Host Rob Reed welcomes some serious local retail powerhouses to the Clicks to Bricks podcast today: Alex Nocifera and Brian Monahan. Alex, a serial entrepreneur Rob has known for over a decade, returns to the show. Following a successful exit in local marketing and founding Field Day, which was featured in episode 29, he’s now focused on his latest venture, LOMA, which he co-founded with Brett Campbell, another former guest from episode 30. Joining him is Brian Monahan, Global Client President and Head of Retail Media Solutions at the agency powerhouse Dentsu. Together, they discuss the shift toward local store marketing, exploring how local activations and media drive foot traffic, boost frequency, and connect businesses with the communities they serve. This is a great episode in a new format we are exploring, so be sure not to miss out. Thanks for listening!

Key Points From This Episode:

• Where guests are joining us from today.
• A fun fact about Brian Monahan that most people might not know.
• What Alex has been up to since Field Day and more about LOMA.
• How Brian ended up at Dentsu and what they do there.
• Alex speaks to where the pain is that’s preventing franchise brands from unlocking the potential of local.
• Brian shares his thoughts on the idea of mistaking activity for impact; what is the unlock?
• Alex shares why they’re still working with paper mail and how influence can come in many different ways.
• The franchise profile: dealing with the franchisee and the possible disconnect.
• We discuss the idea that retailers are becoming media networks.
• Brian’s take on Walmart’s store-level support through socials and why more retailers haven’t followed it.
• LOMA being built to work for big companies: centralizing the workstream. 
• Alex unpacks three core constituents in retail.
• Going back to the good old-fashioned match market test.
• Thoughts on trends and big shifts expected for 2025.

Links Mentioned in Today’s Episode:

Alex Nocifera on LinkedIn

LOMA

Brian Monahan on LinkedIn

Dentsu

Ep 29: Alex Nocifera is the Founder and CEO of Field Day, the Local Marketing Activation Platform

Field Day

Ep 30: Brett Campbell is Vice President of Field Marketing for Tropical Smoothie Cafe, and this episode is a deep dive into LSM: local store marketing

Good to Great: Why Some Companies Make the Leap...and Others Don't: 1

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

What sets Krispy Kreme apart from other indulgent food brands? It’s not just their delicious doughnuts. It’s their focus on creating memorable, shareable moments that bring people together. We are joined by David Skena, Krispy Kreme’s Chief Marketing Officer (CMO), to walk us through the legacy of this beloved brand and the innovative methods that have helped them expand globally to bring fresh, delicious doughnuts to an international audience. In our conversation, David sheds light on Krispy Kreme’s innovative digital marketing strategies, with a breakdown of how they are leveraging social media and limited-time-only promotions to drive customer engagement and build awareness. We also cover Krispy Kreme’s exciting new partnership with McDonald’s before discussing the opportunities it represents and the media options it’s opened up for the brand. Tuning in, you’ll hear about David’s passion for ROI marketing, why it’s clear when social media marketing delivers, and why Krispy Kreme is investing more and more into SEO every year. To find out how Krispy Kreme continues to delight customers and adapt to market trends, don’t miss this episode!

Key Points From This Episode:

• A fun fact about David: a surprising background as a computer programmer.
• Key characteristics of the Krispy Kreme brand and what sets it apart.
• Why providing a consistent, high-quality product is essential.
• Krispy Kreme’s dedication to quality by “delivering fresh daily” across all access points.
• How the brand has increased access with an expansive footprint in the US and globally.
• An exciting new partnership with McDonald’s and the opportunities it presents.
• David’s innovative approach to social media marketing for Krispy Kreme.
• The value of ROI marketing: how David measures sales when using social media marketing.
• Insight into Krispy Kreme’s reciprocal relationship with its franchisees.
• Top tech achievement: instituting their own e-commerce channel with a fulfillment partner.
• The key role that SEO, SEM, and consumer reviews play in their digital strategy.
• David’s unpopular marketing opinion and what he loves about the marketing industry.
• His impressive career journey from Kraft Foods to Pepsi Co. and what he learned.

Links Mentioned in Today’s Episode:

David Skena on LinkedIn

David Skena on X

Krispy Kreme

Krispy Kreme Job Openings

Krispy Kreme on LinkedIn

Krispy Kreme on Instagram

Krispy Kreme on TikTok

Krispy Kreme on X

Krispy Kreme on Facebook

SOCi

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Having been established for over 50 years, Hard Rock is one of the most instantly recognizable and revered global brands. But with such remarkable success and widespread expansion, it's easy to forget what the brand truly values at its core. To refresh our memories and to explain what Hard Rock stands for today, we are joined by the President of Entertainment and Brand Management for Hard Rock International and Seminole Gaming, Keith Sheldon. As a lawyer-turned-marketer, Keith describes his current role at Hard Rock, how he and his team are navigating the unique challenge of redistilling Hard Rock's brand identity under one banner, and how his approach to marketing has changed since 2023. We learn about the evolution of Hard Rock's identity and DNA, how its memorabilia collation began, the ins and outs of the brand's recent resurgence (including its new advertising campaign), and how it benefits from its various partnerships with other big brands and noteworthy influencers. To end, Keith explains why mentorship at Hard Rock is a two-way street, and we learn about the brand's measured approach to adopting AI!

Key Points From This Episode:

• How Keith Sheldon's professional journey began as a lawyer.
• The evolution of Hard Rock and how Eric Clapton influenced its memorabilia collection.
• Insight into Hard Rock's recent brand resurgence.
• How Hard Rock's identity and DNA have evolved over the past 50 years. 
• What Hard Rock's partnerships with F1 and Red Bull Racing do for the brand.
• The ins and outs of Keith's role as President of Entertainment and Brand Management.
• Embracing the challenge of redefining Hard Rock's identity under one umbrella. 
• The campaign to reintroduce Hard Rock to the world, what the brand aims to achieve, and the payoff for customers. 
• A look at the brand's local marketing efforts and property ownership structure. 
• Understanding Keith's approach to marketing challenges in 2023 versus now. 
• An overview of Hard Rock's stance on AI. 
• How Keith learns from the youth at his company just as much as he offers them advice. 
• Career opportunities at Hard Rock International. 
• Keith’s hot takes on influencer marketing, TikTok, and Google!

Links Mentioned in Today’s Episode:

Keith Sheldon on LinkedIn

Hard Rock International

Seminole Gaming 

‘Come Together with Unity by Hard Rock’

Miami F1

Red Bull Racing 

SOCi

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

People have been predicting the “Death of the Main Street” since the 80s but for many franchises, brick and mortar stores are key in engaging with the community that they serve. Tariq Farid, Founder, and CEO of Edible Arrangements know the power of connecting with your local area. As he explains later in this episode, he’s “built his brand on local engagement.” We open our conversation with Tariq by diving into his professional background. He shares how he learned about franchises and the importance of process from working at McDonald’s and Burger King as a teenager. Tariq then discusses how he started Edible Arrangements and how they’ve always been guided by their mission statement to “Wow you.” We chat about seizing the opportunity before Tariq unpacks what he’s been doing to innovate with his company. Reflecting on his experience at the helm, we ask Tariq about how he handled the 2008 recession compared with the current COVID crisis. His answer highlights how pivoting your business and developing the right marketing approach can help you thrive during difficult times. We touch on the valuable role that young team members play in reaching customers, differences between local and digital advertising, and why, after researching its health benefits, Tariq is stepping into the CBD industry. Near the end of the episode, Tariq provides listeners with his take on leadership and the common mistakes that entrepreneurs make when they franchise their business. Tune in to hear more from the wildly successful head of the Edible Brand. 

