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Deb, Chief Marketing Officer at Lookout: Advize Career Interview
A career journey from an English major to Chief Marketing Officer at Lookout, this professional's story is one of unexpected passion, strategic career progression, and impactful leadership.
The interview reveals a path built on discovering a love for advertising, mastering full-stack marketing, and leading 60-person teams while navigating the complexities of a remote, global workforce.
Success, according to this individual, stems from a blend of hard skills, essential leadership qualities, a commitment to mentorship, and the ability to adapt to a rapidly evolving industry.
The importance of practical experience, continuous learning, embracing diverse perspectives, and finding an authentic leadership style are all emphasized as crucial components of this professional's impressive career trajectory.
The interview offers invaluable advice on entering the B2B marketing field, including recommended entry-level positions and strategies for undergraduate success, making it an inspiring resource for aspiring marketers.
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Deb Wolf
Chief Marketing Officer
Lookout
Cal Poly
Majors
Industries
Job Functions
Traits
English, Writing & Education
Technology
Communication and Marketing
None Applicable
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Career Path of a Chief Marketing Officer at Lookout
Deb, an English major with no prior internships, unexpectedly discovered a passion for advertising after a brief stint at Enterprise Rent-A-Car and an entry-level role at a B2B ad agency; this led to a fulfilling career progression through client services, brand building, and various marketing functions ("demand generation, field marketing"), showcasing a successful transition from an unrelated major into a thriving marketing career.
Main Responsibilities Of A Chief Marketing Officer At Lookout
Deb, Lookout's Chief Marketing Officer, leads a 60-person team encompassing "full stack marketing," from brand strategy and positioning to demand generation and revenue-driving campaigns. This involves not only managing their team but also contributing to the company's overall strategic direction as part of "the boss's team," focusing on "driving revenue for the organization" and market positioning.
A Day In The Life Of A Chief Marketing Officer At Lookout
A chief marketing officer's day involves constantly assessing market positioning and adapting to evolving threats, as Deb, Lookout's CMO, explains: "I'm always thinking about what's our perception in the market? How do we answer the need of what is going on in the market?". This requires juggling both "working on the business" and "working in the business," balancing strategic decisions with the needs of the marketing team and aligning marketing efforts with sales goals for revenue achievement.
Most Important Skills for a Chief Marketing Officer at Lookout
Deb, Lookout's Chief Marketing Officer, emphasizes that while marketing knowledge is fundamental, "leadership skills and soft skills" such as grit, resilience, and strong communication are paramount, especially given recent market challenges. The ability to navigate crises, like the CrowdStrike incident, and lead a team through such events is arguably "more important than... specific time spent doing advertising."
Favorite Parts Of Being A Chief Marketing Officer At Lookout
Deb, Lookout's Chief Marketing Officer, finds the most fulfilling aspect of her role to be "building great teams" and fostering career growth for others, evidenced by employees who have followed her across multiple companies. This passion for mentorship and team development highlights a key strength in her career, exceeding the dynamism of the ever-changing tech industry.
Biggest Challenges Faced by a Chief Marketing Officer at Lookout
Deb's biggest challenge as Lookout's Chief Marketing Officer is managing a fully remote team spread across the US and Europe, requiring constant reinforcement of messaging and objectives to avoid silos. The difficulty stems from the need to ensure consistent customer interaction across various marketing functions, a challenge exacerbated by the remote work environment where "people can get very siloed."
Favorite Parts Of Working In Security As A Chief Marketing Officer
Deb, Lookout's Chief Marketing Officer, finds the cybersecurity industry deeply rewarding because it blends personal and professional life protection, stating "it's the blending of someone's personal life...and then your company apps." This personal connection, stemming from a family history in security, fuels a sense of responsibility to help organizations and individuals protect themselves from unseen threats in the digital age.
What Type Of Person Thrives In Marketing, According To A Chief Marketing Officer At Lookout
In the B2B marketing sector, success hinges on a "curious mind" and strong critical thinking skills, constantly questioning and seeking improvement—a "fast-paced industry" demanding resilience and genuine engagement. Individuals who thrive exhibit these traits and find great reward in the dynamic environment.
What A Chief Marketing Officer At Lookout Wishes They Had Known Before Entering The Marketing Industry
Deb, a Chief Marketing Officer with 35 years of B2B marketing experience, emphasizes the rapid and transformative changes in the industry since 1988, stating that "it's going to change really fast and you have to stay on top of it," highlighting the importance of seeking mentorship from younger professionals to maintain relevance in a constantly evolving digital landscape.
Entry-Level Positions For Aspiring Marketers
Deb, Lookout's Chief Marketing Officer, highlights entry-level roles like "digital marketing, PR communications, and field marketing," emphasizing that understanding "your customer" is paramount regardless of the specific position. A strong recommendation is to consider roles in customer success or sales to gain crucial customer-centric experience, avoiding getting "lost in marketing gobbledygook."
Significant Career Lesson From a Chief Marketing Officer at Lookout
Deb, Lookout's Chief Marketing Officer, emphasizes the importance of not being afraid "to not be the smartest person in the room," advocating for actively seeking diverse perspectives from colleagues, customers, and competitors to make sound decisions. This approach, Deb explains, fosters continuous learning and growth, crucial for career advancement.
College Experiences that Helped a Chief Marketing Officer at Lookout Succeed
Deb, Lookout's Chief Marketing Officer, credits Cal Poly's "learned by doing" philosophy for her success, emphasizing the importance of practical skills over solely book learning. The key takeaway is to highlight accomplishments and skills gained through coursework, such as public speaking or problem-solving, rather than solely focusing on internships or specific prior roles when seeking entry-level employment, as these demonstrate valuable "real life learning."
How Identity Has Influenced a Chief Marketing Officer's Career at Lookout
Early in their career, a lack of female role models led to attempts at emulating male management styles, but they learned "it's okay to be a softer version". The CMO's experience in the male-dominated tech and security industries highlights the importance of authenticity and finding one's own leadership style, even when often the only woman in the room.
Advizer Personal Links
LinkedIn.com/debwolf
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