Evernote CMO Andrew Malcolm on Saving a Unicorn
In 2015, Business Insider pronounced Evernote as the first "Dead Unicorn". There was speculation that despite its enormous popularity, the productivity app might not make it. In this interview, I talk with Andrew Malcolm (Malc), Evernote's chief marketing officer and one of the principal architects behind Evernote's turnaround and reemergence as one of the top productivity apps with more than 225 million users and an astounding 8 billion notes created. We discuss Andrew's unusual marketing career (he started in private equity with no experience in marketing), his experience as head of marketing at Skype (including how to piss of the world's most powerful social media executive) and how you balance data-driven analytics with modern day storytelling (yes - it can be done!). We also discuss how the role of the CMO in the C-suite has changed, how product and product marketing can work together to create amazing customer experiences and what works and what doesn't. Enjoy!