Marketing Today with Alan Hart

Mark Wakefield, senior vice president of marketing of premium chocolate at Ferrero is obsessed with the emotional benefit that brands bring to their consumers. That’s why, in this episode, Mark gives us a masterclass in brand building and revitalization. Get out your pens, you’re going to want to take notes. Alan and Mark also talk about his career path to Ferrero, how sales and marketing should always go hand-in-hand, and his work on a number of interesting campaigns and brands like TicTac, Kinder Joy, Baby Ruth, and the premium chocolate, Ferrero Rocher. In this episode, you'll learn: Steps to revitalizing a nostalgic brand How Ferrero is capitalizing on the “premiumization” trend The importance of understanding customers’ social and psychological motivations Key Highlights [04:00] Mark's career journey [10:09] All about Ferrero [12:48] Steps to brand stewardship and revitalization, including acquisition of Baby Ruth [19:07] Capitalizing on the “premiumization” trend [24:48] Advice on finding a pathway to new growth [31:17] An experience that defines Mark [32:28] Mark's advice for his younger self [32:52] What marketers should be learning more about [35:03] Brands Mark is fascinated by [37:15] The biggest opportunity and threat for marketers today Resources Mentioned: Mark Wakefield Ferrero Ferrero Rocher Nutella [Ferrero buys Nestlé brands](https://www.confectionerynews.com/Article/2018/05/31/Ferrero-to-merge-Ferrara-and-Nestle-US-candy-overhauling-Butterfinger#:~:text=The acquisition of Nestlé US,%2C BottleCaps%2C Spree and Runts.) Baby Ruth Kinder Joy TicTac Research on Purchase Decisions and Interview of Attest Founder and CEO The Long & Short of It: Balancing Short and Long-term Marketing Strategies Sponsor Message: Did you know there’s an automated marketing platform that’s 100% designed for your online business? It’s called Drip, and it’s got all the data insights, segmentation savvy, and email marketing tools you need to connect with customers on a human level, make boatloads of sales, and grow with gusto. Try Drip free for 14 days (no credit card required), and start turning emails into earnings. Go to drip.com/go/marketingtoday Follow the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Connect with the Guest: https://www.linkedin.com/in/mark-wakefield-82760520/ https://twitter.com/FerreroNACorp Connect with Marketing Today and Alan Hart: Twitter Alan B Hart - http://twitter.com/abhart LinkedIn Alan - https://www.linkedin.com/in/alanhart Twitter Marketing Today - http://twitter.com/themktgtoday Facebook Marketing Today - https://www.facebook.com/themktgtoday/ LinkedIn Marketing Today - https://www.linkedin.com/company/marketing-today-with-alan-hart/ Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Alice Milligan, CMO of Investment Management giant Morgan Stanley feels that “your career is a marathon, not a sprint”. Her path as an integral part of marketing, UI/UX, and growth strategies for companies such as American Express, Citibank, and E-Trade, has given her the ultimate marketing tool belt to tap in her current role. In this episode, Alan and Alice discuss how Morgan Stanley has been able to connect to a new younger wealth management audience, why being unique is your superpower, and why data and analytics are the lifeblood of marketing today. In this episode, you'll learn: How Morgan Stanley bridges the gap between their core clients and their new clients How the use of Ambassadors drives the conversation for Morgan StanleyThe importance of workplace collaboration Key Highlights [02:26] Alice’s career journey [06:55] How Alice’s role as is CMO defined [08:45] Managing the complexity of Morgan Stanley's portfolio [11:00] Broadening Morgan Stanley's appeal [13:20] Bala...

