CMO Weekly

Join us for a masterclass in modern brand building with Paulie Dery, the dynamic CMO of AG1. Drawing on his impressive career at industry-shaping brands like Uber and YETI, Paulie shares invaluable insights on the power of creativity and the importance of authenticity in a rapidly changing world. In this episode, you'll learn how to build brands that last for 200 years, not just two.

Key Discussion Points:

The Power of Creativity: Paulie argues that creativity is the lifeblood of business success and brand building, and that great work solves all problems. He shares why he believes advertising is at its best when it has an element of "perceived magic".

Building Brands Through Community: Learn why a community-first approach is the greatest way to build a brand and foster lasting loyalty. Paulie discusses how AG1 focuses on authentic, long-term partnerships with creators who genuinely use and believe in the product, and how this strategy builds trust and drives growth.

Insights from Uber and YETI: Paulie reflects on his transformative roles at other major companies. He discusses YETI's shift from a niche product for outdoorsmen to a beloved American lifestyle brand by telling stories and embracing a "Built for the Wild" narrative. He also touches on how Uber evolved from a "gangly adolescent" into a professional entity.

AG1's Marketing Revolution: Discover how AG1 is poised to become "one of the next great brands of the world". Paulie reveals how AG1 educates consumers with entertaining content, and why the brand competes against top-tier entertainment like Game of Thrones and Mr. Beast, not just other health brands.

About the Guest:

Paulie Dery is the Chief Marketing Officer at AG1, a global health company focused on foundational nutrition. He is known for his creative leadership and strategic risk-taking, with a career that includes senior roles at YETI and Uber. Paulie is passionate about using storytelling to connect with people and change their perception of a product.

In this episode of "CMO Weekly," we sit down with Frank Cooper III, the Chief Marketing Officer at Visa, to discuss his incredible career journey and his innovative approach to marketing. Cooper, a Harvard Law School graduate, has a diverse background that spans law, music, entertainment, and consumer goods, with previous roles at iconic brands like Def Jam, PepsiCo, BuzzFeed, and BlackRock.

Key discussion points from the episode include:

A Unique Career Path: Cooper shares his story of transitioning from a career in law to becoming a visionary marketing leader. He discusses how his passion for building brands and a deep understanding of culture have driven his success across different industries.

The Power of Purpose-Driven Marketing: Learn about Cooper's core philosophy of using marketing to help people and create positive change. He emphasizes the importance of a brand's purpose as a central part of its strategy, innovation, and content.

Modern Marketing in a Digital World: Cooper talks about Visa's shift away from interruptive advertising and toward leveraging its owned channels. He explains how Visa uses platforms like LinkedIn and TikTok to add value to the user experience and connect with modern consumers.

Sponsorships as a Tool for Change: The conversation explores how Visa's long-standing sponsorships with major events like the Olympic and Paralympic Games, FIFA World Cup, and NFL go beyond traditional advertising. Cooper details how these partnerships serve as a platform to showcase innovative payment solutions and promote a more inclusive world.

Frank Cooper's insights offer a masterclass in modern marketing, leadership, and staying true to one's purpose in a rapidly evolving business landscape. Whether you're a marketing professional, an entrepreneur, or a student, this episode provides invaluable lessons on the intersection of business, culture, and technology.

Welcome to a special episode of "CMO Weekly" where we're diving deep into the world of iGaming and casino content with a true innovator. This week, we sit down with Sovanna Phan, the founder and CEO of PlayJeux Studios, a Montreal-based startup that's shaking up the industry.

Join us as Sovanna shares his incredible journey, from his early days at Société des casinos du Québec to founding not one, but two gaming companies. Discover how his vast experience, including roles as Head of Online Casino and Project Manager for eGaming, fueled his vision to create PlayJeux.

In this episode, we explore:

The Power of Multiplayer: Learn about PlayJeux's unique "GameLinker" technology and how it's revolutionizing the iGaming landscape by bridging the gap between traditional casino gaming and the social, interactive experiences of modern video games.

The Future of Gaming: Sovanna discusses his vision for creating a next-generation multiplayer platform that allows players to connect, chat, and share an authentic casino experience, whether it's through slots or table games.

Building a Startup: Hear firsthand what it takes to build a successful games studio from the ground up, including the challenges and triumphs of bringing innovative ideas to life.

A Personal Story: Sovanna also touches on his diverse background and how his entrepreneurial spirit, cultivated through ventures like Groupe Quebec Phan inc., has shaped his leadership style at PlayJeux.

