When Sustainability Impacts Performance With Jennie Perry From Grove Collaborative

Jennie Perry is the CMO at Grove Collaborative, which creates and curates high-performing, planet-first products across many categories. Jennie leads their marketing strategy and is responsible for product marketing and driving consumer engagement and product demand.

Before joining Grove, Jennie spent nine years working in Amazon, most recently as CMO of Prime and Amazon North America, where she led Prime Day and Prime marketing global.

In this episode, Jennie and I discuss growth, sustainability and CPG, and why they can be so hard to achieve. Jennie says, “You don’t have to sacrifice performance for sustainability. The common misconception out there is that it’s a trade-off, but you can’t have one without the other.” Listen to the full episode to hear why Grove Collaborative is on a mission to make sustainability more accessible to the public. Tune in to hear the creative ways they are making this a reality.

In this episode, you’ll learn:

  • How to transform products into a force for human and environmental good
  • The importance of broadening channel diversity
  • Why companies should make sustainability more accessible 

Key Highlights:

  • [01:44] Wiping out in front of Beyonce and Jay Z
  • [04:48] Where Jennie’s career all began
  • [10:18] What brought Jennie to Grove 
  • [12:24] Making it easier for customers to buy sustainable products
  • [15:35] Tackling sustainability—starting with plastics
  • [20:10] Changing packaging to save water
  • [23:11] Expanding marketing efforts and channels as a company
  • [28:01] Developing a TV campaign 
  • [30:15] Lessons learned along the way 
  • [36:00] An experience that defines Jennie, makes her who she is 
  • [37:14] Jennie’s advice for her younger self
  • [38:07] A topic marketers should be learning more about 
  • [39:03] The brands and organizations Jennie follows 
  • [41:18] The biggest threat to marketers today 

Resources Mentioned: 

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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 brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.

Restaurant Brands International Chief Brand Officer Paloma Azulay Exits

This week in leadership updates, chief brand officer of Burger King parent Restaurant Brands International Paloma Azulay steps down; BMG promotes Angela Barkan to senior vice president of marketing on the east coast and Cyndi Lynott to senior vice president of marketing on the west coast, and Sony appoints Yvonne Gerald as vice president of podcast marketing.


Paloma Azulay Resigns As Chief Brand Officer Of Burger King Parent Restaurant Brands

Paloma Azulay has stepped down as chief brand officer of Restaurant Brands International, parent brand of Burger King, Popeyes and Tim Horton’s.

Azulay held the position since April 2021 when the company’s then global chief marketing officer Fernando Machado left for Activision Blizzard. 

Prior to her role as chief brand officer, Azulay held several leadership positions at Restaurant Brands International including chief marketing officer of Popeyes Louisiana Kitchen and Tim Hortons.


BMG Announces Two New Marketing Leadership Promotions  

BMG has elevated Angela Barkan to senior vice president of marketing on the west coast and Cyndi Lynott to senior vice president of marketing on the east coast.

In her new role, Barkan will lead marketing at BMG’s Frontline Recorded repertoire operations in New York while Lynott leads marketing at BMG’s Frontline Recorded pop and rock repertoire operations in Los Angeles.

Barkan joined BMG in 2018 and previously served as vice president of marketing at S-Curve Records.

Lynott previously served as BMG vice president of marketing and managed projects where she worked on releases from Avril Lavigne, Evanescence and Jason Mraz.


Sony Music Names Yvonne Gerald Vice President Of Podcast Marketing 

Sony Music Entertainment has enlisted Yvonne Gerald as vice president of podcast marketing.

Before joining Sony, Gerald was Time’s vice president of consumer marketing. Gerald has also served in senior marketing positions at MTV, NBCUniversal, Cheetah Digital and Meredith Corporation.

