Glossier Elevates Ali Weiss To First-Ever Chief Marketing Officer

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This week in leadership updates, Glossier names Ali Weiss its first-ever chief marketing officer, Skyscanner hires Clive Peoples as marketing senior vice president, Progressive CMO Jeff Charney is named Ad Age 2021 “Brand CMO of the Year,” and more.

Glossier Promotes Ali Weiss To Its First Chief Marketing Officer

Glossier has appointed Ali Weiss to its first-ever CMO, reports Adweek.

Weiss has been with Glossier for six years and most recently served as senior vice president of marketing.

Skyscanner Taps Clive Peoples As Marketing SVP

Clive Peoples has joined Skyscanner as SVP of marketing following nearly four years at eBay.

Most recently, Peoples was head of customer marketing and product of eBay Zürich.

Progressive Chief Marketing Officer Jeff Charney Named Ad Age 2021 “Brand CMO Of The Year”

Ad Age has awarded Progressive CMO Jeff Charney as its 2021 “Brand CMO of the Year,” making him the first from the insurance category to win the accolade.

“Under Jeff’s leadership Progressive has shown an innate ability to create campaigns that not only entertain, but build long-lasting brand value,” said Ad Age new editor E.J. Schultz.

In March, Charney announced his planned retirement for early 2022.

Guardian Life Hires Wendy Wahl As Chief Marketing Officer

Guardian Life has appointed Wendy Wahl as CMO, according to a press release.

Wahl joins from Aetna, where she served as head of enterprise marketing most recently.

Grove Collaborative Appoints Jennie Perry As Chief Marketing Officer

Former Amazon North America CMO Jennie Perry has been named Grove Collaborative’s new CMO, reports Adweek.

Perry spent the past nine years at Amazon and was previously CMO of Stride Rite.

Equifax Australia Appoints Roni Millard As Chief Marketing Officer

Equifax has named Roni Millard CMO of its Australia division.

Millard, the founder and managing director of Tribe Consult, has been a sales marketing consultant for the past four years. Previously, she held marketing leadership roles at InfoTrack Pty and LexisNexis Pacific, respectively.

Esports Technologies Taps Mark Thorne As Chief Marketing Officer

Mark Thorne has been named CMO of Esports Technologies.

Thorne is the former CMO of four companies including betFIRST, Wishmaker, ORing Limited and Twin.

Live Nation Hires Nicole Portwood As Chief Brand Officer

Live Nation Entertainment has appointed Nicole Portwood as chief brand officer, a newly created role, according to the Hollywood Reporter.

Portwood joins Live Nation from PepsiCo, where she served as vice president of marketing for the company’s carbonated soft drinks.

Moncler Names Gino Fisanotti As Chief Brand Officer

Gino Fisanotti has been appointed to the newly created role of chief brand officer at Moncler, reports WWD.

Fisanotti spent the past 24 years at Nike, most recently as creative officer.

Purple Innovation Taps Patrice Varni As Chief Marketing And Digital Officer

Purple Innovation has hired Patrice Varni as chief marketing and digital officer.

Varni joins Purple from Dermstore, where she was CMO and president.

Fintech App Marketers Set To Spend A Record Amount On User Acquisition

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In the last two years, financial technology (fintech) app downloads jumped 132 percent globally and 110 percent in the US alone. That’s according to AppsFlyer’s latest report on the state of finance app marketing, which details COVID-19’s impact on the industry.

Last year, fintech app marketers worldwide invested $3 billion to acquire new users and have already spent $1.2 billion in Q1 2021, reports AppsFlyer. US fintech app marketers commanded over 35 percent of worldwide budgets, investing $985 million on user acquisition in 2020. Latin America came in a distant second with a 20 percent share, followed by Japan and Korea and Western Europe.

Demand for finance apps is growing across the world. Between Q1 2019 and Q1 2021, as more people switched to banking and investing from home, non-organic (NOI) installs globally ballooned 172 percent.

AppsFlyer notes that 29 of the top 40 markets by app installs saw a 20 percent increase year-over-year (YoY). During Q4 2020 and Q1 2021, the top three markets by number of fintech app installs were India, Brazil and Indonesia, which altogether comprised nearly half of the global number of downloads.

