CMO Spotlight | Marti Walsh - NAPA
The CMO Spotlight is a chance to get an inside look into the minds and journeys of high-performing marketing leaders.
Setup COO, Amanda Thompson, virtually sat down with Marti Walsh, the Vice President of Marketing at NAPA to discuss the benefits of hard work, empathetic leadership’s ripple effect on an organization, and Delta and Peloton’s brilliance as brands.
WATCH + READ THE RECAP BELOW (SCROLL TO THE END FOR THE FULL INTERVIEW)
Q1 | Is there any advice you would like to share?
Walsh believes that “nobody owns your career like you do,” and that you should be the driver of your journey. She added that it’s important for marketers to be strategic about the moves they make in their careers because that helps to make a difference in their success.
Q2 | What is your superpower?
Walsh’s empathy is her superpower.
She stated, “I like to listen and feel hard because when I can empathetically listen, I believe I have a better way of getting to a solution.” She added,“ I feel like my empathetic leadership style allows other people to feel valued, which ultimately delivers trust, and when you have a trusted environment…people are happier. They work harder and they feel like what they're delivering to the company, to the team, or to the project is important.”
Q3 | What values are important to you?
One of the values that Walsh embodies is being authentic. She believes that it’s so important for others to be who they are and to show up authentically. Walsh acquiesced that people should bring a certain level of decorum to situations that require it, but she ultimately does not believe in denying yourself the chance to be authentic.
Q4 | Tell us about an impactful campaign
Walsh and her team were in charge of a rebranding campaign for NAPA. The campaign involved research, collaboration with different departments at NAPA, and trust that they were headed in the right direction. Although the launch was frightening for her, Walsh had faith in all the work she and her team did to prove that the rebrand was the best move.
When the rebrand launched, it was a success and brought a significant ROI. This campaign was impactful for Walsh because of her team’s hard work. “They were all hustling over 18 months and they delivered the successful story to the entire organization … and were able to showcase it from a global standpoint as well. The impact that the team has delivered on behalf of the brand has been transformative.”
Q5 | What is a brand that inspires you?
Walsh is really inspired by Peloton’s brand and their ability to stay flexible and ahead of the curve. “I think about Peloton and what they have been able to do. They've been able to rebound. They've been able to understand cultural events and pivot, hopefully proactively, but then admittedly reactively sometimes.”
She also appreciates Delta's brand and their ability to make the experience for passengers so personal. “I'm constantly fascinated by, and have the utmost respect for Delta, and the [consistent] service they deliver every time. I feel like they know me when I'm there, and I feel special even though I'm one of a million passengers”
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 Marti Walsh, and keep an eye out for more thought leadership from our CMO Spotlights.