Episodi
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Host Rob Reed welcomes some serious local retail powerhouses to the Clicks to Bricks podcast today: Alex Nocifera and Brian Monahan. Alex, a serial entrepreneur Rob has known for over a decade, returns to the show. Following a successful exit in local marketing and founding Field Day, which was featured in episode 29, heâs now focused on his latest venture, LOMA, which he co-founded with Brett Campbell, another former guest from episode 30. Joining him is Brian Monahan, Global Client President and Head of Retail Media Solutions at the agency powerhouse Dentsu. Together, they discuss the shift toward local store marketing, exploring how local activations and media drive foot traffic, boost frequency, and connect businesses with the communities they serve. This is a great episode in a new format we are exploring, so be sure not to miss out. Thanks for listening!
Where guests are joining us from today.A fun fact about Brian Monahan that most people might not know.What Alex has been up to since Field Day and more about LOMA.How Brian ended up at Dentsu and what they do there.Alex speaks to where the pain is thatâs preventing franchise brands from unlocking the potential of local.Brian shares his thoughts on the idea of mistaking activity for impact; what is the unlock?Alex shares why theyâre still working with paper mail and how influence can come in many different ways.The franchise profile: dealing with the franchisee and the possible disconnect.We discuss the idea that retailers are becoming media networks.Brianâs take on Walmartâs store-level support through socials and why more retailers havenât followed it.LOMA being built to work for big companies: centralizing the workstream. Alex unpacks three core constituents in retail.Going back to the good old-fashioned match market test.Thoughts on trends and big shifts expected for 2025.
Key Points From This Episode:Links Mentioned in Todayâs Episode:
Alex Nocifera on LinkedIn
LOMA
Brian Monahan on LinkedIn
Dentsu
Ep 29: Alex Nocifera is the Founder and CEO of Field Day, the Local Marketing Activation Platform
Field Day
Ep 30: Brett Campbell is Vice President of Field Marketing for Tropical Smoothie Cafe, and this episode is a deep dive into LSM: local store marketing
Good to Great: Why Some Companies Make the Leap...and Others Don't: 1
Clicks 2 Bricks
Marketing Leaders Coffee Chat
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What sets Krispy Kreme apart from other indulgent food brands? Itâs not just their delicious doughnuts. Itâs their focus on creating memorable, shareable moments that bring people together. We are joined by David Skena, Krispy Kremeâs Chief Marketing Officer (CMO), to walk us through the legacy of this beloved brand and the innovative methods that have helped them expand globally to bring fresh, delicious doughnuts to an international audience. In our conversation, David sheds light on Krispy Kremeâs innovative digital marketing strategies, with a breakdown of how they are leveraging social media and limited-time-only promotions to drive customer engagement and build awareness. We also cover Krispy Kremeâs exciting new partnership with McDonaldâs before discussing the opportunities it represents and the media options itâs opened up for the brand. Tuning in, youâll hear about Davidâs passion for ROI marketing, why itâs clear when social media marketing delivers, and why Krispy Kreme is investing more and more into SEO every year. To find out how Krispy Kreme continues to delight customers and adapt to market trends, donât miss this episode!
Key Points From This Episode:
A fun fact about David: a surprising background as a computer programmer.Key characteristics of the Krispy Kreme brand and what sets it apart.Why providing a consistent, high-quality product is essential.Krispy Kremeâs dedication to quality by âdelivering fresh dailyâ across all access points.How the brand has increased access with an expansive footprint in the US and globally.An exciting new partnership with McDonaldâs and the opportunities it presents.Davidâs innovative approach to social media marketing for Krispy Kreme.The value of ROI marketing: how David measures sales when using social media marketing.Insight into Krispy Kremeâs reciprocal relationship with its franchisees.Top tech achievement: instituting their own e-commerce channel with a fulfillment partner.The key role that SEO, SEM, and consumer reviews play in their digital strategy.Davidâs unpopular marketing opinion and what he loves about the marketing industry.His impressive career journey from Kraft Foods to Pepsi Co. and what he learned.Links Mentioned in Todayâs Episode:
David Skena on LinkedIn
David Skena on X
Krispy Kreme
Krispy Kreme Job Openings
Krispy Kreme on LinkedIn
Krispy Kreme on Instagram
Krispy Kreme on TikTok
Krispy Kreme on X
Krispy Kreme on Facebook
SOCi
Clicks 2 Bricks
Marketing Leaders Coffee Chat
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Episodi mancanti?
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When a brand has a clear and attractive value proposition and then goes on to deliver on that promise, then a dedicated following and exponential brand growth is all but assured. Milan Laser Hair Removal is focused on one thing â providing a guaranteed treatment with excellent service â and to explain how Milan always stays true to its promise to become the biggest brand in its category, we are joined today by its Chief Marketing Officer, Sheila Ullery. Sheila details what Milan Laser Removal is all about, how she approaches her work as CMO, why the brand reveres everything that happens on a local level, and how it engages with influencers. Then, our guest unpacks the role of customer reviews in her work, how AI fits in, why a marketerâs passion is a strength and not a weakness, and how all the jobs sheâs had until now have prepared her for her current role. We end with Sheilaâs advice to new and prospective marketers, and we get a glimpse into the types of people who inspire her the most.
