In this episode of CMO Weekly, host Haley Clover sits down with Conley Downing, the Chief Marketing Officer at Archer Roose Wines, live from Adweek’s Brand Week.

Conley shares her journey from "unsexy" pharmaceutical marketing to leading a disruptor brand in the declining wine category. They discuss how Archer Roose is redefining wine culture through convenience, sustainability, and high-profile partnerships with figures like Elizabeth Banks.

What You’ll Learn in This Episode:

Disrupting Tradition: How Archer Roose is overcoming the "canned wine stigma" through scientific research with Cornell University and best-in-class quality practices.

Brand Voice vs. Celebrity Voice: The strategy behind balancing the brand’s unique identity with the creative style of celebrity partner Elizabeth Banks.

The Power of Partnerships: Inside the "scrappy" creative moves that turned a JetBlue placement into a viral DIY in-flight spritz campaign.

Marketing for the Modern Consumer: Why the "sidecar" serving method and "better-for-you" transparency (vegan, sustainably sourced, no added sugar) are winning over today’s wine drinkers.

Growth Metrics: How Archer Roose achieved a 92% increase in DTC sales this year and maintains an 88% reorder rate.

About Conley Downing

Conley Downing is a veteran marketer with a rich background in spirits and emerging brands. Her career includes stints at major agencies working on Pepsi and Diageo accounts, as well as leadership roles with Sean Combs' brands (Ciroc and DeLeón) and the startup 21 Seeds. She joined Archer Roose a year ago to lead their brand strategy and growth marketing.

How do you market a sports team in a city with a "Championship Culture"? In this episode of CMO Weekly, we sit down with Sandra Moore, the Chief Marketing Officer at Sporting Kansas City, to discuss the evolution of fan engagement, brand loyalty, and the intersection of sports and community.

Sandra shares her insights on navigating the competitive MLS landscape, leveraging data to personalize the fan experience, and how Sporting KC stays "Always On" even during the off-season. Whether you’re a sports marketer or a brand builder, this conversation is packed with actionable strategies for creating deep emotional connections with your audience.

📈 Key Takeaways from this Episode:

The Fan-First Philosophy: How Sandra and her team prioritize the "matchday experience" to build lifelong loyalty.

Data vs. Emotion: Balancing hard analytics with the passion of a sports fanbase.

Community Integration: Why Sporting KC views itself as a community asset first and a soccer team second.

Growth Tactics: Lessons on scaling a brand in a mid-market city with high-level competition.

In this episode of CMO Weekly, host Haley Plummer sits down with David Plumi, the CMO of Luckia Gaming Group. Since taking the helm in 2023, David has been instrumental in scaling Luckia’s content offerings, securing high-profile partnerships like LaLiga, and leading the brand toward a top-three position in the competitive Spanish market.

David shares his unique journey from professional poker player and entrepreneur to CMO of one of Europe’s rising gaming brands. We dive deep into why Luckia views itself as a "family" business, the strategy behind multi-million dollar sports sponsorships, and how to balance traditional media with a rapidly evolving digital landscape.

In this episode of CMO Weekly, host Haley Clover sits down with Victoria Lozano, the Chief Marketing Officer of Crayola, to explore how a 120-year-old heritage brand is evolving into a full creative ecosystem. Victoria shares insights from her 16-year tenure at the company, discussing the shift from selling art supplies to fostering "creativity as a life skill" through content, experiences, and digital innovation.

Key Topics Covered:

Building a Creative Ecosystem: Discover how Crayola has expanded beyond physical products into Crayola Studios and location-based entertainment to showcase creativity in action.

The Power of "Crayola Creativity Week": Victoria discusses the massive success of this free global program, which reached 13.2 million children in over 120 countries last year by integrating creativity into core subjects like math and literacy.

Nostalgia vs. Modern Relevance: How Crayola uses emotional triggers—like the return of retired colors (Dandelion) and global color votes—to stay relevant for both children and nostalgic adults.

The Adult Coloring Resurgence: Learn why 57% of Crayola purchases now come from households without children, as adults turn to coloring for relaxation and "rebalancing".

The Secret to Marketing Longevity: Victoria offers advice for early-career marketers on finding passion, embracing diverse roles within a single brand, and thinking about the "bigger ecosystem".

Crayon Naming Stories: A look behind the scenes at how colors like "Macaroni and Cheese" and "Tickle Me Pink" were named by fans and children.

Welcome to a groundbreaking episode of CMO Weekly, where we go beyond the headlines to explore a truly purpose-driven client-agency relationship. Host Haley Clover sits down with two of the industry's most dynamic leaders: Lina Polimeni, Chief Corporate Brand Officer at Eli Lilly and Company, and Jason White, President of Wieden+Kennedy, to uncover the secrets behind their successful two-year collaboration.

