CMO Spotlight | Carlota Feliu Argila - Hewlett-Packard
The CMO Spotlight offers an inside look into the minds and journeys of high-performing marketing leaders.
Setup CEO + Founder, Joe Koufman, sat down with Carlota Feliu Argila, the Head of Marketing for the Americas for Hewlett-Packard's Industrial Print Division. They talked about staying close to the customer, bringing clarity to complexity, leading with integrity and positivity, and what it takes to turn strategy into execution.
“I really believe that the way a team can work best is by being in a positive environment, taking things with a positive lens, and bringing this positive mindset to the team.”
Watch + Read the Recap Below
Q1 | What advice would you share with marketers?
Argila advises people to build their own point of view by staying close to the customer. She shared, “Form an opinion based on being close to the customer. You can have this point of view, and you can bring this to the table. You have something that can guide you in making your own decisions.”
She pointed out that while marketing teams naturally rely on feedback from sales and go-to-market teams, that should not be the only source of truth. “If you can also be close to the customer, and if you can learn deeply about the customer, this will empower you to have your own point of view and your own opinion.”
Independence matters and shaping strategy matters. She added, “Don't become just an execution arm of what sales or the go-to-market team wants you to do.
Q2 | What is your superpower?
Argila described her superpower in one word: clarity.
She shared, “As a marketer, I bring clarity. I bring clarity in helping teams and organizations focus, prioritize, and navigate chaos.”
That ability to zoom out and see the bigger picture in a fast-moving company is central to an effective leader. “I have the capability to step back and see things with clarity and a clear vision, bringing that to my teams and the people who work with me.”
Q3 | What values are important to you?
Argila values integrity. “I've mentioned curiosity already as one of my key values. But before that, I would put integrity. It's what guides how I operate—not just at work, but also in life. Integrity is first.”
She also prioritizes creating a positive environment for her team. Argila explained, “I really believe that the way a team can work best is by being in a positive environment, taking things with a positive lens, and bringing this positive mindset to the team.”
She also noted that positivity is about helping people move forward from where they are to “a better place,” even when they see something differently.
Q4 | Tell us about an impactful campaign.
Argila pointed to an earlier effort to implement ABM, where the strategy worked best because it was introduced as a company-wide initiative rather than just a marketing tactic. She explained, “The part that worked very well for us was that we didn't bring ABM in as a marketing strategy, but as a company-wide initiative for influence and education. All the different layers were onboarded with the project. Everybody understood and was aligned on the strategy.”
The biggest lesson came in execution. As Argila shared, “When it came to execution, what I failed at was making the assumption that with a clear playbook, framework, and instructions, execution could be rinse and repeat. That wasn't true. Every country and every region has a completely different reality.”
It is a strong reminder that even the best frameworks need flexibility when they meet real-world market differences.
Q5 | What brand do you admire?
Lately, Argila said she has been following Aimé Leon Dore, a brand she admires for the way it has built a world far beyond just apparel. She shared, “I think they are a masterclass in brand narrative.”
She shared, “It's amazing how they've disrupted the urban streetwear industry, which is a very crowded one. They've managed to build an entire concept. It's not just a clothing brand—it's an entire concept.”
What stands out most to her is the way the brand extends its story through physical spaces and highly intentional partnerships while being cohesive. “They have flagship stores in New York that have become a whole thing on social media and in real life. What I really like about them, and what I think they do amazingly well, is partnerships. They're partnering with brands—even random brands. They have a partnership with Porsche, a partnership with Technics. All these partnerships are super well connected and integrated into the universe they've created.”
For more marketing leadership advice and insights into the mindset of marketing executives in various industries, be sure to watch the full interview with Carlota Feliu Argila, and keep an eye out for more thought leadership from our CMO Spotlights.
If you know an impactful marketing leader who would be a good candidate for the #CMOSpotlight series, nominate them here.
Watch the Full Interview to the right.
Setup CEO + Founder, Joe Koufman, sat down with Katie Williams, the CMO of The J.M. Smucker Company, to talk about the balance between humility and confidence, curiosity in leadership, empathy, taking chances, and more.