Tim Schroder is the senior vice president of marketing at Save A Lot, focusing on delivering quality foods and customer experience.

In this episode, Tim and I cover what Save A Lot is and how they compete in the grocery category. We also discuss modernizing and revamping the company and the brand refresh with a new marketing campaign. When embarking upon a major update of their brand, Tim says, “When I started looking at the competitive landscape and saw what the other big and small grocery chains were doing, I just saw a sea of sameness.” Listen in to hear how Save A Lot leans into modernization and stands out from the crowd.

In this episode, you’ll learn:

  • How to think about modernization in marketing
  • Where you should be listening to your customers
  • Staying ahead of the curve of digitization
  • The power of music in campaigns 

Key Highlights:

  • [01:14] Tim’s career as a mascot
  • [02:20] Tim’s journey to marketing at Save A Lot
  • [04:11] What is Save A Lot? 
  • [05:37] What brought Tim to the grocery industry
  • [07:24] Their modernization project
  • [11:00] The importance of listening to your customers
  • [14:02] “Like a lot, a lot” campaign
  • [20:04] Breaking out of the sea of sameness
  • [22:16] An experience that defines Tim, makes him who he is
  • [24:01] Tim’s advice to his younger self 
  • [25:15] What marketers should be learning more about
  • [26:02] The brands and organizations Tim follows
  • [28:08] The biggest threat and opportunity for marketers

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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.