There's more than one path to the chief marketing officer (CMO) position. Taco Bell's US top marketer Taylor Montgomery is living proof.
Montgomery, who worked on brand strategies such as Clairol and Always at Procter & Gamble (P&G), joined Taco Bell in 2016 as senior manager of brand and marketing innovation. After several stints, he's now his CMO for North America, leading high-profile campaigns featuring talent like Doja Cat and LeBron James.
During a session at ADWEEK's Social Media Week in New York, Montgomery revealed her secrets to success: curiosity, flexibility, and not being afraid to get into the weeds.
He credits P&G with helping him understand that marketing is the ultimate driver of business. “I learned how business works and how marketing is a tool and a discipline that can drive business growth,” he said.
When Montgomery moved to Taco Bell, his role on the brand and innovation team involved in product development gave him valuable experience getting closer to the brand's customers.
He credited Taco Bell's “flat” structure, which gives social and brand teams a “seat at the table,” promoting the creativity and collaboration that has become synonymous with the brand.
When he first started, his social team came knocking on his door and suggested new recipes, like Doritos on Mexican pizza, based on social media feedback. “And we said, 'That sounds like a great idea.' Let's go into the kitchen and see if it tastes good.” [That open structure] Keep your team connected. ”
He added, “There's a triune relationship between Taco Bell's PR, social and media teams. That's where the real magic happens.”
My first few years in this business helped me understand how to make products. “This was important because the product is the connection point with the customer,” says Montgomery.
Slowly but surely, he assumed responsibility for U.S. marketing before Taco Bell's then-chief executive officer threw him a “curve ball”: a role as CMO of international business.
“It was one of my favorite experiences,” he said, advising aspiring social entrepreneurs never to discount an opportunity, even if it looks “small in terms of numbers.”
“[Those jobs] “That’s where you have the real opportunity to make a big impact and where you can grow the most,” he said.
Driving growth and driving culture
During his two-year stint as international director, Mr. Montgomery worked on campaigns to promote growth in countries such as China and Spain. He was then promoted to his current position.
Montgomery is credited with hiring Doja Cat to headline the revival of Mexican pizza, working with LeBron James to fight the “Taco Tuesday” trademark, and working with him to bring back the Volcano menu. It has been the center of some of Taco Bell's biggest campaigns, including: of Paris Hilton.