AppsFlyer’s research also shows digital banking installs increased 45 percent in Q1 2021, while traditional banks saw a 22 percent rise in installs during the same period.

In the US, NOI doubled between Q1 2020 and Q1 2021, although the surge in cost of media in iOS made it harder for the average finance app to scale UA as much as Android, according to AppsFlyer. The report shows there was a 50 percent gap between the share of NOI installs on both platforms, mostly driven by investment apps.

Another result of the high demand for finance apps: a 34 percent jump in cost per install (CPI) between Q1 2020 and Q2 2020 to $12.4 average per app. AppsFlyer found that CPI dropped 28 percent in Q3.

Financial services lead iOS with a 37 percent conversion rate—nearly 70 percent higher than the runner-up, investment apps. For Android, digital banking apps came in first with a 33 percent conversion rate.

Lastly, AppsFlyer data show that app install fraud rates in the US have plummeted, with Android’s fraud rate dropping 80 percent between Q1 2020 and Q1 2021. Though the fraud rate was much lower on iOS, the decline in app install fraud on the platform was similar. Bots were the primary form of fraud attack on Android while click flooding plagued iOS.

AppsFlyer’s findings are based on an anonymous aggregate of proprietary global data gathered from 4.7 billion finance app installs. Among those installs, 400 million installs and 120 million NOI were based in the US.

Driving Results Through Reinvention With Joe Jackman

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Joe Jackman is the CEO & Founder of Jackman Reinvents, the world’s first and foremost reinvention company. He’s also the author of The Reinventionist Mindset where he talks about principles that help businesses succeed. 

In this episode Joe and I discuss, you guessed it: change – specifically reinvention. What it means, and why people resist it. Joe says, “Change is hard. Not only just being comfortable with it but embracing it and then getting good at it.” Throughout the interview you’ll hear him speak on how business leaders can make change more acceptable – a positive for their business – and avoid becoming irrelevant. 

After listening to this episode, you’ll realize that the future is now. Marketing leaders need to adapt before the wave is gone and they’re left behind. 

In this episode, you’ll learn:

  • Why people resist change
  • The danger of doing the math
  • What’s necessary to be successful at change

Key Highlights:

  • [01:52] Joe’s transformational summer
  • [06:30] Becoming a reinventionist  
  • [10:35] The roots of resisting change
  • [14:35] Pushing the status quo
  • [17:20] Being a part of creating the future
  • [19:08] Don’t do the math 
  • [23:24] How to become successful at change
  • [28:07] Companies who are embracing change
  • [32:32] The benefit of a non-linear path
  • [35:45] Where does it come from? 
  • [40:37] A defining experience that made Joe who he is today 
  • [42:12] Joe’s advice to his younger self
  • [44:16] Joe’s impact purchase
  • [46:10] The brands and companies Joe follows
  • [49:35] What Joe says is today’s biggest threat and opportunity for marketers

Resources Mentioned: 

Subscribe to the podcast:

Connect with the Guest:

Connect with Marketing Today and Alan Hart:

Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

Facebook Expands Its Messenger API For Instagram To Everyone

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This week in social media news, Facebook expands its Messenger API for Instagram to all, TikTok may now collect “biometric data” such as images and audio, Instagram adds insights to Reels and Live, Twitter launches its inaugural subscription service, ‘Twitter Blue,’ and more.

Facebook Expands Its Messenger API For Instagram

At its annual F8 Refresh conference this year, Facebook expanded its Messenger API for Instagram, which will enable businesses to connect messaging to existing third-party tools like CRM applications and help turn inquiries into sales.

Why it matters: As TechCrunch notes, the main takeaway Facebook gleaned from the program’s closed beta, launched last October, is that businesses wanted a central place to manage customer communications and that many were investing more in software to efficiently manage messages and workflows.

The details: To start, all developers globally will be able to use the Messenger API to interact with Instagram users. After that businesses will gain access in a phased rollout, according to TechCrunch.

As part of Phase 1, Instagram accounts with an audience of over 10,000 followers and under 100,000 followers can connect to the API. In July, phase 2 will make it so accounts with 1,000 to 100,000 followers can use the API. The remainder of accounts will get access by Q3.

