In this last episode before the festive break, the focus of the conversation is very much on the critical leadership role that CMO’s play. Paul talks to Iris Meijer the Global CMO for Vodafone Business who tells us that only 5% of marketers have confidence they can affect their company strategy. Iris has made it her personal mission to bang the drum for marketing as a leadership function and to build confidence amongst her peers in the marketing community. Iris shares why commercial acumen and leveraging customer’s behavioural data are critical to this success She also shares how during 2020, she has partnered with her C-level HR partners to tell stories of how Vodafone has adapted in a remote working world to advise their global customer base.