A Conversation with Siew Ting Foo
Siew Ting Foo is a renowned figure in brand strategy and growth, and our featured speaker during our July Corporate Council meeting. Siew Ting has held significant positions at companies like Hewlett-Packard where she was most recently the Global Chief Brand Officer and Head of Insights, and is recognized as one of Asia's most influential CMOs.
One thing that truly impressed me was your embodiment of a servant leadership approach. Could you elaborate on what that means in the context of servant leadership?
In the first 10 to 15 years of my career, I had the privilege of collaborating with various types of leaders. One significant figure was an entrepreneurial leader who not only employed me but also became a guiding mentor during my second role at MARS. From him, I absorbed a considerable amount of his leadership approach, which I would describe as servant leadership. In essence, picture someone with a compelling vision, a strong mission, deeply passionate about the business's desired impact, while also genuinely concerned about the welfare of the team and actively involving everyone.
They often prioritize the business, costs, and people rather than putting themselves in the spotlight. Humility, authenticity, collaboration, along with courage and determination to achieve the best outcomes for the business, team, and their families play a vital role. The idea of being in the business together left a lasting impression on me. This inspiration, combined with my youth, taught me a great deal from this entrepreneur. As I navigated various stages of my corporate career, I developed my own leadership style. To be honest, I am still in the process of learning. This is what I refer to as servant leadership.
I noticed your recent AI certificate, demonstrating your commitment to learning. How was the course experience? Can you share a quick anecdote about it?
Delving into the fundamentals of Generative AI and its impact
I aimed to grasp the foundational concepts of Generative AI to shape my perspective on it. The course provided a clear and insightful overview of what generative AI entails, emphasizing its application in business and corporate strategy, as well as its holistic view across various functions. It's fantastic. I appreciate your proactive approach in taking the course yourself instead of assigning it to a team member, truly embracing the technology to gain a deeper understanding.
In your career overseeing known brands, you've seen the need for adaptation to cultural and tech changes. Established brands with large portfolios may struggle to adapt quickly. How do you keep these brands relevant and what advice do you have for brand executives in a fast-changing environment?
In today's age of AI, the significance of a brand has increased. With rapidly evolving technology and consumers' shrinking attention spans, the prominence of a brand and its impact have become crucial. However, many CMOs are encountering difficulties in balancing short-term and long-term marketing investments
Building a brand takes time. While my formula isn't perfect, it comes down to three key elements. Firstly, having a distinct brand purpose and mission that resonates with stakeholders, not just customers but also aligns with the corporate mission, is crucial. This ensures relevance not only externally with customers but also internally by embedding the brand essence within the company itself. Employees, in particular, can become brand ambassadors from this standpoint.
I often refer to a fantastic example I admire, shared by the former CEO or chairman of Starbucks, about defining the brand's essence as an intangible concept. You sense it and experience it, yet it's challenging to describe entirely. When you step into a Starbucks store, you truly sense it. Essentially, having a captivating brand purpose that resonates with the corporate mission, engaging multiple stakeholders, and reflecting humility is crucial.
For brands to remain relevant, they need to adapt their positioning to changing times and cultures. It's essential to evolve the brand's purpose while considering customer context and cultural engagement. Human-centric growth involves driving business success while making a positive impact and benefiting stakeholders, all while maintaining brand values. Balancing these aspects is crucial for building successful brands.
This concept emphasizes starting from internal purpose aligning with the mission, forming effective teams, navigating challenges, and possessing essential skills for business success, known as human-centered growth. Exceptional companies excel when led by passionate individuals. For well-known brands, defining and embodying the brand essence is vital to maintain identity and prevent dilution.
Congratulations on your upcoming book! What inspired you to write it now, and can you tease some intriguing insights without spoiling too much? What makes your book unique and enticing for readers to eagerly purchase upon its release?
Just to clarify, the book is not yet available for purchase. To manage expectations effectively, I have established a routine of sending weekly emails to my team over the past year. Every Friday at noon without fail, I compose an email sharing my insights on business developments globally, drawing inspiration from various brands and categories. These emails not only reinforce messages about change and transformation but also serve as a form of recognition for my team. Despite accumulating numerous emails, I have always aspired to compile them into a book, a project that I have yet to find the time for.
Over the past six years, I mentored and coached teams, especially young CMOs and marketers, compiling experiences into a book to guide aspiring CMOs. The book focuses on building a brand with soul
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Reaching out to female leaders climbing the corporate ladder, what specific advice would you offer for navigating the challenges and opportunities in the business world?
When I read your question, it made me pause and reflect on my career journey. Initially, during the first two decades of my career, I thrived without much focus on gender diversity. Surprisingly, most of my mentors and sponsors were male and their male allies. Transitioning into the tech industry, I noticed a significant emphasis on gender, especially regarding AI. This shift prompted me to view myself through a gender-conscious lens.
It all begins with understanding yourself – recognizing your strengths and unique abilities, as I often emphasize to my team. Embrace your strengths authentically, find your voice, and share your story. Equally crucial is having a strong support system; I've been fortunate to have amazing family support. Life integration is key; without my family's backing, I wouldn't have achieved what I have. Incorporate life integration into your journey and be open to experimenting with it.
Last month at Cannes, I took my family, including my daughter, to a panel on female leadership where she saw me unexpectedly on stage. This experience empowered her to develop her leadership style early on. Balancing work and personal life is important, enriching both aspects. It was a proud and enriching moment that shaped her aspirations and exposed her to diverse perspectives, positively impacting her development.
Do you have any advice for the startup community and maybe even the VC community as they weigh a lot of these challenges that are still very dominant in the startup and venture industry?
Unfortunately, I believe this issue extends beyond just startups. Lately, I've been examining board statistics in Singapore, particularly focusing on the number of female board members. While there has been some growth, it has not increased significantly. As someone deeply passionate about this cause, I believe there is still much work to be done. My perspective is that we need more women supporting other women from both ends. It's crucial for females to empower each other, as this is an area where men seem to excel. We must foster a community where women uplift one another, and this should be a rallying call.
Platforms like King Street Ventures support female participation in tech. More influential leaders advocating for change are needed to empower women in STEM fields. The movement is gaining momentum, but challenges remain from education to the professional realm.
When pitching as a female founder, focus on a concise 2-minute elevator pitch
In this talk you will meet Siew Ting Foo, one of the world's most influential Chief Marketing Officers. Siew was most recently the Chief Brand & Insights Officer at HP. Join us to learn insights into her career and her advice for female corporate and technology leaders.