“Marketing doesn’t control much anymore—but it must influence everything.”
That’s one of the key insights Andrew Garrihy, global CMO turned CMO coach, shared in this week’s episode of the PROMISE podcast.
Andrew has led marketing and brand teams at powerhouse brands like Samsung, Huawei, and Didi, and now helps CMOs around the world maximize their impact. His message? Modern marketing is no longer about campaigns—it’s about cross-functional leadership, cultural fluency, and delivering on the brand promise at every touchpoint.
In this episode, Andrew unpacks the five C’s that define high-performing marketing teams: Commonality, Culture, Communication, Care, and Coaching. He also shares what Western marketers can learn from the agile, test-and-learn mindset of Eastern companies—and how blending both approaches can unlock global success.
Most importantly, Andrew challenges the outdated idea that customer experience is one team’s job. Instead, he makes a compelling case for shared ownership, team-based incentives, and the power of collective accountability. From product launches at Huawei to cross-departmental collaboration at Didi, Andrew’s stories show how structure, not just strategy, is key to delivering on your promise.
🎧 Listen to this episode if you want to:
- Build marketing teams that lead through influence, not control
- Learn how project-based incentives can break down organizational silos
- Understand how to marry long-term brand planning with agile execution
- Get inspired by real-world examples of cultural alignment and bold experimentation
Tune in for one of our most insightful conversations yet—and discover how to build marketing organizations that truly deliver.