Key Points From This Episode:
Welcoming Sheila Ullery as she tells us about her move from Arizona to Nebraska. Why she loves nature and being outdoors. The ins and outs of Milan Laser Hair Removal, where Sheila is now the CMO. What the brand needs from Sheila in her position, and how she goes about it. The role influencers in the growth of a brand, and tips for best practices. How customer reviews affect Sheilaâs work. Exploring the way Milan has embraced AI. Sheilaâs strongly held yet unpopular opinion about marketing. How her experience at previous companies set her up for her current role. Her advice to new and prospective marketers for how to conquer modern challenges. The leaders who inspire Sheila the most.Links Mentioned in Todayâs Episode:
Sheila Ullery on LinkedIn
Sheila Ullery on Facebook
Milan Laser Hair Removal
WellBiz Brands
L'Oréal
Matrix
Massage Envy
Aveda
The All-In Podcast
LVMH
SOCi
Clicks 2 Bricks
Marketing Leaders Coffee Chat
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If you want your marketing to connect with younger demographics, then your best bet is to make sure that your initiatives are indisputably authentic and aligned with your values â especially when it comes to sponsorships. Thatâs the advice of todayâs guest, Shannon Cole, head of brand marketing and sponsorship at Royal Bank of Canada (RBC). She joins us today to discuss RBCâs dedicated approach to sponsorships and the transformative impact of the RBC Training Ground program. Designed to identify and support Canadian athletes who might otherwise be lost in the system, this initiative has uncovered talents like Kelsey Mitchell, a former soccer player who won a gold medal in track cycling at the Tokyo Olympics. Discover how this program goes beyond traditional sponsorship, aligning with RBC's values to create authentic, life-changing stories that resonate with audiences. Shannon also discusses common mistakes made by marketers new to sponsorship and offers advice for aspiring marketers, before sharing her thoughts on AI, influencer marketing, and more. Join us for a fascinating conversation on how RBC leverages sponsorship to build meaningful connections and drive brand equity!
Key Points From This Episode:
Introducing Shannon Cole, head of brand marketing and sponsorship at RBC.Shannonâs background in soccer and how it influenced her choice of school.Finding the balance between brand marketing and performance marketing.The key role that branding plays for banks in setting themselves apart.How RBC is using sponsorship to connect with younger generations.RBCâs proud history of sponsorships and long-standing partners, including the Olympics.A breakdown of the RBC Training Ground program and its origins.How the program identifies and supports under-resourced Canadian athletes.A program success story: Kelsey Mitchell's journey from soccer to Olympic gold in cycling.Evaluating sponsorship opportunities: key criteria and metrics.How RBC adapts its strategies to the digital era and changing consumer behaviors.The importance of authentic, value-aligned sponsorships for RBC.Common mistakes made by marketers new to sponsorship (and how to avoid them).Advice to marketers interested in pursuing a role similar to Shannonâs.Lightning round: influencer marketing, AI-powered marketing, and agencies.Links Mentioned in Todayâs Episode:
Shannon Cole on LinkedIn
Royal Bank of Canada (RBC)
RBC Training Ground Program
Mary DePaoli on LinkedIn
Kelsey MitchellClicks 2 Bricks
Marketing Leaders Coffee Chat
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Today on Clicks 2 Bricks, we are joined by the chief brand and marketing officer of Caribou Coffee to discuss the brandâs innovative TikTok campaign. Tuning in, youâll hear all about Caribou Coffee and what sets it apart from other coffee brands, how it fits into the Panera portfolio, and how the coffee industry has changed in terms of market dynamics. We delve into their new TikTok dating show, Dream Date and how theyâre leveraging the use of influencers and ambassadors for marketing before discussing the digital foundation they have created and how AI feeds into it. Our guest tells us about their local marketing strategies, how they optimize local search performance, and her unpopular opinion about foot traffic and marketing. Finally, Erin tells us about her interesting career trajectory and some lessons sheâs learned along the way. Thanks for listening in!
Key Points From This Episode:
Welcoming Erin Newkirk to the show, and a surprising fact about her.What Caribou Coffee is all about and what makes them different from other coffee brands. Our guest explains the regional boundaries for Caribou Coffee within the Panera portfolio. How the market dynamics have shifted within the coffee category. Erin tells us about their new TikTok dating show, Dream Date: A Sip at Love.What led them to make use of influencers and TikTok for marketing. Erin talks about the technological side of Caribou Coffee and how they use AI. How Caribou Coffee is working with their domestic franchisees on local marketing. A breakdown of their local search performance and how they optimize it. Erin shares an unpopular opinion about marketing that she has.Why consumer packaged goods is a really good place to start a marketing career. How she compares CPG to multilocational marketing. Who Erin wants to see on the show next.Links Mentioned in Todayâs Episode:
Erin Newkirk
Erin Newkirk on LinkedIn
Erin Newkirk on X
Caribou Coffee
Caribou Coffee on LinkedIn
Caribou Coffee on TikTok
Hannah Burner
Clicks 2 Bricks
Marketing Leaders Coffee Chat
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In todayâs episode of Clicks2Bricks, we are joined by Ash ElDifrawi in his capacity as the Chief Commercial and Brand Officer for The Aspen Group (TAG), a portfolio of health-services brands. Ash is here to talk about the unique challenges of growing and supporting a national dentistry brand, and he is perfectly situated as two of the brands under TAG's umbrella are the largest two national dentistry brands in the country! We learn about Ash's father and son podcast, Hold Me Back, before dissecting the inner workings of TAG as a company. We discuss how TAG's daughter companies are structured, how to overcome the challenges of the modern marketing funnel, the marketing relationship between TAG and its affiliated dental practitioners, and why the company relies so heavily on influencers and social media in its marketing efforts. Ash also explains the roles of customer reviews and AI at TAG, why he believes that marketing should be redefined in line with our evolving world, and how his experience at previous companies serves him in the work he does today, as well as the job opportunities that are currently available at The Aspen Group. Tune in for all this and more!
