CMO masterclass & how to grow billion dollar brands with PepsiCo CMO Jane Wakely and Neil Barrie
Uncensored CMO17 Sep 2025

CMO masterclass & how to grow billion dollar brands with PepsiCo CMO Jane Wakely and Neil Barrie

What makes a world-class CMO? In this masterclass, we’re joined by Jane Wakely, CMO of PepsiCo, and Neil Barrie, founder of 21st Century Brands, to explore the strategies that drive growth of billion dollar brands. We discuss why CFO partnerships matter, how to reappraise established brands, and why creativity, whether through celebrity campaigns or a giant Cheetos thumb, still drives results. Plus, Jane and Neil share practical lessons on making change happen inside complex organisations.

Timestamps

00:00 - Intro
01:28 - What are the attributes of a successful CMO?
07:57 - Why Neil created the CMO Thrive Guide
10:32 - Surprising things about Neil’s CMO research
12:44 - How Jane approached the first 90 days at PepsiCo
16:27 - The importance of the CFO and CMO relationship
22:22 - How marketers can influence the boardroom
25:44 - Managing over 20 $1b+ brands
27:52 - Navigating the complexity of a huge portfolio
32:25 - How large brands can “Stay Up”
34:49 - Why you should reappraise brands
41:05 - The impact of celebs in advertising
44:45 - Why the Cheetos giant thumb was effective
47:51 - PepsiCo’s involvement in Women’s sport
52:41 - How to make change happen in an organisation

Episoder(262)

Why you need to know your e.l.f.ing numbers with Kory Marchisotto [Uncensored Renegades]

Why you need to know your e.l.f.ing numbers with Kory Marchisotto [Uncensored Renegades]

This is the first episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960...

2 Feb 20min

How SAS went from performance to brand - Jenn Chase

How SAS went from performance to brand - Jenn Chase

Jenn Chase, CMO of SAS, joins us to share how one of the world’s most established AI and analytics companies is reinventing its brand. From launching SAS’s first brand campaign in 25 years to shifting...

28 Jan 49min

Why we need to embrace failure with Kory Marchisotto [Uncensored Renegades]

Why we need to embrace failure with Kory Marchisotto [Uncensored Renegades]

This is the first episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960...

26 Jan 23min

Confessions of a CMO with Mark Ritson

Confessions of a CMO with Mark Ritson

After collaborating with Worldwide Partners on the Confessions of a CMO report (the anonymous report asking top tier CMOs what they really think about the state of the role), I thought I'd team up wit...

22 Jan 45min

Uncensored Renegades Launch Live from New York City with Kory Marchisotto

Uncensored Renegades Launch Live from New York City with Kory Marchisotto

Listen to the launch episode of my brand new show, Uncensored Renegades, co-hosted with Kory Marchisotto, CMO of e.l.f. and a previous guest on Uncensored CMO.Listen to the new show here:Apple Podcast...

16 Jan 46min

Rory Sutherland on why luck beats logic in marketing

Rory Sutherland on why luck beats logic in marketing

Our most popular guest ever is back - Rory Sutherland returns for a wide-ranging conversation on why marketing works best when it embraces luck, spontaneity, and a little irrationality. From the dange...

14 Jan 58min

How Not to Plan in 2026 with Les and Sarah

How Not to Plan in 2026 with Les and Sarah

Les Binet and Sarah Carter are back for our yearly special, tacking the biggest marketing stories of the year and what to focus on in 2026. We explore the power of consistency, disguised repetition, a...

7 Jan 1h

Politics, persuasion and podcasts - lessons from Jimmy's Jobs of the Future

Politics, persuasion and podcasts - lessons from Jimmy's Jobs of the Future

In this special crossover episode, we’re joined by Jimmy McLoughlin, host of Jimmy’s Jobs of the Future, to explore the intersection of politics, media, and marketing. Jimmy shares how he built one of...

5 Jan 52min

Populært innen Business og økonomi

stopp-verden
dine-penger-pengeradet
lydartikler-fra-aftenposten
rss-penger-polser-og-politikk
e24-podden
rss-borsmorgen-okonominyhetene
pengepodden-2
pengesnakk
finansredaksjonen
rss-politisk-preik
utbytte
livet-pa-veien-med-jan-erik-larssen
morgenkaffen-med-finansavisen
tid-er-penger-en-podcast-med-peter-warren
stormkast-med-valebrokk-stordalen
rss-markedspuls-2
rss-sunn-okonomi
lederpodden
rss-pa-konto
okonomiamatorene