Norm de Greve on Growth, Reinvention, and Leading Through Relentless Change
Frontier CMO Podcast by Think with GoogleShow Notes
Today’s CMO is being asked to deliver growth in a landscape defined by radical uncertainty and AI disruption.
In this episode of Frontier CMO, Norm de Greve, Chief Growth Officer at General Motors, joins Josh to explore what it takes to drive reinvention inside one of the world’s most complex legacy brands. Norm uses his experience making high-stakes decisions that have defined his career— walking away from $2 billion in tobacco revenue at CVS to steering GM’s resurgence—and turns it into actionable tactics for modern leaders. His thesis: Own the entire business engine, not just the brand.
Learn how to move at the speed of change, without losing your creative soul.
Whether you are navigating the anxiety of the AI era or managing the tension between short-term performance and long-term brand building, this episode offers a masterclass in building sustainable systems for growth.
00:00 – Creative Still Matters in the Age of AI
00:24 – Welcome to Frontier CMO & Norm De Greve’s Journey
01:22 – Inside GM’s Turnaround and Reinvention
02:26 – Why Automotive Is One of the Most Powerful Brand Businesses
05:01 – Bankruptcy as the Catalyst for Change
06:11 – EVs, Profit Pressure, and a New Marketing Model
08:38 – Leading Teams Through Constant Change and AI Anxiety
10:11 – From CMO to Chief Growth Officer
13:48 – Short-Term Sales vs Long-Term Brand Building
23:48 – Rebuilding GM’s Agency Model with MediaMonks and Metropolis
31:34 – Why Brand and Human Taste Matter More in an AI World
34:24 – Field Notes from the Frontier: Growth, Change, and the Human Soul
Learn more at Think with Google: https://business.google.com/us/think/frontier-cmo/
You can also find us on Apple Podcasts: https://podcasts.apple.com/us/podcast/frontier-cmo-podcast-by-think-with-google/id1860114911
Spotify: https://open.spotify.com/show/2frcKgPI191iwfmVMHGfgYAmazon Music: https://music.amazon.com/podcasts/f0b58c08-3ce3-418d-9dad-bd0635141ff4/frontier-cmo-podcast-by-think-with-google
More from Frontier CMO Podcast by Think with Google
Could your doctor's office be just a few clicks away?
How do you transform one of the world's most iconic telecom giants into a modern, customer-obsessed growth powerhouse?
Gap Inc. is having a moment and Damon Berger, an SVP who leads marketing shared services across the company’s portfolio of iconic brands, is focused on turning that moment into momentum. Live from Google’s Rethink Retail event in New York, he joins Josh on stage in front of 350 retail marketers to unpack how Gap Inc. is blending entertainment, cultural relevance and AI to drive sustainable business growth.
Jo Malone. MAC. La Mer. Tom Ford. Clinique. The Ordinary. These are just a few of the powerhouse brands behind The Estée Lauder Companies. For more than 80 years, the beauty giant has reinvented itself with every era – from the department store counter to the digital storefront. Now it’s making its biggest leap yet: AI.
The future of content and websites isn't about chasing vanity impressions—it’s about driving true digital retention.