Key Points From This Episode:
Insight into Ashâs father-son podcast, Hold Me Back.The ins and outs of Aspen Dental and The Aspen Group (TAG). Exploring Ash's journey at TAG and how his role has changed through various titles.A closer look at all the brands under the TAG umbrella and how they're structured. TAGâs marketing funnel and the unique challenges that come with it. The thrills and spills of managing the only two national brands in dentistry. How TAG engages with its network of dental practitioners from a marketing perspective.Filling the funnel: understanding what works in today's market. How (and why) TAG uses influencers and social media marketing. Why Ash and his team are more focused on the first visit than retaining customers.Customer reviews and the role of AI at TAG. Ash's unpopular opinion about the evolution of the definition of marketing!How previous experiences at Google, GoGo, and Redbox influence the way he works today. The differences between general cognitive ability, talent, education, and experience. Job vacancies at TAG and how to connect with Ash and his team.Links Mentioned in Todayâs Episode:
Ash ElDifrawi on LinkedIn
Ash ElDifrawi Books on Amazon
The Aspen Group (TAG)
Hold Me Back Podcast
AI Xecutive Council
Bob Fontana on LinkedIn
Redbox
Gogo Business Aviation
Raising Cane's
Marriot International
Warby Parker
SOCi
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Marketing Leaders Coffee Chat
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There is always space for learning and innovating; regardless of how old you or your brand are! Today on Clicks 2 Bricks we are joined by the new CMO at Blaze Pizza, Christian Kuhn to discuss the exciting changes he has incited at the company. Tuning in, youâll hear about Christianâs fascinating career and some fun facts about him we may not have known, how Blaze Pizza was prepared for his arrival, how the company has evolved since we last heard about them on the show, and how Christian kickstarted his work there. We delve into what is driving change at the brand before Christian outlines some of the exciting new menu changes and reminds us that change can be small and simple. We even discuss their incredible Pie-oneer Program, hear about the Trail Blazing Pie-oneers, find out about their tech stack, how they are adapting their loyalty program, franchise marketing challenges, and how they are driving foot traffic, and so much more! Finally, our guest shares some words of wisdom for anyone wanting to get into marketing and stresses the importance and benefit of mentorship. Thanks for listening in!
Key Points From This Episode:
Welcoming Christian Kuhn to this episode of Clicks 2 Bricks.Christian tells us about his time working at the Pentagon and US Air Force PR Department. How Blaze Pizza has evolved since new leadership took over and Christian joined.What was done to prepare the company in terms of marketing before Christian arrived. Why Christian chose to meet with the Blaze leadership and learn about the business first. Some of the dynamics at play driving the changes at Blaze Pizza. Christian outlines the changes they have made to the Blaze Pizza menu. The power of reinventing and adapting existing products to drive brand excitement. What plans Christian has for the brand and all about their new Pie-oneer Program. He tells us about some of the original Trail Blazing Pie-oneers and the cause it supports. Why and how the Blaze Pizza tech stack is ambitious but too expensive and too complicated. The importance of getting clear on what your loyalty program is for your brand. Unique marketing challenges with all their outlying franchises and how they overcome them. Whatâs driving foot traffic to their stores and why they prefer digital over traditional marketing. How mentors have played a role in Christianâs career and the importance of listening. Christian shares some advice for young people getting into marketing in 2024. Whatâs coming next in the talent department at Blaze Pizza.
Links Mentioned in Todayâs Episode:Christian Kuhn on LinkedIn
Blaze Pizza
Clicks 2 Bricks
Marketing Leaders Coffee Chat
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As a Chief Marketing Officer, you have to be passionate about the brand youâre working for. With more than 10 years of experience working for Chicago-style fast-casual restaurant, Portilloâs, CMO Nick Scarpino joins us for this episode of Clicks 2 Bricks to share his marketing expertise and love for this multi-generational brand! Tuning in, youâll hear all about Nickâs career at Portilloâs, from cashier to CMO, the highlights of his time at Portilloâs (including his idea to introduce the birthday club), how his work integrates with the IT side of things, and so much more! We delve into how they balance digital and traditional marketing for local and national audiences before Nick tells us how he has leveraged the TikTok Creator program. We even discuss how Nickâs experience working at Google has helped him prioritize Google's foot traffic to the company, how AI will affect his role, his unpopular marketing opinions about TV, mentorship, and more! Thanks for listening in.
