From Dove to Guinness, Kathy Parker Has A Gift for Creating Timeless Campaigns
The global CMO at Bacardi discusses work on legacy campaigns and moments of personal growth along the way
By Luz Corona
Kathy Parker knows a thing or two about creating memorable experiences.
Aside from it being a central part of her day job as the global president and cmo for Grey Goose Vodka, Patrón Tequila and Agave brands at Bacardi, Parker has a history of creating memorable brand positioning. Her portfolio includes the iconic Dove Real Beauty campaign, known for disrupting the brand category and redefining the definition of beauty itself, and the Guinness ‘Made Of More’ campaign—still in play 12 years after it was created.
As a leader, it’s only fitting that her mentality is to create an environment for her teams to thrive. Find out more about Parker’s leadership style that aims to create a safe space for her team, how a major life event led to a breakthrough in her career and why she believes all companies should have a pay equity analysis.
What’s one thing we can start doing today to help close the wage gap between men and women?
Something we’ve done at Bacardi is bring in a third-party to complete a pay equity analysis. That way you get a full view of how people are compensated across genders, races, functions, cities and more to ensure pay equity. I’m a big believer that you need information and transparency to then find solutions. Same goes for pay equity—you need to understand the gaps and then push the business to make a change.