January 19, 2023
Fortune recently published an article where Pete Howard, Professor of Practice in Marketing and Executive Director of the Digital Business Institute, discussed Audible’s CFO and Growth Officer Cynthia Chu’s experience leading two teams at one company.
Chu joined Audible in 2015 and focused on integrating disparate data and analytics functions in finance and accounting. In 2021, she took over the marketing team and became Growth Officer. Considering the importance of marketing in the digital media industry, she stressed the importance of ensuring that the right content is being put in front of customers, and that marketing is a tool and investment that is integral to her financial responsibilities. Howard echoed Audible’s philosophy by stating,
“Marketing and finance should collaborate at every step of the planning and measurement of campaigns because it forms a partnership where everyone shares responsibility for the outcomes.” As a former e-commerce executive and managing director with Accenture, he offered his recommendations to marketers saying, “and I encourage marketers to think in terms of campaign ROI and customer lifetime value and the overall impact on the P&L like a finance professional would.”