CMOs to Watch: Meet the top marketers recently tapped by Delta, Glossier, and others to stoke demand and capture new opportunities
, part of the tech giant's plan to winnow its ranks by 10%. The company is still in the early stages of transforming itself, CEO Marc Benioff said during its May earnings call.
Popeyes unveiled its new brand positioning and corresponding campaign,"We Don't Make Sense, We Make Chicken," in April. The work, its first from its new agency McKinney, was designed to emphasize the brand's New Orleans roots and unique but painstaking Southern cooking techniques — such as marinating its chicken for 12 hours and hand-tossing it 20 times to ensure the batter gets into all the nooks and crannies.
One of Lee's first jobs was consolidating the different marketing disciplines spread across the company, bringing those initiatives into the agency Havas Group. The goal was to revitalize marketing for each of those brands. For example, JBL, which sells premium speakers and headphones, needed to spark more customer buying. Lee also led a large-scale media campaign for Harman Kardon to establish the brand and celebrate its 70th anniversary.
She was promoted to CMO in early 2022 and is on Insider's"CMOs to Watch" for the second consecutive year because she's marketing the streaming giant through some significant changes, including new restrictions on password sharing, aIn the past year, Lee has worked on some of Netflix's highest-profile campaigns promoting original shows.
Two big factors for Mercedes-Benz, and other EV makers, to overcome are consumer hesitancy about charging availability and the length of time they can drive before the battery is drained. Part of Lee's remit will be to promote messages about the convenience of its charging network. In January, the company announced ambitious plans to launch a high-power charging network across North America, Europe, China, and other markets, beginning in the US and Canada.
"We had performance in one corner doing their thing," she told Insider."We leaned heavily on SEO. We weren't leaning hard into brand marketing. Product marketing was undeveloped. Email channels existed but weren't working as hard for us as they could be." Lewis is now executing on the third stage of The Knot's marketing transformation by drastically reinventing its media mix and investing in channels meant to reach a large audience. The Knot is focusing heavily on streaming-TV and online-video ads.As part of this effort, The Knot is releasing its first national video campaign, which will air targeted spots on Hulu, Peacock, and Netflix.
Lieberman — who has marketing experience from Chipotle, Snap Kitchen, Taco Bell, and Pizza Hut — is Yahoo's first CMO since 2015. She takes on responsibility for global marketing, brand positioning, customer engagement, and user acquisition across brands including Yahoo Finance, Yahoo Sports, AOL, and TechCrunch.
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