Jane Wakely, Lead CMO at Mars, Incorporated, is one of the seven global marketers shortlisted for this year's WFA Global Marketer of the Year award in partnership with The Drum.
Share this post
Jane Wakely is Lead CMO at Mars, Incorporated where she’s driven the transformation of Mars’ marketing, putting people-centricity, data and creativity at the heart of building brands that drive mutual value and make a measurable difference.
Jane has empowered associates to use creativity and science to solve big problems and create mutual value. Associates have launched some of the world’s most creative and successful marketing ideas from Snickers to Pedigree to Skittles. They’ve put dog adoption, ocean health and building women’s resilience at the heart of some of our biggest brands. They’ve innovated business models, digital routes to market and sustainable D2C pet brands. And they’ve built world class programs and partnerships to address Data Privacy, brand safety on Social Platforms and I&D in Advertising.
During Jane’s 10 years as a Global CMO, Mars has regularly been recognized as one of the most creative companies in the world.
What are the things she's most proud of this year?
Jane and her team launched a new evidence-based, creatively-driven growth model with a clear mandate: Building Brands for Mutual Value. A roadmap for sustainable growth, it empowers teams to build brands which are culturally famous, meaningfully personal and make a measurable difference.
"This year we delivered that mandate by unleashing Mars teams, partners and creativity. We put dog adoption at the heart of Pedigree’s business model and launched a new tech platform to deepen our partnerships with shelters helping to get more dogs into loving homes. We built a reef that literally signals HOPE, as one part of the world’s largest reef restoration programme. Our teams launched innovative D2C models and new brands with sustainable alternative proteins. We raised awareness of Maternal Mental Health with Maltesers and helped the world anticipate the joy of coming back together with an Extra campaign the NYT called, “a rare bull’s-eye”."
- Andrea Álvares, Chief Brand, Innovation, International and Sustainability Officer, Natura
- Conny Braams, Chief Digital and Marketing Officer, Unilever
- Rupen Desai, Global CMO, Dole Sunshine Company
- Cristina Diezhandino, CMO, Diageo
- Julia Goldin, EVP, Chief Product and Marketing Officer, LEGO Group
- Pratik Thakar, Head of Global Creative Strategy and Content, Coca-Cola, TCCC