In a company blog, Instagram says that as a result of connecting to the API, Kiehl’s Malaysia is now driving 30 percent more qualified leads on Instagram messaging compared to other channels. The brand is also now converting 20 percent of consultations into sales.

Instagram also cites H&M’s success in partnering with Sprinklr to detect languages to automatically organize and send messages to the correct support team. In doing so, H&M increased customer satisfaction by over 9 points while increasing agent efficiency by 31 percent, according to Instagram.

TikTok May Now Collect Biometric Data As Part Of A New Privacy Update

TikTok recently added a new section to its privacy policy titled “Image and Audio Information” which notes that it may now “collect biometric identifiers” such as faceprints and voiceprints from users.

Why it matters: It seems TikTok’s goal with this latest privacy change is to deliver more personalized experiences for it notes that collecting such data will enable special video effects, demographic classification and content and ad moderation and recommendations.

The details: TikTok explains:

“We may collect information about the images and audio that are a part of your User Content, such as identifying the objects and scenery that appear, the existence and location within an image of face and body features and attributes, the nature of the audio, and the text of the words spoken in your User Content.”

Pinterest Expands Shopping Features To Four New International Markets

Pinterest is rolling out its shopping features to Australia, Canada, France and Germany, the company announced. The expansion will enable users to shop directly from Pins, boards, search and real-world inspiration captured via Pinterest’s Lens camera search.

In the same company announcement, Pinterest detailed the launch of ‘Shopping List,’ a new way for Pinners to save their product Pins in one place.

Why it matters: Pinterest’s research shows that people who visit Pinterest weekly outspent non-Pinners by 2x every month and have an 85 percent bigger cart.

In addition, advertisers that include shopping ads drive 3x the conversion and sale lift as well as twice the positive incremental return on ad spend.

The details: After research revealed that Pinners are over 7x more likely to buy products they’ve saved on the app, Pinterest is introducing a new feature called ‘Shopping List.’ This gives Pinners a way to have their products Pin automatically saved in one place and get notifications about deals for those products. The feature will first be available in the US and UK then come to Australia, Canada, France and Germany later this year.

Pinterest is also expanding its Verified Merchant Program in the UK, Australia, Canada, France and Germany. Plus, retailers in the latter four countries will see the shop tab on profile and be able to utilize product tagging.

Lastly, Pinterest announced a new two-week Shopping Spotlight called “The Goods by Pinterest” in the US, UK and Canada. The virtual event will let Pinners shop limited edition products exclusively sold through Pinterest from emerging brands like Outdoor Voices, Olive & June and Lucy and Yak.

Facebook Adds Insights To ‘Rights Manager’ For Images

After launching in September ‘Rights Manager’ for images—a feature that enables creators and publishers to protect and manage their image content on Facebook and Instagram—Facebook is adding new features to it including insights on protection activities, metrics and demographics.

Why it matters: Facebook first launched ‘Rights Manager’ in 2016 as a way to give users with a large amount of content more control on how and where their content is shared. Since then, it has added video insights, an ad earnings feature to claim in-stream ad earnings and ownership links.

The details: The first new insight Facebook is introducing for its images Rights Manager is protection insights, which gives users an overview of total blocks and monitors across Facebook and Instagram by territory.

Next, performance insights will provide metrics such as impressions, likes, comments and shares.

The third new insight covers a user’s audience location, language and their engagement behavior.

Instagram Adds Insights For Reels And Live

Instagram is rolling out insights for Reels and Live plus other new features for Insights such as more detailed information about Reach, new preset time frame options and desktop support.

Why it matters: These new updates will give creators and publishers alike the chance to improve their content, and for the former group, the ability to land more brand deals.

For those wondering how Reels and Live content impacts their overall account, Instagram says it will add these new metrics in Account Insights to paint a broader picture of their performance.

The details: For Reels, Instagram will be showing new metrics including Plays, Accounts Reached, Peak Concurrent Viewers, Comments and Shares. For Live, users will be able to check all the aforementioned except Plays.

Instagram is also enhancing information about Reach to show which types of accounts people are reaching and the content formats most effective at driving Reach.