The Importance Of Impactful, Purpose-Driven Marketing Campaigns

As consumers identify ways to make a difference in the world, they expect the brands they engage with most to do the same. That’s why purpose-driven marketing is here to stay—it positively benefits both consumers and brands. During an Advertising Week New York panel led by Megan Cunningham, chief executive officer and founder at Magnet Media, Tripadvisor and key industry experts discussed how to build out a strategy with real impact

Tripadvisor’s business model centers around travel, which, during the pandemic, was almost non-existent. The company was forced to make drastic cuts and dramatically restructure, yet amid the hurdles, it decided to invest further in two teams: its DE&I and social teams. According to Christine Maguire, general manager and vice president of global media business at Tripadvisor, that consistent progress, authenticity and doubling down on values—despite an uncertain economic future—are what purpose means to a travel brand like Tripadvisor.

According to Yesenia Bello, iHeartMedia senior vice president of diversity and inclusion, the company didn’t have a strong focus on diversity and inclusion before 2020. The pandemic changed that and the interest of iHeartMedia’s audience, so a dedicated role ensued. iHeartMedia dove into its mission of giving everyone in America a friend, and transformed the meaning behind that into one of “being there…for diverse audiences,” said Bello. iHeartMedia received feedback and responded by stepping up in moments replete with uncertainty. Bello said it’s important to remember that, “We are all on the path of determining our purpose as individuals, consumers, marketers and companies.”

Reflecting on the past 18 months, Lindsay Stein, the new chief of social impact at Havas, said that the pandemic changed “purpose” from being nothing more than a buzzword a few years ago to an entire movement in marketing today. Consumers, especially younger generations, have been pushing for purpose for years and have shown that they want to purchase from purpose-driven brands, according to Stein. 

Seventy-eight percent of consumers will choose a brand that’s purpose-driven rather than one that isn’t, noted Stein. To capture that business, talent recruitment and retention are vital. Before brands can acquire the best talent and young talent, they must have and live a purpose. As Stein mentioned, there are a plethora of issues in the world, from climate change to hunger, that brands have the option of tackling.

When asked about ensuring that a brand’s purpose isn’t a slogan-only performative element and is actually resonating in the behavior and values of the brand, Stein said:

“Walking the walk is imperative to a brand’s success when talking the talk. It starts from top-down. The brand Thinx centered around and promoted female empowerment at every possible turn, though when it was discovered that its female CEO was creating a toxic culture internally, the brand nearly imploded until she stepped down.”

Still, the notion of purpose is complex and there’s no silver bullet, according to Maguire. Tripadvisor serves three cohorts—employees, partners and travelers—and research has shown how important it is to serve all three, said Maguire. Failing to provide employees with authenticity will translate to them not serving partners and consumers with authenticity. 

Citing a recent study that found 95 percent of people have permanently changed at least one thing about their behavior or values since the pandemic, Maguire said that Tripadvisor believes that there’s good out there and that one of its purposes is to help travelers find that good. In that sense, Tripadvisor’s purpose comes through in the way it services travelers, how it speaks to consumers via its creative assets and language, and ultimately how it shows up externally. Walk the talk before you can sell something through.

Key Takeaways:

  • There are several benefits to brands and consumers of purpose-driven marketing, namely excelling in business but also improving the world. Brands must engage innovative ways to reach consumers through purpose-driven campaigns and cannot simply talk the talk without walking the walk. 
  • Strategizing on how to create brand trust with consumers will produce competitive advantages given how highly valued purpose-driven brands are to consumers. 
  • It is critical to the evolution of purpose-driven marketing that the effectiveness of strategies in this context is measured.

Refilling The Creative Well

“An artist lives always in the imagination, so the barrier between the sensory reality and his imagination is very vague.” 

Federico Fellini

What is creativity? Where does it come from? What is its relationship to the imagination? Where does it go when you can’t find it? And how can you bring it back?

We tend to talk a lot about the power of immersion these days, especially at space.camp where we’ve had the privilege of working in the VR space with our friends at Oculus and in the AR space with Pokémon GO. Oculus and Pokémon GO both saw explosive growth in the pandemic, as people marooned in their homes sought new ways to enhance, transcend, and inspire their realities.