Key Points From This Episode:
A bit of background and a fun fact about todayâs guest, Nick Scarpino!Insight into Portilloâs story, Nickâs job as the first CMO, and his CIO counterpart. How their marketing supports and keeps up with the kind of growth Portilloâs experiences. Nickâs 10-year journey with the brand and the high points of his career. The birthday club he created and how it has benefitted Portilloâs. How marketing and IT work together at the company and their tech stack goals. Balancing national versus local and digital versus traditional marketing. Why the TikTok Creator program is so effective for digital marketing. The massive role Google plays in consumer foot traffic and how Nick approaches that. How AI is going to impact his job and restaurant marketing in general. An unpopular marketing opinion that Nick feels very strongly about.The important role that mentors have played in his career. Some hot takes on hot topics in the lightning round!Links Mentioned in Todayâs Episode:
Nick Scarpino on LinkedIn
Portilloâs
Net Conversion
TikTok Creator Academy
How Brands Grow
Bob Hoffman
Trish Giordano on LinkedIn
Dawn Keller on LinkedIn
SOCi
Clicks 2 Bricks
Marketing Leaders Coffee Chat
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Customers arenât interested in being marketed to or having products sold to them. What they seek is a genuine connection with brands that truly understand their needs. This is where the opportunity lies to inspire a deep affinity for your brand and products. Marketing today is less about selling and more about building relationships, creating connections, and fostering authenticity! This is the firm belief of our amazing guest on todayâs episode of Clicks to Bricks. Bronze Major is the Head of Marketing for Carrabba's Italian Grill, one of several casual dining restaurants within the Bloominâ Brands portfolio. Join the conversation as we explore the shifts in restaurant marketing between the pre and post COVID periods, offer insights into converting off-premise diners to on-premise patrons, and introduce the brand's new influencer marketing strategy for 2024. Thanks for tuning in, enjoy.
Key Points From This Episode:
Par for the course, we start out with a fun fact about our guest Bronze Major.Bronze dives into the story behind Carrabbaâs Italian Grill.How Carrabbaâs Italian Grill fits into the Bloominâ Brands portfolio.He details his career journey, over the past ten years.The learnings he gleaned from Publix that he took forward with him.Bronze unpacks the challenges and new initiatives he wanted to implement returning to Carrabbaâs.Meeting the customer where they are and how they lean into it with their marketing.How priorities have shifted from 2023 to 2024 for Bronze and Carrabbaâs.He highlights their approach to influencer partnerships and the evolution of word-of-mouth. His advice to other marketers looking at using influencer partnerships.Bronze talks about being featured in the Nation's Restaurant Newsâ Power List.We delve into a discussion on the different kinds of marketing spectrums. The marketing relationship dynamic between his team (corporate) and the franchisees.Local search and the role it plays as a marketing tactic they heavily lean into. The AI conversation and what it sounds like for Bronze and his marketing team. How they are using AI in their marketing right now.An unpopular opinion about marketing that Bronze feels strongly about.His advice to young marketers entering the profession in 2024.Bronze takes on our lightning round of questions!Links Mentioned in Todayâs Episode:
Bronze Major on LinkedIn
Nation's Restaurant Newsâ Power List
Carrabbaâs Italian Grill
Bloominâ Brands
Leah Burgess on LinkedIn
Aussie Grill
Bonefish Grill
Publix
Widow Jane
Eagle Rare
High West
Clase Azuls
Casamigos
Teremana
Avion
SOCi
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Marketing Leaders Coffee Chat
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If youâre a teenage girl, then you definitely know this global retail brand that specializes in ear piercing, affordable jewelry, and fashion. Today on Clicks 2 Bricks, we learn about the dynamic retail brand, Claireâs, as we welcome its Global Head of Marketing, Chris Duncan. Our conversation begins with exploring Claireâs complex retail network and unique marketing challenges. Then, we discover how the brand performs in malls and online, how and why it prioritizes attracting Gen Z and Gen Alpha customers, and how these youths have influenced the way the brand appears on digital media channels. We also learn about the work that Chris and his team are doing in virtual reality spaces, why Claireâs is happy to keep its more traditional brand associations, how it interacts with its local store representatives, and how it approaches marketing locally, nationally, and internationally. To end, Chris details the role of AI at his company, how his previous jobs prepared him for this one, and his advice to young marketers who wish to follow a similar career path as his.
Key Points From This Episode:
Global Head of Marketing, Chris Duncan walks us through the history of Claireâs.Claireâs current (and complex) retail footprint, and its unique marketing dynamics.How the brand performs in malls nationwide, and how it uses social media. Chris explains how he and his team connect with younger generations. How the youth have influenced the way the brand uses digital media channels.Tracking customer loyalty. The plans he has for Roblox, the Metaverse, and other similar spaces. Why Claireâs is happy to maintain its reputation as âthe ear-piercing placeâ.The relationship between Claireâs and its local store representatives. Diving deeper into the brandâs local, national, and global approaches to marketing and receiving feedback. Claireâs marketing and AI, and Chrisâ unpopular yet strongly held opinion on marketing. How Chrisâ previous roles have prepared him for this one. His advice to young marketers who aspire to be leaders, and job vacancies at Claireâs.Links Mentioned in Todayâs Episode:
Chris Duncan on LinkedIn
Claireâs
Claireâs on LinkedIn
Shimmerville
Roblox
Metaverse
OfficeMax
Kohlâs
SOCi
Wild Coffee Marketing
Clicks 2 Bricks
Marketing Leaders Coffee Chat
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Having been established for over 50 years, Hard Rock is one of the most instantly recognizable and revered global brands. But with such remarkable success and widespread expansion, it's easy to forget what the brand truly values at its core. To refresh our memories and to explain what Hard Rock stands for today, we are joined by the President of Entertainment and Brand Management for Hard Rock International and Seminole Gaming, Keith Sheldon. As a lawyer-turned-marketer, Keith describes his current role at Hard Rock, how he and his team are navigating the unique challenge of redistilling Hard Rock's brand identity under one banner, and how his approach to marketing has changed since 2023. We learn about the evolution of Hard Rock's identity and DNA, how its memorabilia collation began, the ins and outs of the brand's recent resurgence (including its new advertising campaign), and how it benefits from its various partnerships with other big brands and noteworthy influencers. To end, Keith explains why mentorship at Hard Rock is a two-way street, and we learn about the brand's measured approach to adopting AI!
