286: Investing Deeply in Your Customer with GoDaddy’s CMO Fara Howard

Fara Howard is the CMO of ​​GoDaddy where she oversees all marketing strategy and works with their internal creative team. In this episode, Alan and Fara talk about one her career background and GoDaddy's brand evolution over the last several years. One of the several charges Fara led has been their experimentation on branded entertainment, launching their docuseries “Made in America”. She describes the experience as truly inspiring, and she shares how it's performing as well as what they're learning from the project.Later in the show they also discuss GoDaddy's branded pandemic campaign “Open We Stand” and how they were able to launch it so quickly through their internal creative agency. Fara's short answer? “The closer you can bring a creative organization to your business and to your business strategy, the better the work is.”Listen to the full episode to hear more about how to keep and retain talent within a creative function inside your company as well as how to work with them effectively.In this episode, you'll learn:The value of knowing your customerCreating gritty, authentic storiesHow to work with creative teams effectivelyKey Highlights:[01:36] Fara's first job[02:47] Fara's path to CMO[05:32] Tips for changing the industry you work in[06:58] GoDaddy's strategic journey of transformation[09:45] The docuseries “Made in America”[12:37] Investing deeply in your customer[14:54] The “Open We Stand” campaign[18:07] Generating content during the pandemic[20:31] Finding and retaining creative talent [25:07] Where GoDaddy is going[28:37] An experience that defines Fara, makes her who she is today[32:23] Fara's advice to her younger self[33:50] What marketers should be learning more about[35:00] The brands and organizations Fara follows [38:55] The biggest threat to marketers todayResources Mentioned: GoDaddyFara HowardGoDaddy's docuseries Made in America#OpenWeStand integrated campaign – Press ReleaseOpenWeStand campaign video with voice over by Donald SutherlandGoDaddy and new campaign with Naomi OsakaKinlo brand by Naomi Osaka Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.