Karin Schifter-Maor | Soda Stream

CMO

Professional experience:
I’m a marketer at heart, with over 20 years of experience. I started in advertising at McCann Erickson and shifted to consumer packaged goods companies, leading brands and marketing at Tnuva and Nestle. My career evolved into global marketing roles across various industries, such as the Cinema industry, as Cineworld’s Global Head of Marketing, and the Baby Toys industry, as Tiny Love’s VP Global Marketing. In my current role as SodaStream’s Global CMO, I lead the global brand and marketing strategy, product innovation, communication, consumer insights and our DTC business. I feel extremely fortunate to have found a profession in life which allows me to spend most of my time doing what I love the most, and in my current role to also do good for our planet.
On a personal note:
One of the things I love most in marketing is the combination between art and science, something that also characterizes how I live my life.
Great marketing for me is:
A consumer-centric mindset that looks beyond conventional wisdom to unlock true motivation and leads to insight-based innovation and a strong brand story that touches the consumer in a meaningful way and drives business results.