Ketel One Espresso Martini Garden Highlights Coffee Sustainability

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Ketel One Vodka is partnering with Bourne & Hollingsworth in London to host a month-long indoor garden pop-up focused on sustainability. By turning used coffee grounds from Bourne & Hollingsworth’s espresso martinis into compost for an indoor garden, Ketel One aims to educate consumers about the alternative ways to reuse and recycle their coffee grounds.

The Ketel One Espresso Martini Garden will feature a cocktail menu highlighting a variety of quirky takes on the espresso martini. It’s Ketel One’s goal to raise awareness of the 500,000 tons of spent coffee grounds that are sent to landfills each year. 

Those who attend the pop-up can also attend masterclasses hosted by gardener and sustainability expert Julius Roberts. He will share tips on repurposing spent coffee grounds while Ketel One brand ambassador Kate Jackson will demonstrate how to mix up sustainable cocktails at home. All remaining spent coffee grounds from the pop-up will be donated to natural and organic skincare brand UpCircle for use in the brand’s products.

The martini garden pop-up is open for free to Londoners now through the end of November.

Capitalizing on millennials’ concern for the environment and love for immersive experiences are central to Ketel One’s strategy. A Harris Group study found that 72 percent of millennials prefer an experience over a material item. Similarly, in a survey from Cone Communications, 87 percent of millennials believe that companies should address urgent social and environmental issues.

Ketel One, a Diageo-owned company, said it grew sales grew by 22 percent in North America in the six months through December 2018. Diageo CEO Ivan Menezes recently told investors that the brand’s Botanicals line has brought new consumers into the franchise.

Meatless Farm Co.’s CMO Lone Thomsen: ‘We Aim To Be Consumer-Centric In Everything We Do’

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As plant-based meals become more popular around the world, both for dedicated vegetarians and those who simply want to eat less meat, the market has expanded. Now the challenge is on for marketers to differentiate their offerings and bring what was formerly a niche offering to a wider audience. 

An Acumen Research and Consulting study estimated the global vegan food market will reach $24.3 billion by 2026. And among the brands taking the plant-based gastronomic market by storm is British Meatless Farm Co., a producer of meat-free burgers available to US consumers at Whole Foods Market.  

AList spoke to Meatless Farm’s newly appointed chief marketing officer Lone Thomsen about marketing a new generation of meat-free foods and the transparency needed to gain consumer trust.  

After a long tenure in marketing, Thomsen joined Meatless Farm Co. last month from Coca Cola Company Western Europe, where she was the head of media and connections and oversaw a €400M budget and a team of media connections managers across 14 markets.

She also served as a strategic advisor for Meatless Farm before joining as a marketing executive and certainly knows a thing or two about new product awareness and growth. 

Can you talk about your transition from strategic advisor to CMO for Meatless Farm?

I was fortunate to have the opportunity to be part of this exciting journey since the early stages as a strategic advisor, working with our founder Morten Toft Bech to develop our brand identity, name, design, packaging and communications strategy. It was a passion project which I loved due to the purposeful mission. Basically, we want to make it easier for people to reduce their red meat consumption–whether for personal health or environmental reasons. We’re all about creating the taste, texture and nutritional value of meat with the power of plants. We want to create a good future through good eating and good farming. Just swapping one more meal a week can make a huge difference for future generations. 

As the business has been growing considerably this past year and we have expanded into new growth markets, such as the US and Canada, the timing was right for me to get on board. It’s only been about a month in the role but I absolutely love it. It’s incredibly meaningful, I love the difference we are making and I love all the talented, passionate and enthusiastic people who have taken the business to where it’s at. Being awarded “Emerging Business of the Year” earlier this year by the Food and Drinks Federation in the UK is a huge testament to that. This is just the beginning of an incredibly exciting journey.

How much is executive accountability and having to justify the budget part of the role?

Clearly, the CMO role is under pressure in terms of being accountable for everything they do. There’s an increasing reliance on marketing to deliver–and be accountable of–business results but really that is how it should be. We, as marketers, need to make more informed choices from a marketing perspective to drive business growth. That’s why there’s a need to recruit more insights, performance and analytics people into marketing.

What do you think the next generation of young CMOs should be most concerned about, in terms of their career?