Key Points From This Episode:
How Keith Sheldon's professional journey began as a lawyer.The evolution of Hard Rock and how Eric Clapton influenced its memorabilia collection.Insight into Hard Rock's recent brand resurgence.How Hard Rock's identity and DNA have evolved over the past 50 years. What Hard Rock's partnerships with F1 and Red Bull Racing do for the brand.The ins and outs of Keith's role as President of Entertainment and Brand Management.Embracing the challenge of redefining Hard Rock's identity under one umbrella. The campaign to reintroduce Hard Rock to the world, what the brand aims to achieve, and the payoff for customers. A look at the brand's local marketing efforts and property ownership structure. Understanding Keith's approach to marketing challenges in 2023 versus now. An overview of Hard Rock's stance on AI. How Keith learns from the youth at his company just as much as he offers them advice. Career opportunities at Hard Rock International. Keithâs hot takes on influencer marketing, TikTok, and Google!Links Mentioned in Todayâs Episode:
Keith Sheldon on LinkedIn
Hard Rock International
Seminole Gaming
âCome Together with Unity by Hard Rockâ
Miami F1
Red Bull Racing
SOCi
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Marketing Leaders Coffee Chat
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In this episode, we sit down with Wendy Martin, Chief Marketing Officer for Floor & Decor, to unpack the intricacies of marketing for a specialized retailer in the hard surface flooring industry. Floor & Decor is a leading specialty retailer in the hard surface flooring market, offering an unparalleled selection of tile, wood, stone, and flooring accessories at low prices. Wendy is a seasoned marketing executive with extensive experience in the retail and home improvement sectors. Her expertise lies in creating compelling marketing campaigns that resonate with diverse customer bases. In our conversation, Wendy shares how Floor & Decor caters to its two primary customer segments âprofessionals and buy-it-yourself consumersâby adjusting marketing strategies to generate awareness and engagement. Discover the importance of being relevant across multiple channels, the role of professionals in their business model, and the unique challenges and opportunities in the flooring market. We discuss the interesting interplay between Floor & Decor's customer segments, how the company keeps customers inspired, and its approach to meeting customers where they are in their research and purchase phases. Discover the pillars of the companyâs marketing strategy, the potential of AI in its marketing approach, and the role of user-generated content. Wendy also shares how her career experience has prepared her for her current role and valuable career advice for young marketers. Tune in now!
Key Points From This Episode:
Introduction of Wendy Martin and her role at Floor & Decor.Overview of the companyâs history and how it has grown over time.Details on Floor & Decor's national footprint and recent store opening in Brooklyn.Floor & Decorâs unique marketing dynamics and customer segmentation.Differentiating between the buy-it-yourself and professional customers.Learn about the customer journey and essential customer touchpoints.Using digital channels to drive customer awareness and engagement.Approaches for staying top-of-mind for professional customers.Explore the companyâs loyalty programs and educational initiatives. Ways the marketing landscape has changed for Floor & Decor.The companyâs approach to customer care and local marketing tactics.Significant shifts in Floor & Decorâs business strategies and initiatives.Links Mentioned in Todayâs Episode:
Wendy Martin on LinkedIn
Floor & Decor
Floor & Decor on Pinterest
Floor & Decor on Instagram
Floor & Decor on Facebook
Floor & Decor on X
Floor & Decor on YouTube
Floor & Decor on LinkedIn
HGTV
The National Tile Contractors Association (NTCA)
National Wood Flooring Association (NWFA)
SOCi
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Marketing Leaders Coffee Chat
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To celebrate 100 Episodes, we welcome back Ryan Ostrom, CMO and EVP at American fast-food chain, Jack in the Box. Since his first appearance on the podcast three years ago, Ryan has left his role in marketing leadership at GNC and pioneered an innovative turnaround for Jack in the Box. His strategy? A step-by-step process based on the principles of the acronym CRAVED: culturally relevant, authentic, feasible, easy, and distinctive. Today, he joins us to share the marketing philosophy that led to an award-winning campaign featuring Snoop Dogg and an activation dedicated to his intergenerational brand. Join us as we dive into Ryanâs experience of inheriting a legacy brand and the foundational work he has done to set the brand up for a new season of success. Youâll also find out how he managed to make the fictional Jack feel like a real member of the team, how he has used digital innovation to keep Jack in the Box relevant, and much more. Thanks for listening!
