5 Lessons Burger King Learned by Unleashing the Moldy Whopper

Global CMO Fernando Machado: 'Facing criticism is part of doing something great, something different'

Want to future-proof your brand? Be ready to take risks—and take criticism. Burger King

In my view, a good CMO needs to be doing two things at the same time. First, you need to drive sales. I doubt any CMO will last too long if the brand is tanking in sales. Second, you need to make your brand “future-proof.”

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Fernando Machado is the global CMO at Burger King.