Key Points From This Episode:

• Tariq shares details on his background and how he grew his company.
• Having the confidence to push your company forward, despite the naysayers.
• How Tariq’s products connect with people and American gift-giving culture.
• Guiding your company with a strong mission statement.
• Seeking advice; there are always people who are willing to help.
• Learning early on that every production requires a process.
• Tariq’s experience turning his business into a franchise. 
• Building customer retention by always doing more than is expected.
• What Tariq is doing to reinvent his company while retaining its core product line.
• Comparing Tariq’s response to the 2008 recession and our current COVID crisis.
• Why Tariq relies on his younger staff to understand many of his customers. 
• The importance of local marketing to Edible Arrangements’ success.
• How the digital landscape has shifted customer behavior.
• Hear about Edible Arrangements’ franchise system and data tools.
• Exploring Tariq’s move into the CBD industry with Incredible Edibles.
• The so-called “Death of the Main Street,” and Tariq’s take on the state of franchising.
• Why Tariq is focused on the two Ds — digital and delivery.
• Common mistakes that entrepreneurs make when they franchise their business.
• Tariq’s leadership philosophy and the benefit of working with talented people.

Links Mentioned in Today’s Episode:

Tariq Farid 

Tariq Farid on LinkedIn

Tariq Farid on Twitter

Edible Arrangements

The Founder

McDonald’s
Burger King

Michael H. Seid

Rob Reed on LinkedIn

Rob Reed on Twitter

Clicks 2 Bricks

If marketers have learned anything during the past few months, it is that all brands need local marketing strategies to support the diverse conditions that consumers endure. Today’s guest is Joel Yashinsky, who is a pure multi-location marketer. Having spent 18 years with McDonalds, once serving as CMO of the Canadian business, he joined Applebee’s as CMO in 2018 with a mandate to revitalize the casual dining brand. And then of course, the pandemic happened. Given the rapidly changing climate, there was a need for multi-location businesses to adjust their marketing strategies accordingly, and this is exactly what we discuss in this episode. Joel shares a bit about Applebee’s marketing strategies, including leveraging local messaging, rapidly improving their digital experience, and trusting and supporting their franchisees with an all-hands-on-deck approach. We also discuss brand and performance marketing, cloud kitchens and virtual brands, as well as the McDonald’s Monopoly Scandal, so make sure to tune in today!

Key Points From This Episode:

• Today’s headline: Local Search Like it’s 2020 (Not Like it’s 2010).
• Eating good in the neighborhood – Joel introduces Applebee’s target audiences.
• Joel explains what it was like for the brand pre-COVID versus post-COVID.
• As casual dining took a big hit, Applebee’s focused on creating a safe and easy to-go experience, followed by patio dining.
• Across the whole organization, it was all hands on deck to share information and build sales.
• Applebee’s focused on leveraging the local message rather than doing national marketing.
• By making inroads to improve the digital experience since 2018, Applebee’s had enough in place to build from going forward.
• Local versus national marketing – Joel says grassroots efforts by franchisees were terrific.
• Franchisees are using all the local tools available to them, from Facebook ads to billboards.
• The different approaches from QSR to casual dining, the main difference being alcohol.
• Comparing Applebee’s with IHOP – attracting casual dining versus family dining guests.
• A back-to-basics, meat-and-potatoes type marketing approach has served Applebee’s well.
• Joel’s opinion of brand and performance marketing, and how Applebee’s is identifying opportunities for integration points.
• The opportunities Joel sees with cloud kitchens and virtual brands, like Neighborhood Wings.
• Joel’s marketing career advice – read How to Win Friends and Influence People.
• Another key piece of advice from Joel – stay in the current role until the next one comes

Links Mentioned in Today’s Episode:

Joel Yashinsky on Twitter

Joel Yashinsky on LinkedIn

Applebee’s

Applebee’s on Facebook

Neighborhood Wings

How to Win Friends and Influence People

Local Search Like it’s 2020 (Not Like it’s 2010)

CMOs Need To Think And Act Locally In The Age Of COVID-19 And Beyond

Rob Reed on LinkedIn

Rob Reed on Twitter

Clicks 2 Bricks

Digital transformation has been on the agenda of organizations for years but, thanks to COVID-19, this year has become a crucial time for companies to plan for and implement it across industries. Today’s guest is Walgreens’ CMO and Senior Vice President, Patrick McLean, who joined the company in November of 2019. Pat is responsible for the vision, strategic direction, and performance of all Walgreens’ marketing activities, and the majority of his tenure has been defined by the global pandemic. In this episode, we talk about the hundred-year-old retailer’s response to COVID, and how marketing will help push Walgreens forward into a digital future. We discuss safety measures, marketing strategies, e-commerce, and brand versus performance marketing, and Pat explains the ways in which the Walgreens of the future will be a digital, omnichannel value proposition. Tune in today!

Key Points From This Episode:

• A few keys headlines that will impact multi-location brands, namely Apple’s search engine.
• Pat’s fun fact: He actually wanted to be a Broadway musical star.
• How Walgreens’ COVID marketing plan has changed, like suspending the printed circular.
• As an essential service, Walgreens quickly went into action to protect staff and customers.
• Some of the protective measures that Walgreens put in place across their 9,000 stores.
• The moment Pat realized everything was going to change came with shelter in place orders.
• Pat saw this experience as a compressed version of customer insight and brand strategy.
• Walgreens started to provide content that was broader than pharmacy-related information, which was a learning point.
• Pat saw a huge increase in customer engagement thanks to their new marketing strategies.
• There was also an increase in e-commerce, but they should have been better equipped.
• In future, there will be significant investment in e-commerce and omnichannel experiences.
• Pat found there were a lot of parallels between this job and his previous role in retail banking.
• Brand versus performance marketing – Pat fundamentally disagrees that there’s a difference.
• While Walgreens can do a better job of localizing marketing, they are known as a local brand.
• Walgreens strives to understand the needs of the communities in which they operate.
• Feedback loops between individual stores and marketing – there is direct communication.
• How Walgreens has evolved their North Star metric of optimizing for profit per customer visit.
• Advice from Pat – he thinks you have to be able to speak the whole language of marketing.
• Pat believes Facebook is struggling with identity – they need to revisit their value proposition.
• Pat listens to a lot of marketing podcasts and uses them as means of staying current.
• Pat thinks it would be interesting to hear from some of the leaders at Target about their readiness for e-commerce.

Links Mentioned in Today’s Episode:

Patrick McLean on Twitter

Patrick McLean on LinkedIn

Walgreens

Search Engine Land

Taking Brand Action

Good to Great

Clicks 2 Bricks

While many companies have struggled through the pandemic, others are proving that locally-aimed campaigns and having an innovation mindset are key to thriving within the modern marketing landscape. Today we speak with Art D’Elia, CMO and Executive Vice President of Domino’s — a franchise that has seen a huge windfall during the pandemic. We open our discussion by talking about what Art’s role entails and why managing franchise relationships has been key to Domino’s success. He provides insight into how Domino’s system works, their use of advisory boards, and how he stepped into a company that has always focused on innovation. Giving us a peek behind the Domino’s curtain, Art shares their marketing strategy of developing brand actions that make the experience of getting and eating pizza more magical. We then explore two examples of successful campaigns that were aimed at the local level. After discussing why Domino’s brand identity is tied with its technology, logistics, and operations, Art opens up about why he sees services like DoorDash as their direct competitors. Tune in for Art’s insider-perspective into Domino’s marketing department — a company that’s been leading their industry for the last 60 years. 

