Steven Cook Bio
INTERACTIVE PANEL & WORKSHOP
Get Back In The Driver’s Seat: Taking Control Of Your Metrics To Deliver More Efficient and Effective Marketing Today’s economic climate means justifying marketing spend is more critical than ever. Yet as you know, demonstrating ROI is not as simple as the CFO may believe! With the plethora of new marketing channels, knowing what to measure, and which metrics to apply has become more complex.
- How do you measure the tangible vs. intangible?
- Can sentiment analysis provide an accurate account of reputation?
- Do you even need to measure ROI?
- Will the ‘measure, measure, measure’ mentality hamper innovation?
Take part in this controversial debate on this critical issue, and walk away with the practical knowledge you need to proactively defend your budgets, work with finance to agree the right set of measures, and ensure continuity in your metrics, and more importantly, your learning.
Format: Hear from 3 experts in TED style presentations, each covering different perspectives on marketing ROI. Then, it’s over to you to discuss, debate and get stuck in with your own ideas. Your market leading facilitators will guide you through discussions and to round the session off, will draw out key action points to be shared with the entire group.
VP of Marketing
Guardian Media Group Radio
INTERACTIVE WORKSHOP: DOING MORE WITH LESS
What Would You Do If… The Unthinkable Happened?
Building your brand in an economic climate where budgets are decreasing and expectations of customers and stakeholders are increasing, is no easy task, but one that must be done come what may! This exciting session has been designed to get you thinking outside of the box, pushing the boundaries of possibility and generating new ideas that can be applied to real business problems.
How does it work? Facilitated by a cross-industry selection of brand leaders, each of who have varied marketing budgets, find out how they have applied the following principles in their marketing careers, and what the impact has been on their business:
- Tear it down and start from scratch – don’t do it, just because that’s what’s been done
- Think the unthinkable – what would you do if you had just 10% of your current budget?
- New ways of working – driving creativity through new channels and new media
Using these examples as a starting point, you’ll be split into groups of those who face similar challenges to you. You’ll have 20 minutes to discuss and agree a common goal, and decide what 3 things you would do to reach that goal if you had to start from scratch, with a heavily reduced marketing budget. The final 20 minutes will be spent sharing the feedback with the wider group, and a winning team for
“most innovative ideas” will receive a gift at the end!
The objective: To apply pragmatic and creative thinking to real life challenges that will provide you real life solutions.
The Future of Marketing
In the last 10 years mass marketing has been shown the back door, while targeted, personalised customer and consumer engagement has been welcomed in. Marketing is also no longer a linear process. In fact it’s highly fragmented. The plethora of new websites and personal mobile devices mean customers can connect with each other and the businesses they buy from through a variety of channels, at any time of day, anywhere in the world. The need for marketers to connect the dots is therefore a necessity if they’re to meet customer and consumer expectations.
Future-proof your marketing function by attending this critical discussion. Hear from some of the world’s most controversial business minds from a range of disciplines, and find out:
- How to adapt your marketing strategies to cater for Gen Y – the net generation of marketing decision-makers
- Which strategies, solutions and business-led technologies are already being adopted by CMOs today – plus, what has already delivered results?
- Which consumer-led technologies you should be aware of, and how they will impact your marketing for the future
- How to source and develop the right talent to keep your marketing function at the forefront of business excellence
- How a new single digital EU market could open the lines to new business opportunities
This session is part of The CMO Leadership Board taking place on Monday 18th June, and you can review the full agenda here .
Attendance to The CMO Leadership Board is strictly limited to CMOs who sit on the board or report directly to the board. For further information, please review the agenda , or request an invitation by calling +44(0) 207 368 9484, emailing firstname.lastname@example.org or enquiring here
Steven is an accomplished Chief Marketing Officer with general management expertise in global strategic consumer brand building, transformational innovation, business development and account management with P&G, Coca-Cola and Samsung Electronics. He has built and led iconic, image-based CPG and durable brands globally in the highly competitive Electronics, Beverage, Food, Cosmetics, Personal Care, and Health & Well-being categories where building customer intimacy and strong emotional connections with consumers is critical to growing brand equity and KPI results.
Steven harnesses deep expertise to build and inspire teams to achieve value-add results:
- Classic brand & product management, P&L, strategic planning, integrated communications, digital marketing, consumer insights, experiential marketing, retailer marketing, shopper marketing, PR
- Transformational innovation in product and commercial platforms
- New business development and account management
- Strategic partnerships and consumer-centric programs
He has collaborated and developed strategic brand programs with leading retailers in the Big Box Electronics, Mass Merchandise, Grocery, Convenience, Drug, Quick Service and Casual Dining, channels growing both Enterprises’ business metrics, brand equities and consumer satisfaction.
Currently, Steven is the Founder of Fortune CMO. www.FortuneCMO.co Fortune CMO provides 25+ years of global Chief Marketing Officer expertise in strategic consumer-centric brand building, innovation, digital and social engagement, and business development from the world’s best brands at leading Fortune 50 companies. Fortune CMO works with entrepreneurial start-ups to Fortune 1000 companies in branded consumer packaged goods, durables, lifestyle services, digital & social media.
Previously, Steven was Samsung Electronics SVP, Chief Marketing Officer, North America where he led Brand Marketing B2C and B2B teams and agencies across the $25 Billion Divisions. He was part of the Executive Team that contributed to Samsung maintaining its #1 share in HDTV and achieving #1 share in Mobile Phone in the U.S., and creating synergy opportunities across all Product Groups.
Steven served as Coca-Cola Vice President, Worldwide Strategic Planning, Business Development and Marketing for 13 years leading global and local teams, and franchisees to develop innovative consumer-driven brand strategies, technologies and programs. His brand marketing career started with P&G leading iconic brands and growth initiatives in N. Am, Europe & Asia-Pacific for 13 years.
Steven has been published in www.cmo.com/leadership/its-time-raise-cmo-bar, www.adage.com/cmostrategy/article?article_id=132122, and other leading business publications. Steven is a P&G Alumni Network Speakers Bureau member. He has delivered keynotes and webinars for the CMO Council, IQPC, and MENG. www.pgalumnispeakers.com/steven_cook.
Steven earned his MBA from Penn State University and BSBA from the University of Florida. He has been a CMO Council Advisory Board member the past 5 years.