WFA reveals shortlist for Global Marketer of the Year 2022

WFA has unveiled the shortlist for the 2021 Global Marketer of the Year award, featuring global marketing leaders from Bayer, Diageo, Grab, L’Oréal, LEGO, Levi’s, Mondelēz and Reckitt.

An expert jury of 15 marketing industry leaders considered a host of eligible names submitted by the industry as part of the shortlisting process, with each judge nominating their top contenders. The marketers with the most votes have been shortlisted. All will be added to the WFA’s Hall of Fame.

The shortlist includes:

  1. Fabrice Beaulieu, Chief Marketing, Sustainability and Corporate Affairs Officer, Reckitt: Fabrice has instigated a major shift towards a purpose-led brand strategy. The Finish brand, for example, has contributed to the saving of 10 million gallons of water by encouraging people to ‘skip the rinse’ through partnerships with National Geographic and WWF. This year has also seen the launch of the Reckitt Marketing Academy in more than 30 countries, helping more than 2000 marketers and resetting the learning culture.
  2. Patricia Corsi, Chief Marketing, Digital and Information Officer, Bayer: Patricia has placed sustainability at the centre of Bayer brand and product strategies as well as the innovation process in partnership with R&D. She has developed more synergies between IT /Digital Transformation and the marketing and sales teams leading to greater efficiency and effectiveness.
  3. Cristina Diezhandino, Global CMO, Diageo: Cristina has been pivotal in creating a culture of effectiveness to ensure sustainable business growth.  In fiscal year 2022, Diageo’s marketing investment increased to £2.7bn (up from £2.2bn) while organic operating margin was up 121bps. She has continued to invest in marketing effectiveness tools, such as Catalyst, Demand Radar and Sensor, to ensure the company has the right product in the right place at the right time and at the right price.
  4. Asmita Dubey, Chief Digital & Marketing Officer, L’Oréal: Under Asmita’s leadership, the company has continued to optimise its internal marketing organisation through upskilling, as well as by improving the way it works with agencies and start-up. It has started to build a diverse ecosystem of Web3 partners that spans artists, communities, tech platforms such as Arianee, and People of Crypto, a creative lab which promotes diversity and representation in Web3. On the sustainability front, L’Oréal Paris is joining the LOOP initiative and will take part in a project to trial new types of packaging.
  5. Cheryl Goh, Group VP of Marketing and Sustainability – Founding CMO, Grab: As Founding CMO and VP of Marketing for Grab, Cheryl has built the disruptive brand’s marketing department from zero. Recently, she has spearheaded several of the companies’ sustainable initiatives, including GrabForGood – a $275m fund for social and environmental programmes – aiming for net zero by 2040, giving customers the opportunity to opt to offset the carbon footprint of their rides and growing the electrical fleet.
  6. Julia Goldin, Chief Product & Marketing Officer/Executive Vice President, LEGO: Julia’s role is broad, encompassing 1,800 LEGO colleagues around the world, including those in Product Development, Marketing, Research & Insights, Licensing & Partnerships and LEGO’s in-house creative agency. In the past 12 months, LEGO has partnered with the World Wildlife Fund (WWF) to reduce carbon emissions in their manufacturing and supply chain operations, and to promote global action on climate change. Actions include the LEGO Replay programme for donating old bricks.
  7. Martin Renaud, EVP & Chief Marketing and Sales Officer, Mondelēz International: Since joining Mondelēz in 2018, Martin has transformed the company’s marketing strategy – building excellence in its brand investment profile, renewing its creative approach, and spearheading its ambitious goal of becoming the digital snacking leader. He has overseen substantial investments to accelerate and sustain growth in digital commerce.
  8. Karen Riley-Grant, CMO, Levi Strauss & Co: Karen joined Levi’s six years ago and is a big believer in the fact that standout innovation comes from co-creation. This year, the company expanded its House of Strauss creator houses in Mexico City, in order to foster creativity and increase brand awareness. Revenue for the 12 months ending August 31, 2022 was up 14.6% year-on-year, confirming the company’s status as one of the world’s most iconic denim jean brands.

Vote for your favourite now

The next stage in the process will be a public vote – supported by The Drum, which is partnering with the WFA on this initiative – and a jury vote, with each element accounting for a half of the final score.

Industry representatives can vote for their favourite starting today and until 22 January 2023 at The winner will be announced in the first week of February 2023.

“This year’sGlobal Marketer of the Yearshortlist showcases eight brilliant responses to ourconstantly changingtimes.The candidates have helpedshepherdtheir brands in the midst of geopolitical unrest andeconomic uncertainty,while demonstrating their agility and innovation in the face of rapid technological transformation.At a time when marketing as a function faces tremendous pressures, these marketers are proof positive of the value of what we do.” Mastercard’s CMCO Raja Rajamannar, chair of the expert jury and WFA President.

“There can be few jobs more all-encompassing than marketing. Seismic changes in the digital ecosystem and rapidly shifting expectations of consumers in an ever-more complex world are just two of the issues that marketers face daily. The people on this shortlist have demonstrated their exceptional abilities by thriving in this challenging environment while also helping to drive growth for their companies.” Stephan Loerke, CEO of WFA.

This is the sixth year that WFA has run Global Marketer of the Year. Last year’s winner was Conny Braams, Chief Digital and Commercial Officer at Unilever.

Special recognition for Jodi Harris, formerly of AB InBev

Outside of the 2022 competition, special recognition was also agreed by the jury after reviewing the in-memoriam nomination for Jodi Harris, who sadly passed away earlier this year.

A former VP of Marketing Culture and Capabilities, she is considered to have played a key role in the AB InBev’s creative success as well as being an industry champion for better marketing.

Harris first took on the marketing culture role in 2018 and has been credited with spearheading initiatives that put a focus on creative output, including an internal awards program. She created a marketing culture that would always put people first and was convinced that if you believe in people and you invest in them and their capabilities, then the world is yours.

Her work is reflected in the brewer being named Cannes Lions 2022 Creative Marketer of the Year.

Starting from the top left, clockwise: Fabrice Beaulieu (Reckitt), Patricia Corsi (Bayer), Cristina Diezhandino (Diageo), Asmita Dubey (L’Oréal), Cheryl Goh (Grab), Julia Goldin (LEGO), Martin Renaud (Mondelēz International) and Karen Riley-Grant (Levi Strauss & Co) 

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