In our new post-COVID reality, the “O.G.” immersive experience—reading books—was thankfully always within reach, but other pre-digital paths to immersion like concerts, museums, travel and clubbing were suddenly off the table. And if you are anything like me, the pandemic saw you replace all of those with more and more of the increasingly compelling yet utterly un-interactive pastime of streaming content.

Many of us fell into the rut of seeking inspiration from our 2D screens, feasting like vampires on neverending streams of high-quality must-see content gushing forward (why yes I did recently binge Midnight Mass, why do you ask?). But for those of us on the creative side of agency life, it narrowed in our source of inspiration as memories of our former extracurricular activities began to fade.

Combine that with the relentless grind of shorter deadlines, longer Zooms, and extended bouts of isolation away from the whiteboards and war rooms and coffee walks that used to fuel our creative collaborations, and it’s no surprise that many creatives have been feeling more burned out and less inspired than ever.

“Come with me and you’ll be

in a world of pure imagination

Take a look and you’ll see

into your imagination.”

Willy Wonka

I’m sure I’m not the only creative who felt like the rabbit would always be in the hat when I reached in. That no matter how many times I lowered the bucket into the well that it would come back sloshing with fresh ideas.

Even the deepest wells run dry if they aren’t replenished. And this is a tale of a happenstance creative restocking that I hope will inspire you to step out from behind the screen and consciously seek out a fresh dose of immersion to refill, refuel and recalibrate.

The day before I was going to board a plane (for the first time since ‘19!) to visit my brother in Denver, I overheard a co-worker at an offsite mention that Meow Wolf had recently opened a new installation in Denver. A few years back I’d streamed Meow Wolf: Origin Story and really dug it, but otherwise hadn’t really spent much time thinking about them. 

So after my brother picked me up I got us two tix to their new exhibit Convergence Station, that aside from its trippy trailer I knew nothing about. Soon we were inside, where a costumed tour guide took us into the elevator and told us that we’d all already been here before, we just didn’t remember it. The elevator door opened and we emerged in a massive futuristic city street scene, not unlike a cross between Blade Runner, Willy Wonka’s Chocolate Factory, and the Mars of Verhoeven’s Total Recall. From here, we were free to wander from this ecosystem through dozens of other loosely connected worlds, interactive exhibits, hidden rooms, and towering structural installations. 

I will fight my instincts to try and describe the experience in any detail because that would ruin the fun. Zooming out, I saw all of the creative artistry, world-building, deep lore, intoxicating sound design and gobsmacking immersion that we as creatives and storytellers dream of.

I could literally feel my spirits lifting, my optimism returning, my well-being replenished. If I hadn’t overheard someone in Pasadena mentioning the new Meow Wolf in Denver, none of this would have happened. 

Don’t be like me and wait for a happy accident to jolt you out of your waking stream dream. Seek out immersion wherever you are. And revel in it. It will reward you tenfold.

Trend Set: Buy Now Pay Later, Digital OOH And More

Ayzenberg junior strategist Ashley Otah surfaces the latest trends at play in the world of culture and entertainment.


Billboards

Let’s get digital. Out-of-home (OOH) advertising has seen a consistent increase in digital outdoor advertising. Digital OOH jumped almost 80 percent with notable recent usage that includes Drake’s Certified Lover Boy rollout, Madhappy’s, and We’re Not Really Strangers. OOH is expected to increase 14.5% for a total of 6.96 billion, but some continue to wonder whether the IRL translates URLs.

Buy Now, Pay Later

Klarna and financing apps alike are taking the shopping space by storm. With over 50% of Gen Z shoppers using “buy now, pay later” apps and a notable 26% of users missing payments at least once this year, higher consumer debt may be afoot.

