Pam Forbus is the CMO of Pernod Ricard, where she focuses on building trusted brands through consumer-centric marketing. Pam is the leader behind many recognizable Absolut campaigns, including #VoteResponsibly and #MixResponsibly. Prior to joining the Pernod Ricard team, Pam spent two decades leading teams at Disney, PepsiCo, and Frito-Lay. Pam has navigated challenging times throughout her career, from the ‘08 financial crisis to the COVID-19 pandemic, and has come out stronger on the other side.
On the show today, Pam and I discuss how the pandemic changed the way she approaches marketing and the importance of responsible marketing, especially for a spirits brand. Pam shares how she successfully builds trusted brands through consumer-centric marketing and how her team is approaching consumer trends, including premiumization and in-home consumption.
In this episode, you’ll learn:
- Data-driven decisions are consumer-centric decisions
- How a cross-functional marketing team enables you to adapt to changes
- Lean into your brand’s DNA
Key Highlights
- [03:00] Pam’s career path
- [09:30] Using data to make consumer-centric decisions
- [12:45] Aligning marketing strategy with what drives purchases
- [17:00] Leaning into your brand’s DNA
- [21:00] Consumer trends in the spirits industry
- [27:30] Leveraging a cross-functional marketing team
- [32:30] What makes a CMO/CEO relationship successful
- [35:45] An experience that defines Pam
- [38:00] Pam’s advice for her younger self
- [40:00] What marketers should be learning more about
- [44:00] The biggest challenge for marketers today
Resources Mentioned:
- Pam Forbus
- Pernod Ricard
- Gorge Ross & George Read – Signers of Declaration of Independence
- Ann Mukherjee, CEO at Pernod Ricard NA
- Absolut Mix Responsibly
- Absolut RTD in a can
- Jameson Ginger & Lime RTD
- Absolut Sex Responsibly
- Pernod Ricard Conviviality
- Gucci + Adidas Collaboration
- Absolut in the Metaverse & Coachella
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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.