I don’t think the next generation of CMOs need to be concerned. But I think the role of the CMO has been expanding and requires a wide variety of capabilities–being business—and commercially-oriented, digitally- and data-savvy and creative. It can be difficult to have equally strong skills in all three areas. The challenge is to assemble the right team and recruit the right talent, to complement and strengthen all these areas of responsibility under the CMO.

How do you measure brand moments and experiential marketing?

We are at the beginning of the journey but we are aiming to be consumer-centric in everything we do: from understanding the right moments to connect with consumers to deliver the right experiences. Part of the measurement will be through brand tracking and how well we drive brand equity and brand love, part of it will be through business metrics of understanding conversion, acquisition and retention. Softer metrics will be around engagement with the brand through our channels and conversations.

Let’s talk sustainable marketing. What’s unique about marketing vegan/vegetarian products? Are consumers today, especially those buying meat-free products, more receptive to some types of marketing vs. others?

I think sustainable marketing and marketing plant-based meat alternatives/vegan-friendly products differ in the sense that the audience scrutinizes everything you do. It requires an increased level of transparency and for companies to be genuine and true to what they do. Vegans particularly are very educated about ingredients, nutritional levels and what they eat. Also, it requires some form of education and patience if you want to create a behavioral change which obviously doesn’t happen overnight. I believe our pack is our most strategically important communications vehicle but also PR, social media and personal stories are great levers.

How does it differ in Europe vs. the US? 

Building a global brand requires consistency while adapting to local insights to resonate and be culturally relevant. There’s a lot of similarities across the US and Europe but there are also differences. To my earlier point about striving to be consumer-centric in everything we do, we do a lot of analysis to understand insights, motivations and triggers as well as media consumption to be able to deliver a message across the world which will resonate locally with our audience. 

5 Critical KPIs For Measuring Influencer Marketing

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Originally published on ION.

(Editor’s note: AList is published by a.network. To get up to speed on the rapid changes affecting the influencer marketing landscape, click here.)

Influencer marketing is booming, but how is its success measured? That question is top of mind for some marketers today given the haziness of influencers marketing’s ability to produce real-life business outcomes and the fact that influencers self-report engagement metrics. With a lack of clear-cut ROI, marketers are spending more time justifying spend on influencer marketing. 

A recent industry study found that 39% of respondents said the main reason they had to justify the use of influencer marketing was that senior management didn’t understand influencer marketing metrics. Due to the surge of influencer marketing, the days of analyzing simple metrics like clicks and unique visitors are gone. That’s why before launching an influencer activation, it’s crucial to define the key performance indicators (KPIs) to best measure goals. 

Ahead, we’re exploring the five most important KPIs that brands should use to measure influencer marketing success across [platforms] and better inform their strategies moving forward.

Impressions and Reach

A brand focused on building awareness should use a different metric than a brand using influencer marketing to increase sales. In this case, social media followers, as well as impressions and reach, are the KPIs to note. Reach is the total number of followers who see the post, and impressions are the number of times the post is displayed regardless of whether or not it was clicked on. For influencer marketing campaigns that run across different social media platforms, it’s helpful to track each influencer’s performance as some may drive more followers and impressions on one channel versus another.

For example, Instagram influencer campaigns necessitate the measurement of follower count. If within the few days following an influencer activation, a brand sees little to no growth in follower count, this could mean the influencer’s post or the influencer themselves is not communicating enough value to the new audience to drive attention to the brand’s account. Choosing an influencer that converts the highest percentage possible of profile visits, therefore, is a must. 

As for Twitch, the most common way for marketers to measure performance is by evaluating how the sponsored video performed. This is usually done by measuring the average concurrent viewership (CCV) and monthly impressions, notes Shane Barker, digital strategist, brand and influencer consultant.

Engagement

Not to be confused with reach and impressions, engagement is the amount of interaction your influencer content receives. Measuring influencer engagement requires monitoring comments, likes, shares, reactions and brand mentions or user-generated content (UGC). To calculate the engagement rate, which is expressed as a percentage, divide the total number of likes and comments by the influencer’s follower count, then multiply by 100.

On YouTube, for example, engagement rate can indicate the videos’ relevance to the audience, which will directly impact the content’s ranking. 

