Kevin Keith (OrangeTheory Fitness) | Relevance Will Keep You Ahead Of The Competition
The CMO Podcast23 Helmi 2022

Kevin Keith (OrangeTheory Fitness) | Relevance Will Keep You Ahead Of The Competition

Kevin Keith is the Chief Brand Officer for Orangetheory Fitness, the 12-year-old high-growth brand founded in Boca Raton Florida by Ellen Latham, with the brand purpose to help people live longer, more vibrant lives. And by all counts, it's doing just that with its science-based, performance-oriented, one-hour workouts. OTF has 1 million plus members, 1400 studios in 50 states and 26 countries, and more than $1 billion in system revenue.

Kevin has been OTF's Chief Brand Officer for five years. His career path is rich in agency experiences—he's also spent time on the client side at Coca-Cola and UPS. This conversation is rife with valuable lessons and goes to show how a brand can inspire a customer to join the organization as a leader by living its purpose and inspiring others to do the same. Keith shares how OTF stays relevant and continues to grow in an industry where brands can easily be considered a fad. Plus, he talks about building a unified culture within your organization, identifying your cus


CMOs often hold one of the most innovative and challenging roles in business today. Those who excel can operate at the highest level to drive growth and create value for their organizations. To learn more how Deloitte helps bolster the value CMOs deliver, visit www.cmo.deloitte.com.

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Shelley Zalis (Female Quotient) | Activate Your Purpose Through Equity and Impact

Shelley Zalis (Female Quotient) | Activate Your Purpose Through Equity and Impact

With women's sports on the mind, Jim's guest this week on The CMO Podcast is Shelley Zalis, the Founder and CEO of The Female Quotient, or FQ, the ten-year-old company that curates experiences, media,...

17 Huhti 202444min

Mauro Porcini (PepsiCo) | How to Lead with a Kind and Human-Centric Approach Through Design

Mauro Porcini (PepsiCo) | How to Lead with a Kind and Human-Centric Approach Through Design

Joining Jim this week on The CMO Podcast is Mauro Porcini, the SVP and Chief Design Officer of PepsiCo, the $91 billion company by revenue. Pepsi’s founding dates back to 1893 with the invention of Pe...

10 Huhti 202442min

Michelle Froah (ETS) | Bringing Good Energy to a Brand Refresh

Michelle Froah (ETS) | Bringing Good Energy to a Brand Refresh

The guest this week on The CMO Podcast is Michelle Froah, the Global Chief Marketing & Innovation Officer at The Educational Testing Service, or ETS. ETS is the largest private educational assessment ...

3 Huhti 202451min

Natalie Sunderland (BNY Mellon) | Celebrating 240 years with a Fresh Breath of Pride and Curiosity

Natalie Sunderland (BNY Mellon) | Celebrating 240 years with a Fresh Breath of Pride and Curiosity

This week on The CMO Podcast, Jim wraps up Women's History Month with Natalie Sunderland, the Global Head of Marketing and Communications at the Bank of New York Mellon, or BNY Mellon. This is definit...

27 Maalis 202449min

Jill Cress (H&R Block) | Breaking the Marketing Rules Around Tax Season

Jill Cress (H&R Block) | Breaking the Marketing Rules Around Tax Season

It's tax season! On this week's episode of The CMO Podcast, Jim is joined by none other than Jill Cress, Chief Marketing and Experience Officer at H&R Block–the Kansas City-based company that has been...

20 Maalis 202450min

Deena LaMarque Piquion (Xerox) | Disrupting and Reinventing a 115-Year-Old Iconic Brand

Deena LaMarque Piquion (Xerox) | Disrupting and Reinventing a 115-Year-Old Iconic Brand

Happy Women's History Month! The CMO Podcast continues to celebrate key women leaders with Jim's guest this week–Deena LaMarque Piquion, the Chief Growth & Disruption Officer at Xerox, the 118-year-ol...

13 Maalis 202446min

Lara Abrash (Deloitte) | Developing the Next Generation of Women Leaders Through Sports

Lara Abrash (Deloitte) | Developing the Next Generation of Women Leaders Through Sports

To kick off Women's History Month, Jim's guest today on The CMO Podcast is Lara Abrash, the Chair of Deloitte US. In June 2023, Lara was promoted to the Chair role, where she runs the largest professi...

6 Maalis 202449min

Celebrate Black History Month with BECA -- The Black Executive CMO Alliance

Celebrate Black History Month with BECA -- The Black Executive CMO Alliance

This week, The CMO Podcast celebrates Black History Month with a special episode centered on the incredibly fast start-up of an organization called BECA–the Black Executive CMO Alliance. BECA is the 3...

28 Helmi 202458min

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