Coca-Cola, ArmorAll, and Pens?! Why CMO Jeff Werderman Says Your Leadership Style Needs a Refresh

Hiring Matters

If you think pens, soda, and car wax sound like the most boring things ever—think again. Our guest, marketing powerhouse Jeff Werderman, has spent 30 years leading at brands like Coca-Cola, Boost Mobile, and ArmorAll, and now he’s running the show at Pentel of America (yes, the pen company). But this isn’t about writing instruments—it’s about writing the new rules for leadership. Jeff’s got some seriously controversial takes on what’s wrong with today’s workforce, and why your leadership style is probably driving your best people straight out the door. From leading teams of 80 to navigating the Gen Z takeover, Jeff digs into why creating a learning culture—where even the most junior employees act like CEOs of their own desks—is the only way forward. He doesn’t hold back on why hiring for attitude (and the occasional ego bruising) is more important than skill sets and how letting your team think for themselves could be your secret weapon. The episode is loaded with controversy and wisdom. Ready for the hard truth? According to Jeff, you need to embrace the chaos and hand over the reins. And if your team isn’t roasting your “lame” social media content, well... they might already be eyeing the exit. This episode will leave you rethinking everything from your hiring strategy to how you manage your teams. Takeaways: hire for opinions, embrace transparency, and if your employees aren’t calling you out—ask yourself why! Have questions or personal experiences? Drop us a message or join the conversation on LinkedIn —share your own hiring and retention horror stories and tips.

Don’t miss out—subscribe now and share this episode with your network! Hiring matters—mess it up, and your best talent will be gone before you know it!

Key Takeaways:

Step Back to Step Up: Discover how empowering others can transform leadership dynamics and drive team success.

Hire for Attitude: Understand why a goal-oriented mindset is more valuable than traditional qualifications in today’s workforce.

Embrace Transparency: Learn how open communication fosters trust and a more productive workplace culture.

Create Space for Innovation: Find out how cultivating an environment that encourages creativity can lead to groundbreaking ideas.

Empower Ownership: Explore how giving employees autonomy boosts engagement and enhances performance.

About Our Guest:

Meet Jeff Werderman, the Marketing Yoda and Brand Whisperer. As the Director of Marketing at Pentel of America since March 2018, Jeff leads the marketing function for this venerable global writing instrument company. With over three decades of experience, he is known for awakening the force in brands through inspiring strategies.

His impressive career includes revitalizing Chex Cereal as Brand Manager at Nestlé Purina, where he reversed multi-year declines, and transforming Vistage Worldwide as Chief Marketing Officer, where he rebuilt a team of 35 professionals and drove significant increases in member acquisition and retention. At Boost Mobile, Jeff served as VP of Marketing, scaling the brand’s growth by targeting urban youth, which resulted in a remarkable increase in subscribers and revenue.

Before these roles, he spent nearly a decade at The Coca-Cola Company, where he expanded alliances with Disney and Universal Studios, enhancing Coke's presence in popular culture. Additionally, he contributed as a Consultant at Young's Market Company and held leadership positions at Armor All and Concentrus.

Beyond his corporate achievements, Jeff is an Adjunct Professor at California State University, Fullerton, shaping the future of marketing. With a unique blend of creativity and industry insight, Jeff is truly a force of nature in branding.

About Your Host:

Ken Schmitt is the CEO and founder of TurningPoint Executive Search. He is also the author of "The Practical Optimist: An Entrepreneur's Journey through Life's Turning Points". Ken was raised in an entrepreneurial family and brings a uniquely authentic voice to his podcast, blending life, family, and business together. Ken is a seasoned expert with almost three decades of experience in executive recruiting. In his podcast, he focuses on revealing the secrets of recruiting, retention, and real HR strategies. The podcast is not preachy, academic, or theoretical. It provides authentic perspectives on the challenges, triumphs, and quirks that make the hiring game both exhilarating and unpredictable. Twice a month, Ken offers tactical advice and industry insights to empower listeners to navigate the intricate world of executive recruiting confidently. "Hiring Matters" is your go-to resource for elevating your hiring game and equipping you with the tools to build, grow, and lead truly exceptional teams. Brace yourself for Ken's "Recruiter Rant" episodes, where he shares unfiltered insights and behind-the-scenes revelations about the industry's hidden secrets. Get ready to gain more than expected from this informative and engaging podcast. Follow Ken on LinkedIn

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