In marketing, new technologies are always emerging that change the game. New platforms appear that can shake things up. Fresh strategies can bring new perspectives. But there's one constant that remains essential for marketers to succeed: being able to tap into creativity.

So it's pretty dang important for CMOs to develop cultures in their organizations that foster and enhance their team's creativity.

But, there's no one-size-fits-all approach to creativity: what works for one person, might not work for another, and different projects can require different approaches.

That's why we're speaking to Bob Sherwin, recently CMO of Wayfair and current marketing consultant, on why it's important to have creative cultures that allow for flexibility to encourage a range of creative approaches that suit your team's immediate needs.

Key talking points

  • The importance of creative cultures that empower marketing teams.
  • Why different approaches to creativity are valid, and how CMOs can develop cultures that are flexible enough to support them.
  • Teaching and training your teams in different approaches to creativity.

About the guest

Bob Sherwin has more than twenty years of operating experience as a Strategist, Chief Marketing Officer, Retail Executive, and Advisor. Currently serving as an independent advisor to public and private companies on a range of strategic, marketing, and organizational topics.

In his most recent full-time corporate role, he was the Chief Marketing Officer at Wayfair, responsible for their full family of brands (Wayfair, Perigold, Joss&Main, AllModern, Birch Lane, and Wayfair Professional) globally. In this role he developed and oversaw Wayfair’s Global Marketing strategy, organization, and ~$1.5B in advertising spend; since joining in 2013 he grew direct revenue from $500M in 2013 to $13B in 2023, and established Wayfair as the market leader in the home category.

He was responsible for driving awareness, activations, revenue, and loyalty for all of our commercial offerings, as well as driving the tech, data science, and analytics platforms that support these efforts. He was also responsible for the team of General Managers for Physical Retail, Consumer Sales, Home Services, Registry, and Consumer Financing businesses, with full P&L responsibility.

Join the conversation

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Don't miss the CMO Summit on November 8th

Bob will be appearing at our Virtual CMO Summit on November 8th to moderate a panel on empowering dynamic marketing teams. Don't miss the opportunity to learn more from his and many others' expertise.