Whether you're a marketing professional, a gaming enthusiast, or an aspiring entrepreneur, this episode offers invaluable insights into the future of digital entertainment and the power of a clear, innovative vision. Don't miss this captivating conversation with one of the most exciting minds in the iGaming space.

In this episode of CMO Weekly, host Hayley Clover sits down with Tyler Amirault, the co-founder and CEO of Hot Takes, a free-to-play sports betting app. Tyler built the initial version of the app while in college after noticing that many of his friends needed "handholding" and a safe place to practice and learn how to bet without risking money.

Hot Takes has since grown into a successful company that helps Gen Z and other new bettors learn about sports gambling safely. The app allows users to earn real cash and Bitcoin while practicing their betting skills. The company has achieved significant milestones, including hitting number one in its category and securing affiliate partnerships with major sports betting companies like bet365, BetMGM, and Caesars. Hot Takes has also received backing from Incentive Games.

Tyler, who has a background in engineering at Square and studied at Ivey Business School, discusses his journey from building the app in college to its current success. He talks about the company's evolution from a simple free-to-play app to a content entertainment company, with a focus on targeting a broad audience and meeting them at their current level of betting experience.

Key topics covered in this episode include:

The origin story of Hot Takes: Tyler shares how the idea for the app came from a conversation with friends who were new to sports betting and didn't understand things like odds or parlays.

Marketing and growth strategy: Tyler explains Hot Takes' grassroots marketing approach, which began in Ontario with a focus on localized efforts and building trust through micro-influencers and brand partners. He also details the company's current multi-pronged, omnichannel strategy, including a heavy focus on social media platforms like Instagram, YouTube, and TikTok, a blog, and a newsletter with 25,000 subscribers.

Unique position in the market: Tyler highlights that Hot Takes has no identical competitors because it offers a completely free platform where users can play and compete with friends, monetizing through affiliate partnerships instead of taking money from users.

The future of Hot Takes and the sports betting industry: Tyler shares his long-term vision for Hot Takes as a comprehensive "entertainment ecosystem" for sports fans, with a focus on new social features like group chats and custom leaderboards. He also offers insights into the future of the affiliate space, predicting a shift towards retention and tech-forward solutions.

Audience and demographics: Tyler mentions the demographic of Hot Takes users, noting that about 24% are female, and discusses how the app appeals to both seasoned bettors and those who want to feel included in the sports betting conversation without betting real money.

Tyler also participates in a fun rapid-fire question round, revealing his favorite city, who he'd have dinner with, his biggest sports "hot take," and a brand he admires for their marketing.

CMO Weekly, hosted by Hayley Clover, features an interview with Katelyn Watson, the Chief Marketing Officer at Talkspace. In this episode, Watson discusses her career journey, marketing strategies at Talkspace, and the brand's evolution. The episode is sponsored by OpenFortune, a marketing company that places brand messages inside fortune cookies.Watson's Career and Transition to Talkspace:Watson has led marketing at several fast-moving companies, including Nurx, Shutterfly, Care.com, and Cabbage. She specializes in scaling, repositioning, and reintroducing brands to the public.Watson's interest in mental health began at Nurx, where a mental health service focused on medication management was launched. The positive response from patients highlighted the great need for mental health services.A key factor in Watson joining Talkspace was the brand's high recognition and positive reputation.Talkspace's Marketing Strategy and Brand Evolution:Unlike her previous roles, where she focused on building growth engines for lesser-known brands, Watson found that Talkspace's existing brand recognition made developing a growth strategy easier.The brand was well-known for its partnership with Michael Phelps, which helped to associate Talkspace with online therapy. This campaign, which capitalized on the timeliness of telehealth and the reduction of mental health stigma, was so successful that the brand is still benefiting from the ad spend years later.Talkspace has shifted from being a direct-to-consumer subscription service to being in-network with most major insurance companies. This change makes therapy more accessible and affordable, with most people paying a $0 copay.The marketing focus has shifted from "who is Talkspace" to "did you know therapy is now affordable?". This new messaging emphasizes that therapy is for everyone and can be used for "mental fitness," not just for addressing problems. The brand underwent a "refresh" to convey this new mission of accessibility.To tell more authentic stories, Talkspace now features its own members in campaigns, sharing their real-life experiences with therapy. These stories cover a wide range of topics, from breakups to work struggles, and include testimonials from teens and seniors.The brand refresh also included new colors, fonts, and photography, all centered around the theme of "realness". The new brand identity aims to show that Talkspace helps people "make sense of whatever is going on in their life".Talkspace's marketing has moved away from a heavy reliance on traditional brand marketing like linear TV and out-of-home ads, which were used in its early stages. The company's first profitable quarter in January 2024 was achieved after a significant reduction in marketing spend.The company now focuses on "brand-formance," a convergence of brand and performance marketing. A key part of this strategy is partnerships with companies like Aura, where both brands can reach new, relevant audiences.The Future of Talkspace:Watson is focused on marketing new AI innovations, such as "TalkCast," an AI-created personalized podcast for members. She is also working to address the stigma associated with AI in a clinical setting.Other future initiatives include leveraging AI to help therapists with administrative tasks, like writing post-session notes, to free up time for patients.The company plans to continue expanding beyond therapy into other mental health services like psychiatry.Watson envisions a future where mental healthcare is not just a weekly session but is "woven in and out throughout your day" through new products and services.

