Grocery shopping is one of Jeff Tang’s favorite past-times. As VP of Marketing and Revenue Generation for the plant-based food startup Wicked Kitchen,  it’s a “lost art” that offers a window into the way CPG companies and consumers think. And, it’s one way that brands can build authentic connections with consumers — a strategy that underpins Jeff’s human-centric approach to digital marketing in the quick service retail (QSR) space. 

As a former Emmy-winning journalist who cut his marketing chops at General Mills and Clif Bar, Jeff believes marketing must fulfill consumers’ functional, social, and emotional needs first. He joins Billie and Billy to explore global customer acquisition in the vegan food space, how a meaningful founder story can spark a startup’s growth, and (perhaps most notable for our vegan-curious, sweet-toothed listeners) where you can find Wicked Kitchen’s vegan ice cream that Jeff claims will change your world.

Hot topics discussed:

• The critical building blocks in a data-driven marketing strategy
• Brand integrity, credibility, and inclusion as a means to drive marketing ROI
• How the “jobs to be done” framework structures personalization, customer acquisition, and conversion
• Why appealing to consumer emotion drives deep brand loyalty

Keep the growth going:

• Connect with Jeff Tang, Wicked Kitchen VP of Marketing and Revenue Generation on LinkedIn
• Follow Jeff’s vegan journey on Instagram, @workinonvegan
• Follow Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
• Follow Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn
• Follow WillowTree on LinkedIn