Key Points From This Episode:

• Introducing Art D’Elia and his recent promotion to executive vice president.
• Why maintaining strong franchisee relationships has been a driver for Domino’s success.
• How Domino’s franchise system works locally and internationally.
• Governing large franchises through representative bodies. 
• Focusing on marketing innovation and the power of brand actions.
• Pothole and hot spots; hear about two successful Domino’s campaigns.
• Leveraging local franchise knowledge when designing new features. 
• How logistics and operations factor into Domino’s brand identity. 
• Domino’s versus the aggregators; why DoorDash is their direct competitor. 
• What Domino’s did to pivot in the pandemic and why they’re doing better than ever.
• Involving local franchises in marketing and more on Domino’s marketing model. 
• Overcoming consumer cynicism with authentic messaging and user-generated content.

Links Mentioned in Today’s Episode:

Few CMOs Appreciate The Impact Of Google Search On Foot Traffic

Art D’Elia LinkedIn

Domino’s Pizza

Russell Weiner

DoorDash

Grubhub

Uber Eats

Google My Business

Danone

PepsiCo

Walmart

Kroger

Fernando Machado

Dove 

Burger King

Unilever
The Coca-Cola Company

McDonald’s

Morgan Flatley

Rob Reed on LinkedIn

Rob Reed on Twitter

Clicks 2 Bricks

Kat Cole is the COO and President of Focus Brands, a role in which she oversees the leadership teams of seven major franchises: Cinnabon, Auntie Anne’s, Carvel, Jamba, McAlister's Deli, Schlotzsky's and Moe's Southwest Grill. Today we chat with Kat about her career, the early steps she took as a teenager, and the massive leaps she made during her time at Hooters, taking up leadership positions at the age of 20! Our conversation with Kat is especially relevant as we spend some time focusing on her work at Cinnabon in 2010, at the end of the recession, and the steps she took to get the brand back on track and prepared for an economic upturn. These lessons are really useful in the current climate, and Kat expands on her approach to the COVID crisis and how this has played out through the array of brands under her watch. Kat goes so far as to call crisis her 'jam'! We talk about the power of dedicated leadership teams within a large corporate and brand structure and how this setup serves the Focus Brands family so well. We also get into how Kat goes about empowering the leaders of these teams to work to their strengths while adhering to an overall culture. The conversation covers technology, local constraints on franchises, and the bottom line. Make sure not to miss this fantastic conversation!

Key Points From This Episode:

• Kat's amazing career path leading up to her current position at Focus Brands. 
• The branding education that Kat received early on in her young career.
• Kat's transition from her position at Hooters to a new title for Cinnabon and Focus Brands. 
• Learning while serving and networking for everyone's benefit.  
• Becoming the president of Cinnabon and dealing with the effects of the recession.
• How Kat approached rebuilding the Cinnabon brand and tackling the challenges it faced 
• The three questions with which Kat began her process with the franchise. 
• Empowering the franchisees and systematizing and reinforcing the business. 
• Keeping the focus on people and building a culture of excitement and progress.
• Mapping Kat's achievement at Cinnabon in terms of revenue. 
• The portfolio of brands under Kat's watch at Focus Brands currently.
• The response from Focus Brands to the COVID crisis and how this played out across different brands. 
• Investments in new technology; how these advancements are implemented across brands. 
• The management of brands and their own leadership teams; the view from the top. 
• Acting local in the current economic landscape and adapting to new, localized regulations

Links Mentioned in Today’s Episode:

Kat Cole on LinkedIn

Kat Cole on Twitter

Focus Brands

Hooters

Cinnabon 

Auntie Anne’s

Carvel

Moe's Southwest Grill

Jamba

McAlister's Deli

Schlotzsky's

Undercover Boss

'CMOs Need To Think And Act Locally In The Age Of COVID-19 And Beyond'

USA Today

CNN

We were always headed for a restaurant landscape defined by contactless payments, home delivery, and digital spaces. COVID has just accelerated it. While many were caught unawares, Wade Allen, Head of Innovation for Brinker International, has been transitioning his company for years. As a result, Brinker is not just surviving. It’s thriving during the pandemic. We start the conversation by talking about Wade’s career and how he became Brinker’s Head of Innovation. He speaks about helping brands pivot in a changing marketplace before we dive into a discussion on the newly-launched It’s Just Wings, a purely digital brand that uses Brinker’s existing kitchens to offer food through DoorDash. 

This episode marks the first in a new era of the Clicks-2-Bricks podcast where we’ll be focusing on how brick-and-mortar brands are responding to the COVID-19 pandemic. Our first guest is Ben Gaddis, CEO of Austin-based T3 and the author of Embracing Irrationality. T3 is a brand consultancy whose main focus is to help brands in retail, restaurant and financial services spaces embrace the challenges of going digital. In our conversation with Ben today, we learn his perspectives on how brands should be responding to the COVID-19 crisis and the role agencies such as his can play in helping them navigate these uncharted waters. Ben weighs in strongly on the idea of localized marketing in the present climate. Now more than ever businesses should be hypersensitive to their customers’ needs, and willing to restructure their services in a matter of days, not weeks.

There is so much noise in today’s SEO landscape that it’s often hard to filter out what is valuable from what is not. This is why we have brought in today’s guest, Steve Wiideman, to get into the SEO weeds with us. Steve is an undisputed SEO guru. Not only has he been in the game for as long as SEO has been around, but he has seen the evolution of SEO driving online traffic to websites, to driving off-line traffic to brick-and-mortar businesses of all types. His clients have included everyone from attorneys and auto repair shops to brands like IHOP and Applebee's. In today’s episode, we learn how Steve gained his SEO expertise and how necessity led him to ultimately be a front-runner in the space. We talk more about how the future of SEO will be about untethering the responsibility for users to be on their phones.

If you live in America, chances are very high that you have been to IHOP at least once in your life, no matter how old you are. While it has become a staple in the food industry after 62 years in the business, the love that many people had for it was latent and nostalgic, which meant that they were not actively going to the restaurant. Brad Haley, the CMO, has worked to have the brand make a cultural impact once again. Before taking up his role at IHOP, Brad worked at Jack In The Box and Carl’s Jr, where he had a knack for creating campaigns that the mainstream media covered as news.

When you think about your local sports bar, a premium viewing experience doesn't necessarily spring to mind. While there might be great food and cheap drinks, the sport-watching element can often be sub-par. The same with going to a stadium. Although the atmosphere may be electric, without top-quality seats, you often just watch the game from the screen anyway. Tom's Watch Bar seeks to bridge the gap between the conventional sports bar and being at the stadium to create an interactive experience that goes beyond passive watching. Leading this innovative startup’s marketing is Dan Holm, who started his career as the marketing coordinator for Outback Steakhouse.

