Becky Johnson, member of the CMO Top 50, a by invitation only marketing organization comprised of well accomplished marketing executives, has made it to the top of one of the most competitive functions in business today. She says, "Most important to the position are leadership with courage and integrity, and creative problem solving capabilities supported by intuition and analytical rigor."  She goes on to say that, "Long gone are the days when marketing was just about working with agencies to produce advertising-although that’s still important today. Today’s marketer has to be a growth champion with competencies in consumer insights, competitive intelligence, big idea development, cross functional integration, financial acumen and marketing metrics. Marketing is a business function and marketers play a critical in achieving an organization’s growth goals."

Her career has included four years as CMO of Brinker International, whose brands include Chili's Bar and Grill, Romano’s Macaroni Grill, On the Border and Maggiano’s restaurants. She spent 16 years at PepsiCo/Frito-Lay/KFC in various marketing positions including VP of the Doritos and Cheetos business unit. She began her career at Ogilvy and Mather advertising.

w2wlink.com is delighted to have the distinguished Becky Johnson be a guest for our C-Link Suite Sunday Interview with the Editor Series.

w2wlink Question from the Editor, Jean Lewis: Becky, what have you done that you consider to be central to your career success?

Becky Johnson: I have a strong belief system that has been challenged many, many times.

I am a growth champion senior marketer and business professional. I believe in building brands as powerful assets of the company. I believe in growing businesses by solving consumer’s problems for a profit. I believe in developing and coaching people and teams to win.

I also enjoy having fun along the way and creating lifelong relationships. That’s never changed throughout my career.

w2wlink Question: What about your leadership style do you think has promoted your success?

Becky Johnson: I am a collaborative, visionary leader with a bias for action and a quick study. I like spending time with the people doing the work that are face to face with the consumer. I like problem solving as a team. I like to measure progress. I like to celebrate success.

w2wlink Question: On your way up and being on executive committees, when there was something you disagreed with or felt strongly against, have you kept your mouth shut?

Becky Johnson: I probably wouldn’t be here today if I kept my mouth shut. Having a consumer centric point of view is how we as marketers add value to the an organization. Sometimes it's not what you say but how you say it. Be sure to be constructive and have the facts to back it up. If the company chooses to ignore the facts or go in a different direction, then okay. You align behind the decision and make it happen.

w2wlink Question: How about when it's a gut feeling?

Becky Johnson: Instincts and intuition are quite valuable. Most big ideas begin with a "gut feel". Yet, as a leader, the people you are leading are depending on you to make good calls. Good decisions are not "winging out or outdated opinions". Good decisions require intuition, intellect and facts.

w2wlink.com Question: Do you have an example that you could share with our members?

Becky Johnson: Certainly. Frito-Lay is a fabulous example of good decision making and letting the people do the work make the recommendations and then being held accountable for results.

I remember a discussion around the launch of Baked Lay’s. It was 1995 and there was a lot on the line. I recommended that we target 35+ year old women looking for a healthier snacking alternative for the launch versus the traditional potato chip eater men. After a good discussion, we got the approval. That decision plus many, many other critical ones resulted in the best new product launch in Frito-Lay history.

w2wlink Question: Was there a technique that you used to effectively get the buy in of the people who needed to buy in including people above you as well as below?

Becky Johnson: I can’t say I use a technique. I start with the consumer and apply creativity.

w2wlink Question: What are your career aspirations?

Becky Johnson: To continue my role as a C-level marketer and ultimately become a CEO of a restaurant brand. I see the corporate upper crust pulling its marketing talent into the driver’s seat for a reason…we know the consumer and by doing that we can identify and accelerate growth for a company.

w2wlink Question: What kind of culture do you seek?

Becky Johnson: A corporate culture that believes in brand building and growing people. A culture that knows how to play hard and work hard and loves to win with its consumers and in the marketplace.

w2wlink Question: How do you define marketing?

Becky Johnson: Marketing is knowing the consumer and solving the consumers' problems for a profit.

w2wlink Question: How about work-life balance? What is your approach to that?

Becky Johnson: I’ve worked hard on this. I have three children and they are very busy with school, soccer, music, etc. Balance is about being flexible and paying more attention to what is needing the attention at the time. I’ve also provided myself permission to integrate my life. I don’t have a family life and separately a corporate life. I have one life and everything blends.

w2wlink Question: You have our own company, Let's Grow, and you are also seeking a new position. How do you present yourself when networking in such a way as to not have a conflict?

Becky Johnson: I’m exploring my options.  My very small start up company, Let’s Grow, a marketing and branding company is a gem of an idea I’m working on. We’ll see where it goes.

Becky Johnson is a member of Womens Food Service Forum, and CMO Top 50.

Elevating Women Leaders

For 20 years, the Women's Foodservice Forum (WFF) has led the industry's efforts to develop gender-diverse leadership talent for all segments of the foodservice industry – operators, manufacturers/suppliers and distributors.

Since its inception, WFF has made important differences in the personal and professional lives of individual members and the foodservice industry at large. Through the Annual Leadership Development Conference, Regional Connect events, Executive Women's Summit, Signature mentoring programs and facilitated teleforums, WFF provides members with the tools needed to make a positive difference in their careers.