How do you make people fall in love with washing powder? Or convince them that fabric softener is essential in the middle of a pandemic?
In this episode of The CMO Office Podcast, I sit down with 2022’s Young Marketing Leader of The Year, Mariel Chavez - Regional Brand Director for AMA Home Care at Procter & Gamble to find out.
Mariel is the marketer behind Tide’s “Perfect Clean” repositioning in the Philippines, which delivered three consecutive years of growth, and Downy’s empathetic “Bye Bye Bahayrus” campaign during COVID, which turned household anxieties into brand loyalty.
What can CMOs learn from her playbook? Quite a lot, as it turns out:
Reframing the consumer problem: Why growth came when Tide stopped talking about stains and started talking about confidence.
Balancing brand and performance: The art and science of delivering today’s sales while laying the groundwork for tomorrow’s growth.
Always-on measurement: How an “always learning” loop helps Mariel pivot mid-flight, not post-mortem.
The power of social listening: Why even soap powder can spark conversations worth tuning into.
For CMOs navigating growth in volatile times, Mariel’s insights show that measurement and creativity aren’t opposites—they’re partners in crime. Watch or listen in all your favourite places including:
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Are you a CMO with a story to tell? Would you like to boost your personal profile on our podcast? Then for goodness sake, get in touch with me at nikki@analyticpartners.com.
