Shalini Seneviratne, a seasoned marketing director at Kimberly-Clark, emphasizes that the biggest challenge for CMOs is the rapid pace of change in the marketing landscape. With evolving consumer behavior, marketing strategies that were effective a couple years ago now feel outdated. She highlights the importance of culturally relevant marketing in Asia, where local adaptation is crucial for resonating with consumers. While the increasing centrality of marketing in business strategy presents exciting opportunities, it also adds substantial pressure for consistent performance across diverse markets.
As marketers, we're still trying to reach people - that hasn't changed. But how we reach them has completely transformed. You're now expected to create a thousand pieces of content a month.
If you want to resonate, you need to be deeply culturally relevant. The best campaigns take a global idea and translate it so locally that it couldn't have come from anywhere else.
It's exciting to see marketing becoming more central to business strategy - but it also comes with pressure.
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