SXSW 2022

CFO đź’— CMO: The New Power Couple


As marketing shifts focus from GRPs & clicks to Customer Lifetime Value, CMOs need time & agility to succeed. Because CMOs have the shortest tenure in the C-suite, this is only possible if the CFO—with the 2nd-longest run—has their back. Together the duo can make the case for the investments needed for maximum growth & innovation.

e.l.f. Beauty CMO Kory Marchisotto & CFO Mandy Fields are the new Power Couple. Together, they took a record-breaking journey as an Old G brand that went on to re-establish itself as one of the most powerful beauty companies, smashing TikTok records & growing a thriving portfolio of brands.

Zach Morrison, CEO of performance marketing firm Tinuiti & e.l.f. Beauty agency partner moderates the discussion.

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  1. In a digital world, the CFO must understand the power of marketing as a growth driver, not a cost center.
  2. Agencies, you can insist (or at least strongly recommend) that the CMO bring her CFO along to your meeting
  3. CFOs & CMOs who understand the value of one another’s roles are going to end up out ahead.



Betsy Watson, Communications Director, Tinuiti

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2 2050
  • Level: Advanced

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