In this episode of "CMO Weekly," host Hayley Clover sits down with Amina Pasha, the CMO of Thrive Market, for an insightful discussion on her 20-year career in marketing and her strategic approach to leading Thrive Market's growth.

Amina Pasha shares her journey, beginning with her foundational years at Procter & Gamble, where she gained extensive experience working on iconic brands like Pantene, Wella, Pampers, Crest, and Oral-B. She highlights how these experiences, often involving struggling brands, provided her with a "general management base" and a deep understanding of consumer mastery. A pivotal moment in her career came with the realization that 75% of women in the Middle East, a key market for Pantene, were under 24, yet the marketing targeted older demographics, leading to a significant brand turnaround after shifting strategy.

Amina discusses her transition to mission-driven brands, sparked by the birth of her son. She served as the Head of Marketing for The Honest Company, where she learned about direct-to-consumer (DTC) and e-commerce marketing, as well as scaling CPG brands in beauty and baby. Her passion for healthy living led her to Thrive Market five years ago, where she quickly rose to CMO.

At Thrive Market, Amina focused on blending values-led brand storytelling with digital precision. She explains how her previous experiences allowed her to swiftly diagnose and address challenges in people, processes, and plans, enabling rapid scaling of the business. A key initial step was defining the brand strategy and articulating its values and unique selling propositions. She also built out the brand side of the team, bringing in leaders from diverse backgrounds like Sephora to head media and another beauty company for creative, fostering a "brand and performance magic". Under her leadership, Thrive Market has grown to over $700 billion in revenue and 1.6 million members, becoming the world's first climate-positive grocery platform and a leader in food equality.

Amina emphasizes Thrive Market's focus on "wellness champion parents," their primary target audience. She discusses their current "Back to School" campaign, aimed at reducing the cognitive load for busy moms by offering innovative, healthy, and easy solutions, including new products and exclusive brands like Thrive Market Fruit Circles and Partake's World's Tiniest Cookies. She also highlights the importance of self-care for mothers, noting that Thrive Market offers products for moms like Acure Hydrogel patches, magnesium, lavender mint teas, and supplements.

The conversation delves into Thrive Market's social media strategy, particularly their success with TikTok. Amina explains how TikTok, initially used for creative learnings and identifying cultural trends, became a powerful platform for authentic connections through micro-content creators. She notes the platform's utility as a "knowledge camp" for insights that can influence other marketing channels.

Looking ahead, Amina envisions Thrive Market further leveraging AI to reduce cognitive overload for parents by personalizing the shopping experience and curating tailored boxes based on family health goals and needs. She also sees the company redefining "healthy" in the next five years, moving beyond just food to offer holistic health solutions that address sleep, stress, and overall well-being, bridging the gap between health data and the shopping experience.

The episode concludes with a rapid-fire Q&A, revealing Amina's favorite city , her dream dinner guest, and her non-negotiable daily workout ritual. She also shares her current "brand crush" – longevity-based skincare products that work at a cellular level.