FTC

The FTC sends over 700 letters before it takes action on unfair or deceptive advertising practices. The letter alerted companies that they may be subjected to civil penalties of up to $43,792 for fake or misleading endorsements and/or reviews. The agency stated that it is “widely distributing letters and the notice to large companies, top advertisers, leading retailers, top consumer product companies, and major advertising agencies.”

Lowe’s

Lowe’s is the latest retailer launching an ad platform with its One Roof Media Network. From the home improvement retailers’ most recent step into advertising to Ulta Beauty and beyond, the ad platform launch showcases a greater shift in the data stratosphere. As data privacy laws and ad practices regarding third-party data rollout, the foray into valuable first-party data will continue.

TikTok

TikTok made me buy it. Kantar’s research previously stated almost half of Gen Z relies on influencers for purchase decisions, but TikTok videos are giving them a run for their money. With over 5 billion views on the #TikTokMadeMeBuyIt hashtag, items selling out after promotions and the app averaging more time monthly by users, shopping and selling on TikTok are here to stay.

Tiffany & Co. Appoints First Chief Marketing Officer In Over Five Years

This week in leadership updates, Tiffany & Co. promotes Andrea Davey to chief marketing officer, Jones Soda Co. names Bohb Blair its first chief marketing officer, Calvin Klein global chief marketing officer Linh Peters resigns, Capitol Music Group names Mike Sherwood executive vice president of global marketing and strategy and more.


Tiffany & Co. Elevates Andrea Davey To Chief Marketing Officer

Tiffany & Co. has promoted Andrea Davey to chief marketing officer, making her the first in over five years.

Davey has been with Tiffany & Co. since 2013 and most recently served as senior vice president of global marketing.

Before Tiffany & Co., Davey held an array of corporate marketing roles and led key businesses for Procter & Gamble.


Jones Soda Co. Names Bohb Blair Its First-Ever Chief Marketing Officer

Jones Soda has scouted Bohb Blair for its inaugural chief marketing officer position.

Previously, Blair was global chief experience officer at Starcom. Prior to Starcom, he held director-level positions at several creative agencies.


The Australian Broadcasting Corporation Appoints Karen Madden As Head Of Marketing

The ABC—not to be confused with the American Broadcasting Corporation—has hired Karen Madden as chief marketing officer.

Madden was most recently a divisional director of marketing, communications and fundraising at Taronga Conservation Society in Australia. Prior to that, Madden worked at Nine Entertainment Co. for over two years.


Linh Peters Steps Down As Global Chief Marketing Officer Of Calvin Klein

Calvin Klein global chief marketing officer Linh Peters has resigned, according to WWD.

Prior to joining Calvin Klein in November 2020, Peters worked at Starbucks as vice president of loyalty, partnerships and licensed stores product and marketing.

Before Starbucks, Peters served as Ulta’s head of loyalty marketing and strategy.


Capitol Music Group Names Mike Sherwood Executive Vice President Of Global Marketing And Strategy

Capitol Records has tapped Warner Bros. Records veteran Mike Sherwood as executive vice president of global marketing and strategy.

Reporting to Capitol Records general manager and executive vice president Larry Mattera, Sherwood will lead CMG’s commercial and DTC marketing strategies, according to Billboard.

Previously, Sherwood spent over 15 years at Warner Bros. Records, most recently as senior vice president of streaming and revenue.


Open Farm Inc. Appoints Mark Sapir As First-Ever Chief Marketing Officer

Open Farm has named Mark Sapir its inaugural chief marketing officer.

Sapir most recently was chief marketing officer of Stella & Chewy’s. Prior to that, Sapir served as vice president of marketing at Merrick Pet Care.


Truck Hero, Inc. Taps Tony Ambroza As Chief Growth Officer

Tony Ambroza is Truck Hero’s new chief growth officer, the company announced in a press release.

Ambroza joins Truck Hero from Carhartt, where he was chief brand officer for over a decade. His experience also includes leadership roles at Nike and Under Armour.


