The CMO Spotlight is a chance to get an inside look into the minds and journeys of high-performing marketing leaders. 

Setup CEO, Joe Koufman, virtually sat down with John Ross, the Vice President of Marketing at PosiGen to discuss his career journey, the benefits of continuous learning, and groundbreaking brands.

WATCH + READ THE RECAP BELOW (SCROLL TO THE END FOR THE FULL INTERVIEW)

Q1 | Is there any advice you’d like to share?

Ross firmly believes in the power of continuous learning in order to grow in your career. He added that effective marketers also “have to go to wherever the customer is and to wherever your employees are, and learn directly from them.” 

To be a successful marketer, “You have to be an active listener, and you have to learn from what you're hearing in the room. When you do that, it makes it a lot easier to market and have a conversation with them.”

Q2 | What is your superpower? 

Ross’s superpower is being an active listener and keen observer. These skills allow him to adapt his personality to certain situations in order to make an impact on the people around him.

Q3 | Where do you find inspiration in the workplace?

Ross stated that it’s really important to find people who have more experience than you and learn from them. Inspiration can come from directly reaching out to mentors, reading books, watching seminars - whatever it takes to be surrounded by people who are wiser and more seasoned in their roles.

He’s also found inspiration from emerging technologies in the Generative AI space. Ross likes to stay on top of these trends because they’re quickly becoming ingrained in society and work culture, and wants to utilize these tools to help him and his team perform better.

Q4 | What values are important to you?

Ross values empathy in both his personal and work life. “Listening and having empathy for [employees and customers] allows you to lead with more authenticity.” 

Having empathy has helped him relate to younger generations. He’s learned that Gen Z prioritizes authenticity and boundaries, and that has influenced his leadership with younger marketers.

Ross also admires people with strong points of view. “Having a strong point of view means you're making a case for something. You're taking a stake in the decision-making. Even if you're wrong, you can find ways to work the number. You can find ways to have solutions, but if you have a strong point of view, then you've probably done your work and you believe in what you're offering.”

Q5 | What brands do you admire?

Ross was a Maker's Mark Brand Ambassador for a number of years and was given the chance to dive deeper into the brand at their distillery. He was always fascinated by their founder, Ken Samuels, and really loved how they fostered loyalty with consumers through the use of programs like brand ambassadorships.  

His 13 year-old-son’s influence also led to Ross’s appreciation for Pit Viper and Liquid Death. Ross really admires the ability of both brands to stay top of mind with their consumers through continuous entertainment and engagement. 

Ross added, “[My son] talks about those brands because they never waver in their steadfast commitment to cultural engagement. They're accessible, and he finds them entertaining.”

For more marketing leadership advice and a view into the mindset of marketing executives in various industries, be sure to watch the full interview with John Ross, and keep an eye out for more thought leadership from our CMO Spotlights.

WATCH THE FULL INTERVIEW TO THE RIGHT.