Clicks 2 Bricks

A well-loved National brand was recently mentioned by one of the most famous Hollywood actresses on Saturday Night Live. How does this kind of brand placement happen? Did Hooters know about the feature before it went live? Bruce Skala is the Chief Marketing Officer for Hooters, and he joins us today to tell the story behind the skit. Tune in to hear about the brand’s position in a changing cultural landscape, their contributions to Breast Cancer awareness, and the socially-driven marketing campaigns that keep local audiences engaged. We touch on trackability and influencer marketing, working with the SOCi platform, and the brand’s approach to customer loyalty and rewards. Join us as we discuss the ins and outs of the highly-coveted role of Chief Marketing Officer at Hooters, and much more today. 

Key Points From This Episode:

• Introducing Bruce Skala, Chief Marketing Officer at Hooters. 
• Where this episode is being recorded at Hooters HQ.
• The international footprint that Hooters has created and a new product called Hoots.
• A recent sketch on Saturday Night Live which was a parody of Hooters.
• The cultural relevance of Sydney Sweeney’s skit.
• Breast Cancer awareness contributions by Hooters.
• Hooters’ relationship with social content on a National and in-store level.
• How the trackability of social media is changing the world of influencer marketing.
• Working with the SOCi platform on review management and analytics.
• Headcount and loyalty efforts.
• How Hooters ensures that each store engages in local marketing. 
• Bruce’s career journey leading up to this point. 
• Why everyone wants to be a part of Hooters marketing.
• Quickfire one-word answers, including suggested guests. 

Links Mentioned in Today’s Episode:

Bruce Skala on LinkedIn

Hooters

Hooters Waitress - SNL

Episode 26

Episode 8

SOCi

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

How do you put your most important, valuable asset in front of folks where it’s going to matter? During this episode, Chief Marketing Officer for Tractor Supply Company, Kimberley Gardiner joins us to tell her story. She shares her unique journey of working for major automotive brands, and how she is training Tractor Supply Company employees to create authentic content that connects with their customers in ways that traditional advertising just can’t. Join us as Kimberley unpacks her experience of touching the customer experience from end to end at Tractor Supply Company, working with an authentic team drawn from the company’s customer base, and her approach to content which engages employees across the business. Join us today to hear all this and more from this episode’s inspiring guest.

Key Points From This Episode:

• Introducing Kimberley Gardiner, Chief Marketing Officer for Tractor Supply Company. 
• Background on Tractor Supply Company and its 52 000 employees across the country.
• What motivated her to leave the automotive industry in the hope of touching the customer experience from end to end.
• Changing dynamics in rural America since the 2020 pandemic.
• Continuous refreshing of the brand and the tiered customer experience.
• Personalizing the customer journey.
• KPIs including transactions and frequency.
• The incredible asset of authentic and hard-working employees.
• Commitment to team member content.
• Tractor Supply’s relationship with customer reviews.
• Tech priorities for 2024 and the company’s relationship with AI.
• What it has been like for Kimberley to work with a smaller budget than automotive.
• Where the ‘life out here’ brand line originated from.
• How Kimberley’s experience in automotive has enhanced her approach to marketing at Tractor Supply.
• Her advice to go broad when seeking out mentorship and advice.
• A suggested guest: Wendy Martin at Floor and Decor. 

Links Mentioned in Today’s Episode:

Kimberley Gardiner on LinkedIn

Tractor Supply Company

Tractor Supply Company on TikTok

Tractor Supply Company on Instagram 

Episode 86

Wendy Martin on LinkedIn

Floor and Decor

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

What does B2B marketing look like in financial services? As today’s guest Kirti Naik explains, it’s not that different from the goals and challenges of consumer marketing, and it also offers unique opportunities for innovation in marketing. Kirti is the Head of Brand & Creative at the New York-based financial firm, Neuberger Berman, and she details what the company is currently focused on, what her role entails, how she navigates the challenges of marketing in finances, and how she defines success based on her intended performance outcomes. We also discuss how the leaders at Neuberger Berman engage with its marketing efforts, how marketing relates to investing, the current state of B2B marketing, and why Kirti believes that she has a high chance of affecting meaningful change by staying on as a marketer in financial services. 