Smalls Sliders Hires Katherine LeBlanc As New Chief Marketing Officer

Smalls Sliders is bringing on Katherine LeBlanc to serve as chief marketing officer, according to QSR Magazine.

Most recently, LeBlanc served as chief marketing officer of Twist Brands. Prior to that, she was director of brand marketing for Smoothie King.


Quality Bicycle Products Taps Shylo Masumi Farnsworth As Vice President Of Brand Marketing

Shylo Masumi Farnsworth has been appointed Quality Bicycle Products’ vice president of brand marketing.

Farnsworth joins Quality Bicycle Products from Nike where she spent over 13 years, most recently as global senior director of men’s brand creative.


BMG Elevates Maximilian Kolb To Senior Vice President Of Repertoire And Marketing For Continental Europe Division

BMG’s Maximilian Kolb has accepted a promotion as senior vice president and marketing for the company’s operations in Continental Europe.

Kolb, who’s been with BMG for the past 9 years, recently served as managing director of the company’s Germany, Switzerland and Austria operations.

Citi Appoints Elyse Lesley Chief Marketing Officer Of US Consumer Bank

Citi has named Elyse Lesley chief marketing officer of its US Consumer Bank after a thorough selection process of both internal and external candidates, the company announced in a press release. Lesley, who has held the role on an interim basis since September, will report to the head of US Consumer Bank Gonzalo Luchetti and will have a matrix reporting relationship with Citi’s chief marketing officer.

Lesley will retain her most recent role as head of Citi’s US Consumer Partnerships and Franchise Development team. Prior to that, she served as head of shared services for Citi’s US Retail Bank for about eight years. Before joining Citi, she was head of marketing and sales strategy at Morgan Stanley and head of regional sales and marketing at Wells Fargo’s Eastern Community Bank.

In appointing Lesley, Citi is prioritizing a data-oriented and digital-first approach to its expansion strategy. In one of her previous roles at Citi, Lesley provided leadership in her team’s effort to define a business digital roadmap while working in partnership with global digital and technology organizations. 

According to Luchetti, another reason Lesley was selected is that she links her current team and the Partnerships and Franchise Development team with the effect of enhancing Citi’s ability to generate end-to-end strategies for clients and partners. As CMO, Lesley will shepherd the two teams toward achieving their collective goals of building a world-class digital and data-oriented marketing organization that will be made possible through leading advertising and marketing technology, a growth mindset, a client-centric approach and a passion for driving Citi’s digital sales transformation.

“In her 10 years on our team, Elyse has built an impressive record of innovative, client-centered and colleague-focused leadership. While leading the Partnerships and Franchise Development team, she has ensured we continue to accelerate our efforts to attract, retain and serve multi-relationship clients, an important enabler of our continued growth. And her focus on strengthening our relationships with current partners and building a pipeline of new partnerships is empowering us to continue increasing the scale of our customer base,” said Luchetti.

Lesley replaces Mary Hines Droesch who stepped down last month to lead Bank of America’s consumer and small business products division.

Trend Set: Misinfo, Squid Game And More

Ayzenberg junior strategist Ashley Otah surfaces the latest trends at play in the world of culture and entertainment.


Misinformation

Nearly all Americans agree that misinformation is a large problem, and most think social media companies, and those that use them, are responsible for the spread. This is according to a new report from the Pearson Institute/AP-NORC Poll. While two out of ten Americans say they are very concerned they have had a hand in spreading it, six out of ten Americans are somewhat concerned that friends and family have spread misinformation. As platforms continue the race to the top and transparency is continually being demanded, the poll findings indicate a seismic shift felt by all.

Squid Game

The games continue. As the Korean Netflix Original ‘Squid Game’ continues to rise in popularity, there is no denying it’s huge impact. White van slip ons saw a 7,800% spike in sales according to data provided by Sole Supplier, actress Jung Ho-Yeon gained over 14.6 Million instagram followers and inked a Louis Vuitton deal, and Oxford dictionary is said to be adding 26 Korean words.

