Business Case Studies & Business Publications

Miche Mix: Designing a CMO Role

Whitler, Kimberly ...

Case

Miche Mix: Designing a CMO Role

Whitler, Kimberly A.; Fasano, Patrick

M-1029 | Published June 10, 2022 | 9 pages Case

Collection: Darden School of Business

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This case introduces the concept of job design and provides students with an opportunity to learn about, deconstruct, and reconstruct a CMO role. Students will assume the part of Adrian Viesca, CEO of Miche Mix, the global leader of micheladas, a unique type of cocktail born in Mexico. Viesca assumed leadership of the Mexico-headquartered 20-year-old company in 2019 and doubled revenue within his first 24 months. To continue to accelerate growth, the next critical move is to expand into the United States, which requires hiring a US market CMO. The students are placed in the position of assessing the CMO job specification (spec) created by the executive recruiting firm and being managed internally by HR. Through this exercise, students will learn: (1) what a job spec is, (2) how important it is in identifying the right candidate and setting them up for success, and (3) how to evaluate and assess a job spec to improve the likelihood of success for both the firm and candidate.