Key Points From This Episode:

• Getting to know Kirti Naik as she explains Neuberger Berman’s hybrid setup. 
• The highs and lows of working remotely.
• Kirti’s passion for traditional Indian food and the podcast she co-hosts with her husband.
• An introduction to Neuberger Berman and her role at the company. 
• The outcomes she’s pursuing as Head of Brand & Creative; her definition of success. 
• How she navigates the distinct challenges of marketing in the financial sector. 
• Why brand awareness matters for investing. 
• How Neuberger Berman’s leadership team engages with the company’s marketing efforts.
• The current state of B2B marketing and the necessary industry changes being made.
• How Kirti ended up in financial services, and why she chose to stay. 
• TikTok, Facebook, Gen Z, and influencer marketing.

Links Mentioned in Today’s Episode:

Kirti Naik

Kirti Naik on LinkedIn

Kirti Naik on X

Kirti Naik on Instagram 

Kirti Naik on Facebook

Kirti Naik Email 

Neuberger Berman 

Make Your Money Move

Got Spice?  

Disruptive Forces in Investing 

Oppenheimer Funds – Globalize Your Thinking Campaign

Oppenheimer Funds — Invest in a Beautiful World Campaign 

Tikka 

CMO Council 

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

With multiple formats including freestanding stores, mall locations, and convenience store co-locations, Vicki Beswick faces a fairly complex marketing challenge as the Vice President of Marketing for iconic pizza brand, Sbarro, especially now that the brand is leaning into e-commerce and delivery. Luckily, Vicki has a ton of pioneering e-commerce experience from her previous roles at Wendy’s, Express, and Bath & Body Works. She joins us on Clicks 2 Bricks today to tell the story of how the Sbarro family invented the original New York pizza slice almost 70 years ago and offer a glimpse behind the scenes at the fresh ingredients and small but mighty team that sets Sbarro apart from other players in the pizza-by-the-slice category. Tuning in, you’ll also learn how the brand supports its franchisees and builds off their success to grow the Sbarro footprint, why Vicki believes there are no stupid questions, her advice for aspiring marketers, and much more. How does Sbarro compete against the big three pizza brands? Keep listening to find out!

Key Points From This Episode:

• The surprising role of pizza in Vicki’s 25-year career journey!
• Background on the Sbarro brand, from the first location in Brooklyn in 1956 to present day.
• Unified marketing strategies that Sbarro employs across its locations.
• How Sbarro sets itself apart from other big pizza players with certified fresh ingredients.
• Benefits (and challenges) of leaning into e-commerce and third-party delivery.
• External partners Sbarro relies on to build and maintain their marketing tech stack.
• Insight into how Sbarro supports and communicates with their franchisees.
• What multi-location marketing strategies look like in the impulse pizza category.
• Vicki’s progression as a marketer and the career milestones that led her to this point.
• Real leaders want to teach you: tips for identifying and engaging with your mentors.
• Experiential advice for young marketers entering the arena in 2024.
• Career opportunities at Sbarro right now.
• Vicki’s take on influencer marketing, TikTok, and more in the lightning round!

Links Mentioned in Today’s Episode:

Vicki Beswick on LinkedIn

Sbarro

Sbarro Careers

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

The storage space industry has some pretty unique challenges, especially when it comes to marketing. Not only are you trying to set yourself apart in a need-based business, but you also have to manage constant churn and fluctuating occupancy rates. So what does it take to launch and maintain a successful marketing strategy in this kind of environment? And how do you go about doing it? There is perhaps no one better to answer these questions than today’s guest, Dayna Hathaway, Senior Vice President of Marketing for Extra Space Storage, where she has spent 25 years learning what it means to master marketing for storage companies. Tuning in you’ll learn about their unique approach to brand marketing, why most people are surprised at the sophisticated nature of their internal operations (especially as a storage company), and why they put so much effort into their distinctive online presence across social media platforms, from Facebook to TikTok. We delve into their strategies for staying ahead of their competitors and their rigorous methods for maintaining high search rankings, before learning about their conscientious approach to AI, plus a whole lot more. If you’d like to hear all of Dayna’s thought-provoking insights on storage, marketing, and how to set yourself apart online, then be sure to tune in for this fascinating conversation!