In this episode, we sit down with Wendy Martin, Chief Marketing Officer for Floor & Decor, to unpack the intricacies of marketing for a specialized retailer in the hard surface flooring industry. Floor & Decor is a leading specialty retailer in the hard surface flooring market, offering an unparalleled selection of tile, wood, stone, and flooring accessories at low prices. Wendy is a seasoned marketing executive with extensive experience in the retail and home improvement sectors. Her expertise lies in creating compelling marketing campaigns that resonate with diverse customer bases. In our conversation, Wendy shares how Floor & Decor caters to its two primary customer segments —professionals and buy-it-yourself consumers—by adjusting marketing strategies to generate awareness and engagement. Discover the importance of being relevant across multiple channels, the role of professionals in their business model, and the unique challenges and opportunities in the flooring market. We discuss the interesting interplay between Floor & Decor's customer segments, how the company keeps customers inspired, and its approach to meeting customers where they are in their research and purchase phases. Discover the pillars of the company’s marketing strategy, the potential of AI in its marketing approach, and the role of user-generated content. Wendy also shares how her career experience has prepared her for her current role and valuable career advice for young marketers. Tune in now!

Key Points From This Episode:

• Introduction of Wendy Martin and her role at Floor & Decor.
• Overview of the company’s history and how it has grown over time.
• Details on Floor & Decor's national footprint and recent store opening in Brooklyn.
• Floor & Decor’s unique marketing dynamics and customer segmentation.
• Differentiating between the buy-it-yourself and professional customers.
• Learn about the customer journey and essential customer touchpoints.
• Using digital channels to drive customer awareness and engagement.
• Approaches for staying top-of-mind for professional customers.
• Explore the company’s loyalty programs and educational initiatives. 
• Ways the marketing landscape has changed for Floor & Decor.
• The company’s approach to customer care and local marketing tactics.
• Significant shifts in Floor & Decor’s business strategies and initiatives.

Links Mentioned in Today’s Episode:

Wendy Martin on LinkedIn

Floor & Decor

Floor & Decor on Pinterest

Floor & Decor on Instagram

Floor & Decor on Facebook

Floor & Decor on X

Floor & Decor on YouTube

Floor & Decor on LinkedIn

HGTV

The National Tile Contractors Association (NTCA) 

National Wood Flooring Association (NWFA)

SOCi

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Chipotle is slowly cementing its place as an institution in the food landscape, and this is in large part due to its incredible marketing efforts. From their NBA final ‘freeting’ to their involvement at the National Spelling Bee, the company is making huge strides in entrenching themselves into popular culture. Leading the marketing charge is our guest today, Chris Brandt, who has been CMO for 18 months. Before this, he held CMO roles at Taco Bell and Bloomin’ Brands, along with senior positions at Coca Cola and General Mills. In this episode, Chris sheds some light on what working at Chipotle has been like. When he started at the company, they were in the midst of a food safety crisis. While he worked with PR on damage control, he also spotted an opportunity to share how real everything at Chipotle was.

Jersey Mike’s is an intriguing brand for many reasons. Not only is it rapidly expanding, with 1700 stores across the country, but it also strives to have a mom-and-pop feel without being a mom-and-pop joint. They want their customers to have a warm, intimate experience rather than a distanced one synonymous with chain restaurants. At the helm of the company's marketing ship is Rich Hope, today’s guest. He has been CMO for the past 10 years, having started when there were only 30 locations. Not only has Rich overseen tremendous growth, but he has deftly navigated the brand through the past decade’s constantly evolving landscape. In this episode, Rich sheds light on various cogs in Jersey Mike’s marketing machine.

Welcome to the Clicks to Bricks Podcast! This is Episode 0, in which we will lay down the foundations of the show and explain to listeners why there is a need for a podcast dedicated to multi-location marketing. Kicking off this podcast, your host Rob Reed and guest Joergen Aaboe are interviewing one another, asking questions about the relevance of the podcast, giving listeners a glimpse of what they can expect, and mapping out the profile of guests that will be featured on the show. The two discuss their former involvement with MomentFeed, how the last decade has culminated in the multi-location landscape marketers know today, and how smartphones have altered the dynamic of marketing. 

What emerges from the conversation is the importance of connection to the consumer if you want to remain competitive as a marketer in 2020 and onward. Grabbing the attention of your audience is no longer the top priority; instead, marketers are now competing to keep the consumer interested by finding innovative ways to connect with them. But it’s not all business on this podcast – we also talk about Joergen’s obsession with Chipotle and discuss how this famous fast-casual restaurant has managed to build out their brand while also growing their revenue. Be sure to tune in for everything multi-location marketing and more! 

Key Points From This Episode:

• Hear about Joergen’s former role as head of marketing at MomentFeed. 
• The purpose of the podcast, the audience, and the profile of guests that will be interviewed. 
• The circumstances that brought about the discipline of multi-location marketing. 
• Find out how today’s real-time smartphone engagement promotes connection to the consumer. 
• A shift away from trying to capture attention to holding on to the attention of consumers. 
• The important balance between brand and revenue, and how that can be applied to Chipotle. 
• Thoughts on how Chipotle has stayed culturally relevant and the reward of their brave social media marketing. 
• A look back at Rob and Joergen’s time at MomentFeed and what they learned about establishing culture. 
• Chipotle’s keto-friendly options and how it testifies to their integration into contemporary culture. 
• Ideas for how this fast-casual restaurant can leverage their “farmer’s market look” for location-specific marketing.
• The build-your-own model of the Chipotle menu and how they keep their options innovative. 

Links Mentioned in Today’s Episode:

Joergen Aaboe on LinkedIn

Joergen Aaboe on Twitter

Rob Reed on LinkedIn

Rob Reed on Twitter

MomentFeed

Chris Brandt on LinkedIn

Chipotle 

Rich Hope on LinkedIn

Jersey Mike’s Subs

Brad Haley on LinkedIn

IHOP

Google Analytics

Starbucks

Gary Vaynerchuk

Seinfeld

Taco Bell

Outback Steakhouse

Tom’s Watch Bar

To celebrate 100 Episodes, we welcome back Ryan Ostrom, CMO and EVP at American fast-food chain, Jack in the Box. Since his first appearance on the podcast three years ago, Ryan has left his role in marketing leadership at GNC and pioneered an innovative turnaround for Jack in the Box. His strategy? A step-by-step process based on the principles of the acronym CRAVED: culturally relevant, authentic, feasible, easy, and distinctive. Today, he joins us to share the marketing philosophy that led to an award-winning campaign featuring Snoop Dogg and an activation dedicated to his intergenerational brand. Join us as we dive into Ryan’s experience of inheriting a legacy brand and the foundational work he has done to set the brand up for a new season of success. You’ll also find out how he managed to make the fictional Jack feel like a real member of the team, how he has used digital innovation to keep Jack in the Box relevant, and much more. Thanks for listening! 

Key Points From This Episode:

• Lesser-known facts about Ryan Ostrom. 
• Insight into the Jack in the Box advertisement featuring Snoop Dogg. 
• What is behind the CRAVED acronym.
• Snoop Dogg’s intergenerational relevance and how the Dogg-in-the-Box activation unfolded.
• Strengths and weaknesses inherited from the Jack in the Box brand.
• Foundational work to set the brand up for success.
• Getting the social and digital platforms right.
• The evolution of the CRAVED acronym from Greg Creed’s RED. 
• Bringing Jack to the forefront of the brand as a legitimate member of the team. 
• How Jack in the Box’s strategy today leans into the digital environment.
• What sets their burgers apart after a two-year development process.
• How Jack in the Box has addressed negative reviews online. 
• Predictions for the influence and role of AI in marketing.
• Ryan’s time at KFC under Yum! Brands. 
• How Ryan brought the CRAVED philosophy to life at Jack in the Box and beyond.
• Ryan’s opinions on Gen Z, Facebook, and more!

