Live from Brandweek 2024 in Phoenix, Arizona, the Marketing Vanguard podcast welcomes Sofia Colucci, CMO of Molson Coors, for a masterclass in marketing leadership and innovation. In this compelling episode, Sofia reveals how she's revolutionizing marketing capabilities through the groundbreaking MUSCLE framework, transforming Molson Coors from a traditional beer company into a dynamic beverage powerhouse. Discover how this industry veteran balances data-driven decision-making with creative intuition while navigating complex distributor relationships and evolving consumer behaviors.


Here are the key talking points from the episode:

  • Sofia's career journey and promotion to CMO
  • Transformation from beer company to beverage company
  • Building marketing capabilities and creative evaluation
  • Working with distributors and sales teams
  • Adapting to changing media landscape
  • Portfolio strategy and brand innovation
  • The MUSCLE framework for creative evaluation



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