Member Interview with Barbara Scala

We are delighted to bring you a Member Interview with Barbara Scala, Global Marketing Head Icecream, Ex-Unilever

What’s your golden rule?

Focus on what really matters. 

Who has been your biggest influence?

My family, my friends, my colleagues. I cannot point out only 1 person. I have learnt from my family that resilience will take you very far. My husband is a scientist and he is probably the most curious person I have ever met. Curiosity is a key to problem-solving. My friends who are grounding me about the importance of enjoying life to the full. My colleagues are a source of daily learning and positive challenge to become the best marketeer yet.

What is your most hated business expression?

All creative work needs a ROI. By definition, the metrics involved to measure creativity are formulaic and not designed to measure disruptive creative work.

What’s the smartest business idea you’ve ever had?

Kill a project I really believed in. It was not the right time for that project.

Which leader do you admire most and why?

Authentic, value-driven leaders who drive businesses successfully with a strong sense of ethics, respect and responsibility towards customers, consumers, and employees.

What is on your mind the most right now as a marketing leader?

How to properly reconcile short-term demand with long-term business proofing.

Why is being part of The Marketing Society important for your career?

I am looking forward to connecting with new members and sharing learnings to inspire each other.

Why does marketing matter to you?

For me, marketing is about creating outstanding brand and product experiences, curated for our consumers and customers. These experiences are the ignition and the sustained fuel that helps any company thrive.

Tell us something that’s not on your CV

I jumped out of a train in Bangalore, India.