“Brand sentiment and follower growth are two KPIs that are still underused. Brand sentiment analysis before and after a campaign can tell you how collaborating with an influencer changed your image. And, a growth in your followers during the campaign duration also speaks volumes about how successful your campaign was,” Barker tells AList.

Click-Through Rate (CTR) Versus Cost-Per-Click (CPC)

Brands that call on influencers to encourage specific consumer actions typically use CTR as a KPI. CTR is particularly important in today’s influencer landscape because it often takes multiple touchpoints between a consumer and a brand before any purchase is made. To calculate the CTR, compare the number of consumers who click a link on a specific page to the total traffic on the page or total video views (for example, if the content is on YouTube). CTR on YouTube impacts the platform’s algorithm and staying one step ahead means using compelling thumbnails, call to actions and titles. 

CPC, on the other hand, reflects the behavior of the influencer’s audience during the activation, making it part of the brand’s own funnel. For example, should brands use the CPC pricing model,  an influencer is paid each time a follower clicks on a link specified by the brand. More often, CPCs are used in conjunction with affiliate links.

Lead Generation

The challenging part for marketers is determining how influencers assist in lead generation and conversion rates especially given fraudulent social engagement is at an all-time high. To remedy this, brands should identify the platform or channel on which influencers are generating the most leads then use analytical tools to measure lead generation.

Sales 

If you’re enlisting an influencer to create a product review, the activation will naturally boost brand awareness, with the ultimate goal that the influencer’s followers will be moved to buy the product. Use trackable links such as affiliate links or unique codes like promo codes to measure the sales impact here. 

As a recent example, Home Depot tapped Chriselle Lim for a sponsored post about Samsung’s new champagne washer and dryer. In the post, Lim included an affiliate link in the caption that directed followers to a blog post on her site discussing the benefits of the products. Her blog post linked back to the washer and dryer. 

For most marketers, ROI is the ultimate measurement, but a recent LinkedIn study found that digital marketers are trying to prove ROI incorrectly. The problem is that they are undertaking measurements in the middle of their sales cycle, instead of at the end. The study’s focus was primarily big-ticket items like cars, travel and education, which can take months from initial consumer interest to sale. Over two-thirds (77 percent) of digital marketers said they measure ROI within the first month of the campaign—which is only partially along in the engagement cycle. 

When ROI is measured too quickly after or during a campaign, the study stresses that the metric measured is not actually ROI, but rather one of the KPIs. These KPIs are then leveraged to prove value instead of true ROI, resulting in an inaccurate ROI. Rushed ROI measurement results in lower marketer confidence in this metric and less motivation to share it with key stakeholders.

Ultimately, to maximize the impact of influencer marketing, Barker says, “Follow the SMART principle for setting goals that are Specific, Measureable, Actionable, Realistic and Time-Bound. That covers all aspects needed for goal-setting that you should keep in mind.”

Land Rover Lures Thrill Seekers With Experiential Outdoor Festival

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Land Rover is bringing together live music, art and wellness for an experiential lifestyle festival “4xFAR” where the public can test-drive the automaker’s 2020 Defender car for the first time. The two-day festival, set for January 18-19, 2020, will take place in Coachella Valley, California and feature an array of experiences curated by Outside Magazine.

Attendees can participate in onsite activations such as fly-fishing demos, wilderness survival and outdoor photography workshops as well as mountain biking, slacklining, yoga, climbing and spirit and wine tastings. Sports champions will also host a series of daily panels around wellness. Ongoing musical programming will feature a lineup of eclectic singers, producers and songwriters including Mark Ronson and Sofi Tukker. 

Virgin Galactic pilots will share firsthand accounts of space travel with guests, and muralist James Goldcrown will showcase signature pieces, with limited edition merchandise available for purchase to ticket holders. Additionally, Camel Trophy competition winners will sign autographs and share stories of their adventures. 

As part of the festival, Land Rover designated 15 acres of purpose-built, off-road courses for consumers to test-drive the 2020 Land Rover Defender alongside the company’s full range of vehicles. Guests will also have the chance to take new and vintage Land Rovers for a spin as the event will include special displays of heritage vehicles from the brand’s 71-year history.

Last Friday, Tata Motors, the Indian automaker that owns Land Rover, reported its latest quarterly earnings report which revealed strong growth of its Jaguar Land Rover (JLR) subsidiary, which accounts for about 75 percent of annual sales. Motley Fool reports that improved product mix and strong sales in China drove the car’s sale eight percent higher in Q1.

