{"id":9341,"date":"2026-05-14T11:28:12","date_gmt":"2026-05-14T09:28:12","guid":{"rendered":"https:\/\/wam.global\/wam-room\/\/?p=9341"},"modified":"2026-05-14T11:29:32","modified_gmt":"2026-05-14T09:29:32","slug":"wam-y-forbes-reunen-a-los-grandes-lideres-del-marketing-para-redefinir-el-nuevo-papel-del-cmo-en-la-era-de-la-ia","status":"publish","type":"post","link":"https:\/\/wam.global\/es\/wam-room\/wam-y-forbes-reunen-a-los-grandes-lideres-del-marketing-para-redefinir-el-nuevo-papel-del-cmo-en-la-era-de-la-ia\/","title":{"rendered":"WAM y Forbes re\u00fanen a los grandes l\u00edderes del marketing para redefinir el nuevo papel del CMO en la era de la IA"},"content":{"rendered":"<p>Madrid, 13 de mayo de 2026. \u2013<a href=\"https:\/\/wam.global\/es\/?utm_source=medios&amp;utm_medium=pr&amp;utm_campaign=FORBES\">WAM<\/a> y Forbes han celebrado la primera edici\u00f3n de <strong>\u2018Forbes CMO Forum by WAM\u2019<\/strong>, un encuentro que ha reunido a algunos de los principales l\u00edderes de marketing y transformaci\u00f3n empresarial para analizar <strong>c\u00f3mo est\u00e1 evolucionando el papel del CMO<\/strong> en un contexto marcado por la presi\u00f3n sobre resultados, la inteligencia artificial y la necesidad de conectar marca y negocio en tiempo real.<\/p>\n<p>El f\u00f3rum se ha consolidado como un espacio de reflexi\u00f3n estrat\u00e9gica sobre los grandes desaf\u00edos que afrontan hoy las marcas. A lo largo de la jornada, los asistentes abordaron cuestiones como la integraci\u00f3n entre branding y performance, la construcci\u00f3n de experiencias de cliente en tiempo real o el nuevo equilibrio entre creatividad, datos y rentabilidad.<\/p>\n<h2>Branding, performance y construcci\u00f3n de marca<\/h2>\n<p>Tras la bienvenida institucional de Cristiano Badoch, director general de Forbes Espa\u00f1a, y Luis M\u00e9ndez, director general de WAM, Eva Santos Bouzas, founder de SANTA, abri\u00f3 el encuentro con la inspiring talk<em> \u201cCreatividad sin permiso\u201d<\/em>, centrada en el valor diferencial de la creatividad en un entorno cada vez m\u00e1s automatizado.<\/p>\n<p>A continuaci\u00f3n, la mesa \u201c<em>Del awareness al ROI: cerrando la brecha entre Branding y Performance\u201d,<\/em> con Henar Marcos, directora de Marca y Comunicaci\u00f3n de Banco Sabadell, y Natalia P\u00e9rez, CMO de P&amp;G (Higiene Bucal), moderadas por Jose Mar\u00eda Piera, Independent Senior Advisor, puso el foco en la necesidad de integrar branding y performance como una \u00fanica estrategia orientada al consumidor. Durante la conversaci\u00f3n, las participantes coincidieron en que la medici\u00f3n debe estar al servicio de la marca y defendieron la importancia de mantener la consistencia del mensaje sin penalizar la construcci\u00f3n de valor a largo plazo.<\/p>\n<h2>Datos, experiencia de cliente e IA<\/h2>\n<p>Otro de los bloques centrales del encuentro fue <em>\u201cConstruir marca In Real Time: de la respuesta operativa a la experiencia de cliente\u201d<\/em>, donde Alexandre Garc\u00eda Cifuentes, Head of CRM &amp; Marketing Automation Iberia, y Luis M\u00e9ndez analizaron c\u00f3mo la activaci\u00f3n inteligente del dato y la excelencia operativa se han convertido en elementos clave para fidelizar clientes, construir marcas, y experiencias coherentes y personalizadas.<\/p>\n<p>Por su parte, Mar\u00eda \u00c1ngeles Santos, RVP Marketing Cloud de Salesforce; Joao Seabra, CMO de Visa; y Esther Morell, CMO de Ilunion, moderados por Patricia Ch\u00e1vez, Consulting Director de SCOPEN, debatieron en la mesa <em>\u201cEl nuevo terreno del marketing: entre datos, creatividad y negocio\u201d<\/em> sobre el nuevo equilibrio que las marcas tienen que manejar con estos tres pilares. Los participantes coincidieron en que m\u00e1s informaci\u00f3n no siempre implica mejores decisiones y subrayaron la importancia del criterio, la intuici\u00f3n y la conexi\u00f3n con el prop\u00f3sito de marca.<\/p>\n<h2>El nuevo papel del CMO<\/h2>\n<p>La jornada concluy\u00f3 con la conversaci\u00f3n \u201c<em>El CMO hoy: operador del crecimiento\u201d,<\/em> protagonizada por Javier Mas, CMO de CaixaBank, y Carlos de Vega, quienes reflexionaron sobre c\u00f3mo la inteligencia artificial est\u00e1 transformando la relaci\u00f3n entre marcas y consumidores y obligando a replantear el posicionamiento, la estrategia y la conexi\u00f3n emocional con el cliente.<\/p>\n<p>En palabras de Luis M\u00e9ndez, director general de WAM, <em>\u201cHoy, la notoriedad por s\u00ed sola no es suficiente. El mercado nos exige algo mucho m\u00e1s complejo: contribuir a un crecimiento que sea rentable y sostenible. Estamos atrapados, y a la vez estimulados, por esa tensi\u00f3n constante: el largo plazo necesario para construir una marca con alma y el corto plazo implacable de las m\u00e9tricas y el retorno inmediato\u201d.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Madrid, 13 de mayo de 2026. \u2013WAM y Forbes han celebrado la primera edici\u00f3n de \u2018Forbes CMO Forum by WAM\u2019, un encuentro que ha reunido a algunos de los principales l\u00edderes de marketing y transformaci\u00f3n empresarial para analizar c\u00f3mo est\u00e1 evolucionando el papel del CMO en un contexto marcado por la presi\u00f3n sobre resultados, la [&hellip;]<\/p>\n","protected":false},"author":108,"featured_media":9342,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[48,49],"tags":[],"solutions":[],"formats":[274],"class_list":["post-9341","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dentro-de-wam","category-marketing","formats-prensa"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Forbes CMO Forum by WAM: El rol del CMO ante el reto de la IA<\/title>\n<meta name=\"description\" content=\"El primer &#039;Forbes CMO Forum by WAM&#039; re\u00fane a l\u00edderes del marketing para analizar el nuevo rol del CMO: IA, datos, branding y performance como motor de negocio.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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