Links Mentioned in Today’s Episode:

Jack in the Box

Jack in the Box Careers

Jack in the Box on Instagram

Jack in the Box on TikTok

Ryan Ostrom on LinkedIn

Episode 21 with Ryan Ostrom

'Snoop Dogg Munchie Meal – Jack in the Box Commercial'

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

In today’s episode, we delve into the world of digital transformation in the restaurant industry with industry expert, Casey Terrell. Casey is a highly respected marketing professional with vast experience in the restaurant industry, particularly in digital transformation, technology adoption, and multi-location marketing roles. In our conversation, we discuss Casey's career trajectory and professional experiences, the integration of technology into marketing strategies, the state of digital transformation in the restaurant industry, and the evolving relationship between CMOs and CIOs. We explore the concept of digital transformation, the challenges faced by restaurants in adapting to technological advancements, and the role of marketing in driving innovation and customer experience. Gain valuable insights into the evolving marketing landscape in the restaurant industry, the qualities and considerations in choosing tech partners, the value of loyalty programs and the impact of personalized marketing approaches, the challenges and strategies of balancing brand-building efforts with performance marketing, and much more! Join us as we uncover what qualities will make you stand out in the marketing landscape and the nuances of digital transformation with Casey Terrell!

Key Points From This Episode:

• Cassey’s military background and how Burger King started his marketing career.
• Learn about the various roles and responsibilities he has had over the years. 
• Transitioning from multi-location into packaged goods and shaking up the CPG space.
• Hear how he became the digital transformation expert he is today. 
• The state of digital transformation in the restaurant industry and what needs to change.
• Unpack the changing dynamics between traditional CIO and CMO roles.
• Discover the essential qualities and considerations in choosing tech partners.
• Building technology in-house versus partnering with external vendors.
• Balancing the demands of the brand with performance marketing.
• He shares the impactful role his mentors have played in his career.
• Final takeaways and advice for budding marketers in the restaurant space.

Links Mentioned in Today’s Episode:

Casey Terrell on LinkedIn

SPB Hospitality

Logans Roadhouse

Gordon Biersch Brew Co.

Yellowcard

Ocean Avenue

A Star Is Born

Burger King

VTEX

InBev

Episode 37: Patty Trevino

Episode 92: Bruce Skala

SOCi

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

In today’s crowded and competitive marketing landscape, many brands strive to break through the noise by creating memorable social media moments that bring their brand personality to life. In this episode of Clicks 2 Bricks, we take a look at Cricket Wireless' recent viral campaign with WWE, featuring the Cricket Chair Phone. What is a Chair Phone, you might ask? You’ll have to keep listening to find out! To unveil the secrets behind this successful brand activation, we are joined by Vivian Acosta, Cricket's Director of Social Media. Tuning in, you’ll gain valuable insight into Cricket’s social media strategy, their unique collaborations with content creators through the Cricket Creator Network, and how the brand is leveraging AI to make marketing more streamlined and effective. Vivian also shares some stereotype-smashing advice for reaching Hispanic audiences, highlighting the importance of community investment. Don’t miss this enlightening conversation that takes a deep dive into the power of collaboration, authentic engagement, and so much more!

[Update: Cricket’s plans start at $15 per month, not $25 as mentioned in the episode]

Key Points From This Episode:

• Some sporty fun facts about Vivian Acosta (that also make her a better leader)!
• The origin story of Cricket Wireless and how the brand has evolved since 1999.
• What Vivian’s role as Head of Social Media at Cricket encompasses.
• Insight into Cricket’s relationship with WWE and the unique Chair Phone campaign.
• Successes and challenges that accompany working with celebrities.
• How Cricket leverages the creator economy with the Cricket Creator Network.
• Unique benefits a wireless provider like Cricket has when working with content creators.
• Impressions, views, and other metrics that measure the success of the creator network.
• Ways that Cricket is using AI to make marketing more efficient and impactful.
• Vivian’s 10-year journey with AT&T and how it has made her a better marketing leader.
• Curiosity, authenticity, and representation: top tips for reaching Hispanic audiences.
• Why it’s important to acknowledge your blindspots and invite challenges.

Links Mentioned in Today’s Episode:

Cricket Wireless

Cricket Chair Phone

Cricket Wireless WWE Partnership

Vivian Acosta on LinkedIn

Vivian Acosta on Instagram

Vivian Acosta on TikTok

Vivian Acosta on X

'Cricket Wireless x WWE present: CHAIR PHONE’ 

Ep 52: Brand Purpose and Cause Marketing with Tony Mokry

SOCi

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

In 2025, Dairy Queen turns 85 and in its eight-plus decades, it has evolved from being a simple soft-serve ice cream company to becoming one of the biggest QSR and burger brands in America! Dairy Queen’s philosophy is one of emotional connection, and bringing us closer to the brand today is its Executive Vice President of Marketing, Maria Hokanson. Maria walks us through Dairy Queen’s origins and history, what sets it apart from other brands in the space, what it aims to achieve in today’s climate, and how the way it has evolved since its inception has both highlighted and strengthened each of its core values. Then, we dive deeper into the brand by assessing its relationship with its franchisees, how it connects with its younger audience, its many store locations and remarkable brand reach, and how it uses old-school methods to make the most of modern technologies. Maria also explains the challenges of her work and how she overcomes them, how Dairy Queen uses AI for marketing, why she thinks that marketers deserve more respect, and her advice to anyone looking to follow a similar career path as hers.  

Key Points From This Episode:

• Introducing Maria Hokanson as she walks us through Dairy Queen’s office setup.
• Danger girl and danger boy. 
• The history of the Dairy Queen brand, what sets it apart, and what it stands for today. 
• How Dairy Queen has evolved to keep up with, and embrace, the times. 
• The way the brand speaks to its younger consumers. 
• Dairy Queen’s store locations and brand reach.
• Its marketing relationship with its franchisees, and how it gets involved in communities.
• New age technologies versus old school methods, and everything in between.
• The challenges that Maria experiences in her work and how she overcomes them. 
• Marketing adjustments that she’s made in 2024. 
• Everything you need to know about Dairy Queen and AI.
• Why Maria believes that the role of marketing is being undervalued by the industry. 
• Her professional journey with Dairy Queen, and current job vacancies at the company.  
• TikTok, ROI, influencer marketing, and Zena Srivatsa Arnold/Sephora. 

Links Mentioned in Today’s Episode:

Maria Hokanson on LinkedIn

Maria Hokanson on X

Maria Hokanson on Instagram 

Dairy Queen 

DQ FREEZER 

DQ Careers 

‘America's Best Loyalty Programs’

Zena Srivatsa Arnold on LinkedIn 

Sephora

SOCi

Wild Coffee Marketing

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Authenticity is a rare trait in today’s business world, but as today’s guest tells it, being authentic is the only way to foster meaningful human connections – which are more valuable than all the money in the world combined! Tim Rea is the Chief Experience, Brand, and Marketing Officer for Edward Jones – a financial services firm with over 15,000 offices and more than 19,000 investment advisors all geared toward serving local communities throughout America – and he joins us today to walk us through the incredible work being done at his company. We begin with Edward Jones, learning what the company does, what it stands for, who it serves, its latest groundbreaking campaign, and where it fits in the financial services industry. Then, we dive into Tim’s professional history, what his role at Edward Jones entails, how his current job compares to his previous roles in retail and CPG, and an unpopular opinion about marketers that he refuses to let go of. We also discuss the evolution of the financial advisor, how Tim and his team build trust and measure success, and why he believes that marketers are best suited for business leadership positions.   