Yoann Pavy Explains How Depop Is Using Social Media To Reach Generation Z

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Yoann Pavy, head of Digital Marketing for Depop tells us how the all-conquering peer-to-peer fashion network is leveraging social media to engage with an increasingly fragmented Generation Z audience.

The return of direct-to-consumer (DTC) as a viable model and marketing buzzword has been hogging the column inches recently, but beneath the surface, peer-to-peer, another model as old as time has been quietly making its comeback. 

If there is one brand that symbolizes this, it’s Depop. Originally a readers’ network for fashion magazine PIG, since 2011, the London-based fashion app has conquered the world without anyone really noticing. With over 16 million users in 147 countries and plans to extend further into Europe and Asia, curiously Depop is largely unknown to those over 30. That’s because, alongside its position as being one of the largest fashion-led communities on the planet, the brand’s audience is also among the youngest. The bulk of the company’s users are between 15 and 24.

The community is at the heart of Depop’s success. The app is probably best described as a hybrid between Instagram and eBay, where sellers and customers alike can come together, share images, sell and buy items of clothing. Hailed as an antidote to wasteful fast-fashion, the company has revitalized the market for secondhand clothing, attracting a vibrant, socially conscious audience in the process. Showing the power of this remarkable blend of purpose and fan passion, many marketers predictions apps like Depop are on course to eclipse fast fashion brands within the next ten years.

Unsurprisingly for such a youth-focussed brand, social media has been the bedrock for Depop’s remarkable growth, and Yoann Pavy has been the person most responsible for pushing the brand’s digital marketing further. With a background in engineering and performance marketing, he has combined a data-led approach with an intuitive sense of creativity. Since taking over in 2018, Pavy has been busy navigating the fashion company through increasingly choppy waters as its audience fragments and migrates across an ever-widening galaxy of platforms. The solution, as he told a packed room at the Festival of Marketing a few weeks ago, is content focussed around a deceptively simple guiding principle. “We just repost cool shit from our community. That’s the core of our whole strategy.”

I quizzed Pavy on the ins and outs of Depop’s social strategy and found out the challenges and opportunities that face marketers looking to work with Generation Z. 

Can you start off by telling us how is Depop’s social team telling your brand’s story?

I see it as our job to always represent Depop’s community. We work on the principle that if they succeed, we succeed. Over time, we’ve learned to superimpose that idea onto our social media strategy, and I think we’ve now honed in on the best combination. People tend to trust other people, especially the younger generation, so we try and use our content to place our audience right up there, on the main stage.

How have you gone about bringing those principles to life? What’s the big-picture overview of Depop’s social strategy?

To start with, we’ve set up the team so that we can make sure all our disciplines work very closely together. It’s crucial that everyone here is in sync. It doesn’t matter if you’re on paid media or our organic team, everyone needs to have a clear idea of where engagement comes from and share what’s working and what’s not.

Another huge aspect of our strategy is freedom. We probably have the loosest brief in the company, and that means we can be very flexible when it comes to the type and the subject matter of the content we publish. These platforms can move very quickly, and it’s essential for everyone who works on social to be able to be on the pulse and be able to follow the zeitgeist as it happens. Having that level of internal freedom means that we can bold and opinionated enough to take advantage of the opportunities as they arise.

Many brands prefer to take a more planned approach to social content, whereas Depop tends to emphasize spontaneity and reactiveness. In your opinion, where does the balance lie?

I’m not sure if you can balance the two. Sure, we plan content, but you can’t plan to be reactive, I mean, how can you prepare a response to something that hasn’t even happened yet. It comes back to that idea of freedom; we don’t operate with rigid publishing schedules or anything like that. We have content pillars for our business as usual output, but we try not to be overly structured, as the best results come when you’ve allowed some space for movement.

“My personal rule of thumb is that if any decision has to pass by more than three people, then there are too many people involved in social marketing.”

In a way, it comes back to the setup. I’ve seen it many times; some companies are desperate to be able to tap into the zeitgeist but are utterly blocked by the way their teams are structured. It just takes too long for the social manager to get sign off, so that the moment is already gone when they try to post. For Depop, we’ve attempted to create an environment where our creators can make decisions very, very quickly. My personal rule of thumb is that if any decision has to pass by more than three people, then there are too many people involved in social marketing.

