Ally and I continue our POSSIBLE 2025 conference series by sitting down with Jessica Serrano, Chief Marketing Officer of Dig Inn. Jessica shares the unique challenges that come with localized marketing, strategies for building a strong loyalty program and tips for aspiring CMOs. Dig Inn is a fast casual, scratch food restaurant concept with locations from New York, NY to Washington D.C. 

Key Takeaways:

// Use social media channels to tell behind-the-curtain stories and share unique experiences alongside your brand.

// Local marketing requires research of the target community – observe the community through intensive good neighbor tactics. The community will dictate how the brand will show up and where.

// Brand loyalty programs should deepen the relationship you have with your consumers, not just providing periodic discounts. Take your loyalty programming from transactional to relationship-driven.

// Once you deepen the relationship with the consumer, you can provide other ways to reward them for their loyalty like early access programming, surprise and delight moments and more.

// New ideas and innovation can come from listening directly to your consumers' wants and needs. 

Connect with Jessica: LinkedIn

Follow along with Dig Inn: Website / Instagram

Connect with Ally: LinkedIn / Instagram

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