Eric Fulwiler

Speaker

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Eric is the co-founder and CEO of Rival, a global marketing consultancy for challenger brands working with start-ups to help them scale and incumbents like JP Morgan, Reebok, and Unilever to help them innovate. Rival’s mission is to understand what drives the growth of successful challenger brands in categories that are being disrupted. Eric and the team have interviewed over 100 CMOs, hosted over 200 CMOs and founders for roundtable dinners, and currently maintain a community of over 500 senior marketers from around the world. Over the last 20 years Eric has been lucky enough to help build some of the biggest brands in the world in various in-house marketing and advertising agency roles. Before co-founding Rival in 2021 he was the Chief Marketing & Commercial Officer of 11:FS, a challenger fintech consultancy for nearly three years. He was also one of the first 15 employees and MD, EMEA of VaynerMedia reporting directly to Gary Vaynerchuk for seven years.

Speaking Topics:

How Challenger Brands Grow - Every category is being disrupted...technology is lowering the barriers to entry and lowering the costs of distribution. Growth is getting harder and harder to come by, and most businesses are suffering because of it. But not all....challenger brands, businesses that are disrupting the status quo of how an industry operates, are thriving. What are they doing differently with their marketing to drive this hyper-growth and competitive advantage? I'll break down the five principles of challenger marketing that we've distilled from thousands of hours of research on challenger brands from around the world into a framework and specific set of actions any business can take to make their marketing more effective.

The 10 Biggest Marketing Lessons from Interviewing 100+ CMOs - I’ve now interviewed over 100 CMOs for our podcast, including from some of the biggest brands in the world - Mastercard, Shell, Mastercard, NY Times, PnG, Pepsico, etc. But also from some of the most exciting challenger brands - FeverTree, Pickleball USA, Who Gives a Crap, Hyrox etc. This talk showcases the biggest takeaways and patterns I see across all the conversations I've had, and what marketers and innovation executives need to do differently to stay competitive and drive growth.

The Fintech Marketing Playbook - The marketing playbook of fintechs is entirely different from the marketing playbook of incumbents in the financial services industry. Combining my experience as CMO of 11:FS building next-gen products and my experience as CEO of Rival working with fintech challengers around the world, I've developed the key models and mindsets that successful fintech brands use and how they’re different from what most incumbent FS brands are doing.

The Next-Gen CMO - The role of the CMO is changing rapidly and being challenged relentlessly with most CEOs not believing their marketing is fit for purpose, and CMOs having the lowest tenure of any role in the c-suite. We've spent months interviewing some of the leading thinkers on the role of the CMO and identified what the "next-gen" CMO needs to do and be in order to be successful in the world of 2025-2030. In this talk, I'll break down what those traits are and how to adopt them successfully within a leadership team and organization at large.