That’s true, but there’s a lot of old school brand managers and traditional marketers who aren’t willing to give social teams that much leeway. How should social marketers be fighting their corner?

Yeah, you see it all the time. A business might want to do social but doesn’t understand the input or the output and respond by putting structures and restrictions in place that limit what you can and can’t do. The problem with that is that it creates this vicious cycle. It kills any sense of adaptability and responsiveness that you might have, making the whole point of doing social pointless and reinforcing this idea that it isn’t that effective. 

I think it’s really important that brands trust their social teams, but also social marketers are good at communicating what they do. I’ll be honest, it’s something that we’re still working on, but in my opinion, being able to show engagement is the most vital thing. I mean, we also look at business KPIs, like app installs and sales, but I really feel that these are secondary metrics engagement is the thing that matters. It’s only here that social media can make a real difference to brands.

More and more brands are bringing their social marketing more in line with their other activities. Are you making the argument that CMOs should actually be putting a bit of a wall between social and their other teams?

I wouldn’t go as far as that. We take a very holistic view of digital at Depop, and we’re continually trying to find the balance between presenting collective message while giving each team the right amount of leeway to operate. That doesn’t mean that we’re all in our siloes either.  It’s just acknowledging that our team moves as fast as the content is moving on our platforms.

Depop does talk to a unique Generation Z audience, how is this holistic approach helping you to reach to this community?

The main thing is grabbing their attention where they spend their attention. You need to be looking for ways to build your engagement on Instagram, Snapchat and increasingly TikTok, as these are the platforms that are most active in terms of Gen Z. 

I also think companies need to change their approach when they’re talking to younger people. Appealing to Generation Z is more about baking value into your social media comms; you should be aspiring to give your audience a voice through your content rather than just selling, selling, selling. You need to have a point to exist on each platform. You should always be asking yourself; what’s the story I’m telling and what value are you bringing to the community.

You say this, but many marketers are still coming up with very robotic approaches to social media. Are too many marketers scared of social?

Absolutely. Right now, we’re living in an age of remarkable innovation in marketing, with a level of granularity you could only dream about a few years ago, but all these moving parts freak a lot of people out. Things are moving so fast that people have retreated into a bit of a bunker-type mentality—-they’re building whole social strategies based on what they’ve read or what they’ve been told by friends.

It’s funny, actually. A couple of weeks ago someone was saying how Instagram wouldn’t work for their brand as their message is mostly towards a B2B audience and everything that they were hearing was that B2B doesn’t work on Instagram. I was like, “Have you tried it?” In my experience, there’s an audience for pretty much everything on every type of social platform. I just don’t buy the argument that this platform works best for this or this platform works best for that?

The social media sector only ever seems to get more complicated. How should marketers get to grips with social?

Just concentrate on getting the basics right; a big part of that is by being hands-on. Look, we’re in between generations both in terms of technology and how digital marketing is evolving, so, for me, marketers must understand how these platforms work. You should be experiencing and experimenting with the platform for yourself and not just relying on what your daughter tells you.

I’d urge all marketers, whether they work on the digital side or not, to get into the habit of trying things out. Whether it works or not isn’t really the point; it’ll help you to understand the intricacies and complexities of social because truth be told, it really isn’t all that simple. A lot of people tend to forget that marketers are practitioners and that sometimes means having to practice every now and again.

Ad Fraud Myths And Misconceptions With Augustine Fou

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During this episode of “Marketing Today,” I interview Dr. Augustine Fou, who is an industry-recognized thought leader in digital strategy and integrated marketing, an ad fraud researcher and auditor for several companies and publishers around the world. He has 20 years of management consulting experience creating and optimizing marketing strategies across traditional and digital channels.

Fou shares the many myths and misconceptions that marketers have about ad fraud. We tackle some questions, such as, “If you have ad fraud detection, are you safe?” Or, “Shouldn’t I be immune if I’m only paying for performance?” We also discuss why don’t we hear more from industry trade groups.

