Marketing Strategies From Top CMOs: Five Marketing Strategies From Cate Hollowitsch Of Nesnah Ventures
An Interview With Kieran Powell
…Storytelling as Strategy. In today’s marketing landscape, storytelling is king. People buy into stories. The right narrative creates emotional connections, builds trust, and inspires action. A personal example of this is my TEDx talk, where I shared a deeply personal and impactful story. By weaving together authenticity, emotion, and a clear message, I connected with the audience in a way that resonated far beyond the stage. This same principle applies to marketing. Stories humanize brands and create memorable moments that differentiate them in crowded markets…
In today’s fast-paced and ever-evolving marketing landscape, effective marketing strategies are the cornerstone of business success. CMOs hold the key to crafting innovative approaches that resonate with consumers and drive growth. We would like to feature and interview accomplished Chief Marketing Officers to share their insights, strategies, and personal stories about what it takes to lead in this dynamic field. As a part of this series, I had the distinct pleasure of interviewing Cate Hollowitsch.
Cate Hollowitsch is an energetic, results-driven Chief Marketing Officer with more than 30 years of experience. Her business success earned her a 2024 and 2025 spot as a Titan of Industry. She was selected as the 2024 Female Executive of the Year by the Stevie Awards. She is a 2024 TEDx Speaker and created the F.E.A.R. Framework™, the Brand Blueprint™, and the Culture Canvas™. Cate co-created True North OS™, a business operating system for PE firms and their portfolio of companies. She is also the author of Confidence Counts and Mastering the Game of Office Politics and is an adjunct professor in digital marketing.
Thank you so much for your time! I know that you are a very busy person. Can you tell us a story about what brought you to this specific career path?
Growing up, I was fascinated by the world of business on the big screen in classic 80s films like Risky Business, Wall Street, Working Girl, and The Secret of My Success. These movies brought to life the excitement of competition, ambition, and achievement. The high stakes and strategic thinking intrigued me, and I found myself imagining what it would be like to navigate that kind of world. Then, in high school, I took a marketing class that completely sealed the deal. I knew instantly that I wanted a career in marketing. I discovered how creativity, strategy, and psychology could come together to influence decisions and drive results.
Can you share the most interesting story that happened to you since you began at your company?
When I think back to my early days at the company, the most interesting stories seem to come from extremes…moments of crisis and moments of fun. I had only been on the job for about six weeks when the COVID shutdowns hit. Just as I was starting to get to know my coworkers and find my footing, we were thrust into full-blown crisis mode. Pivoting strategies overnight, building virtual connections, and staying nimble in an unpredictable environment tested us all. But everyone has a COVID story, so here is another interesting one. My first year at the company, I somehow won our annual “Turkey Toss” competition. Right before Thanksgiving, we gather in the parking lot and throw a frozen turkey at a target on the ground. I’m not sporty, I have zero hand-eye coordination, and I absolutely hate being the center of attention for things like this. I had no intention of being good at it, and I tried to get out of participating. But I couldn’t escape my coworkers’ insistence that I play. I nailed it! I shocked myself by winning that year… and the next year too! It taught me an important lesson about stepping out of my comfort zone. Sometimes, showing up and trying, even when you doubt yourself, leads to unexpected victories. Plus, it was a great way to connect with my coworkers and have a little fun.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I attended a leadership summit with our business leaders. The morning had been packed with powerful presentations and thought-provoking discussions, and my mind was buzzing with ideas and insights as we broke for a quick break. Lost in thought, I made my way toward the bathrooms, instinctively heading to the right, which is the direction of the women’s restroom in our office. Except, at this venue, the restrooms were reversed. Without realizing it, I walked straight into the men’s room. As I turned the corner, I was jolted out of my reflections by the sight of a very surprised coworker standing there, who politely informed me I might be in the wrong place. In that moment, I wanted to disappear, but I couldn’t help laughing later at how absorbed I’d been in processing the morning’s content. The experience, though humorous, left me with a lasting lesson: no matter how big the picture you’re focused on, always take a moment to pay attention to the details. Whether it’s the layout of a building or the nuances of a business strategy, those small details matter. And they just might save you from some awkward moments!
Ok super. Thank you for all that. Let’s now shift to the main focus of our interview.
Marketing is always evolving. Is there a strategy you swore by five years ago that you’ve completely rethought today?
While this isn’t a marketing strategy in the traditional sense, it’s one that has fundamentally changed how I approach my work. Five years ago, I believed that every marketing hire needed to have a four-year degree. It seemed like a non-negotiable baseline for ensuring someone had the knowledge and preparation to succeed. But over time, I realized that some of the best marketers aren’t defined by their degrees. They’re defined by their drive, creativity, and unique skills. Today, I focus on hiring for traits I can’t train. My team and I can teach anyone the day-to-day mechanics of marketing like campaign execution, analytics tools, and content creation. But what we can’t teach is innate curiosity, problem-solving, adaptability, or a knack for storytelling. Those are the qualities that make someone stand out in this field and grow with the pace of the industry. Shifting my mindset has broadened the talent pool and helped me build a team that’s not only diverse in experience but also incredibly innovative and resilient. It’s proof that sometimes, rethinking the rules we’ve set for ourselves can lead to even greater success.
