Cristina Burzako: “A marketing professional obsessed with the client and the results is a power general director”

Jane Anderson
Jane Anderson
Cristina Burzako: "A marketing professional obsessed with the client and the results is a power general director"

The courage, the brave decisions, is something that has worked in Movistar Plus and that has meant a successful factor for its growth and development. This has exposed it Cristina BurzakoCEO of the platform until last March, during the first episode of “Nova Marketing Leaders”, A new podcast of the global talent network Nova Talent.

Courage implies relevance. It implies putting on the table issues and forms that have not been spoken, and that is good for the platform and to attract talent that wants to work with Movistar Plus”, He commented against Jesús Cubero, currently Advisor and Leader of the Marketing Vertical of Nova Talent, also driver of the new content.

Burzako has talked about courage on several occasions. One of them to refer to original contents produced For the service and that have helped the brand to gain notoriety, highlighting the series “The Messiah”, “Arde Madrid”, “riot” and “love” as those daring content and that have been able to generate controversy, not only for the public, but also internally in the company, but that have been successful.

Cristina Burzako says that brave decisions have marked the success of Movistar Plus

Another of those occasions has been to refer to the Business decision making. In this sense, it qualifies as brave the decision to open Movistar Plus to all users, regardless of telecommunications operator that had hired. “There was a high risk of cannibalization, but it has taken an incredible turnar”He said.

This has spoken in the first Podcast program, which will interview the marketing sector of our country, from the founders of companies, to marketing directors or headhunters, all with the intention of understanding motivations, errors, success stories and learning that can be scalable and inspire the sector.

Marketing director’s role

Cristina Burzako is one of the scarce cases in which A marketing director becomes CEO. And considers that the position provides a series of capacities and points of view that can be really valuable for business management. “One is the client’s obsession, which results in the results account; Another is the value of brands and the intangible. And third is the vocation of long -term thinking about companies. And I think that is three key differences regarding other disciplines”He said.

When you have a marketing professional obsessed by the client, with sensitivity to the results account and the ROI of each euro invested, I think that is a power director in power in power”Burzako said.
However, he understands that for that it happens, marketing leaders still have to get closer to aspects of the business, and not to stay only in what is linked to communication. Assures that they have focus on the client and its impact on the results account, and be more sensitive to efficiencies and costs.

Leadership and team management

Team management has also been one of the aspects addressed in the conversation held between Jesús Cubero and Cristina Burzako. The directive has defended the importance of love teams and lead them from love, Make them shine and listen to them, and to gain their trust to get the most involved in the projects.

This leadership philosophy also relies on the search for a series of personal values ​​in which they are part of these teams. For Burzako the first step is to determine what impact you want to generate, and the second is the First Who, that is, with whom to achieve that. In this sense, consider that there are two critical aspects: one is one is to select the Best Professional of the market that you can afford with the capabilities that are sought; And another is, at the same technical level, select Good people.

In them it seeks a combination of three fundamental values: Humility, team spirit and hunger.Arrogance kills organizations. Humility is closely related to curiosity and learning from others. It is also important empathy, generosity, that feeling that there is not and ‘galactic’“Burzako said.”And also what I call hunger, nonconformism, the search for continuous improvement

However, it does not neglect the results when assessing people for their equipment. “I look at the person, values, their technical capacity and what they have proven to do in other places“, Has shared the directive.”I think that the diversity of look is also very important, which can contribute to the table, to the Management Committee, to the teams from another place

Decision making

Throughout the podcast, Burzako has also reflected on the excessive importance granted to charges, or on the Importor syndrome, especially among women’s professionals. He also highlighted the importance, when progressing work, having around people who trust your abilities and know how to grant opportunities.

Regarding the decision making, He assures that he has only felt the loneliness of leadership with respect to those that he has had to take against his values, and therefore, against the values ​​of the team. “The times that I have regretted the most is not to have been brave. When you feel that you have to make a decision but it goes against your criteria, the team’s criteria and you know that it is not good for the company, it is a decision that, if taken, is by cowardice, and there I think you feel alone

Television and media

The evolution in the media landscape has also been part of the conversation between Burzako and Cubero. At a time when the borders of the traditional media are diluted, the excus of Movistar Plus addresses the debate of “The death of television” and highlights the importance of contents. “The contents are alive and that there is more audiovisual consumption than ever. Moreover, there maybe there is an oversupply, and I think a moment of simplification and consolidation will come“He said.

Along these lines, consider that marketing professionals, when investing in advertising, must look at the contents and not so much supports. The goal, he says, is to reach an audience and tell a message, and that audience can be found in an open or Instagram television program. It is not about opposite environments, but complementary, and in that sense, the goal must be Generate the impacts in the most efficient way possible.

The questions of Reason.WHY

From Reason.WHY We collaborate with this podcast asking a series of questions to deepen the vision of professionals about the world of marketing. Natalia Marín, in Chief editor of this medium, has been in charge of formulating them:

  • In practice, would you say that marketing is a vertical to the sales service or rather a transversal energy within the company?

Without a doubt the second. Good marketing people become obsessed with the user and the client, and that is the company’s engine to guarantee the sustainable business. When you think about brand construction, which is the internal purpose of the company, because there are no borders between the project that accounts within the team and the one that goes to the client, that transversality and that strategy is given to you by a powerful marketing team, and what will make the marketing the engine.

  • How many times have you thought about the last year to leave your job and why?

None, and because I am passionate about work and team.

Nova Marketing Leaders is a podcast driven by Nova Talent and the content production company for Storimake brands. It will have 12 episodes and can be heard through YouTube, Spotify and Apple Music.