The CMO Podcast Laura Knebusch (Georgia-Pacific) | The Power of Staying Unflappable
Nov 26, 2025
Laura Knebusch, Senior VP of CPG Marketing at Georgia-Pacific, dives into the vital role of staying calm under pressure in marketing. She emphasizes the importance of adaptability and continuous learning in an ever-evolving digital landscape. Laura shares insights on transforming marketing into a consumer experience through data-driven strategies and analytics. She also discusses innovative campaigns for Brawny and Angel Soft, highlighting their relevance in today's culture. Lastly, she reflects on her journey from Procter & Gamble to leading change at Georgia-Pacific.
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Shift From Marketing To Consumer Experience
- Laura reframed marketing as consumer experience and added insights, analytics, social, and martech to the team.
- She shifted focus from telling messages to ensuring every interaction builds brand equity.
Make Brand Building Companywide
- Make brand fundamentals clear and train the whole company that everyone builds the brand.
- Embed role-specific actions so manufacturing, sales, and R&D all contribute to brand equity.
Measure Frequently, Then Act
- Build an internal data engine with in-house analytics and media to measure and act faster.
- Use frequent MMM and consistent measurement to stop poor tactics and scale what works.