Joanna is an Executive in Residence at Reforge, marketing advisor and angel investor. For over 20 years she has helped build and scale companies across a number of categories, business models, and audiences. She was previously the CMO of Skyscanner, one of the largest travel marketplaces in the world, and CMO of ClassPass, a leading health and wellness platform. We discuss:  Establishing the right brand strategy Building the foundations of leadership with the right partners  A more effective way to find the right CMO for founders and CEOs Building accountable and high performing marketing orgs --- Where to find Joanna Joanna's LinkedIn Profile --- Joanna's refers to Google's CMO Archetypes --- Where to find Patrick  Patrick's LinkedIn Profile --- (2:20) Why brand strategy comes before growth  (3:51) Connecting the brand strategy to the company and product strategies  (6:24) Breaking down the components of the brand strategy  (7:10) Companies who have done brand well  (10:22) If you don't have a 10X product, you should be thinking about your brand  (11:55) The four pillars of a brand strategy  (15:25) The relationship between a marketing and product leaders (17:49) Short term and long term planning across the leadership team to sustain the growth model  (19:40) What to look for in a CMO or in a new marketing leader beyond the domains they spike on - growth, brand, or product marketing  (24:30) Why tenure among the C-level for CMOs is the shortest  (28:10) Lessons in building a great leadership team (32:06) A lack of diversity in the team is a predetermined conversation  (34:35) The X factor has more power than experience  (35:24) Org structures and when and why to restructure  (38:27) Building high performing marketing organizations the commonalities behind them  (41:40) Ensuring the right values. Culture usually comes from the founder (44:15) Where to find Joanna!