Key Points From This Episode:

• A warm welcome to today’s guest, Dayna Hathaway.
• An introduction to Extra Space Storage: what they value and their recent growth.
• Dayna’s insights on what it takes to market storage units.
• Why they need to be better than their competition; from large companies to small operators.
• A breakdown of their digital vision: empowering customers to transact however they choose.
• Their commitment to ensuring that the customer journey is always excellent.
• Extra Space Storage’s highly active social media presence (including on TikTok!)
• Insight into the surprising levels of sophistication within their operations.
• How they balance their high occupancy rates with marketing efforts and constant churn.
• Their rigorous approach to data analysis and maintaining high Google rankings.
• Unpacking their decision to invest 100% of their marketing efforts in digital.
• Their unique approach to brand marketing and comprehensive investment in search engines.
• How they prioritize SEO, promote and encourage reviews, and do reputation management.
• Their AI strategy: exploring in-house opportunities before using it externally.
• An overview of how they are using AI internally for data and efficiency.
• Dayna’s long and positive history with the company.
• How she came to be Senior Vice President of Marketing.
• Where you can reach out to Extra Space Storage for career opportunities.

Links Mentioned in Today’s Episode:

Dayna Hathaway on LinkedIn

Extra Space Storage

Extra Space Storage on Instagram

Extra Space Storage on X

Extra Space Storage on YouTube

Extra Space Storage on Facebook

Extra Space Storage on LinkedIn

Extra Space Storage on TikTok

Careers with Extra Space Storage

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Today on Clicks 2 Bricks, we are joined by Alec Hanson, author, host of the Modern Lending Podcast, and Chief Marketing Officer for loanDepot – a California-based company that sells mortgages and other lending products. One of loanDepot’s key channels is its team of lending consultants, each of whom is charged with building their own mortgage lending business in their local area. Not only has Alec done this himself, but he has quite literally written the book on it (you can get your copy of Bypassed wherever books are sold), and that’s what he brings to his role as CMO: a proven playbook for using digital marketing to supercharge the local agent business model. On top of this, he is also building a national brand that not only drives demand but also reduces the amount of selling his agents have to do. Tune in to learn the difference between sales and marketing, get insight into loanDepot’s Modern Lending Playbook, gain a new appreciation for the power of social media, and so much more!

Key Points From This Episode:

• The two sides to Alec Hanson, a comic book-loving weightlifter!
• Insight into loanDepot, Alec’s role as CMO, and his personal brand-building journey.
• What distinguishes marketing from sales (which are two sides of the same coin).
• A deeper look at the three major marketing channels at loanDepot.
• How loanDepot trains and develops its team of local and market professionals.
• Digital channels that drive opportunity and success for local agents.
• The importance of embracing new strategies and how loanDepot is implementing AI.
• An important lesson in serving customers the way they want to be served.
• How loanDepot balances brand building, consumer engagement, and education.
• Why you’re minimizing your chance of success if you’re not utilizing social media.
• The competitive advantage that the loanDepot brand offers great salespeople.
• Understanding millennials, the importance of search, why TikTok isn’t just for kids, and more.

Links Mentioned in Today’s Episode:

loanDepot

Alec Hanson

Alec Hanson on LinkedIn

Alec Hanson on Instagram

Alec Hanson on X

Bypassed

Modern Lending Podcast

That Mortgage Guy on TikTok

Grandma Nat on TikTok

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Nissan is the first automotive brand that we’ve had on the show and we are thrilled to be in conversation with the Chief Marketing Officer of Nissan North America, Marisstella Marinkovic! Automotive marketing is different from all the others in many profound ways, and Marisstella is here to highlight those differences and explain why her industry is the best to work in. After a quick review of her first year in her current role, our guest walks us through Nissan’s Heisman House and Big Game campaigns, how the introduction of college athlete sponsorships has changed the dynamics, how Gen Z’s need for authenticity has influenced the marketing landscape, and her summation of automotive marketing theory. Marisstella also explains how the complexities of her job fuel her, how she and her team use influencers, what she thinks about mentorship, what Nissan North America has planned for 2024, and her advice for new and aspiring marketers who are looking to follow a similar career path.

