Leaders in REM: Kevin George

For those who are new here, every week(ish) I'll share various topics that I think are important for the modern leader in Retail Ecommerce Management.

Every so often, I get the privilege to speak with inspirational leaders through my podcast Leaders in REM , and I’d love to start regularly sharing some of my favorite lessons learned from these conversations.

Kevin George's remarkable career speaks volumes about his accomplishments and the impactful journey he undertook to reach his current position as the founder of East Cape Partners. From serving as CMO of Harvest Health to his role as Global CMO of Beam Suntory, Kevin's resume is truly impressive. He brings extensive expertise in private equity, international sales and marketing, and a track record of success in diverse industries including health and beauty, consumer packaged goods (CPG), spirits/wine, consumer electronics, and telecom.

Here are my key takeaways from Kevin's insights and experiences:

1. Be intellectually curious about the business of the business. According to Kevin, a CMO who only understands branding is not going to be a CMO for long. To be successful, CMOs need to follow the money and understand what the supply chain or the P&L entails for the broader business. It's crucial to engage with other members of the executive team and gain insights into their respective functions. CMOs who strive to do this learn that they can have a seat at the table and an impact on the key considerations that drive the business forward.
2. Establish your pit crew. While Kevin acknowledges his limitations as a networker, he knows that he has six to seven people that he can call for guidance on personal, situational, or career-related matters. This inner circle, or pit crew as he fondly calls it, includes his oldest brother. In determining our pit crew, Kevin advises reflecting on this fundamental question: As people come in and out of our lives, who do we want to pick up your call and tell us what they would do in our place?
3. The category may have an impact on building the architecture of a brand. Kevin's time at Harvest Health was remarkable due to the highly regulated nature of the industry. Harvest Health's ads on Facebook and Instagram were taken down a number of times and they had to re-gain followers time and time again. Additionally, not all banking and media companies were willing to take cannabis ads for brand or retail. These circumstances strongly influenced Kevin's team, making them exceptionally skilled in retail marketing. As Kevin stressed during our conversation, the emotional and functional benefits of a brand can be the same, but the environment in which it operates can profoundly impact the overall marketing experience.
4. Effective marketers consider the experience of "foot soldiers." Kevin's experience on the ground, including his time managing a bar, has given him a practical perspective on the day-to-day challenges faced by retail teams. His insightful illustration resonated deeply: designing a pallet wrap for a Walmart store may seem straightforward, but without the knowledge that the floors are mopped daily and that foot traffic can scuff the wrap, marketers may overlook crucial design considerations. Merely choosing the color white to elevate the brand falls short in addressing these practical concerns.

To gain more insights from Kevin George, be sure to check out my full interview with him on the Leaders in REM podcast, available on Spotify and Apple .