The CMOs of Away and Exos Deliberate on Their Changing Roles

Protecting the brand and driving growth

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Whether as a brand protector or growth driver, CMOs were under the spotlight during the pandemic, charged with reaching consumers quarantined in their homes during large swaths of 2020.

In conversation with Adweek’s chief content officer Lisa Granatstein at Adweek’s CMO Summit, digitally native luggage brand Away’s CMO Selena Kalvaria and fitness company Exos’ CMO TJ Abrams discussed elevated expectations and their ever-changing roles.

What’s a CMO got to do with it?

Being a brand-led company means the whole company has the responsibility of growing, protecting and elevating the brand, whether that’s through a customer experience touchpoint, a delivery method or walking into a store, said Away’s Kalvaria.

“So what that means … is that the ultimate brand manager is the CEO in a brand-led business.

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