AMA: Albertsons Companies Vice President of Marketing, Francisco T. Bram on Stakeholder Management

September 6 @ 10:00AM PT

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My role sits at the intersection of brand marketing and product marketing. What do you say to those (on both sides of the field) who say product marketing isn't or shouldn't be "part of brand"?

Francisco M. T. Bram•

Chewy Senior Director, Head of Global Marketing • 3y

Marketing has we know it, has existed since the late 1800's with the invention of the first mail product catalogue. Tiffany's Blue Book was the first mail-order catalogue...

1116 Views

3 requests

As a product marketer, I run multiple projects simultaneously. In such a scenario, stakeholder management becomes an operational task. Is there a checklist that you follow to ensure efficiency?

Francisco M. T. Bram•

Chewy Senior Director, Head of Global Marketing • 3y

I don’t use a particular checklist however I always like to build a stakeholder matrix. This is a framework that allows me to keep track of all stakeholders, their role i...

1307 Views

3 requests

How do you show the responsibilities of product marketing (and differentiated value from other marketing teams) to executives and your organization?

Francisco M. T. Bram•

Chewy Senior Director, Head of Global Marketing • 3y

Product marketing is the process of taking the right product to the right market with the right narrative at the right time. Key stakeholders within an organization shoul...

1350 Views

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As a product marketer, how do you build trustworthy relationships with Sales leadership and Sales?

Francisco M. T. Bram•

Chewy Senior Director, Head of Global Marketing • 3y

For B2B organizations, PMMs need to prioritize two types of relationships, clients, and customers. Clients are the stakeholders that will use benefit from the work PMMs d...

323 Views

3 requests

What's a good way to approach decisions that UX/design feels they should own vs. Marketing feels they should own?

I've seen this quite a few times when it comes to brand related items both in terms of developing and brand keeping guidelines, as well as tone of voice where design has assumed they should have a stronger say.

Francisco M. T. Bram•

Chewy Senior Director, Head of Global Marketing • 3y

It starts by establishing a common ground. This means talking to UX Design Leaders and Marketing leaders and understand how each defines their Role and Responsibilities. ...

387 Views

3 requests

Do you have any success/failure story to share around how you managed to influence a difficult stakeholder? Lessons learned?

Francisco M. T. Bram•

Chewy Senior Director, Head of Global Marketing • 3y

This is a great question, at times we’re quick to talk about successes but very few share examples of failures. We all failed at some point and we probably learned the mo...

626 Views

3 requests

How do you build better relationships with product? I feel like this is the most complicated relationship out of all cross-functional partners. How do you constantly stay aligned?

Francisco M. T. Bram•

Chewy Senior Director, Head of Global Marketing • 3y

First, invest time into learning the product. Great PMMs understand that the best marketing comes from true product knowledge. They understand the competitive landscape, ...

534 Views

3 requests