Mars on why its top marketers are becoming ‘chief demand officers’

Mars is aiming to improve the commercial effectiveness of marketing by bringing its marketing and sales teams closer together to create what is, in effect, a “chief demand officer”.
Speaking to Marketing Week, Mars Food’s global chief marketing and customer officer Clarence Mak, says as Mars moves to a move evidence-based approach to marketing, it is becoming more important that marketing is not a “standalone” consideration but factored into everything the company