Key Points From This Episode:
Lesser-known facts about Ryan Ostrom. Insight into the Jack in the Box advertisement featuring Snoop Dogg. What is behind the CRAVED acronym.Snoop Doggâs intergenerational relevance and how the Dogg-in-the-Box activation unfolded.Strengths and weaknesses inherited from the Jack in the Box brand.Foundational work to set the brand up for success.Getting the social and digital platforms right.The evolution of the CRAVED acronym from Greg Creedâs RED. Bringing Jack to the forefront of the brand as a legitimate member of the team. How Jack in the Boxâs strategy today leans into the digital environment.What sets their burgers apart after a two-year development process.How Jack in the Box has addressed negative reviews online. Predictions for the influence and role of AI in marketing.Ryanâs time at KFC under Yum! Brands. How Ryan brought the CRAVED philosophy to life at Jack in the Box and beyond.Ryanâs opinions on Gen Z, Facebook, and more!Links Mentioned in Todayâs Episode:
Jack in the Box
Jack in the Box Careers
Jack in the Box on Instagram
Jack in the Box on TikTok
Ryan Ostrom on LinkedIn
Episode 21 with Ryan Ostrom
'Snoop Dogg Munchie Meal â Jack in the Box Commercial'
Clicks 2 Bricks
Marketing Leaders Coffee Chat
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In todayâs episode, we delve into the world of digital transformation in the restaurant industry with industry expert, Casey Terrell. Casey is a highly respected marketing professional with vast experience in the restaurant industry, particularly in digital transformation, technology adoption, and multi-location marketing roles. In our conversation, we discuss Casey's career trajectory and professional experiences, the integration of technology into marketing strategies, the state of digital transformation in the restaurant industry, and the evolving relationship between CMOs and CIOs. We explore the concept of digital transformation, the challenges faced by restaurants in adapting to technological advancements, and the role of marketing in driving innovation and customer experience. Gain valuable insights into the evolving marketing landscape in the restaurant industry, the qualities and considerations in choosing tech partners, the value of loyalty programs and the impact of personalized marketing approaches, the challenges and strategies of balancing brand-building efforts with performance marketing, and much more! Join us as we uncover what qualities will make you stand out in the marketing landscape and the nuances of digital transformation with Casey Terrell!
Key Points From This Episode:
Casseyâs military background and how Burger King started his marketing career.Learn about the various roles and responsibilities he has had over the years. Transitioning from multi-location into packaged goods and shaking up the CPG space.Hear how he became the digital transformation expert he is today. The state of digital transformation in the restaurant industry and what needs to change.Unpack the changing dynamics between traditional CIO and CMO roles.Discover the essential qualities and considerations in choosing tech partners.Building technology in-house versus partnering with external vendors.Balancing the demands of the brand with performance marketing.He shares the impactful role his mentors have played in his career.Final takeaways and advice for budding marketers in the restaurant space.Links Mentioned in Todayâs Episode:
Casey Terrell on LinkedIn
SPB Hospitality
Logans Roadhouse
Gordon Biersch Brew Co.
Yellowcard
Ocean Avenue
A Star Is Born
Burger King
VTEX
InBev
Episode 37: Patty Trevino
Episode 92: Bruce Skala
SOCi
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Marketing Leaders Coffee Chat
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In todayâs crowded and competitive marketing landscape, many brands strive to break through the noise by creating memorable social media moments that bring their brand personality to life. In this episode of Clicks 2 Bricks, we take a look at Cricket Wireless' recent viral campaign with WWE, featuring the Cricket Chair Phone. What is a Chair Phone, you might ask? Youâll have to keep listening to find out! To unveil the secrets behind this successful brand activation, we are joined by Vivian Acosta, Cricket's Director of Social Media. Tuning in, youâll gain valuable insight into Cricketâs social media strategy, their unique collaborations with content creators through the Cricket Creator Network, and how the brand is leveraging AI to make marketing more streamlined and effective. Vivian also shares some stereotype-smashing advice for reaching Hispanic audiences, highlighting the importance of community investment. Donât miss this enlightening conversation that takes a deep dive into the power of collaboration, authentic engagement, and so much more!
[Update: Cricketâs plans start at $15 per month, not $25 as mentioned in the episode]Key Points From This Episode:
Some sporty fun facts about Vivian Acosta (that also make her a better leader)!The origin story of Cricket Wireless and how the brand has evolved since 1999.What Vivianâs role as Head of Social Media at Cricket encompasses.Insight into Cricketâs relationship with WWE and the unique Chair Phone campaign.Successes and challenges that accompany working with celebrities.How Cricket leverages the creator economy with the Cricket Creator Network.Unique benefits a wireless provider like Cricket has when working with content creators.Impressions, views, and other metrics that measure the success of the creator network.Ways that Cricket is using AI to make marketing more efficient and impactful.Vivianâs 10-year journey with AT&T and how it has made her a better marketing leader.Curiosity, authenticity, and representation: top tips for reaching Hispanic audiences.Why itâs important to acknowledge your blindspots and invite challenges.Links Mentioned in Todayâs Episode:
Cricket Wireless
Cricket Chair Phone
Cricket Wireless WWE Partnership
Vivian Acosta on LinkedIn
Vivian Acosta on Instagram
Vivian Acosta on TikTok
Vivian Acosta on X
'Cricket Wireless x WWE present: CHAIR PHONEâ
Ep 52: Brand Purpose and Cause Marketing with Tony Mokry
SOCi
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Marketing Leaders Coffee Chat
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In 2025, Dairy Queen turns 85 and in its eight-plus decades, it has evolved from being a simple soft-serve ice cream company to becoming one of the biggest QSR and burger brands in America! Dairy Queenâs philosophy is one of emotional connection, and bringing us closer to the brand today is its Executive Vice President of Marketing, Maria Hokanson. Maria walks us through Dairy Queenâs origins and history, what sets it apart from other brands in the space, what it aims to achieve in todayâs climate, and how the way it has evolved since its inception has both highlighted and strengthened each of its core values. Then, we dive deeper into the brand by assessing its relationship with its franchisees, how it connects with its younger audience, its many store locations and remarkable brand reach, and how it uses old-school methods to make the most of modern technologies. Maria also explains the challenges of her work and how she overcomes them, how Dairy Queen uses AI for marketing, why she thinks that marketers deserve more respect, and her advice to anyone looking to follow a similar career path as hers.