Welcome to CMO Weekly, the podcast that goes behind the strategies of today's most influential marketing leaders! In this insightful episode, host [Host's Name - if known, otherwise remove or generalize] sits down with Jason Karklins, Vice President of iGaming at Delta Bingo Online.Get ready to explore the exciting intersection of traditional entertainment and cutting-edge digital innovation. Jason Karklins offers a unique perspective on how Delta Bingo, a long-standing name in the gaming industry with numerous land-based locations, is successfully venturing into the online iGaming space.In this episode, you'll discover: The Evolution of Bingo: How Delta Bingo is leveraging its established brand and player loyalty to transition into the digital realm, attracting new audiences while catering to existing enthusiasts. iGaming Strategy & Challenges: A deep dive into the specific strategies and hurdles involved in launching and growing an online gaming platform within a regulated market. Learn about the unique considerations for marketing iGaming products and ensuring a responsible gaming environment. Player Experience in the Digital Age: How Delta Bingo Online is replicating the community and excitement of in-person bingo halls for an online audience, focusing on user experience, game design, and engaging digital features. Marketing Bingo to a New Generation: Insights into how Delta Bingo Online is reaching younger demographics and broadening the appeal of a classic game through innovative marketing campaigns and digital channels. The Future of Online Gaming: Jason shares his vision for the growth of iGaming and how Delta Bingo plans to stay at the forefront of this rapidly evolving industry. Responsible Gaming in the Digital Space: Discussion on Delta Bingo Online's commitment to responsible gambling practices, including their recent RG Check accreditation, and how they foster a safe and enjoyable environment for players.Whether you're a marketing professional, an iGaming enthusiast, or simply curious about how traditional industries adapt to digital transformation, this episode offers valuable insights and a fascinating look into the world of online bingo.Don't forget to like this video, subscribe to CMO Weekly for more in-depth conversations with top marketing leaders, and hit the notification bell so you don't miss our next episode!#CMO #Marketing #iGaming #DeltaBingoOnline #OnlineGaming #DigitalTransformation #Podcast #BusinessStrategy #ResponsibleGaming #MarketingStrategy #GamingIndustry #CMOWeekly #JasonKarklins

In this episode of "CMO Weekly," host Haley Clover interviews Thomas Metzger, Co-founder and CEO of Lotto.com. Thomas Metzger discusses how Lotto.com is revolutionizing the lottery industry by allowing users to order real lottery draw and scratch tickets from their phones.

Key points from the episode include:

- Lotto.com's Impact Since its launch, Lotto.com has delivered over $100 million in winnings to 3 million users and introduced the nation's first digital scratch ticket.

- Background of Thomas Metzger Metzger has a long history in the gaming and lottery industry, having held senior roles at Scientific Games, Camelot, and Bear Stearns. He was introduced to online lotteries during his time at Camelot, the operator of the UK National Lottery, which launched its digital channel in 2009 and saw digital sales grow to nearly 50% by 2024-2025 without cannibalizing retail.

- Mission and Strategy Lotto.com's mission is to build a more accessible, secure, and responsible lottery ecosystem for the digital age, without cannibalizing traditional retail lottery sales. They aim to attract incremental players who may not typically play the lottery due to inconvenience or other factors.

- Digital Scratch Tickets Metzger explains the proprietary process behind Lotto.com's digital scratch tickets, where physical tickets are scanned and digitally covered, allowing users to "scratch" them on their phones or computers.

- Marketing Approach Lotto.com spends over 90% of its marketing budget on digital channels like Google and Facebook, targeting a younger, wealthier, and digitally native demographic that state lotteries typically don't reach. This approach provides incremental marketing dollars for lotteries.

- Future of Lottery Metzger predicts that in five years, more states will have both state-run online lottery sales and lottery carriers like Lotto.com, catering to different customer segments and expanding the digital footprint of the lottery industry.

- Philanthropic Aspect A significant portion of lottery proceeds goes to good causes like public education, which Metzger emphasizes as a core benefit of the lottery system.

#marketing #cmoweekly #podcastinterview

In this episode of "CMO Weekly," host Hayley Clover interviews Doug Zarkin, Chief Brand Officer at Driven Brands Inc. Previously, Zarkin led the rebrand of Pearl Vision, transforming it from a discount optical chain into a "care-first, customer-loved brand" that became a Harvard Business School case study. He also contributed to the success of Victoria's Secret Pink and authored the book "Moving Your Brand Out of the Friend Zone," which focuses on creating emotional connections between people and brands.

Zarkin discusses his career journey, from starting in the agency world at Grey advertising, where he worked on brands like Reebok and CoverGirl, to moving in-house with Avon products. He then transitioned to the fashion industry, leading marketing for Victoria's Secret Pink, before revitalizing Pearl Vision.

A core theme of the discussion is "thinking human marketing," which Zarkin defines as treating every customer as if they are the only customer a business has. He emphasizes that this philosophy should originate from the C-suite and be embodied by frontline associates, transforming customer service into customer relationship management. Zarkin highlights the importance of empathy and prioritizing existing customers, noting that retaining a customer is significantly less expensive than acquiring a new one.