“Taking Stock With Teens” Survey

The kids of the future. In Piper Sandler’s bi-annual “Taking Stock With Teens” survey, much was gleaned from 10,000 US teenagers across the country. Taking the top spot for most favored social service was Snapchat while Facebook and Twitter are dubbed teenagers’ least favorite. Venmo again ranked as the #1 payment platform and 9% of teens claim to have traded in cryptocurrency. Coming in as a surprise was Teens’ favorite celebrity—Adam Sandler—while their favorite influencer is Emma Chamberlain. As the youth grows into their own, the survey showcases changing tides and how brands can connect with their audiences.

Turner Classic Movies

Turning to TikTok. Turner Classic Movies (TCM) is taking to TikTok to meet the next generation. While sharing short clips and cultivating community, TCM is introducing the joys of the classic film experience to a new audience. Garnering over 360,000 followers and over 8 million likes with a variety of posts, TCM is showcasing how ‘then meets now,’ just like their rebranded tagline.

Twitter

Vibe check! Twitter is testing prompts on the iOS and Android applications that give a heads up about the type of conversations you are entering. There has been an uptick in features like Twitch’s phone and email verification to Google and YouTube kid safety features to combat harassment and support healthy conversation.

Marketing Through An IPO With Monday.com’s Molly Aviva Sonenberg

Molly Sonenberg is creative brand manager at monday.com where she drives the brand’s voice and keeps messaging consistent across the brand’s channels.

In this episode, Molly and I discuss her insatiable need to work, how she ended up at monday.com, and how the company culture seeps through not only the product but their marketing as well. Molly says, “At monday.com we believe sharing knowledge makes you a better leader and leads to increased success for the organization.”

Listen to hear why culture is so important at monday.com and how they approached marketing while the company was going public.

In this episode, you’ll learn:

  • Sharing information leads to success
  • You should be nicer to yourself
  • Marketing partnerships are underrated

Key Highlights:

  • [03:08] Molly’s journey to monday.com
  • [05:41] What is monday.com?
  • [08:03] Culture defines everything at monday.com
  • [12:17] How does culture affect marketing?
  • [21:22] How does Molly combat Imposter Syndrome?
  • [28:35] Brands to take notice of
  • [30:54] What’s the biggest threat for marketers today?

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 brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.

Trend Set: Spooky Season, Social NFTs And Coke’s ‘Real Magic’

Ayzenberg junior strategist Ashley Otah surfaces the latest trends at play in the world of culture and entertainment.


Coca-Cola

In the first new platform since 2016, Coke’s ‘Real Magic’ global campaign kicked off with a new ad titled “One Coke Away from Each Other.” Centering around Gen Z and gamers, the video showcases the dichotomies between the virtual landscape and unity in the digital age. Although a split camp has arisen regarding its reception, many note that it aligns with previous themes from the brand.


NFTs

TikTok and Twitter take on NFTs. While Twitter is solidifying a new process for NFT authentication, TikTok has decided to partner with select celebrities, creators and more to release a collection. Expect to see similar integrations and rollouts from platforms soon.


Clubhouse

Clubhouse now lets users record streams, share and download clips, and more. The new features titled ‘replays‘ and ‘clips‘ aim to align with the similar offerings of Twitter Spaces and Spotify Greenroom. As the space becomes more competitive, interactiveness and personalization are becoming increasingly imperative.


“Spooky Season”

Have no fear, fall is finally here. Although people can’t quite pin the person who coined the term, a deep dive into the world wide web showcases the rise of “Spooky Season.” Dubbing things “Spooky Spice Lattes,” “Spooky Baskets,” and more, brands are catching up and cashing in on people’s love for “Spooky Season.”


Square

Tapping into TikTok. Square partners with the platform to let its TikTok for Business users promote and sell on the video app. Social commerce is booming and does not look to be slowing down as more want fast, easy, and integrated shopping experiences.