Key Points From This Episode:
Introducing Maria Hokanson as she walks us through Dairy Queenâs office setup.Danger girl and danger boy. The history of the Dairy Queen brand, what sets it apart, and what it stands for today. How Dairy Queen has evolved to keep up with, and embrace, the times. The way the brand speaks to its younger consumers. Dairy Queenâs store locations and brand reach.Its marketing relationship with its franchisees, and how it gets involved in communities.New age technologies versus old school methods, and everything in between.The challenges that Maria experiences in her work and how she overcomes them. Marketing adjustments that sheâs made in 2024. Everything you need to know about Dairy Queen and AI.Why Maria believes that the role of marketing is being undervalued by the industry. Her professional journey with Dairy Queen, and current job vacancies at the company. TikTok, ROI, influencer marketing, and Zena Srivatsa Arnold/Sephora.Links Mentioned in Todayâs Episode:
Maria Hokanson on LinkedIn
Maria Hokanson on X
Maria Hokanson on Instagram
Dairy Queen
DQ FREEZER
DQ Careers
âAmerica's Best Loyalty Programsâ
Zena Srivatsa Arnold on LinkedIn
Sephora
SOCi
Wild Coffee Marketing
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Marketing Leaders Coffee Chat
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Authenticity is a rare trait in todayâs business world, but as todayâs guest tells it, being authentic is the only way to foster meaningful human connections â which are more valuable than all the money in the world combined! Tim Rea is the Chief Experience, Brand, and Marketing Officer for Edward Jones â a financial services firm with over 15,000 offices and more than 19,000 investment advisors all geared toward serving local communities throughout America â and he joins us today to walk us through the incredible work being done at his company. We begin with Edward Jones, learning what the company does, what it stands for, who it serves, its latest groundbreaking campaign, and where it fits in the financial services industry. Then, we dive into Timâs professional history, what his role at Edward Jones entails, how his current job compares to his previous roles in retail and CPG, and an unpopular opinion about marketers that he refuses to let go of. We also discuss the evolution of the financial advisor, how Tim and his team build trust and measure success, and why he believes that marketers are best suited for business leadership positions.
Key Points From This Episode:
Tim Rea gives us the breakdown of his company, Edward Jones. Why he doesnât believe that Edward Jones is anti-Wall Street as some claim it to be. Understanding the Edward Jones brand and its position in the industry. Diving into Timâs title and what his role entails. How his previous roles in retail compare to his current one in financial services. A closer examination of how Edward Jones works for its partners and clients. Exploring the evolution of the role of financial advisor. The ins and outs of Edward Jonesâs latest campaign, Find Your Rich. How Tim measures success for the campaign and at work in general. Why being a local brand matters to him and his team, and how he builds trust.His strongly held and unpopular opinion on marketing and marketers. Timâs professional journey, including his transition from CPG to multilocation to finances. Edward Jonesâs mentorship program and how it inspires new marketers. Branded content, TikTok, Facebook, and inspirational brands.Links Mentioned in Todayâs Episode:
Tim Rea on LinkedIn
Edward Jones
Find Your Rich
The Richest Man in America
PG Investor
HERSHEYâS
GRMA
SOCi
Wild Coffee Marketing
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Marketing Leaders Coffee Chat
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Our guest today is Jen Wilson, and sheâs the Senior Vice President and Head of Marketing for Loweâs. The major update from the home improvement retailer revolves around the recent revitalization of the My Loweâs Loyalty Program. This relaunch features enticing spending rewards and innovative methods to capture consumer preferences even before any purchases are made. Join the conversation as we dive into how theyâre thinking about differentiation, how theyâre measuring the performance of their loyalty program, the importance of a customer data platform, and Jen unpacks Loweâs philosophy on âlocal.â We delve into Jenâs impressive 18-year journey at Loweâs, initially beginning in public relations and evolving into her current leadership role in marketing amidst this era of digital innovation. Donât miss out on this insightful episode with our guest, Jen Wilson from Loweâs. Enjoy!