Key Points From This Episode:

• Tim Rea gives us the breakdown of his company, Edward Jones.  
• Why he doesn’t believe that Edward Jones is anti-Wall Street as some claim it to be. 
• Understanding the Edward Jones brand and its position in the industry. 
• Diving into Tim’s title and what his role entails.  
• How his previous roles in retail compare to his current one in financial services. 
• A closer examination of how Edward Jones works for its partners and clients. 
• Exploring the evolution of the role of financial advisor. 
• The ins and outs of Edward Jones’s latest campaign, Find Your Rich. 
• How Tim measures success for the campaign and at work in general. 
• Why being a local brand matters to him and his team, and how he builds trust.
• His strongly held and unpopular opinion on marketing and marketers. 
• Tim’s professional journey, including his transition from CPG to multilocation to finances.  
• Edward Jones’s mentorship program and how it inspires new marketers.  
• Branded content, TikTok, Facebook, and inspirational brands. 

Links Mentioned in Today’s Episode:

Tim Rea on LinkedIn

Edward Jones 

Find Your Rich 

The Richest Man in America 

PG Investor

HERSHEY’S

GRMA 

SOCi

Wild Coffee Marketing

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Our guest today is Jen Wilson, and she’s the Senior Vice President and Head of Marketing for Lowe’s. The major update from the home improvement retailer revolves around the recent revitalization of the My Lowe’s Loyalty Program. This relaunch features enticing spending rewards and innovative methods to capture consumer preferences even before any purchases are made. Join the conversation as we dive into how they’re thinking about differentiation, how they’re measuring the performance of their loyalty program, the importance of a customer data platform, and Jen unpacks Lowe’s philosophy on ‘local.’ We delve into Jen’s impressive 18-year journey at Lowe’s, initially beginning in public relations and evolving into her current leadership role in marketing amidst this era of digital innovation. Don’t miss out on this insightful episode with our guest, Jen Wilson from Lowe’s. Enjoy!

Key Points From This Episode:

• We kick off the podcast with a fun fact about our guest, Jen Wilson.
• Jen unpacks Lowe’s’ brand story and what the current footprint looks like.
• Thinking about differentiation: being the most helpful brand in home improvement.
• How they came up with the concept of Lowe’s Knowns.
• Jen shares further details on the Lowe’s Knowns program.
• Relaunching the My Lowe’s Loyalty Program and the strategic thoughts behind the changes.
• How they’re measuring the performance of their loyalty program.
• Why she believes it’s critical to have a customer data platform set up as the underpinning of a loyalty program.
• We talk about the other pillars of their marketing strategy, other than the loyalty program.
• Jen shares her thoughts on how your brand strategy lives within the marketing umbrella.
• What they mean when they say they’re looking more through the front windshield and less through the rear windshield for 2024.
• Lowe’s philosophy on ‘local.’
• Jen talks about how local Google searches play a meaningful role for Lowe’s: a fundamental element of how they localize their strategy.
• She speaks to Lowe’s response to third-party reviews.
• How AI is being talked about as part of their marketing strategy.
• We delve into Jen’s remarkable 18-year career journey at Lowe’s.
• She elaborates on the formal and informal mentorship programs within Lowe’s.
• Jen fires back with our quick response round of questions. 

Links Mentioned in Today’s Episode:

Jennifer Wilson on LinkedIn

Lowe’s

MyLowe’s Rewards

MyLowe’s Rewards Credit Card

Career’s at Lowe’s

Forbes CMO Network

‘CMOs Need To Think And Act Locally In The Age Of COVID-19 And Beyond’

‘Few CMOs Appreciate The Impact Of Google Search On Foot Traffic’

Dave Matthew Band on Instagram

Dead in Company

Meta

Deniz Anders on LinkedIn

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Stretching, as a service, is a growing industry and Stretch Zone is the original brand! Today we are joined by the Vice President of Marketing for Stretch Zone, Lindsey McFadden, who is here to speak about how technology and specifically, SOCi has helped her company scale at its intended rate. We learn about the origins of Stretch Zone, what the company does, how it pioneered professional stretching as a service, and everything that happens in its marketing universe. Then, we get into SOCi as our guest explains the working relationship between SOCi and Stretch Zone, how she and her team use the marketing cloud platform to its full potential, why she would recommend the platform to anybody in digital marketing, and where AI fits in all the above. We also hear about Lindsey’s professional journey and how she landed her current role, how her marketing process has changed since she first started in the industry, the ins and outs of Stretch Zone’s relationship with its franchisees, and the advice Lindsey would share with younger self and with those who wish to follow a similar career path as hers. Thanks for tuning in!      

Key Points From This Episode:

• Introducing Stretch Zone’s Lindsey McFadden as she shares her love for traveling. 
• The Stretch Zone story and what the company has set out to achieve. 
• How professional stretching as a service category didn’t exist before Stretch Zone. 
• Lindsey walks us through Stretch Zone’s marketing universe. 
• Why she chose SOCi and what her company is gaining from this partnership.  
• Diving deeper into how Stretch Zone and its franchisees use SOCi to its full potential. 
• Stretch Zone’s KPIs that are measured by SOCi.
• Our guest’s (glowing) customer review of SOCi. 
• Her experience of this new era of AI. 
• Lindsey’s marketing process in 2024 and how it’s changed over the years.
• Everything you need to know about Stretch Zone’s relationship with its franchisees. 
• Lindsey’s professional journey and how she ended up in her current role. 
• Her advice to her younger self and other aspiring marketers.
• TikTok, influencer marketing, and Gen Z. 

Links Mentioned in Today’s Episode:

Lindsey McFadden on LinkedIn

Lindsey McFadden on X

Lindsey McFadden on Instagram

Stretch Zone  

SOCi, Inc. 

Matt Maybeno on LinkedIn

Emily McConnell on LinkedIn 

Ricky Fritzsching on LinkedIn 

Scott Romney on LinkedIn

Wild Coffee Marketing

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Most people aren’t exactly eager to think about investing in products like life insurance, especially since it can bring up uncomfortable feelings about the future. This presents some pretty unique marketing challenges for companies that sell these types of products. So what can you do to connect with audiences and help them realize that getting life insurance is not as difficult or intimidating as it may seem? Joining us today to explore this topic is Keith Clark, Chief Marketing Officer (CMO) for Mutual of Omaha, a leading insurance and financial services company based in Omaha, Nebraska. We talk with Keith about the nuances of marketing life insurance, how life insurance personally impacted his life, and how his passion for helping families informs his work. Tuning in you’ll learn about the relaunch of Mutual of Omaha’s beloved show, Wild Kingdom, the company’s overall marketing strategy, its approach to digital media, how AI is changing the role of CMOs, and much more. Join us for a fascinating conversation with Keith Clark on what it means to market life insurance!

