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DIG South - How to Become a CMO: A Marketers Journey from Middle Management to the C-Suite

My presentation from the DIG SOUTH conference in April 2018. Navigating a career in marketing is a challenge. At times, it can feel like you're stuck and there's no opportunity to breakthrough to the next level. That was exactly where I found myself in 2011. I was trapped in a mid-level marketing role and he couldn't find a path upward in the organization. Just five years later, I became the CMO of one of the fastest growing companies in the US. In this session, I discussed my journey from a marketing manager to executive and share the valuable lessons learned along the way. I show how aspiring marketing leaders need to not only be high performers in their current job, but also focus on building their personal brands and networks for the long term.

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DIG South - How to Become a CMO: A Marketers Journey from Middle Management to the C-Suite

  1. 1. @jeffperkins8 #DIGSOUTH HOW TO BECOME A CMO A MARKETERS JOURNEY FROM MIDDLE MANAGEMENT TO THE C- SUITE JEFF PERKINS DIG SOUTH APRIL 2018
  2. 2. @jeffperkins8 #DIGSOUTH
  3. 3. @jeffperkins8 #DIGSOUTH
  4. 4. @jeffperkins8 #DIGSOUTH
  5. 5. @jeffperkins8 #DIGSOUTH
  6. 6. @jeffperkins8 #DIGSOUTH WHAT THIS SESSION IS NOT ABOUT…
  7. 7. @jeffperkins8 #DIGSOUTH WHAT THIS SESSION IS ABOUT…
  8. 8. YOU!
  9. 9. @jeffperkins8 #DIGSOUTH WHY ARE YOU IMPORTANT?
  10. 10. @jeffperkins8 #DIGSOUTH The average person changes jobs 12 times during their career. Source: https://www.thebalance.com/how-often-do-people-change-jobs-2060467
  11. 11. @jeffperkins8 #DIGSOUTH Millennials change jobs 4 times by the time they’re 32. Source: http://money.cnn.com/2016/04/12/news/economy/millennials-change-jobs-frequently/index.html
  12. 12. @jeffperkins8 #DIGSOUTH Source: http://recruitingdaily.com/7-big-reasons-people-change-jobs/ WHY DO PEOPLE CHANGE JOBS? 1. Lack of Opportunities 2. Bad Management 3. Company Culture
  13. 13. @jeffperkins8 #DIGSOUTH FREQUENT JOB CHANGE IS THE NEW NORMAL
  14. 14. @jeffperkins8 #DIGSOUTH A STRONG PERSONAL BRAND
  15. 15. @jeffperkins8 #DIGSOUTH 11 YEARS AGO…
  16. 16. @jeffperkins8 #DIGSOUTH
  17. 17. @jeffperkins8 #DIGSOUTH
  18. 18. @jeffperkins8 #DIGSOUTH Couldn’t get a VP job because of my title. Couldn’t get a manager job because of my salary.
  19. 19. @jeffperkins8 #DIGSOUTH IF YOU DON’T DEFINE YOURSELF, SOMEONE ELSE WILL.
  20. 20. @jeffperkins8 #DIGSOUTH THE OPPOSITE: Position myself as an executive marketer
  21. 21. @jeffperkins8 #DIGSOUTH WHAT DO COMPANIES WANT IN AN EXECUTIVE MARKETER?
  22. 22. @jeffperkins8 #DIGSOUTH OT 1. Vision for the brand 2. Ability to lead a team 3. Understanding of current marketing trends 4. Ability to measure and drive results 5. Skills to communication the message
  23. 23. @jeffperkins8 #DIGSOUTH How to you demonstrate those things beyond bullet points on a resume?
  24. 24. @jeffperkins8 #DIGSOUTH FIND FORUMS TO SHOW WHAT YOU CAN DO
  25. 25. @jeffperkins8 #DIGSOUTH
  26. 26. @jeffperkins8 #DIGSOUTH
  27. 27. @jeffperkins8 #DIGSOUTH
  28. 28. @jeffperkins8 #DIGSOUTH
  29. 29. @jeffperkins8 #DIGSOUTH Who the f@#k is @jeffperkins8?
  30. 30. @jeffperkins8 #DIGSOUTH LINKEDIN BECAME THE THE STORY OF MY BRAND
  31. 31. @jeffperkins8 #DIGSOUTH BENEFITS FOR ME 1) I started building a strong network 2) I sharpened my thinking about key marketing topics 3) The phone started ringing
  32. 32. @jeffperkins8 #DIGSOUTH
  33. 33. @jeffperkins8 #DIGSOUTH WIN-WIN
  34. 34. @jeffperkins8 #DIGSOUTH
  35. 35. @jeffperkins8 #DIGSOUTH
  36. 36. @jeffperkins8 #DIGSOUTH
  37. 37. @jeffperkins8 #DIGSOUTH
  38. 38. @jeffperkins8 #DIGSOUTH
  39. 39. @jeffperkins8 #DIGSOUTH
  40. 40. @jeffperkins8 #DIGSOUTH
  41. 41. @jeffperkins8 #DIGSOUTH I’ve had an amazing career journey over the past six years, and none of it would have been possible if I hadn’t worked to build a strong personal brand.
  42. 42. @jeffperkins8 #DIGSOUTH 1. Turn LinkedIn into the story of your brand 2. Don’t be afraid 3. Share your work and insights 4. Reveal who you are 5. Start now 5 TIPS FOR BUILDING YOUR PERSONAL BRAND
  43. 43. @jeffperkins8 #DIGSOUTH CAREER MANIFESTO
  44. 44. @jeffperkins8 #DIGSOUTH Write 500 words about any topic that’s important or relevant to you and email it to me at: jeffperkins8@gmail.com HOMEWORK
  45. 45. @jeffperkins8 #DIGSOUTH You only have one career. Don’t sit on the sidelines and watch it go by. Make the most of it.
  46. 46. @jeffperkins8 #DIGSOUTH If what you’re doing isn’t working… DO THE OPPOSITE!
  47. 47. @jeffperkins8 #DIGSOUTH THANK YOU JEFF PERKINS DIG SOUTH APRIL 2018

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