Fou helps to define and categorize ad fraud. He walks us through the various ways that fraud occurs. He shares the limited capability of bot detection companies, which are just looking for invalid traffic (IVT), and how the algorithms are not tuned for anything else. Marketers need to know that whatever you are paying for (click, conversion, etc.) is the specific thing the “bad guys” are going to fake. Fou gives us some fantastic tips on how to combat the pervasive fraud throughout the industry. 

  • How we define ad fraud. (02:41)  
  • Categorization of fraud. (05:11) 
  • Limitations of bot-detection companies and quick ways to detect other types of fraud. (08:43)   
  • Dr. Fou’s thoughts on estimates of fraud occurring in the industry. (10:38) 
  • A discussion on “asymmetric warfare.” (13:21)  
  • Question 1: I’ve got fraud detection in place, am I not safe? (17:33) 
  • Question 2: I only pay for performance, so I must be immune to ad fraud. (21:39) 
  • An interesting study looking across 800 mobile exchanges. (22:46) 
  • An example: the Uber lawsuit. (23:49)  
  • The key lesson for marketers to know and examples of loopholes. (24:39)  
  • The importance of looking at your data and not relying on industry trades alone. (29:03) 
  • A discussion on certifications and accreditations. (30:37)  
  • The importance of auditing. (31:54) 
  • What are the multi-million dollar detection companies not seeing, and why? (35:05) 
  • What should marketers be doing to combat fraud? (40:54) 
  • What does the world look like without ad fraud? (44:39) 

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.

TAZO And RZA To Host Sleepaway Camp, Help Guests Balance Creative Pursuits With Commercial Potential

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TAZO is hosting an overnight experience called “Camp TAZO” for its second year. Led by rapper and record producer RZA, the camp will lead aspiring creators through inspirational workshops with guided creative prompts, and plenty of tea. The camp will take place in RZA’s home town of Staten Island, New York in February 2020.

TAZO’s inspiration for the sleepaway camp came from the tea brand’s commissioned study that found 75 percent of Americans wish they could get out of their comfort zones but don’t know, how. The study also found that 72 percent regret not trying something new versus trying and failing.  

During the immersive two-day camp, RZA will guide campers through a series of activities meant to unlock mental and creative enlightenment. For a chance to participate, participants must submit a three-minute video application about the barriers they face when exploring new creative ideas and what they hope to get out of Camp TAZO. Additional requirements include submitting links to recent works and telling TAZO which tea blend you’d be and why.

Bringing back its camp activation for a second year marks TAZO’s move to strengthen ties to its younger audience and differentiate itself from other tea brands in an industry where interactive experiences are scarce. 
Last year, as part of its “Brew the Unexpected” campaign, TAZO brought on former RuPaul’s Drag Race contestant Alyssa Edwards to be the brand’s inaugural camp counselor for the first camp activation, which took place in Austin. TAZO’s partnership with Edwards and its “Brew the Unexpected” campaign marked its first big marketing push since being acquired by Unilever in 2017 for $384 million.

Amazon Aims To Attract Fashionable Shoppers With Omnichannel Denim Festival

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Amazon’s fashion arm announced a four-day experiential festival in Berlin, “Destination Denim,” to highlight its extensive denim category, from October 24-27. After an exclusive launch party with fashion influencers and celebrities, the festival will be open for free to customers across Europe. There, consumers can take part in customization workshops, panels led by fashion experts and live performances. 

The omnichannel event will include activations both online and offline. “Destination Denim” will allow non-Berlin based shoppers to experience the festival through the Amazon website via event-specific products and interactive features such as playlists, tutorials and denim edits curated by fashion influencers. 

The festival will feature products from brands such as Levi’s Wrangler, 7 For All Mankind and G-Star in addition to exclusive products from Tommy Jeans and Amazon Essentials. A digital catwalk with 3D-view of garments will bring these products to life.

Attendees can also participate in a voice assistant-enabled styling experience powered by Amazon Alexa and shop from a capsule collection curated by German fashion influencers Leonie Hanne and Stefanie Giesinger. Amazon is also drawing on celebrity power as Rita Ora will host the festival launch party and Jorja Smith and Anne-Marie will put on live performances. 

