Interview with the CMO: Julia Fitzgerald
Julia Fitzgerald, an accomplished marketing executive with a diverse background in the toy and game industry, shares insights from her book, "Midsize: The Truths and Strategies of Marketing in Midsize Firms." Having held CMO roles at VTech Electronics, KMart, Sears, Sylvan Learning, AZEK, Thermos, and the American Lung Association, she brings a wealth of experience to her current position as CMO at Build-A-Bear.
Below is an excerpt from her interview conducted by the Kellogg School of Management:
Q: In your book, you emphasize the importance of understanding the unique dynamics of midsize companies. Can you elaborate on some key points?A: Certainly. In midsize firms, budgets are typically tighter, requiring marketers to be strategic and creative in their spending. It's crucial to prioritize effectively to maximize impact. Additionally, with limited resources, employees often wear multiple hats, fostering valuable cross-functional experiences. Collaboration is key in midsize organizations, where teamwork is essential for success.Q: What aspects of your book have resonated most with readers?A: Readers have particularly connected with the concept of "player-coaches," individuals who lead teams while remaining hands-on in their work. This balance resonates with those navigating leadership roles in midsize firms. Additionally, the visibility of individual contributions in such organizations appeals to those seeking fulfillment and impact in their careers.Q: Can you share a creative challenge your team faced in the toy industry and its outcomes?A: At VTech, we faced budget constraints when marketing the V.Smile educational video game. Despite limited funds, we launched a controversial ad featuring a mother urging her children to play video games to excel academically. Though controversial, the campaign generated significant attention and contributed to V.Smile's success, ultimately becoming a bestseller.Q: What advice do you have for marketing students aspiring to become CMOs?A: Seek diverse experiences to build a strong foundation. Embrace opportunities to take on varied responsibilities within midsize firms, as they provide valuable learning experiences. Additionally, prioritize gaining digital advertising skills, which are increasingly important in today's marketing landscape.Q: Reflecting on your time at Kellogg, what lessons have stayed with you?A: Collaboration and effective decision-making are invaluable lessons from my time at Kellogg. The emphasis on teamwork has shaped my approach to leadership, emphasizing communication and collaboration in all endeavors.Q: What would you say to someone considering Kellogg for business school?A: Kellogg offers an exceptional education that prepares students for diverse career paths. The emphasis on collaboration, critical thinking, and adaptability equips graduates to succeed in dynamic environments. Kellogg empowers students to realize their full potential and navigate a fulfilling career journey.For detailed interview, please refer to the
official post on Kellogg's website