March 04, 2025

S4 Ep7: Behind the Swedish Curtain: The Daring Strategies That Have Elevated IKEA in The Competitive Canadian Market with Jonelle Ricketts

48 minutes

What happens when an insight from 20 years ago is still relevant today and the ad you made to support that insight 20 years ago is part of popular culture. You run it again of course.This episode of 'That's What I Call Marketing' delves into an inspiring conversation with Jonelle Ricketts, a dedicated IKEA marketer whose career has spanned continents and cultures. In her first podcast interview you will siscover her fascinating journey from Canada to the Netherlands, driven by a unique blend of personal heritage and professional ambition. Learn how Jonelle and her husband embraced a life-changing opportunity that began with a casual dinner in Copenhagen and led to various impactful roles within IKEA's global marketing teams.

Jonelle shares insights on the complexities and rewards of working at a global level, the importance of balancing local nuances with brand consistency, and the critical role econometrics play in optimizing media strategies. She also touches on her experiences with transitioning back to Canada, stepping into a leadership role with IKEA Canada, and leveraging innovative marketing strategies to navigate competitive and economic challenges. Don't miss this episode professional insights, personal anecdotes, and valuable lessons on brand building, market adaptation, and the evolving landscape of global marketing.

00:50 Working with IKEA in the Netherlands

01:49 Transition to Global Roles

04:41 Challenges in Global Marketing

07:18 Experience at BlackBerry

08:37 Returning to Canada

09:58 Joining Sephora and Returning to IKEA

12:29 IKEA's Presence in Canada

13:51 Competitive Landscape and Media Strategy

14:54 Focus on Affordability and Quality

17:58 Iconic IKEA Advertising

27:42 Balancing Global and Local Marketing

33:13 Innovative Media and Testing Strategies