Can you share a campaign or project that didn’t go as planned? What did you learn from that experience, and how did it shape your approach moving forward?
If I’m being honest, more campaigns and projects don’t go as planned than do. I’m ok with that. What matters most isn’t perfection; it’s progress. Every campaign, whether it’s wildly successful or falls short, is an opportunity to learn and improve. Rather than focusing on one specific project, I’ve found the key is building a culture of learning. Every campaign or project should end with a retrospective: What does the data tell us? What worked well? What didn’t? What should we keep doing, stop doing, or refine? And, most importantly, why are we doing this in the first place? Taking the time to step back and ask these questions ensures we’re always moving forward with intention. It’s how we transform setbacks into stepping stones and keep evolving our strategies to meet the moment. In marketing, the landscape is constantly shifting, and the ability to learn and adapt is the most valuable skill you can have.
Data is everywhere now, but it can be overwhelming. How do you decide which metrics to prioritize when shaping your strategies?
I approach metrics as essential tools for creating insight and accountability, not just as numbers to hit. I start by identifying metrics that directly connect to business objectives like customer acquisition, retention, or lifetime value. Then I focus on both leading and lagging indicators. These are the metrics that forecast where we’re headed and the ones that show our impact. I believe in aligning metrics with the entire team so everyone understands how their work contributes to larger goals. And most importantly, I use metrics as feedback loops to continually improve. This is how we evaluate what’s working, adjust where we need to, and always keep an eye on delivering value to our customers. We bucket metrics into Marketing, Branding, and Demand Gen. Each type plays a crucial role in driving growth, but they serve different functions in the overall strategy. Marketing metrics, like engagement rates or conversion percentages, offer a view into the immediate performance of campaigns. Branding metrics, such as brand awareness and sentiment, help us gauge long-term positioning and the emotional connection we’re building with our audience. Demand gen metrics, meanwhile, focus on lead generation and pipeline growth, showing how well we’re driving sales readiness. Which metrics matter most really depends on our current objectives. For example, during a product launch, demand gen metrics may take priority as we focus on immediate conversions. On the other hand, if we’re strengthening market positioning, brand metrics are often the most important. Ultimately, combining all three types of metrics gives a holistic view. This ensures we’re not just achieving short-term wins but also building sustainable brand value and long-term growth.
What’s one unconventional or bold marketing move you’ve made that turned out to be a game-changer for your company?
In 2019, when I was working in CPG, we came up with an unconventional idea that pushed the boundaries of what was possible at the time: livestreaming farmers and their cows directly from their farms into our tradeshow booth. The goal was to create an authentic connection between our brand and our audience, showcasing the real people behind the products. While the concept was approved internally, there was significant skepticism about how well it would work. I couldn’t even find a vendor willing to take on the project. Many didn’t want the accountability of ensuring the technology functioned seamlessly in a live environment. But we didn’t back down. We found a way to make it happen, and the results were nothing short of amazing. The livestream brought our brand story to life in an incredibly personal and memorable way. Not only did it captivate attendees, but it also earned us an industry award for innovation. Just a year later, COVID would shut down the world, and livestreaming became a necessity for connecting with audiences everywhere. But in that moment, it was a bold, ahead-of-its-time decision that proved the power of taking risks to create meaningful engagement.
Based on your opinion and experience, what are your “Top Five Marketing Strategies” and why?
1. Establish a Clear and Strong Brand Foundation
This isn’t a strategy per se; it’s the groundwork for everything else. Before deploying any marketing strategies, you must define your brand: Who are you? Why do you do what you do? Who do you do it for? What are your values? Your brand is your North Star, and it ensures every strategy, tactic, and campaign aligns with a consistent, authentic message. For example, in a previous role, we spent months refining our brand values and voice before launching a major campaign. That clarity allowed us to create messaging that deeply resonated with our audience and drove measurable results. Without it, we would’ve been throwing spaghetti at the wall, hoping something stuck.
2. Data-Driven Decision Making
The best marketing strategies start with data. Understand your audience. What do they need, want, and care about? One of my favorite examples of this was a campaign targeting a younger demographic for a product traditionally marketed to older consumers. We used social listening to uncover trending conversations around sustainability and values-driven purchasing. Armed with this insight, we repositioned the product with messaging about its eco-friendliness. The result? A 40% increase in sales from that target audience and significant brand buzz.