Key Points From This Episode:
We kick off the podcast with a fun fact about our guest, Jen Wilson.Jen unpacks Loweâsâ brand story and what the current footprint looks like.Thinking about differentiation: being the most helpful brand in home improvement.How they came up with the concept of Loweâs Knowns.Jen shares further details on the Loweâs Knowns program.Relaunching the My Loweâs Loyalty Program and the strategic thoughts behind the changes.How theyâre measuring the performance of their loyalty program.Why she believes itâs critical to have a customer data platform set up as the underpinning of a loyalty program.We talk about the other pillars of their marketing strategy, other than the loyalty program.Jen shares her thoughts on how your brand strategy lives within the marketing umbrella.What they mean when they say theyâre looking more through the front windshield and less through the rear windshield for 2024.Loweâs philosophy on âlocal.âJen talks about how local Google searches play a meaningful role for Loweâs: a fundamental element of how they localize their strategy.She speaks to Loweâs response to third-party reviews.How AI is being talked about as part of their marketing strategy.We delve into Jenâs remarkable 18-year career journey at Loweâs.She elaborates on the formal and informal mentorship programs within Loweâs.Jen fires back with our quick response round of questions.Links Mentioned in Todayâs Episode:
Jennifer Wilson on LinkedIn
Loweâs
MyLoweâs Rewards
MyLoweâs Rewards Credit Card
Careerâs at Loweâs
Forbes CMO Network
âCMOs Need To Think And Act Locally In The Age Of COVID-19 And Beyondâ
âFew CMOs Appreciate The Impact Of Google Search On Foot Trafficâ
Dave Matthew Band on Instagram
Dead in Company
Meta
Deniz Anders on LinkedIn
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Marketing Leaders Coffee Chat
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Stretching, as a service, is a growing industry and Stretch Zone is the original brand! Today we are joined by the Vice President of Marketing for Stretch Zone, Lindsey McFadden, who is here to speak about how technology and specifically, SOCi has helped her company scale at its intended rate. We learn about the origins of Stretch Zone, what the company does, how it pioneered professional stretching as a service, and everything that happens in its marketing universe. Then, we get into SOCi as our guest explains the working relationship between SOCi and Stretch Zone, how she and her team use the marketing cloud platform to its full potential, why she would recommend the platform to anybody in digital marketing, and where AI fits in all the above. We also hear about Lindseyâs professional journey and how she landed her current role, how her marketing process has changed since she first started in the industry, the ins and outs of Stretch Zoneâs relationship with its franchisees, and the advice Lindsey would share with younger self and with those who wish to follow a similar career path as hers. Thanks for tuning in!
Key Points From This Episode:
Introducing Stretch Zoneâs Lindsey McFadden as she shares her love for traveling. The Stretch Zone story and what the company has set out to achieve. How professional stretching as a service category didnât exist before Stretch Zone. Lindsey walks us through Stretch Zoneâs marketing universe. Why she chose SOCi and what her company is gaining from this partnership. Diving deeper into how Stretch Zone and its franchisees use SOCi to its full potential. Stretch Zoneâs KPIs that are measured by SOCi.Our guestâs (glowing) customer review of SOCi. Her experience of this new era of AI. Lindseyâs marketing process in 2024 and how itâs changed over the years.Everything you need to know about Stretch Zoneâs relationship with its franchisees. Lindseyâs professional journey and how she ended up in her current role. Her advice to her younger self and other aspiring marketers.TikTok, influencer marketing, and Gen Z.Links Mentioned in Todayâs Episode:
Lindsey McFadden on LinkedIn
Lindsey McFadden on X
Lindsey McFadden on Instagram
Stretch Zone
SOCi, Inc.
Matt Maybeno on LinkedIn
Emily McConnell on LinkedIn
Ricky Fritzsching on LinkedIn
Scott Romney on LinkedIn
Wild Coffee Marketing
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Marketing Leaders Coffee Chat
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Most people arenât exactly eager to think about investing in products like life insurance, especially since it can bring up uncomfortable feelings about the future. This presents some pretty unique marketing challenges for companies that sell these types of products. So what can you do to connect with audiences and help them realize that getting life insurance is not as difficult or intimidating as it may seem? Joining us today to explore this topic is Keith Clark, Chief Marketing Officer (CMO) for Mutual of Omaha, a leading insurance and financial services company based in Omaha, Nebraska. We talk with Keith about the nuances of marketing life insurance, how life insurance personally impacted his life, and how his passion for helping families informs his work. Tuning in youâll learn about the relaunch of Mutual of Omahaâs beloved show, Wild Kingdom, the companyâs overall marketing strategy, its approach to digital media, how AI is changing the role of CMOs, and much more. Join us for a fascinating conversation with Keith Clark on what it means to market life insurance!
Key Points From This Episode:
Get to know Keith Clark, Chief Marketing Officer (CMO) for Mutual of Omaha.An overview of Mutual of Omahaâs long history and its 115th birthday.Why the company decided to launch the wildlife television show, Wild Kingdom, back in 1963.How the show endeared watchers to the Mutual of Omaha brand.Relaunching Wild Kingdom and what they needed to consider in the adaptation process.An overview of Mutual of Omahaâs dynamic marketing strategy across distribution channels.Insight into the direct-to-consumer and direct mail aspects of their business.What Keithâs team does to increase brand awareness and assist salespeople.How life insurance impacted Keithâs life, personally, and the passion he feels for the product.Unpacking how AI and other technologies are changing the role of CMO.The biggest challenges for marketers in the digital era.Mutual of Omahaâs strategy for getting more sophisticated with their content development.Key marketing lessons Keith learned from working in publishing and at an agency.Keithâs advice for marketers aspiring to the role of CMO.Some of the exceptional marketers that Keith would love to see on the show.Links Mentioned in Todayâs Episode:
Keith Clark on LinkedIn
Keith Clark on X
Mutual of Omaha
Mutual of Omaha Wild Kingdom Intro Theme
Mutual of Omahaâs Wild Kingdom
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Marketing Leaders Coffee Chat
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