Key Points From This Episode:

• Get to know Keith Clark, Chief Marketing Officer (CMO) for Mutual of Omaha.
• An overview of Mutual of Omaha’s long history and its 115th birthday.
• Why the company decided to launch the wildlife television show, Wild Kingdom, back in 1963.
• How the show endeared watchers to the Mutual of Omaha brand.
• Relaunching Wild Kingdom and what they needed to consider in the adaptation process.
• An overview of Mutual of Omaha’s dynamic marketing strategy across distribution channels.
• Insight into the direct-to-consumer and direct mail aspects of their business.
• What Keith’s team does to increase brand awareness and assist salespeople.
• How life insurance impacted Keith’s life, personally, and the passion he feels for the product.
• Unpacking how AI and other technologies are changing the role of CMO.
• The biggest challenges for marketers in the digital era.
• Mutual of Omaha’s strategy for getting more sophisticated with their content development.
• Key marketing lessons Keith learned from working in publishing and at an agency.
• Keith’s advice for marketers aspiring to the role of CMO.
• Some of the exceptional marketers that Keith would love to see on the show.

Links Mentioned in Today’s Episode:

Keith Clark on LinkedIn 

Keith Clark on X

Mutual of Omaha

Mutual of Omaha Wild Kingdom Intro Theme

Mutual of Omaha’s Wild Kingdom

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

When a brand has a clear and attractive value proposition and then goes on to deliver on that promise, then a dedicated following and exponential brand growth is all but assured. Milan Laser Hair Removal is focused on one thing – providing a guaranteed treatment with excellent service – and to explain how Milan always stays true to its promise to become the biggest brand in its category, we are joined today by its Chief Marketing Officer, Sheila Ullery. Sheila details what Milan Laser Removal is all about, how she approaches her work as CMO, why the brand reveres everything that happens on a local level, and how it engages with influencers. Then, our guest unpacks the role of customer reviews in her work, how AI fits in, why a marketer’s passion is a strength and not a weakness, and how all the jobs she’s had until now have prepared her for her current role. We end with Sheila’s advice to new and prospective marketers, and we get a glimpse into the types of people who inspire her the most.

Key Points From This Episode:

• Welcoming Sheila Ullery as she tells us about her move from Arizona to Nebraska. 
• Why she loves nature and being outdoors. 
• The ins and outs of Milan Laser Hair Removal, where Sheila is now the CMO. 
• What the brand needs from Sheila in her position, and how she goes about it. 
• The role influencers in the growth of a brand, and tips for best practices. 
• How customer reviews affect Sheila’s work. 
• Exploring the way Milan has embraced AI. 
• Sheila’s strongly held yet unpopular opinion about marketing. 
• How her experience at previous companies set her up for her current role. 
• Her advice to new and prospective marketers for how to conquer modern challenges. 
• The leaders who inspire Sheila the most.

Links Mentioned in Today’s Episode:

Sheila Ullery on LinkedIn

Sheila Ullery on Facebook

Milan Laser Hair Removal  

WellBiz Brands 

L'Oréal 

Matrix

Massage Envy

Aveda 

The All-In Podcast 

LVMH

SOCi

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

A well-loved National brand was recently mentioned by one of the most famous Hollywood actresses on Saturday Night Live. How does this kind of brand placement happen? Did Hooters know about the feature before it went live? Bruce Skala is the Chief Marketing Officer for Hooters, and he joins us today to tell the story behind the skit. Tune in to hear about the brand’s position in a changing cultural landscape, their contributions to Breast Cancer awareness, and the socially-driven marketing campaigns that keep local audiences engaged. We touch on trackability and influencer marketing, working with the SOCi platform, and the brand’s approach to customer loyalty and rewards. Join us as we discuss the ins and outs of the highly-coveted role of Chief Marketing Officer at Hooters, and much more today. 

Key Points From This Episode:

• Introducing Bruce Skala, Chief Marketing Officer at Hooters. 
• Where this episode is being recorded at Hooters HQ.
• The international footprint that Hooters has created and a new product called Hoots.
• A recent sketch on Saturday Night Live which was a parody of Hooters.
• The cultural relevance of Sydney Sweeney’s skit.
• Breast Cancer awareness contributions by Hooters.
• Hooters’ relationship with social content on a National and in-store level.
• How the trackability of social media is changing the world of influencer marketing.
• Working with the SOCi platform on review management and analytics.
• Headcount and loyalty efforts.
• How Hooters ensures that each store engages in local marketing. 
• Bruce’s career journey leading up to this point. 
• Why everyone wants to be a part of Hooters marketing.
• Quickfire one-word answers, including suggested guests. 

Links Mentioned in Today’s Episode:

Bruce Skala on LinkedIn

Hooters

Hooters Waitress - SNL

Episode 26

Episode 8

SOCi

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

How do you put your most important, valuable asset in front of folks where it’s going to matter? During this episode, Chief Marketing Officer for Tractor Supply Company, Kimberley Gardiner joins us to tell her story. She shares her unique journey of working for major automotive brands, and how she is training Tractor Supply Company employees to create authentic content that connects with their customers in ways that traditional advertising just can’t. Join us as Kimberley unpacks her experience of touching the customer experience from end to end at Tractor Supply Company, working with an authentic team drawn from the company’s customer base, and her approach to content which engages employees across the business. Join us today to hear all this and more from this episode’s inspiring guest.

Key Points From This Episode:

• Introducing Kimberley Gardiner, Chief Marketing Officer for Tractor Supply Company. 
• Background on Tractor Supply Company and its 52 000 employees across the country.
• What motivated her to leave the automotive industry in the hope of touching the customer experience from end to end.
• Changing dynamics in rural America since the 2020 pandemic.
• Continuous refreshing of the brand and the tiered customer experience.
• Personalizing the customer journey.
• KPIs including transactions and frequency.
• The incredible asset of authentic and hard-working employees.
• Commitment to team member content.
• Tractor Supply’s relationship with customer reviews.
• Tech priorities for 2024 and the company’s relationship with AI.
• What it has been like for Kimberley to work with a smaller budget than automotive.
• Where the ‘life out here’ brand line originated from.
• How Kimberley’s experience in automotive has enhanced her approach to marketing at Tractor Supply.
• Her advice to go broad when seeking out mentorship and advice.
• A suggested guest: Wendy Martin at Floor and Decor. 

Links Mentioned in Today’s Episode:

Kimberley Gardiner on LinkedIn

Tractor Supply Company

Tractor Supply Company on TikTok

Tractor Supply Company on Instagram 

Episode 86

Wendy Martin on LinkedIn

Floor and Decor

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

What does B2B marketing look like in financial services? As today’s guest Kirti Naik explains, it’s not that different from the goals and challenges of consumer marketing, and it also offers unique opportunities for innovation in marketing. Kirti is the Head of Brand & Creative at the New York-based financial firm, Neuberger Berman, and she details what the company is currently focused on, what her role entails, how she navigates the challenges of marketing in finances, and how she defines success based on her intended performance outcomes. We also discuss how the leaders at Neuberger Berman engage with its marketing efforts, how marketing relates to investing, the current state of B2B marketing, and why Kirti believes that she has a high chance of affecting meaningful change by staying on as a marketer in financial services. 