3. Storytelling as Strategy
In today’s marketing landscape, storytelling is king. People buy into stories. The right narrative creates emotional connections, builds trust, and inspires action. A personal example of this is my TEDx talk, where I shared a deeply personal and impactful story. By weaving together authenticity, emotion, and a clear message, I connected with the audience in a way that resonated far beyond the stage. This same principle applies to marketing. Stories humanize brands and create memorable moments that differentiate them in crowded markets.
4. Community Building
Marketing drives transactions by building relationships. Creating a sense of community around your brand can turn customers into advocates. We have a portfolio company that sells a product to musicians. This is a perfect example of community building. By using other musicians as brand ambassadors, we are inviting superfans to showcase products, share feedback, and participate in focus groups. The result was an aligned community that not only generates organic buzz but also provides invaluable insights for future launches.
5. Test, Learn, and Optimize
The most successful marketing strategies are rarely perfect from the outset. They evolve. Build testing into your process, learn from the results, and iterate to improve over time. I once worked on a digital campaign that wasn’t performing well initially. Instead of scrapping it, we analyzed the data, tested different headlines, images, and calls-to-action, and discovered that a subtle tweak to the messaging boosted click-through rates by 30%. That experience reinforced the importance of staying agile and open to change.
With so many platforms and trends popping up constantly, how do you strike the right balance between trying new things and sticking with what you know works?
You need a mix of confidence in your foundation and a willingness to lean into the unexpected. For me, the key is to anchor every decision in our brand strategy and business objectives. If a new platform or trend doesn’t align with who we are or what we’re trying to achieve, it’s probably not the right move. That said, I always leave room for experimentation. Trying new things doesn’t mean abandoning what works; it means testing and learning in a controlled, intentional way. For example, when TikTok first started gaining traction, it wasn’t an obvious fit for any of our Brands. But rather than dismiss it, we ran a small pilot campaign with a defined audience and clear goals. The results showed promise, and we’ve since expanded our presence there, for one of our companies. By balancing risk with data-driven decision-making, we’ve been able to innovate without losing sight of what makes us successful. The secret is to think of your marketing strategy like an investment portfolio. Diversify enough to stay fresh and adaptable, but always keep your core stable and strong.
Looking ahead, what’s a major shift or trend in marketing that you think CMOs need to prepare for in the next five years?
Looking ahead, one of the most significant shifts CMOs need to prepare for is the increasing importance of personalization at scale, driven by advancements in AI and machine learning. Consumers are growing more accustomed to highly tailored experiences, and they expect brands to understand their preferences, anticipate their needs, and communicate in ways that feel personal and relevant. This isn’t just about segmenting audiences anymore. It’s about dynamic, real-time engagement. Whether it’s product recommendations, messaging, or even the content they see, customers want to feel like brands get them. But delivering that kind of experience requires both robust data strategies and a deep commitment to privacy and trust. For CMOs, the challenge will be striking the right balance between leveraging technology to deliver personalization and maintaining the human element that fosters genuine connection. It will require investing in AI tools, building agile teams, and creating a culture of experimentation, all while navigating evolving privacy regulations and ensuring ethical data use. In the next five years, CMOs will need to shift their focus from simply creating campaigns to orchestrating experiences with seamless, personalized, and meaningful journeys that build long-term loyalty and trust.
Because of the role you play, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
If I could inspire a movement, it would be something like “From Me to We”. I would make a call to action for people to rise above self-serving agendas and work toward collective success. Seth Godin talks about the “lizard brain,” that primal instinct to prioritize our own interests, even at the expense of others. We see it in office politics, in decision-making, and in how many people navigate the world. But I believe we can move beyond that. This idea is deeply personal for me. I’ve chosen a minimalist lifestyle, in part, so I’m never tempted to make business decisions based on personal financial gain. It’s my way of ensuring I can always focus on doing what’s right for the greater good, without being swayed by unnecessary distractions. I believe that when we align our actions with the idea of shared progress, we can create environments where collaboration, empathy, and shared purpose thrive. My movement would be about making the courageous choice to elevate others, trusting that when we push for the greater good, we’ll all rise together. This movement could bring incredible good to so many people. I see healthier workplaces, stronger organizations, and more fulfilling lives for all of us. It starts with a simple mindset shift. You have to show up differently, focus on long-term impact, and commit to shared success. I truly believe this shift is possible. With intention and courage, we can stop the cycle of short-term thinking and start building a better future.
This was really meaningful! Thank you so much for your time.
About The Interviewer: Kieran Powell is the EVP of Channel V Media a New York City Public Relations agency with a global network of agency partners in over 30 countries. Kieran has advised more than 150 companies in the Technology, B2B, Retail and Financial sectors. Prior to taking over business operations at Channel V Media, Kieran held roles at Merrill Lynch, PwC and Ernst & Young. Get in touch with Kieran to discuss how marketing and public relations can be leveraged to achieve concrete business goals.
Marketing Strategies From Top CMOs: Five Marketing Strategies From Cate Hollowitsch Of Nesnah… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.