Subscription Stories: True Tales from the Trenches

Impossible Foods’ Jessie Teitz Becker on Creating a New Eating Habit to Save the Planet

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Jessie Teitz Becker, the SVP Marketing at Impossible Foods, brings her impressive marketing knowledge and expertise in forming long term recurring revenue relationships to Subscription Stories. She joins Robbie to discuss how Impossible is applying principles learned at subscription companies like Netflix, YouTube and Optimizely, best practices in introducing & building habits with a new product category, and why they launched an “every day” product at special occasion restaurant Momofuku.

 

Highlights from this episode:

  • 2:17 - The birth of Impossible Foods
  • 4:24 - How Impossible earned its credibility through the famous restaurant empire, Momofuku
  • 6:21 - Why the product, and not the marketing, is the key to creating repeating consumer habits
  • 9:25 - How to build customer loyalty through an “easy out”
  • 12:00 – Impossible Foods’ key to restaurant success: ensuring every employee gets a taste of their meat
  • 15:33 - The milestones and metrics Impossible looks for
  • 18:38 - How COVID rocked the food industry - and what Impossible did to battle it
  • 21:03 - Why Impossible Foods made the jump to direct-to-consumer shipping
  • 23:50 - What Impossible Foods learned from launching their own ecommerce direct to consumer
  • 26:36- The magic of free shipping
  • 29:10 - The ideal Impossible customer
  • 32:45 – Impossible Foods’ loyalty program Taste Place, and how Impossible is building their Forever Transaction
  • 39:26 - Robbie’s Speed Round

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    Jessie's Bio:

    Jessie Teitz Becker is a marketing executive based in Silicon Valley. She is currently the Senior Vice President of Marketing at Impossible Foods where she leads the B2B and B2C marketing, insights, and brand marketing teams. Jessie began her career at Netflix in 2000 as one of the first people hired in the marketing department, and eventually rose to interim Chief Marketing officer. She then joined Optimizely, a B2B software company, as Chief Marketing Officer and later served as the Director of Marketing at Google and YouTube. Jessie holds a Bachelor’s in History from the University of Pennsylvania, a Bachelor’s in Economics from The Wharton School and an MBA from Stanford University, where she was an Arjay Miller Scholar.

     

    Links:

    • Jessie’s LinkedIn: https://www.linkedin.com/in/jessiebecker/
    • Impossible Foods: https://buy.impossiblefoods.com/
    • Podcast Website: https://robbiekellmanbaxter.com/podcast
    • Robbie’s Book THE FOREVER TRANSACTION: https://robbiekellmanbaxter.com/the-forever-transaction/
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      Subscription Stories: True Tales from the TrenchesBy Robbie Kellman Baxter
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