In a highly regulated sector like pharmaceuticals, how do you find the opportunity for a bold, breakthrough creative idea? Lina and Jason reveal how their deep, shared sense of purpose has allowed them to move past industry norms and shift from a purely transactional model to a truly relational one.

Key Topics and Breakthrough Ideas:

The Power of Shared Purpose: Learn how an immediate alignment on the mission—using creativity to change the world, particularly in healthcare—became the magnet and foundation of their partnership.

Creativity vs. Regulation: Lina Polimeni challenges the industry belief that regulation is a conflict to creativity, arguing that you can be compliant and creative by focusing on human truth.

The "We Can Create" Initiative: Hear the details on their cultural resonance platform, which leverages the power of storytelling in the entertainment space to depict health authentically on screen.

Health Inclusion in Culture: The leaders discuss the importance of health inclusion and how the accurate depiction of health in film influences culture and even medical decisions (citing examples like the Barbie movie and increased ObGyn visits, and Angelina Jolie’s public discussion of her mastectomy).

Advice for CMOs: Jason and Lina offer invaluable advice for marketing leaders in any regulated space: be courageous, relentless in the pursuit of the great idea, and focus on building deep trust with your partners to navigate compliance challenges and achieve your full potential.

This conversation is a masterclass in modern marketing leadership, demonstrating what is possible when a courageous client and a world-class creative agency commit to a purpose bigger than themselves

In this dynamic episode of CMO Weekly, we sit down with Erin Chin, Head of Global Brand Marketing for Logitech G. Erin discusses her incredible journey from investment banking to becoming a leader who guides the marketing and brand storytelling for Logitech G, the company’s billion-dollar gaming brand that now unites both gamers and creators under one umbrella.

Previously the CMO for Logitech for Creators, Erin shares the vision behind the "Together We Create" platform and how she is leveraging her expertise in building culturally relevant brands to shape one of the most influential communities in tech and gaming.

Key Discussion Points:

The Non-Traditional CMO Path: Erin details her unique career evolution, starting as an investment banker at Goldman Sachs before moving into international strategy at MTV Networks, and then holding senior marketing roles at major beverage companies like Diageo and PepsiCo (Mountain Dew).

The Power of Creators & Gaming: Insights into the explosive growth of content creation and gaming, where one out of every three people in the world is a gamer. Erin explains how Logitech G is dedicated to creating innovative gear for this vast audience.

Building Brand Authenticity: How Logitech G's strategy focuses on building authentic relationships, leading and driving culture through storytelling and actions, rather than just chasing trends.

Global Brand Strategy in Practice: A look at Logitech G's global initiatives, including orchestrating 18 IRL event activations around the globe. She discusses community engagement, masterclasses, esports tournaments, and collaborations with iconic brands like McLaren and Herman Miller.

Tune in to learn what it truly takes to unify a global brand, build a massive creator community, and market products in the fast-paced world of gaming and content creation.

Guest Info:

Erin Chin is the Head of Global Brand Marketing for Logitech G.

Connect with Erin on LinkedIn (search for Erin Strother Chin).

About CMO Weekly: Every week, we go beyond the headlines to explore what it really takes to build brands, lead teams, and stay ahead in a fast-changing industry.

This episode is brought to you by Open Fortune, the only marketing company putting your brand inside actual fortune cookies.

CMO Weekly: Cash is King, Gen Z, & The Future of iGaming Affiliation | Richard Dennys, CEO Game Lounge

In this candid episode of CMO Weekly, we sit down with Richard Dennys, CEO of the influential iGaming affiliate brand, Game Lounge. Since taking the helm in early 2024, Richard has been steering the global company—which operates over 130 websites across dozens of countries—through a wave of growth, innovation, and industry change.

Richard offers a refreshing, straight-talking perspective on what it takes to lead a successful performance marketing business today. He dives into why the core lesson from his decades-long career is that "cash is king" and why the business philosophy of being "boring" (focused on strong fundamentals) is the key to massive, sustainable growth.

The conversation goes beyond typical marketing strategy to explore:

The Trust Economy: Why Game Lounge is committed to becoming the "most trusted affiliate in the sector" by embracing data transparency and moving the industry away from a "cloak and dagger" mentality in its partner relationships.

The Future of the Player: How the affiliate model must fundamentally change to serve Gen Z and younger players, who trust social networks, peer-to-peer recommendations, and crypto platforms more than traditional SEO.

The AI Revolution: Richard's view on how generative AI is lowering the industry's barrier to entry, forcing companies to differentiate through genuine product quality and content expertise.

Culture & Productivity: His leadership philosophy of "more brains, less hands," how Game Lounge hires for attitude over skill, and the focus on productivity rather than presenteeism in their hybrid work model.

In this episode of CMO Weekly, host Haley Clover sits down with Jake Bullock, Co-Founder and CEO of Cann, the pioneering company behind the world’s leading THC-infused social tonic.