Nearly 1 million women have left the workforce since the start of the pandemic in February 2020. This staggering statistic is why Surbhi Martin, VP at Danone North America and her team have launched The Comeback Program. In this episode, Alan and Surbhi discuss Danone’s Light + Fit yogurt brand and their focus on helping women reacclimate to their careers after they've taken a break. Being one of the biggest B Corps in the world, purpose driven marketing leads the charge for Danone’s marketing strategy, and The Comeback program aligns not only with purpose but with mission and values for the company’s consumers. In this episode, you'll learn: All About Light + Fit’s ‘The Comeback’ program What a B-Corp isThe importance of purpose-driven marketing to connect the dots between company purpose, product, and consumer needs Key Highlights [01:35] Surbhi’s career path [03:20] What is a B corp? [04:25] What Surbhi's role entails [05:16] Light + Fit’s The Comeback program [06:47] Origination of the program [08:11] Partnership with Women Back to Work [10:10] Previous partnership with Dress for Success [13:31] Impact and throughline of overall marketing efforts of Danone through purpose-driven marketing [19:32] An experience that defines Surbhi [23:06] Surbhi’s advice to her younger self [23:41] What Surbhi as a marketer is learning more about [26:10] Books Surbhi is reading now [30:13] The biggest opportunity or threat for marketers today Resources Mentioned: Danone North America B-Corp Light+Fit Brand The Comeback Returning to Work Program Women Back to Work – organization helping to design the program Dress for Success Support through new flavors Two Good brand – equal parts go to people in need when purchased Sustainable Brands and cofounder KoAnn Skrzyniarz | KoAnn on Marketing Today Book recommendations from Surbhi: Principles by Ray Dalio, Originals by Adam Grant, SPQR: A History of Ancient Rome by Mary Beard, Bhagavad Gita translated by Hari Chetan Alan’s recommendation: When More is Not Better by Roger Martin Sponsor Message: Did you know there’s an automated marketing platform that’s 100% designed for your online business? It’s called Drip, and it’s got all the data insights, segmentation savvy, and email marketing tools you need to connect with customers on a human level, make boatloads of sales, and grow with gusto. Try Drip free for 14 days (no credit card required), and start turning emails into earnings. Go to drip.com/go/marketingtoday Follow the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Connect with the Guest: https://www.linkedin.com/in/surbhi-martin-b825483/ https://twitter.com/Danone Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/ Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

We've increasingly heard customer success and customer experience used interchangeably, but Heidi Lasker, SVP of Customer Success for the Americas and APAC at Bynder, believes that while they are interconnected, they hold different spaces within a company. In this episode, Alan and Heidi discuss tools for customer success and how to integrate them within the lifecycle of your customer and user relationship. In this episode, you'll learn: How Bynder excels at customer success Why strong cross-functional collaboration is critical to CXHow to deliver the best possible experience through success programs Key Highlights [02:15] Heidi’s career journey [04:49] The role of Bynder in today’s online world [06:00] How trends in the market have influenced Bynder’s path [07:38] Getting control of your asset management [10:38] What “good” content operation looks like [12:50] How Customer Success is defined today [15:38] The interplay between Customer Experience and Customer Success [18:20] Community’s role with users and customers [21:17] Marketing’s role in Customer Success [24:45] An experience that defines Heidi [26:33] Heidi’s advice for her younger self [27:18] What marketers should be learning more about [28:46] Brands Heidi is fascinated by [30:20] The biggest opportunity and threat for marketers today Resources Mentioned: Bynder Forrester DAM Leader Bynder’s acquisition of GatherContent New Balance & J Crew Partnership Follow the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Connect with the Guest: https://www.linkedin.com/in/heidilasker/ https://twitter.com/heidilasker https://twitter.com/bynder Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/ Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.

Starting her first company at age 15, Catherine Connelly is all about meeting new people. As the SVP of Marketing for The Meet Group, the top provider of live streaming video and creator economy solutions for a number of the world's top social apps, Catherine relies heavily on that connection to her users for audience engagement and growth. In this episode, Alan and Catherine discuss her extraordinary career path, iOS changes, The Meet Group’s differentiating model for monetization, and the importance of storytelling. In this episode, you'll learn: How to update your tactics for performance marketing The future of social media monetization The importance of PR and storytelling Key Highlights [0:42] First business at age 15 with her two brothers [04:25] Catherine’s career path [12:24] Having a place to connect with others [15:48] Knowing where your users are; how to update your tactics [17:04] How iOS changes affect acquisition efforts [19:39] Monetization of The Meet Group [23:57]...

Ian Colley has worn many hats, from working as a chicken processor in his college days to his current role as CMO at The Trade Desk. He joins the show to share what he’s learned about marketing, communications, and data-driven advertising from the variety of roles he’s played. In this episode, Alan and Ian discuss the open internet and how it allows you to manage your campaign spend more precisely, reach your entire audience, and make data-driven decisions. In this episode, you'll learn: How to manage your campaign spend more precisely Why connected television needs to be a part of your advertising strategy The importance of data-driven decisions in advertising Key Highlights [02:00] Ian’s career path, from large corporation to startup [04:30] Crossover between communications and marketing [08:30] The power of the open internet [10:30] Reaching your entire market with connected television [13:30] How The Trade Desk helps modern marketers [15:30] The transformation of journalism [...

