This is because the musically inclined Goldin considers conductors to be “not people who just orchestrate and coordinate,” she explains in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity.

“Their job is to envision a piece of music and bring it to life in a way that it’s never been heard before,” Goldin says. “They are standing in front of a very big orchestra. But you also have to understand how to bring people together, so it’s a huge leadership job. At the same time, you also are delivering to the audience behind, which is in our situation the consumer.”

It’s Goldin’s deep belief that marketing “sits at the crossroads of arts and science and the heart of the right and left brain.” She considers marketing to be “even more essential now than ever before to actually enable the business to achieve growth through real understanding of consumers, audiences and creating very strong value.”

When she talks about her “really big team,” Goldin notes that many don’t have marketing in their title. “But in some ways, I also feel that they all contribute to that same sort of cause, let’s say.”

Asked by interviewer Joanna O’Connell, who is VP and Principal Analyst at Forrester Research, how she goes about recruitment, Goldin says it’s first paramount to define not just the role of marketing overall but within a specific organization.

“In my organization we have product design, we have a creative agency, we have brand insights, we have content developers, we have long-form content developers, we have digital platform owners.”

When you add all of those roles together, their commonality is safeguard brands and franchises, according to Goldin.

“I think it’s absolutely essential to talk to them about the role that they play because in my view they are uber conductors of the symphony that is around each one of the big themes or products or innovations that we move forward with.”

Great marketers need to understand the entire value chain. “They understand how everything happens to actually create a product or create a campaign all the way through to how it flows into the stores, into consumers hands and ultimately reaches a child and hopefully delights and surprises them.”

You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page. Please find all our coverage from Cannes 2019 right here.

The CMO Growth Council has been asking the same questions about marketing since its inception at last year’s Cannes event. As a participant in that collaborative initiative, Goldin is looking forward to helping produce “tangible actions” that will benefit individual companies and marketers at large.

“I feel that marketing got sidelined over the last couple of decades and also became somewhat misunderstood and maybe narrowed in terms of what it is all about,” Goldin says.

Among the outcomes from the work of the CMO Growth Council that Goldin expects to see is to create “much more excitement around this industry,” which in turn will help in recruiting talent. “I think it’s going to open up a lot of opportunities for people who are already in marketing but also for the generations of the future.”

The Council “sharpens up” all participants within their respective organizations and collectively, according to Goldin. “I think overall it’s going to create the kind of movement that we need that is going to be much more cohesive and consistent versus everybody kind of doing their own thing.”

Asked by interviewer Joanna O’Connell, who is VP and Principal Analyst at Forrester Research, about specific areas of focus, Goldin cites the role of marketing and how it’s positioned as a profession. This includes education, training and development capabilities.

“What I think our generation of marketers wasn’t super prepared for is the rapid speed of innovation and change coming so fast and being able to learn on the job,” she says. “I think that’s a requirement. We need evolution.”

Embracing change is not only about learning but about how to be adaptive, given the multitude of changes still to come.

“We need to be adaptive to the environment in which we live and now we live in an environment where change is very rapid. Very soon they’ll be talking about AI, they’ll be talking about voice, and very soon they’ll also talking about regulation. Just like we’re seeing right now the importance of privacy and data protection.

“That will all happen and we need to be prepared for that and ultimately we should be driving the right changes. We should also be the ones to protect consumers, not just protect brands.”

How has LEGO benefited from the CMO Growth Council? “For me it’s super interesting to hear what other people are doing,” Goldin says. “It’s much easier to get closer together when you’re aligned against a goal and an issue that is really of value and interest to you and you’re passionate about because it matters to you, it matters to your organization.”

You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page. Please find all our coverage from Cannes 2019 right here.