Eric Fulwiler’s Post

I didn’t have a good week at work. Nothing particularly bad happened, and actually some good things happened. I just wasn’t feeling it. Wasn’t as motivated, wasn’t as confident, wasn’t as excited as I have been recently. And while I don’t like it, I’m ok with it. Every week can’t be great - even if most of what you see out here makes it seem that way… Most of us have some good weeks and some (maybe a lot) of bad weeks. Just a reminder 🙂.

Super excited to welcome Alyssia Chettiar to the team! She's already had a big impact in her first week 🤩. More to come on our plans for South Africa next week...😉🇿🇦

It’s tough to admit, but most of what we do doesn’t matter. It doesn’t breakthrough, it doesn’t stand out, it isn’t remembered. But some things do. Some things make headlines. Either literally, or figuratively in the sense that people notice them, remember them, and talk about them. Focus on the few headlines - they are what define you, both your brand and your career.

🚨 New Scratch!🚨 And it’s a great one.. Huawei has set a strong example for Chinese brands like SHEIN, Temu and others by scaling its brand successfully across different countries. For scale, their tech touches 30% of the world’s population every single day. But, how exactly have they gotten this far? I had the pleasure of talking to Andrew Garrihy, former CMO of Huawei & DiDi and ex-director of marketing at Samsung Electronics, to break down the “Agile Marketing Playbook” he’s used to grow Chinese brands across 6 different continents over the last 30 years. We discussed: ✅ 1 - Cultural Adaptation: How to communicate & resonate with diverse cultures worldwide, both inside & outside the organization ✅ 2 - Launch Agility - How his team planned & executed campaigns on all new products within a short 90-day cycle ✅ 3 - From Challengers to Market Leaders: How they went from merely challenging the smartphone market to becoming global leaders ✅ 4 - Challenging Conventional Marketing: How to challenge existing norms of marketing across an organization, especially if you’re new to the culture Links below. Enjoy! And thanks so much for coming on the show, Andrew! I learned a ton. 🎧 Listen on Spotify: https://lnkd.in/dNKXV-aw 🎧 Listen on Apple Podcasts: https://lnkd.in/dPyENWXp 📺 Watch on YouTube : https://lnkd.in/dMajZpdH #Huawei #CMOcoach #marketing #china #cmo #podcast

Big thanks to Tom Romanski from Codebase Technologies for leading our first Bridge Deep Dive last week on AI for marketers. 🙌 Thought I’d share the presentation here - it’s excellent. We’ll also be sharing the recording from the MENA FINTECH ASSOCIATION page later this week. If you’re interested in joining future Deep Dives or other Bridge events, please let me know! #marketing #ai

What a special evening last night… 🤩 Our first Rival Roundtable in Paris and the company and conversation (and wine!) could not have been better. 🇫🇷 We covered a ton of ground - from the future of the CMO role to whether B2B can be as exciting for marketers as B2C to why you can’t get a good baguette in London. A few of the things that really stuck in my mind that I’ll be thinking about over the next few days/weeks 💡 The importance of data/tech skills in future marketing leadership roles  💡The massive opportunity for B2B marketing to adopt more B2C strategies and tactics 💡Why there are so few “loved” B2B brands 💡Why we spent nearly 4 hours discussing marketing and only once touched on employer brand…  💡Why there’s such a demand (and lack of supply) of great B2B senior marketing talent  💡Why we as marketers (and definitely the rest of the leadership teams around us) are so focused on comms and capabilities when a huge part of our role is actually about bringing an understanding of the customer and the culture around them INTO the business 💡How important it is for marketers (in any category) to develop commercial skills/experience  💡How complacent so much of this industry has become with the waste (and outright fraud) in digital advertising  💡The concept of a “tipping point” in challenger brands where they shift from being focused on adding value to their consumer/niche to extracting value and start to slow/decline and become less relevant 💡The critical role that differentiation plays in preference and behavior change and how many brands don’t focus on it enough  💡The fact that Crocs are the best challenger brand of all time, even in France Thanks so much to everyone who came out! Audrey Boisumeau, Dean Aragón, Elisabeth Lanner, Franck Leyze, Guilherme Ferreira, Jacinthe Brillet, Jenna Cummings, Romain Bonnet, Manant Maheshwari, Raka Sinha, Sarah Whipp, Sophie Awenengo Dalberto, Stephanie Gabriel, Sarra Zayani. And a special thanks to AIDEM for being our partner for the evening and a fantastic partner overall! 

Working on a special episode of Scratch about the current and future role of the CMO… What questions would you want answered? And/or who do you think we should interview for it? Thanks!

Curious to get people’s thoughts on this…I’m seeing more and more AI apps added virtual meetings to transcribe the conversation, but still unsure what the etiquette is or should be (especially for external client meetings). Cast a vote, but please do comment below as well to elaborate and get a conversation going about it. Thanks!

Nothing like being able to start the week with a new client announcement 😀 . Super excited to announce our partnership with Ninja 🥷🏽 نينجا! The team at Ninja is building one of fastest-growing brands across MENA and it's incredibly humbling and inspiring to partner with some smartest minds in the category and the region on their performance marketing, customer data, and martech. Looking forward to helping this rocket ship take off! 🚀

Some big news to finish up the week! We’ve been named Best New Partner by mParticle!!! 🎉🎉🎉 Super excited about the work we’ve been doing with them and the massive opportunity for customer data and martech automation to power modern marketing functions. If this isn’t something that’s at the top of the list for you as a senior marketer, it should be....📈 More to come! 👀