Jenny Rooney is the Managing Director and Co-Founder of Black Glass CMO House, a new membership club for CMOs focused on empowering, inspiring, and supporting the person behind the title. Before starting CMO House, Jenny spent over a decade with the Forbes CMO Network Team, where she managed content and events critical to executive-level marketing decision-makers. In this episode, Alan and Jenny discuss defining your unique skills and purpose. Jenny shares that the CMO role is full of nuance, and, to be successful, you have to embrace the “and” that comes with it. Listen to learn how to uncover your marketing superpowers and harness them for holistic growth. In this episode, you'll learn: The importance of empathy as a CMO The power of defining your skills and purpose What it means to focus on “and” not “or” as a CMO Things to listen for: [01:00] Jenny’s career path [04:00] What differentiates CMO House from other organizations [07:35] Welcoming diverse perspectives [09:00] Q...

Vinoo Vijay, now CMO of Truist Financial, is back on the show to discuss purpose-driven strategic marketing. During his first episode with us, Vinoo shared his story about coming to the US at age seventeen, eventually leading him to be the CMO at H&R Block, Ally, and now Truist. In this episode, Alan and Vinoo discuss how his team carefully balances technology with touch to create a client experience unlike any other in the banking space. Vinoo shares about developing and positioning the Truist brand, how his team reinforces purpose on a daily basis, and his vision for marketing. Listen in for Vinoo’s advice on weaving your purpose into your daily life and making your strategic marketing efforts a success. In this episode, you'll learn: Empower your team to align their personal purpose with your organization’s purpose Identify your problem before attempting a solution Reinforce your purpose on a daily basis Things to listen for: [03:00] Vinoo’s career journey and passion for fina...

Pam Forbus is the CMO of Pernod Ricard, where she focuses on building trusted brands through consumer-centric marketing. Pam is the leader behind many recognizable Absolut campaigns, including #VoteResponsibly and #MixResponsibly. Prior to joining the Pernod Ricard team, Pam spent two decades leading teams at Disney, PepsiCo, and Frito-Lay. Throughout her career, Pam has navigated challenging times, from the ‘08 financial crisis to the COVID-19 pandemic, and has come out stronger on the other side. On the show today, Alan and Pam discuss how the pandemic changed the way she approaches marketing and the importance of responsible marketing, especially for a spirits brand. Pam shares how she successfully builds trusted brands through consumer-centric marketing and how her team is approaching consumer trends, including premiumization and in-home consumption. In this episode, you'll learn: Data-driven decisions are consumer-centric decisions How a cross-functional marketing team enables...

Some people see golf as a sport for the elite, but the truth is 75% of golf courses in the U.S. are open to the public. Golf players are more diverse than ever, and brands like PGA TOUR SuperStore are committed to continuing to make the sport inclusive to all. Jill Thomas is PGA TOUR SuperStore’s CMO and leads her team in modernizing their marketing strategy as their audience grows. Jill has more than 25 years of senior leadership with a consistent record of growth at some of the world's most admired companies, including The Walt Disney Company, Cinnabon, Yum! Brands, Edible Arrangements, and PepsiCo. In this episode, Jill and Alan talk about the strategies that enable brand growth, Jill’s formula for marketing nirvana, and how to reach new audiences. Later on, they discuss what endears brands to us and why you need to lean into evolving technology in your marketing strategy. In this episode, you'll learn: Empathy enables brand growth How to achieve personalization at scale Right person + right message + right moment Key Highlights [01:00] Two pivotal moments in Jill’s career [03:30] The importance of a good mentor [08:00] Reaching new audiences with golf [15:30] Marketing strategies Jill’s team used to fuel growth [20:00] Connecting with audiences through storytelling and humor [23:00] How motherhood has contributed to Jill’s success [25:00] Jill’s advice for her younger self [26:30] Achieving personalization at scale [29:30] Brands worth admiring [32:30] The biggest threat facing marketers Resources Mentioned: Jill Thomas PGA TOUR SuperStore Mark Irby, former VP Marketing at Publix Women’s Golf Day Father’s Day Ad Quiet Sign Guy Spoof Follow the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Connect with the Guest: https://www.linkedin.com/in/jill-thomas-b339099/ https://twitter.com/JillThomas26 https://twitter.com/PGATSS Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/ Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.