the iconic “Did Somebody Say…” campaign, and the role celebrity partnerships and sonic branding played in building the brand. But beyond the advertising, Suso shares why CMOs spend surprisingly little time on the work itself, why internal influence matters more than ever, and why managing expectations may be more important than managing brands.

The conversation also explores the lack of marketing representation at the top of organisations, the pressures facing today's CMOs, and Suso's framework for leading people through her five Cs of great management.

Timestamps

00:00 - Start
02:52 - The food delivery category in 2016
04:05 - The role marketing played in the growth of Just Eat
05:55 - Does “did somebody say?” translate globally?
07:26 - The celebrity strategy behind Just Eat
09:47 - The power of sonic branding
12:12 - What impact did the campaign have vs other growth levers for Just Eat
14:36 - CMOs rarely spend any time on the work
17:28 - The real 4 Ps of the CMO
19:06 - Discoveries from the CMO survey with TikTok
20:56 - Why the lack of marketing representation at the top of companies is worrying
22:00 - What skills are lacking in an organisation
23:08 - The short term pressure on the CMO
24:34 - How do you make the case to invest in long term
28:20 - The power of compounding creativity
29:04 - The CMO’s role is managing expectations, not brands
30:04 - Why CMO’s need to persuade internal stakeholders
36:10 - The #1 challenge CMO’s face
40:58 - Suso’s hardest challenges as Just Eat CMO
42:40 - Why Suso asked her colleagues for feedback when she left Just Eat
44:17 - 5 C’s of great people management
44:32 - 1: Care
45:30 - 2: Clarity
47:35 - 3. Calling it early
49:12 - 4. The cost of comfort
51:33 - 5: Constant feedback
53:25 - Suso’s advice to future CMOs