FQ at CES: Women Leading the New Era of Business Transformation

Over the last four years the Consumer Electronics Show CES has been working to better highlight women in tech In 2024 45 of the speakers on CESamp8217s keynote stage were women a big leap forward from just a few years ago when there were no women keynote speakers CES also officially partnered with groups like The Female Quotient FQ to continue to create equality for women at their annual convention in Las Vegas which saw an estimated 130000 attendees this yearDuring CES FQ held their annual amp8220Women Walk the Flooramp8221 tour where over 200 women walk the show floor together FQ also hosted their Equality Lounge and three days of programming during the showOne of the panels FQ hosted was amp8220Women Leading the New Era of Business Transformationamp8221If there was one takeaway from CES besides AI it was that business transformation is more urgent than ever Moderated by Andrea Lennon Chief Client Officer Omnicom the panel featured marketing leaders who are harnessing the power of data and technology to drive and deliver brand promise across the customer journey at scale and transform their organizations in the processThe panel began with Gamp252len Bengi Chief Growth Officer Mars Wrigley ampamp Lead Chief Marketing Officer Mars Inc shedding light on Mars Wrigley39s forwardthinking approach amp8220Mars has a way of thinking in generationsamp8221 said Bengi She referenced a letter sent in 1947 to Mars associates that said amp8220The world we want to live in tomorrow starts with the way we do business todayamp8221 Itamp8217s a tenant that Mars has stood by and even incorporated into their sustainability planamp8220Mars is not merely aiming for business growth weamp8217re aspiring to double the business responsibly by focusing on sustainability inclusion and digitizationamp8221 said Bengi who believes personalization will be a key way to drive demandJulie Bowerman CMO US Kellanova echoed this sentiment stressing the shift from brandled to consumerled brand building She emphasized the need for marketers to let consumers define what a brand means to them adapting messaging and personalization accordinglyamp8220Itamp8217s not just a mental shift itamp8217s also a cultural shift for marketers to think that wayamp8221 said Bowerman amp8220Weamp8217re going to have to get more comfortable with understanding that we are not as in control of the brand ethos as we once wereamp8221Bowerman encouraged marketers to embrace the evolving landscape recognizing that what works today may not be relevant tomorrowWhen Lennon asked the panelists what tools and technologies they were investing in to accelerate their business Bowerman noted amp8220Every conversation weamp8217re having with partners at CES is about their data and how we leverage it to understand our consumers and customize the experienceamp8221Ellen Griffin Chief Client Solutions Officer OMD Worldwide brought a deep technical perspective to the conversation highlighting the integration of generative AI into everyday usage as a gamechanging trend While acknowledging the inevitability of automation and embracing new technologies Griffith emphasized the importance of maintaining a human touchamp8220We39re really thinking about people process and platform so we can keep the specialism of our people while ensuring we have the integration needed to show up seamlessly to consumersamp8221 said GriffinThe panelists also touched on the transformation of teams within their organizations The evolving roles in marketing demand continuous learning and adaptabilityamp8220It does not look like the brand team of yesterdayamp8221 said Bengi She noted that Mars has shifted towards a consumercentric agile and connected approach Their integration of diverse functions from marketing and sales to digital technologies reflects a move away from traditional silosBowerman noted that Kellanova was on a similar journey One way theyamp8217re getting there is by investing in skills development amp8220The science part of marketing is where we39re putting a lot of investment and time intoamp8221 she saidAs a final question Lennon asked the panelists what it takes to be a CMO in the futureA theme Bowerman shared throughout was the idea of being openminded In an area of constant evolution she feels itamp8217s important to continue to think differently as well as to look externally for learnings you can adapt to your own team and businessamp8220Constant curiosity and learning togetheramp8221 summed up GriffinThe panelists painted an inspiring picture of a future where brands will be cocreated with consumers personalization at scale will become the norm and the integration of generative AI will redefine consumer experiences Their inspiring journeys and forwardthinking insights underscore the pivotal role women play in driving transformation within the tech and marketing industriesPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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FQ at CES: Women Leading the New Era of Business Transformation

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Brandie Feuer

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