Leading with Values: How to Inspire, Connect, and Lead with Purpose

Molly Baker, founder of Indie Consulting, sits down with Chloé Mathieu-Phillips to unpack how values guide how we lead, collaborate, and build meaningful connections. Chloe shares how uncovering values, building strong teams, and leading with purpose can transform both brand identity and company culture. Whether you're leading a team, seeking your purpose, or learning how to show up more authentically—this episode is for you!

MB (Molly Baker): What’s top of mind professionally for you right now?

CMP (Chloe Mathieu- Phillips): Purpose. Especially with everything going on in the world, I find myself thinking deeply about the role of marketers. Marketers are such passionate, curious people with great values, and yet I often wonder why we're not doing more to create change. There’s so much potential to shape narratives, shift cultures, and influence positive outcomes. I’m really interested in helping people connect with their purpose—to figure out what drives them and how they can bring that into their work.

MB: Brag a little—what are you really good at?

CMP: I’m a connector. It took me a while to see the value in that, but I’m really good at identifying what makes people tick and then bringing that out—whether by connecting them with the right project, team, or opportunity. I also thrive in ambiguity. When there's a lot of noise or complexity, I can distill it down into clearer, smaller chunks. I do that with people, projects, and brands. It's a skill that helps me build high-functioning teams and develop focused strategies.

MB: As you reflect on your career, what aspects of marketing do you find most compelling today?

CMP: Storytelling has always been central to my work, whether it's B2B or content marketing. What's fascinating now is how much brand stories are shaped by the people around them—employees, customers, even critics. It used to be that the CMO defined the brand, and that was that. Now, it's so much more dynamic. Employees can impact brand perception just as much as your paid media. There's a three-way dialogue happening, and it's both exciting and challenging.

MB: What do you think is driving this shift?

CMP: Social media, definitely. It started with enabling two-way communication, but now it goes beyond that. Think back to when there were massive layoffs in tech and people were posting their experiences on TikTok. That changed how we perceive those brands. Suddenly, a company wasn't just its logo or its products—it was the lived experience of its people. Employees became de facto brand ambassadors or detractors. It's powerful.

MB: What’s the biggest challenge when helping brands figure this out?

CMP: Often, you're working with people who are very close to the brand and believe they know it inside out. Helping them see that the brand lives outside of their walls can be tough. There's a certain self-awareness required to realize that your internal perception isn't always aligned with the external reality. It can be a delicate dance of acknowledging that while also inviting curiosity and openness to change.

MB: What was a pivotal moment in your professional journey?

CMP: A former colleague reached out years after we first connected. We hadn’t stayed in close touch, but we kept tabs on each other. They were hiring for a role that perfectly aligned with my skills. That role turned into my dream job, where I finally stepped beyond digital marketing into work that involved brand, culture, people, and purpose. Before that, I was doing whatever needed to be done. After that, I was doing what I loved.

MB: Who has had the most profound impact on your career?

CMP: Emma Harris. She’s a former colleague and mentor who consistently went above and beyond her job description to support me. She introduced me to people, brought me onto projects, and gave me learning opportunities just because she believed in me. She survived a cardiac arrest during a business trip and afterward started a movement called #SlowTheFDown. It’s about taking a breath, reassessing what matters, and making decisions aligned with your values. It’s not about slowing productivity—it’s about being intentional. That idea resonates deeply with me.

MB: Tell us more about your work with The Marketing Academy.

CMP: The Marketing Academy is a nonprofit that develops purposeful leadership among senior marketers and CMOs. We run a year-long executive leadership program focused on helping people become more connected, values-driven leaders. We have two tiers: one for directors or VPs, and another for CMOs, which focuses more on board readiness and becoming great CEOs. I help shape the programming and alumni experience, making sure participants stay engaged and continue growing even after they graduate.

MB: What does an average day look like for you?

CMP: I’m still figuring that out! I've moved five times across three countries in ten years—between Canada, New York, and England. Mornings are my best time, so I get up early, take care of my two kids, exercise, and do a bit of mindfulness before diving into work. My work block runs from late morning into the evening, after which it’s family time. The structure helps, but it varies. When I worked with European clients, I loved doing focused work in the afternoons after their day had ended.

MB: What are the highs and lows of freelancing?

CMP: The best part is working with people I genuinely admire and aligning my work with my values. That’s a privilege, and I don’t take it for granted. The hardest part is the isolation. I work from home with people scattered across the country. I have to be intentional about getting out, meeting people, and finding connection. It’s easy to slip into your bubble.

MB: How do you help brands or individuals connect to their values?

CMP: It’s about listening and uncovering what’s already there. You don’t invent values—you reveal them. Often, I work with founders or CEOs who created a unique company culture but then grew so fast they lost sight of what made them different. We dig deep, talk to teams, review what’s working and what isn’t, and translate that into clear, consistent values that show up everywhere.

MB: What’s your take on the so-called "death of the CMO"?

CMP: We’ve heard that for years. I think the role is evolving, not disappearing. Marketing has changed. CMOs today are expected to return results fast and justify every dollar. It’s a high-pressure role with increasing overlap into culture, people, and product. Those who succeed have strong teams and deep self-awareness. It’s a big job, but an essential one.

MB: How do you advise people on defining their leadership style?

CMP: Observe first. In your early career, expose yourself to as many leadership styles as possible. Watch and learn. We often become the leaders we observe, so choose your influences wisely. And know your values. Even if you don’t get to lead right away, those values will guide how you show up when the opportunity comes.

MB: How do you build strong teams?

CMP: Get to know your people… really know them. Not everyone wants to bring their full self to work, and that’s okay. But understanding what motivates someone or what they want to try helps you assign projects more meaningfully. Everyone’s different, and great leadership is about tailoring your approach to the individual.

MB: What’s one thing you wish you knew earlier in your career?

CMP: I spent a lot of time trying to fit in. It took years to realize that my desire to focus on people over the work was actually a strength. Once I embraced that, the right opportunities and conversations started flowing. I wish I’d known to trust that instinct earlier.

MB: Did you ever imagine you’d end up where you are now?

CMP: Not at all. At 21, I was studying Eastern European studies in Germany and thought I’d become a diplomat. I fell into marketing through community organizing and languages, just as social media was taking off. Then I moved to New York for love, taught French in corporate offices, and eventually transitioned into brand work. It’s been a winding path—but I wouldn’t change it.

Find Chloe Mathieu-Phillips on Linkedin!

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