The CMO Files: Carla Pineyro Sublett, Rackspace
on April 12 2017
Name: Carla Pineyro Sublett
Job title: Chief Marketing Officer
Location: Austin, Texas
- Where were you born and raised?
I was born in Montreal, Quebec and raised in Dallas, Texas by Uruguayan parents, so I have a bit of an identity crisis.
- What was your first job?
My first job was working at the video rental counter of our local grocery store (giving my age away there)!
- What was the first product you got really excited about?
I don’t know that you can really call it a product, but I got excited about the first smartphones and tablets that optimised data as it really opened my eyes to how our worlds were about to change. It was no longer about the device, it was about the application and the content.
- Who has been the biggest influence on your career?
I’ve had the good fortune of having some amazing mentors and champions – several of which took chances on me by giving me big opportunities. However, I would have to say my parents have been the biggest influence. They immigrated from Uruguay, leaving their family behind to find opportunity for me and my sister. Over the years, I watched how hard they worked on our behalf and it inspired me to honour their sacrifice.
- What has been your greatest achievement?
Becoming a mother to two children, a gift I thank my husband for every day.
- What has been your biggest mistake?
There are too many to name! Part of taking risks and being bold is making mistakes. I think my biggest mistake was probably staying at one job for too long. I’m very committed and loyal, almost to a fault.
- What is your greatest strength?
I have no fear in the workplace. My intention is pure. I come to work each and every day to make sure that the world knows about Rackspace. I am very clear on that and as a result, don’t waste energy on fear.
- What is your biggest weakness?
I have no fear in the workplace. A strength, ungoverned, can become a weakness. At times, I can be too bold or assume that others are on the same page as I am.
- What do you think is the aspect of your role most neglected by peers?
I sometimes wonder if we as marketers, have gone too far off the deep end when it comes to the importance we attribute to the role of technology in marketing. I know that may sound like sacrilege coming from a tech CMO of a managed cloud company. While technology has of course revolutionised our industry and will increasingly play a valuable role at the end of the day, we are marketing to people and we cannot forget about the value of real relationships.
- Which word or phrase is your mantra and which word or phrase makes you squirm?
“My intention is pure” is one mantra that I call upon often. The phrase that makes me squirm the most is “we can’t do this” or “it will never work…”
- What makes you stressed?
Being locked up in a conference room for a long meeting
- What do you do to relax?
Exercise and getting out into the great outdoors.
- What is your favourite song?
I have so many. Right now it is Gold by Kiiara. There is nothing philosophical or meaningful about the choice, other than I love a great beat.
- Which book taught you most?
Again, so many. The Laws of Simplicity by John Maeda is one that I have used the most in my work.
- Do you have a team or sport that you follow?
My children’s sports and The Dallas Mavericks basketball team.
- Which country would you like to work in?
I have had the good fortune of getting to work in many countries. I would love to live in so many of them! I have worked with, and had teams, in Canada, Mexico, Colombia, Argentina, Brazil, Central America, UK, Australia, Hong Kong and Singapore.
- Which company do you think has the best marketing?
Clearly companies like Nike are at the top of the list. However, Dove has done great work in the last few years as well. I also really love how companies like Apple, Go-Pro, Google and the New York Times interact with their customers as part of their marketing campaigns.
- What do you love most about your job?
The people. It is why I get out of bed every day. If I am going to spend this much time away from my family, I want to really enjoy and build real relationships with the people that I work with.
- What is your favourite book?
There are far too many to name. However, Paula, by Isabel Allende left a mark on me that I never quite recovered from. I was on vacation with my husband when I read it and he could not pull it out of my grasp. It is just an example of how a book can impact you.
- What keeps you awake at night?
Global warming and climate change