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2016 The CMO: Architect of Growth
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When: Wednesday, 26 October 2016
7:45amam to 4:00pm
Where: The Foundary
Barrow St, Dublin 
Contact: Cecilia McLernon
+ 353 1 2160156

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Follow up from The CMO: Architect of Growth



Here are the presentation slide decks:

·         The CMO as a driver of transformational change through customer-centricity – Damian Devaney, Smurfit Kappa

·         The Power of Knowing – Lisa Gilbert, IBM UK & Ireland – Not available  

·         Agile Marketing at Ryanair – Kenny Jacobs, Ryanair

·         Know the user, know the magic: Connect the two – Alice Mansergh, Google

·         Busting Marketing Myths at Mars – Orla Mitchell, Wrigley

·         How Purpose puts the Customer at the Centre – Charlotte Goodman, Virgin

·         Brands and Businesses: The Anatomy of Growth – Manfredi Ricca, Interbrand

To view the Photo gallery

Photos from CMO Summit 2016

The CMO: Architect of Growth 

AN EVENT staged by the Marketing Institute, at The Foundry @ Google on Wednesday 26 October.

The CMO Summit brings together a select group of marketing leaders to exchange thoughts, ideas and first-hand experiences, while at the same time building a network of peers among the membership of the Marketing Institute, and you’ll hear from some engaging keynote speakers. The theme of the day is “The CMO: Architect of Growth. How marketing can build brands and create customer-centric businesses”.

At the CMO Summit on Wednesday 26th October you will hear from such speakers as:

Damian Devaney, VP of Marketing and Communications, Smurfit Kappa

Session title: The CMO as driver of transformational change through customer-centricity

Sligo native Damian Devaney is a leading brand marketing practitioner, successfully championing marketing to transform companies and cultures from Fast Moving Consumer Goods, telecommunication, manufacturing, packaging and sport. 

Currently VP of Marketing and Communications at Smurfit Kappa leading a rebranding and organisation change initiative in 34 countries across 3 continents. Prior to that he has been Marketing Director at O2 Ireland where he was responsible for all consumer & business products and services, marketing and communications. During that period O2 became No 1 in post-pay, delivered best ever loyalty performance and launched breakthrough initiatives including launching The O2, and winning Best Marketing Team in Ireland. Damian has reversed category declines in a number of fast moving consumer goods markets, having previously been marketing director at Coca-Cola Ireland, where he had responsibility for the full Coca-Cola portfolio.

Lisa Gilbert, Chief Marketing Officer UK & Ireland, IBM

Session title:The Power of Knowing: Marketing in a Cognitive World

In this is a new era of business where speed, agility, innovation and connectedness are essential, Lisa has a proven track record of building, revitalizing and scaling marketing organizations and creating break through operating models to consistently innovate, ignite new markets and influence customer behaviors at a global scale.  As the CMO of IBM UK & Ireland, and the steward of IBM’s brand, she is responsible leading a multidisciplinary team covering, market intelligence, brand strategy, internal & external communications, go to market strategy and execution; campaign management, digital & events and corporate social responsibility. 

Prior to her CMO role, Lisa led IBM’s global Campaign Management practice focusing specifically on client-centric Campaign Planning.  Lisa is built and delivered IBM’s unique approach to plan and execute holistic personalized experiences for clients and prospects as part of IBM’s Data-driven marketing system. 


Kenny Jacobs, Chief Marketing Officer, Ryanair

Session title: Aglie Marketing at Ryanair

Kenny Jacobs, Chief Marketing Officer of Ryanair, Europe’s biggest and the world’s leading low-cost airline. He is responsible for sales, marketing and customer service at Ryanair.

Previously Kenny was CMO for Moneysupermarket plc. which has a set of digital brands saving consumers money on insurance, finance, energy and travel. Kenny has spent most of his career in retail, with Tesco PLC as marketing director in Tesco Ireland and brand director for Tesco UK. Prior to that he worked for German retailer Metro Group GmbH in various roles in marketing and IT in Europe and Asia.