Zarkin also talks about the importance of community in branding, drawing on his experiences with Avon's Mark brand and Victoria's Secret Pink, both of which prioritized building strong communities with their consumers. He advocates for making customer reviews and ratings a key performance indicator (KPI) to optimize customer interactions and leverage word-of-mouth as a powerful marketing tool.

The conversation touches on the balance between data and creativity in marketing. Zarkin advises marketers to understand their business deeply, be curious and vulnerable, and "train their guts" to make effective decisions. He shares a pivotal moment in his career at Pearl Vision, where intellectual honesty from franchisees helped him understand the brand's true strengths and weaknesses, leading to significant growth and recognition for quality of care.

Towards the end of the episode, Zarkin offers rapid-fire marketing insights. He expresses his admiration for Salonpas patches as a personal favorite brand. He recalls the "Meet Mark" campaign for Avon's Mark brand, developed with Wieden+Kennedy, as a career highlight. Zarkin asserts that a "blind influencer strategy" is outdated, as it misses the broader storytelling aspect of influencer marketing. Finally, he shares the best marketing advice he ever received: "If everybody's thinking alike, then somebody isn't thinking". He encourages thinking "inside the box" first by rearranging existing tools before seeking new ones.

The episode is brought to you by Open Fortune, a sponsor that integrates ads into fortune cookies distributed globally.

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In this episode of "CMO Weekly," host Hayley Clover interviews Jesper Kärrbrink, CEO of Immense Group, a visionary leader in the iGaming industry. Kärrbrink shares his extensive career journey, which includes leadership roles at Mr. Green and Svenska Spel, and chairman positions at companies like Parry Play, Internet Vikings, and DeWiz Golf. He is also an author and a proponent of responsible marketing.

The discussion begins with Kärrbrink's entry into the iGaming space in 2004, when he became CEO of Svenska Spel. He recounts being dubbed "the last defender of the monopoly" due to his efforts to combat illegal online gambling companies. His strategy involved advocating for regulation changes, improving Svenska Spel's online presence, and prioritizing player protection. Kärrbrink pioneered the concept of "canalization" in the gaming industry, arguing for keeping players within the regulated system for better control and protection, a concept still relevant today.

Kärrbrink elaborates on Immense Group's strategy under the operational leadership of Alexander Stevendahl, which involves deliberately lowering Average Revenue Per User (ARPU) by setting limits for players to attract recreational gamblers rather than high rollers. He emphasizes that this approach leads to a more sustainable business model and better player protection, even if it means guiding players to reduce their spending or, in extreme cases, blocking them to prevent problematic gambling.

The conversation then shifts to Immense Group's transformation from a single online casino brand to a multi-brand platform with global reach. Kärrbrink explains that his role as CEO of the holding company focuses on long-term strategy and ownership, while Alexander Stevendahl oversees daily operations. He highlights the success of Mr. Vegas, a brand launched by Video Slots, which has grown to the same size as Video Slots itself. Immense Group has since launched additional brands like Kunga slots, Mega Riches, and Dibet to reach new players without increasing ARPU. Each brand has its own DNA and target demographic, allowing for diversification and growth across more markets.

Kärrbrink and Clover also discuss marketing strategies, focusing on the importance of organic reach and building brand confidence through sponsorships. Kärrbrink praises Immense's CMO, Marco, for innovative campaigns like sponsoring West Bromwich Albion and Dart events with the Mr. Vegas brand character. He shares an anecdote about Svenska Spel's successful scratch ticket, Trisslottn, whose virality was boosted by media attention and a shortage due to a printing facility fire. Kärrbrink likens marketing success to a combination of hard work and luck, quoting skier Ingmar Stenmark: "The more I train, the more luck I have".

Looking ahead, Kärrbrink predicts a future where gambling and gaming merge, with more integrated experiences like live betting overlays during streamed football games. He anticipates a significant impact from AI, which will enhance operational efficiency, fraud detection, and problematic gambling detection. AI will also lead to games adapting to individual player preferences. Kärrbrink emphasizes the need for an open mind to adapt to the exponential changes driven by technology.

In a rapid-fire question round, Kärrbrink shares his love for salty black licorice candy , his desire to have dinner with Barack Obama and Nelson Mandela , and his favorite city, Stockholm. He expresses concern about the future of democracy and truth in 30 years. Describing his personal energy as a cocktail, he imagines a "Spicy Passion Fruit Spritz" with champagne bubbles for energy and passion fruit for his 110% dedication. Finally, Kärrbrink admires Reebok's revitalization under Shaq and Yoniel, and Coca-Cola's sustained success and adaptation to changing consumer trends.