Key Points From This Episode:

• Why romance novels are Marisstella Marinkovic’s secret passion. 
• A review of her first year as Chief Marketing Officer of Nissan North America. 
• Exploring Nissan’s Heisman House campaign.  
• How it’s possible to sponsor college athletes, and how it’s changed sponsorship dynamics
• Nissan’s approach to their Big Game (Super Bowl) commercial. 
• Authenticity, and Gen Z’s influence on marketing.
• The theory of automotive marketing. 
• Why Marisstella appreciates the complexities of her job.
• How it takes time to see the results of marketing in the automotive industry. 
• The way she and her team use influencers.
• Marketing areas that she’s prioritizing in 2024. 
• Debunking unpopular opinions about marketing. 
• Her nonautomotive experience and how it applies to the work she does today.
• Our guest’s sales pitch for joining the automotive marketing industry.
• Nissan’s approach to mentoring, and our guest’s advice for young, new marketers.

Links Mentioned in Today’s Episode:

Marisstella Marinkovic on LinkedIn

Nissan Motor Corporation 

Allyson Witherspoon on LinkedIn

KIA

Zillow 

‘El Test Drive | Nissan USA & Nissan Latino’

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Joining us today is Pat O'Toole, the Chief Marketing Officer of the iconic Burger King. Recorded in person at the Burger King headquarters in sunny Miami, Florida, this episode unveils the highly-anticipated Million Dollar Whopper campaign and insider secrets to Burger King’s “Reclaim the Flame” plan to accelerate growth. Pat is an accomplished marketing executive with a proven track record in elevating iconic brands to new heights. With a deep understanding of global markets and a history of steering some of the most beloved brands, he continues to make a lasting impact on the marketing landscape. In our conversation, we discuss his path from broadcast journalist to marketing guru, why now is the most exciting time in marketing history, and how the company is celebrating people's unique tastes through the Million Dollar Whopper campaign. You’ll gain valuable insights into multi-location marketing in the fast-food space, serving franchisees and the end consumer, the next generation of marketing, and much more. To discover how Pat is taking Burger King’s marketing to new heights, tune in today!

Key Points From This Episode:

• Background on Pat and the historic Burger King headquarters in Miami, Florida.
• His journey from journalism to marketing executive. 
• The state of the current marketing landscape and how it will evolve.
• What a Million Dollar Whopper is and the motivation for it.
• The story, process, and technology behind the Million Dollar Whopper campaign.
• Burger King’s Reclaim the Flame plan and Pat’s role in it.
• Insights into the company’s overall remodel strategy.
• How Burger King is servicing both franchisees and the end-consumer.
• Pat's transition from marketing in CPG to the fast-food space.
• Essential advice that Pat has for budding marketers. 
• Ways that he is mentoring the next generation of marketers.
• A lighting round of marketing-related questions. 

Links Mentioned in Today’s Episode:

Pat O’Toole on LinkedIn

Burger King

Million Dollar Whopper Competition

OKRP

PepsiCo

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Is parking a commodity, or does LAZ Parking simply offer a differentiated branding experience? Helping us get to the bottom of this is the National Senior Director of Marketing at LAZ Parking, Kim Spagnulo.  Kim joins us to explain how LAZ became the biggest and fastest-growing privately-owned parking operator in America, and how she fulfills her role as its National Senior Director of Marketing. After hearing the story of how LAZ was founded, our guest walks us through the company’s unique culture, how she goes about her work on a national level, and the challenges she’s endured along the way. Kim also shares insight on the technology trends in marketing that she’s most excited about, how Google fits into the picture, why she values brand consistency and how this plays out on social media, and her advice for new and aspiring marketers. Be sure to tune in to hear what Kim thinks about Yelp and AI-powered marketing, and to learn about the job opportunities that are available at LAZ Parking.   