Alice Mansergh, Director of Google Marketing Solutions UK & Ireland, Google

Session title: Know the user, know the magic: Connect the two

Alice is a marketer, who in her 12 years at Google, has headed up all of Google’s consumer marketing in the UK, introducing people to products like Google Chrome, Maps and Android.  Most recently, she moved from promoting Google’s own products, to helping businesses market theirs effectively.  She now heads up a team of 100+ people, helping everybody from small plucky start-ups to Fortune 500 brands find, grow and keep their customers online.  


Orla Mitchell, Chief Marketing Officer, Wrigley

Session title: Busting Marketing myths at Mars for growth that endures

Orla Mitchell is Global Vice President & CMO of the Wm. Wrigley Jr. Company, a subsidiary of Mars, Incorporated. Orla has global responsibility for brand-growth, strategy development and execution for Wrigley’s portfolio of iconic gum, mint and confectionery brands, including such well-loved brands as Extra, Orbit, 5, Doublemint, Skittles and Starburst.  She and her team lead all global Marketing processes and initiatives from brand asset design and deployment to advertising development & global innovation all of which are underpinned by best-in-class marketing talent and capabilities.

Orla is also a member of the Wrigley Leadership Team, who report to Wrigley’s President and lead the business’s strategy development and deployment across the globe.  She has been with Mars, Incorporated for 15 years and has held several local, regional and global marketing roles

Charlotte Goodman, Changing Business for Good Group Director, Virgin

Session title: How purpose puts the customer at the centre

Charlotte is the Changing Business for Good Group Director at Virgin. Her role is to engage and advise Virgin Group businesses globally on how to articulate, embed and measure their purpose. She works with leaders across the businesses to develop and differentiate their proposition; innovate and develop purpose strategies that positively impact customers, people, communities and the environment so that purpose can become a sustainable competitive advantage. Prior to that, she was the Business Innovation Director at Virgin Unite and Interim CEO at a national literacy NFP organisation.

She has also worked for a number of leading third sector brands in the UK including NPSCC and Barnardo’s. She has delivered large scale integrated marketing campaigns and change management initiatives and has led teams focusing on fundraising, media relations, public affairs, service delivery and business innovation and improvement.


Manfredi Ricca, Chief Strategy Officer, EMEA & LatAm, Interbrand

Session title: Brands and Businesses: The Anatomy of Growth

As Chief Strategy Officer, Manfredi oversees the quality and development of Interbrand’s work for the region’s clients, as well as supporting the firm’s business strategy. Prior to this role, he was Managing Director of the Italian office. In his seventeen years with Interbrand Manfredi has had the opportunity to build, manage and grow highly influential brands from a wide variety of industries. He has consulted the leadership of some of the world's most respected organisations on ensuring their brands' role as powerful growth catalysts. 

He has co-authored the critically acclaimed book, Meta-luxury: Brands and the Culture of Excellence, and is a regular contributor to Interbrand's Best Global Brands study. Manfredi’s articles, interviews and comments appear regularly on the Italian media. He has been featured on international media  such as BBC World, the New York Times, the Wall Street Journal, the Economist and the Financial Times. Manfredi holds a degree in Economics and Business Administration from Università Bocconi in Milan, Italy.

Asta Lund, Conference Facilitator, Global Marketing Director, iheed

Asta is an experienced strategic marketer and business leader. During her 20+ years’ career she has accumulated significant experience, with a particular focus on reshaping businesses and brands for success in today’s digitised world. Currently she is Global Marketing Director for iheed, an innovative online medical education company. She is also a change management consultant to businesses including Danone, Aer Rianta International and PSG Communications.

Prior to her current roles, she was Multichannel Director, Arnotts where she reshaped the Marketing, eCommerce, PR and Creative teams to form a cohesive multichannel marketing team and delivered an optimal customer experience and commercial return for Ireland’s largest department store. Before this, she was Managing Director, In the Company of Huskies, Ireland’s leading digital marketing agency, where she led the successful transition of the business to a market leading multi-disciplinary agency best placed to drive brand growth.

Asta also led the digital and data agenda for Diageo Ireland across multiple brands for 8 years, where she received global recognition and delivered a number of global firsts which leveraged digital and data to drive measured business growth.

For more on the Speakers CLICK HERE


Highlights From The Chief Marketing Officer Summit 2015 


Follow up article  CMO SUMMIT 2015



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