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313: Becoming a Market Maker with Pernod Ricard’s Pam Forbus

Pam Forbus CMO at Pernod Ricard NA

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, Alan and Pam 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

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