About this session

Is your company investing for future growth, or merely managing costs?

The modern CFO is no longer just a numbers-driven gatekeeper, they are the architects of innovation, the enablers of commercial success, and the strategic force behind sustainable growth. Yet, many CFOs find themselves caught in a paradox: how do you fund breakthrough innovation and impactful marketing while ensuring financial discipline?

Innovation fuels growth, but without the right financial backing, even the most promising ideas never make it to market. Meanwhile, marketing investments are under relentless scrutiny —CFOs are stepping in to ensure every euro spent translates into measurable impact. How do you strike the right balance between short-term performance marketing and long-term brand equity? How do you drive innovation without exposing the business to excessive risk?

This session will challenge the traditional finance playbook and redefine the CFO’s role as a bold, data-driven growth driver. Join Alexander Godovits, CFO Categories and Commercials - Europe at PepsiCo, as we explore the CFO’s strategic role in aligning marketing, innovation, and financial performance to create a business that doesn’t just survive, but thrives.

Discussion points:

• How can CFOs balance financial discipline with the need for innovation and new product development?
• What role does data play in measuring marketing ROI, and how can CFOs use it to make more informed spending decisions?
• What challenges do CFOs face when working with marketing teams to strike the right balance between brand-building and performance marketing?
• How can CFOs mitigate risk when supporting new product development in competitive and uncertain markets?
• What frameworks and metrics can CFOs use to quantify the impact of innovation and marketing initiatives, especially when returns are uncertain?
• How should CFOs approach budgeting for unpredictable digital and social media marketing channels, where outcomes can be hard to forecast?
• What strategies can CFOs use to collaborate effectively with marketing, R&D, and other teams to ensure that innovation investments align with corporate strategy?