Key Points From This Episode:

• A warm welcome to the National Senior Director of Marketing at LAZ Parking, Kim Spagnulo.
• How a small events company paved the way for her marriage. 
• The LAZ Parking story. 
• Why the culture at LAZ is ‘truly special’, and the types of projects it facilitates.
• How it became the largest and fastest-growing privately-owned parking operator in America.
• The way Kim uses her work of marketing parking structures to drive the company forward.  
• Some things that may surprise other marketers who aren’t familiar with LAZ’s culture.
• What Kim’s role entails on a national level, and the challenges that she encounters.
• The marketing technological trends that she’s looking forward to implementing.  
• Why Google is a major player in LAZ Parking’s day-to-day operations. 
• Exploring the importance of brand consistency for LAZ, and how it uses social media.
• Kim’s advice for new marketers. 
• Job opportunities at LAZ Parking. 
• Yelp, branded content, and AI-powered marketing. 

Links Mentioned in Today’s Episode:

Kim Spagnulo on LinkedIn

Kim Spagnulo on X

Kim Spagnulo on Facebook

LAZ Parking 

Alan Lazowski on LinkedIn 

Jeff Karp on LinkedIn 

Michael Harth on LinkedIn

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Joe Artime’s journey with Moe’s Southwest Grill began as a student, slinging tacos and burritos. Today, he is the Head of Marketing for the franchise. During this episode, he joins us to discuss the new positioning for Moe’s Southwest Grill, the choice to pivot towards video content for 2024, and how the brand connects with local communities through its franchisees. Tune in as we do a deep dive into the history of the brand and its name, consider the future of the role of CMO, and explore the art of relating to customers through storytelling. Joe reveals his repositioning strategy set to take root in 2024, touches on new menu items that will be tested in the coming year, and shares upcoming plans for on and off-site content creation. Joe tells us his approach to relationship-building and empowering franchisees, gets candid about his predictions for the future of AI, and much more. Don’t miss this value-packed episode!

Key Points From This Episode:

• Introducing Joe Artime, Head of Marketing for Moe’s Southwest Grill.
• A fun fact about Joe that most people might not know.
• A recap of the last twelve months at Moe’s Southwest Grill and his history with the brand.
• Where the name Moe’s actually comes from: musicians, outlaws, and entertainers. 
• The new positioning of the brand which started in 2023 and will take off in 2024. 
• Questions around the future of the CMO position and how it may move into an operational role.
• Relating to customers through storytelling.
• Key areas for the upcoming repositioning of the brand.
• Where the brand could improve in the future: showcasing the food. 
• What Joe intends to do differently with branding in 2024. 
• The new menu items that will be tested in the year to come. 
• Shooting videos on site and in a test kitchen.
• Why building strong franchisee relationships is a non-negotiable. 
• What is behind the original localized approach to marketing.
• Creating guidelines and offering suggestions to empower franchisees.
• Moe’s standpoint on third-party delivery. 
• Joe’s predictions for the impact of AI on marketing in the restaurant space.
• His progression as a marketer through roles at Perkins Restaurant & Bakery, Krystal, and Burger King.
• Advice for marketers: learn the business drivers, follow the data, and understand how the technologies are changing.
• What he learned from taking on roles in different departments.
• The status of Joe’s team today.
• His take on TikTok, influencer marketing, Yelp, and a suggested guest for the podcast. 

Links Mentioned in Today’s Episode:

Joe Artime on LinkedIn

Moe’s Southwest Grill

Focus Brands

Alice Crowder is the CMO of Krystal

Ellie Doty is the Chief Marketing Officer for Burger King

Sergio Perez on LinkedIn

Clicks 2 Bricks 

Marketing Leaders Coffee Chat