Jake dives deep into how Cann is built to offer the "social lift of a drink" without conventional alcohol, positioning the brand squarely at the intersection of cannabis curiosity and sober curiosity.

What You'll Learn in this Episode:

From Wall Street to Cannabis: Jake shares his career journey, from a traditional business background in banking, consulting, and private equity at Bain Capital, to realizing his passion was building a "cool" global consumer brand from the ground up.

The Power of Micro-Dosing: Discover Cann's core insight: why existing high-dose edibles (like gummy candies) were an inaccessible and intense experience for casual users. Jake explains how the brand's unique low-dose control and natural, bold flavor profiles were designed to create a social buzz where consumers feel great and can confidently moderate their intake, much like they would with alcohol.

Competing with Alcohol: Learn about the brand’s mission to "change the way people socialize" by offering a healthier alternative to alcohol. Cann's customers report high rates of alcohol consumption before finding the product, proving its effectiveness as a true substitution in social settings.

Marketing in a Regulated Industry: Jake discusses the challenges of driving creativity while navigating advertising restrictions and regulations.

The Surprise of Authentic Storytelling: Hear about the brand campaign that exceeded all expectations: collecting "Cann Stories"—personal testimonials from customers. Jake shares emotional stories, including a mother who felt she was a "better parent" and an elderly couple in South Dakota who became loyal fans.

The Future of Cann: The discussion covers the brand's vision to have a transformative impact on consumers' lives and the entrepreneurial lesson of not being "held back by the idea".

Join us on CMO Weekly as host Haley Clover sits down with Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University. Ethan leads the brand narrative and creative strategy for one of the largest and most storied public universities in the U.S., on a mission to bring the Texas A&M story to the nation and the world.

In this episode, Ethan shares his incredible career journey and a masterclass in modern brand building:

Key Takeaways & Discussion Points:

From Corporate to Campus: Ethan discusses his career evolution, starting with a decade at Eli Lilly and Company before following his mentor to Purdue University, where he became CMO and transformed their marketing efforts into a recognized "juggernaut" in higher education.

The Power of the Texas A&M Brand: He dives into the unique challenges and opportunities of marketing an institution steeped in 150 years of tradition, including the power of the Aggie Ring and the electric experience of a packed Kyle Field. Ethan emphasizes the need to take their story beyond the state to a national and global audience.

The New Rules of University Marketing: Learn how Ethan's team at Texas A&M is driving impact with a commitment to excellent video storytelling and leveraging the "ABCs of YouTube" to generate millions of views, fundamentally changing the university's content strategy.

The Great Marketer vs. The Expert: Ethan shares the invaluable advice that shaped his career: the importance of becoming a "great marketer" with foundational, transferable skills rather than focusing too narrowly on being a "subject matter expert." He stresses that strong marketing principles will translate across any industry—from pharma to higher education.

Building a World-Class Team: Hear about the strategic priorities he set for his marketing division, including establishing a comprehensive, insight-based brand platform and cultivating a united "marketing community" to ensure a harmonious brand voice across the massive university system.

This is a must-listen for marketing professionals, higher education leaders, and anyone interested in the strategy behind elevating a global brand.

Step inside the mind of a marketing visionary! In this episode of CMO Weekly, host Haley Clover sits down with Fanny Quehe, the Chief Marketing Officer at Petite Plume Luxury Sleepwear, to uncover the bold moves behind the brand's transformation from a beloved children's sleepwear label into a full-fledged lifestyle powerhouse.

Fanny, who brings rich experience from high-fashion and beauty at Chanel, details her journey and the strategic approach she used to spearhead Petite Plume's expansion into new markets and categories.

In this episode, you will learn:

From High Fashion to Home Comfort: Fanny shares her career path, including her leadership roles at Chanel in retail innovation, and how she found her dream CMO role at Petite Plume. She redefines "retail innovation" as simply "marketing for the physical space".

The Power of Memory Making: Discover the emotional core of the Petite Plume brand, which is built on "the notion of home and comfort" and creating "memories and special moments". Fanny explains how they strategically target the "memory maker" customer.

Creating a "World of Petite Plume": Hear how Fanny led the brand’s successful diversification beyond sleepwear into the Home, Hospitality, and even Pet categories, including collaborations to build a cohesive "World of Petite Plume".

The Hybrid Marketing Playbook: Fanny breaks down her winning marketing strategy, which blends high-level brand building with rigorous performance marketing. Learn why she considers customer retention their "Super Bowl," with a heavy focus on owned media channels like email and SMS.

Leadership and Connecting the Dots: Get Fanny's insights on leadership, including her collaborative style of "managing from the back". She offers inspiring career advice by referencing Steve Jobs' famous Stanford commencement speech on the importance of "connecting the dots".

Whether you're a marketing executive, an aspiring CMO, or an entrepreneur looking to turn a product into a legacy brand, Fanny Quehe’s strategic insights are essential listening.

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