Destination Denim marks Amazon’s first initiative focusing on brick-and-mortar operations with digital playing a supporting role. An omnichannel activation that fuses fashion and tech is part of the giant’s plan to attract a more fashionable segment of customers and become a top player in the US apparel industry. Amazon’s more than 100 million paying members have been fueling sales, allowing it to gain 1.5 percent of the apparel market in 2018. Earlier this year, Amazon introduced a series of limited-edition fashion collections designed in collaboration with influencers called “The Drop.” Fashion blogger and influencer Paola Alberdi, who boasts over a million Instagram followers, designed the first collection, which was only available for 30 hours to shoppers. Amazon says every piece was made to order in an effort to reduce waste.

Michael Scheiner Joins Tommy Hilfiger; Nationwide Names New CMO

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This week in marketing moves, Dennis McIntyre promoted to CMO at Stater Bros., Hulu taps Netflix’s Spencer Peeples as head of Film and Awards Marketing, Ramon Jones to succeed Terrance Williams as CMO at Nationwide, Tommy Hilfiger taps former marketing executive at Hollister Co. as chief marketing officer, Twitch snags mobile and social gaming company Zynga’s CMO and Kimberly-Clark chief marketing officer steps down.

Beyond Meat Taps Coca-Cola Marketing Veteran As CMO

Coca-Cola veteran Stuart Kronauge will join the vegan patty maker as chief marketing officer, Reuters reports. 

Kronauge formerly held the role of president Sparkling Brands and SVP of marketing at The Coca-Cola Company, where she spent over 20 years. Per Reuters, Kronauge is joining Beyond Meat in time when the company is expanding the sale of its plant-based meat burgers in retail stores and partnering with more restaurants to build on the consumer demand for vegan patties that taste, cook and look like real meat.

Stater Bros. Names New Chief Marketing Officer

Stater Bros. promoted Dennis McIntyre, who most recently served as the supermarket chain’s executive vice president of marketing, to executive vice president and chief marketing officer. 

McIntyre will assume the role starting November 4 and will continue to report to Stater Bros. CEO, Pete Van Helden. 

“As CMO, Dennis will work toward furthering and ensuring a cohesive brand identity. He will also be responsible for developing and leading an overarching marketing strategy across all areas of the company to meet the company’s business goals of sales and margin growth,” Van Helden said. 

Former Netflix Exec To Lead Film And Awards Marketing At Hulu

Spencer Peeples is leaving Netflix and joining Disney-controlled Hulu as VP, Film and Awards Marketing, effective November 11.

At Hulu, Peeples acquires a newly-created position where he will be responsible for leading Hulu’s awards campaigns and overseeing publicity and marketing campaigns for Hulu original films. 

Peeples will report to Hulu’s VP of Brand and Content Marketing, Ryan Crosby.

Marketing Executive Shifts At Nationwide 

According to a recent press release, Nationwide’s chief marketing officer Terrance Williams will leave the company in November and will be succeeded by Ramon Jones. 

Jones previously held several leadership roles at the company, including regional VP of Nationwide’s Western US operations, associate VP for the office of the chief executive officer, marketing leader of Nationwide’s Property Casualty businesses, and, most recently, he was financial services marketing leader.

In his new role, Jones will report to Nationwide’s chief executive officer, Kirt Walker. 

“Ramon is well-prepared to assume the role of chief marketing officer. During his nearly two decades at Nationwide, he has held numerous leadership roles in the business and in marketing that make him uniquely qualified to promote and protect the Nationwide brand and position him to drive further business success,” Walker said.

Tommy Hilfiger Welcomes A New CMO

Tommy Hilfiger Corp. appointed Michael Scheiner as the new chief marketing officer of Tommy Hilfiger Global, effective October 28.

Scheiner joins the company from Hollister Co., where he served as SVP global marketing for a year. Prior to that, he was VP marketing, digital and communications for Abercrombie & Fitch, Abercrombie Kids and Hollister.

In his new role, Scheiner will be in charge of leading the brand’s growth across digital and experiential platforms from Hilfiger’s global headquarters in Amsterdam. 

Twitch Taps Zynga’s Doug Scott As Marketing Exec 

Doug Scott is leaving the mobile and social gaming company Zynga to join Twitch as chief marketing officer, according to reports. 

Before Zynga, Scott was CMO of music startup BandPage and VP of marketing and revenue at mobile game publisher DeNA. He also worked for Electronic Arts and served on the board for Matrixx Initiatives and as an adviser for YouTube Music.