Over the coming months, Instagram plans to support Insights on desktop and roll out new preset time frame options in Insights beyond the last 7 and 30 days.

Twitter Launches Inaugural Paid Subscription, ‘Twitter Blue’

Twitter has launched its first-ever subscription offering, ‘Twitter Blue’ that will provide access to exclusive features and perks, starting with users in Australia and Canada for the monthly fee of $4.49 AUD or $3.49 CAD.

Why it matters: As per Twitter:

“We’ve heard from the people that use Twitter a lot, and we mean a lot, that we don’t always build power features that meet their needs. Well, that’s about to change. We took this feedback to heart, and are developing and iterating upon a solution that will give the people who use Twitter the most what they are looking for: access to exclusive features and perks that will take their experience on Twitter to the next level.”

The details: The features Twitter Blue subscribers will have access to include BookMark Folders, an Undo Tweet feature, Reader Mode, customizable app icons for their device’s home screen and color themes for their Twitter app.

Additionally, the subscription includes access to dedicated customer support.

Small Is The New Big With Terry Crews

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Terry Crews is a busy man. You get the feeling that he’s always working on the next iconic character to include in his menagerie of outsized personalities. Or expanding his library, designing new furniture, crafting puppets… nothing seems out of Terry’s realm of genius. It’s hard to see how he finds time to do everything he’s doing, which now includes helming his own studio.

The name of the studio is itself is a reminder to Terry that talking doesn’t always equal doing and that the best ideas are self-evident. Amen & Amen, a double-affirmation meaning ‘so be it’ twice for extra emphasis, says a lot about what motivates Crews.

“Health, wealth and love—that’s my brand. That’s Terry Crews.”

To ring in Terry’s new center for production in Pasadena, California, the Listen In team visited Amen & Amen to take a tour of what the actor & entrepreneur has been up to since the start of the pandemic. 

Terry shares the impact commercials had on him growing up and his personal history with iconic campaigns, what inspires him, which commercials he won’t work on, why Terry is probably the most vulnerable of ‘The Expendables’ and a special look at “the new studio for the new millennium,” Amen & Amen.

About Listen In: Each other week on Listen In, Ayzenberg VP and ECD Matt Bretz, together with a rotating cast of hosts from a.network, interview experts in the field of marketing and advertising to explore uncharted territory together. The goal is to provide the a.network audience with actionable insights, enabling them to excel in their field.

Being A Growth Team, Not A Marketing Team With Qualtrics’ Kylan Lundeen

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Kylan Lundeen is the chief marketing officer at Qualtrics where he has helped revenue growth increase up to 50% per year. When Kylan started “meandering” in marketing, he began to realize the importance of growth versus marketing alone. He says, “the job of any marketer is to influence other people to take action and do something”, but you can only do that when you understand growth.

In this conversation, Kylan and I discuss skateboards, valuable content creation in a world of distraction, and the power of educating your internal team on what marketing actually does. You’ll also hear Kylan’s perspective on creating a new category, as well as how he and his team have combatted the marketing competition that is the entertainment industry. Listen in to find out how Kylan thinks marketers should be adapting to the future and what you can do to cut through the noise.  

In this episode, you’ll learn:

  • The benefit of accepting random projects
  • Why you should focus on growth vs. marketing
  • Overcoming the entertainment competition  

Key Highlights:

  • [01:26] Kylan’s favorite hobby
  • [03:30] How Kylan became an accidental marketer
  • [06:15] “Meandering” through marketing
  • [09:32] Getting banned from Dreamforce
  • [11:15] Becoming CMO
  • [15:06] Focusing on growth vs. marketing
  • [19:05] Appreciating the foundations
  • [21:12] Creating a new category
  • [29:00] Marketing, clear and simple
  • [34:13] Competing with entertainment
  • [40:00] Where Kylan gets inspiration
  • [45:37] A defining experience that made Kylan who he is today 
  • [49:35] What Kylan says is today’s biggest threat and opportunity for marketers

Resources Mentioned: 

Subscribe to the podcast:

Connect with the Guest:

Connect with Marketing Today and Alan Hart:

Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.