Member Interview with Helena Verellen

We are delighted to bring you a Member Interview with Helena Verellen, Fractional CMO, Strategic Advisor and Member of the New York Board

What’s your golden rule?

My golden rule is to always remember the human being behind every interaction. Lead with empathy and understanding while holding yourself and others to high standards. Kindness and high expectations are not opposites; they're the foundation of great leadership.

Who has been your biggest influence?

I've had the privilege of working with and learning from so many exceptional leaders throughout my career that it's almost impossible to name just one person as my biggest influence. I would like to change the question from who has influenced me the most to what has influenced me the most. So here is that answer : The biggest influence on my career hasn't been my successes; it's been my setbacks and imperfect moments. That's something I didn't fully appreciate early in my career, but looking back, it's clear that my greatest periods of growth always came after the toughest setbacks. Those moments challenged me, shaped me, and gave me the determination to keep moving forward.

What is your most hated business expression?

One business expression I'd happily retire is saying, "Let's take this offline." While there are times when privacy is necessary, I think we sometimes use it to avoid difficult conversations. In my experience, difficult conversations, handled respectfully and with empathy, are often where the best ideas emerge, and the strongest relationships are built. I believe in addressing issues openly, listening to different perspectives, and working through them in the moment whenever it's appropriate. That's usually how you arrive at the most honest and productive solutions.

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

I want to bring it back to my career. Looking back, the smartest decision I made was not allowing myself to be defined by a single industry. My "squiggly career", to borrow the brilliant phrase coined by Helen Tupper and Sarah Ellis, has taken me across multiple sectors, each one adding new skills, fresh perspectives, and an incredible network of people. Those experiences have not only made me a stronger marketer, but they've made me a better business leader.

Which leader do you admire most and why?

I'm a big fan of Scott Galloway. I admire his depth of knowledge and the clarity of his point of view, but more than anything, I respect his honesty. Even when his opinions are unpopular or challenged, he never shies away from saying what he believes. That willingness to speak candidly, while backing it up with facts and conviction, is something I find incredibly refreshing and inspiring.

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

How we natively integrate AI into everyone's workflows without losing the human touch.
AI is an incredible tool, and I believe every marketer should be embracing it. But too often, I see people accepting the first output without challenging it, sense-checking it, or asking whether it truly solves the customer's problem.

The real value of AI doesn't come from replacing human thinking; it comes from enhancing it. As marketers, it's still our responsibility to apply judgment, creativity, empathy, and context. We need to refine the output, ensure it reflects the brand voice, and most importantly, make sure it genuinely serves the customer.

At the end of the day, AI should make us better marketers, not more automated ones. The consumer should always remain at the center of every decision we make.

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

What I love most about The Marketing Society is its global perspective. It brings together diverse voices, experiences, and ideas from around the world, which makes every conversation richer. The sessions are consistently thought-provoking, and I always leave having learned something new. In an industry that's evolving as quickly as marketing, being part of a community that challenges your thinking and encourages continuous learning is incredibly valuable.

Why does marketing matter to you?

I often think of marketing as the little engine that could. It may not always get the credit, but it's the function that keeps the business moving forward. Marketing touches every part of the organization - from product and sales to finance and customer experience - all while ensuring the customer's voice is heard.

Tell us something that’s not on your CV

I sang Proud Mary (badly as I can't sing) in front of Tina Turner.