Twitch COO Sara Clemens said about Scott’s appointment: “Doug has deep experience extending brands into new markets across games and entertainment industries, making him the ideal fit to lead Twitch’s marketing strategy. As Twitch continues to grow, Doug will play an integral role in extending the brand beyond endemic audiences, supporting our incredible creators and expanding our presence in global markets.”

Angela Zepeda To Replace Dean Evans At Hyundai Motor America

Hyundai Motor America has named Angela Zepeda as its new chief marketing officer, effective immediately. This follows the former motor company’s CMO, Dean Evans, announcing his departure last week. 

Zepeda will lead all Hyundai’s marketing and advertising efforts in the U.S., such as the strategic direction, brand development, national and regional advertising, experiential marketing, digital and social media and brand partnerships. She will report to Hyundai Motor America COO Brian Smith. “It’s a great honor to be going in-house at Hyundai and I’m excited by the challenge of leading the marketing team during this transitional time for the automotive industry. Hyundai is a brand on an upward trajectory with sales growth that outpaces the industry, a revamped product lineup, and a laser focus on the customer experience,” Zepeda said in a press release.

Olga Cardona Named VP Administration And Marketing, Latin Music

Universal Music Publishing Group announced the promotion of Olga Cardona to vice president, administration and marketing, Latin Music. 

In her new role, Cardona will oversee administration and marketing in Latin America and will be in charge of driving increased exposure of UMPG’s Latin songwriters on social media channels. She will continue reporting to UMPG president for Latin America and U.S. Latin, Alexandra Lioutikoff. 

“With the global growth of Latin music, our ability to maximize opportunities and revenue for our Latin clients is greater than ever. Under Alexandra’s leadership, UMPG Latin has thrived and I’m so proud to reach this stage of my career as part of her team. I look forward to creating new opportunities for our songwriters while working closely with our global team,” Cardona said in a press release shared with AList. 

Kimberly-Clark CMO To Leave The Company

Kimberly-Clark’s CMO, Giusy Buonfantino, announced that effective November 1, she will no longer be with the company, Adweek reports. 

After Buonfantino’s departure, Kimberly-Clark’s global marketing capabilities team will report to Alison Lewis, who joined the company in June after six years as CMO of Johnson & Johnson.

Check out our careers section for executive job openings and to post your own staffing needs.

Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, October 25. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.

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Chief Marketing Officer ThirdLoveSan Francisco, CA
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Honda Tells Real Customer Stories In New Safety Campaign

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Honda embraces the power of emotional storytelling in its new brand campaign “Safety for Everyone” and releases a series of stories narrated by real Honda customers who were involved in major car accidents, but were saved by the cars’ high safety performance.

The stories featured in the new social video initiative are taken from social media posts and letters that were sent to Honda from customers. For example, one of the stories used in the campaign was shared on Facebook by the customer, Nicole Hart, who in April 2019, reached for a tissue while driving her 2018 HR-V and drifted into oncoming traffic.  

 “I am grateful to those who designed and engineered my Honda HR-V. The amount of consideration Honda puts into the safety of each and every vehicle they put on the road makes all the difference,” she shared. “Not only did I have a guardian angel the day I crashed, but I had a Honda.”

The initiative aims to promote Honda’s safety features, including a cloud-based connected car system–HondaLink; HondaLink Assist, which is an additional new feature available on HR-V EX and above, that helps request emergency assistance for drivers, as well as Honda’s front passenger airbag technology. 

“The Safety for Everyone Customer Stories” campaign builds on the central safety themes from the video spot that launched in September.  

Also, as a part of the ongoing campaign, the company will release additional videos in the “Safety for Everyone Customer Stories” series in the coming weeks, offering on-screen interviews with family members impacted by the safety and well-being of a Honda customer who suffered collisions.

“Safety for Everyone represents Honda’s unique approach to vehicle safety and vision for a collision-free mobile society where its customers and everyone sharing the road–pedestrians, motorcycle riders, cyclists and occupants of other vehicles–can safely and confidently enjoy the freedom of mobility. With nearly 40,000 lives lost each year in the United States due to motor vehicle crashes, Honda is committed to developing and deploying advanced passive safety and active safety systems that help protect passengers in a wider variety of collision scenarios, such as the recently announced new front passenger airbag technology designed by Honda engineers,” the company said in a press release shared with AList.