Key Points From This Episode:

• Getting to know Kirti Naik as she explains Neuberger Berman’s hybrid setup. 
• The highs and lows of working remotely.
• Kirti’s passion for traditional Indian food and the podcast she co-hosts with her husband.
• An introduction to Neuberger Berman and her role at the company. 
• The outcomes she’s pursuing as Head of Brand & Creative; her definition of success. 
• How she navigates the distinct challenges of marketing in the financial sector. 
• Why brand awareness matters for investing. 
• How Neuberger Berman’s leadership team engages with the company’s marketing efforts.
• The current state of B2B marketing and the necessary industry changes being made.
• How Kirti ended up in financial services, and why she chose to stay. 
• TikTok, Facebook, Gen Z, and influencer marketing.

Links Mentioned in Today’s Episode:

Kirti Naik

Kirti Naik on LinkedIn

Kirti Naik on X

Kirti Naik on Instagram 

Kirti Naik on Facebook

Kirti Naik Email 

Neuberger Berman 

Make Your Money Move

Got Spice?  

Disruptive Forces in Investing 

Oppenheimer Funds – Globalize Your Thinking Campaign

Oppenheimer Funds — Invest in a Beautiful World Campaign 

Tikka 

CMO Council 

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

With multiple formats including freestanding stores, mall locations, and convenience store co-locations, Vicki Beswick faces a fairly complex marketing challenge as the Vice President of Marketing for iconic pizza brand, Sbarro, especially now that the brand is leaning into e-commerce and delivery. Luckily, Vicki has a ton of pioneering e-commerce experience from her previous roles at Wendy’s, Express, and Bath & Body Works. She joins us on Clicks 2 Bricks today to tell the story of how the Sbarro family invented the original New York pizza slice almost 70 years ago and offer a glimpse behind the scenes at the fresh ingredients and small but mighty team that sets Sbarro apart from other players in the pizza-by-the-slice category. Tuning in, you’ll also learn how the brand supports its franchisees and builds off their success to grow the Sbarro footprint, why Vicki believes there are no stupid questions, her advice for aspiring marketers, and much more. How does Sbarro compete against the big three pizza brands? Keep listening to find out!

Key Points From This Episode:

• The surprising role of pizza in Vicki’s 25-year career journey!
• Background on the Sbarro brand, from the first location in Brooklyn in 1956 to present day.
• Unified marketing strategies that Sbarro employs across its locations.
• How Sbarro sets itself apart from other big pizza players with certified fresh ingredients.
• Benefits (and challenges) of leaning into e-commerce and third-party delivery.
• External partners Sbarro relies on to build and maintain their marketing tech stack.
• Insight into how Sbarro supports and communicates with their franchisees.
• What multi-location marketing strategies look like in the impulse pizza category.
• Vicki’s progression as a marketer and the career milestones that led her to this point.
• Real leaders want to teach you: tips for identifying and engaging with your mentors.
• Experiential advice for young marketers entering the arena in 2024.
• Career opportunities at Sbarro right now.
• Vicki’s take on influencer marketing, TikTok, and more in the lightning round!

Links Mentioned in Today’s Episode:

Vicki Beswick on LinkedIn

Sbarro

Sbarro Careers

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

The storage space industry has some pretty unique challenges, especially when it comes to marketing. Not only are you trying to set yourself apart in a need-based business, but you also have to manage constant churn and fluctuating occupancy rates. So what does it take to launch and maintain a successful marketing strategy in this kind of environment? And how do you go about doing it? There is perhaps no one better to answer these questions than today’s guest, Dayna Hathaway, Senior Vice President of Marketing for Extra Space Storage, where she has spent 25 years learning what it means to master marketing for storage companies. Tuning in you’ll learn about their unique approach to brand marketing, why most people are surprised at the sophisticated nature of their internal operations (especially as a storage company), and why they put so much effort into their distinctive online presence across social media platforms, from Facebook to TikTok. We delve into their strategies for staying ahead of their competitors and their rigorous methods for maintaining high search rankings, before learning about their conscientious approach to AI, plus a whole lot more. If you’d like to hear all of Dayna’s thought-provoking insights on storage, marketing, and how to set yourself apart online, then be sure to tune in for this fascinating conversation!

Key Points From This Episode:

• A warm welcome to today’s guest, Dayna Hathaway.
• An introduction to Extra Space Storage: what they value and their recent growth.
• Dayna’s insights on what it takes to market storage units.
• Why they need to be better than their competition; from large companies to small operators.
• A breakdown of their digital vision: empowering customers to transact however they choose.
• Their commitment to ensuring that the customer journey is always excellent.
• Extra Space Storage’s highly active social media presence (including on TikTok!)
• Insight into the surprising levels of sophistication within their operations.
• How they balance their high occupancy rates with marketing efforts and constant churn.
• Their rigorous approach to data analysis and maintaining high Google rankings.
• Unpacking their decision to invest 100% of their marketing efforts in digital.
• Their unique approach to brand marketing and comprehensive investment in search engines.
• How they prioritize SEO, promote and encourage reviews, and do reputation management.
• Their AI strategy: exploring in-house opportunities before using it externally.
• An overview of how they are using AI internally for data and efficiency.
• Dayna’s long and positive history with the company.
• How she came to be Senior Vice President of Marketing.
• Where you can reach out to Extra Space Storage for career opportunities.

Links Mentioned in Today’s Episode:

Dayna Hathaway on LinkedIn

Extra Space Storage

Extra Space Storage on Instagram

Extra Space Storage on X

Extra Space Storage on YouTube

Extra Space Storage on Facebook

Extra Space Storage on LinkedIn

Extra Space Storage on TikTok

Careers with Extra Space Storage

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Today on Clicks 2 Bricks, we are joined by Alec Hanson, author, host of the Modern Lending Podcast, and Chief Marketing Officer for loanDepot – a California-based company that sells mortgages and other lending products. One of loanDepot’s key channels is its team of lending consultants, each of whom is charged with building their own mortgage lending business in their local area. Not only has Alec done this himself, but he has quite literally written the book on it (you can get your copy of Bypassed wherever books are sold), and that’s what he brings to his role as CMO: a proven playbook for using digital marketing to supercharge the local agent business model. On top of this, he is also building a national brand that not only drives demand but also reduces the amount of selling his agents have to do. Tune in to learn the difference between sales and marketing, get insight into loanDepot’s Modern Lending Playbook, gain a new appreciation for the power of social media, and so much more!

Key Points From This Episode:

• The two sides to Alec Hanson, a comic book-loving weightlifter!
• Insight into loanDepot, Alec’s role as CMO, and his personal brand-building journey.
• What distinguishes marketing from sales (which are two sides of the same coin).
• A deeper look at the three major marketing channels at loanDepot.
• How loanDepot trains and develops its team of local and market professionals.
• Digital channels that drive opportunity and success for local agents.
• The importance of embracing new strategies and how loanDepot is implementing AI.
• An important lesson in serving customers the way they want to be served.
• How loanDepot balances brand building, consumer engagement, and education.
• Why you’re minimizing your chance of success if you’re not utilizing social media.
• The competitive advantage that the loanDepot brand offers great salespeople.
• Understanding millennials, the importance of search, why TikTok isn’t just for kids, and more.

Links Mentioned in Today’s Episode:

loanDepot

Alec Hanson

Alec Hanson on LinkedIn

Alec Hanson on Instagram

Alec Hanson on X

Bypassed

Modern Lending Podcast

That Mortgage Guy on TikTok

Grandma Nat on TikTok

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Nissan is the first automotive brand that we’ve had on the show and we are thrilled to be in conversation with the Chief Marketing Officer of Nissan North America, Marisstella Marinkovic! Automotive marketing is different from all the others in many profound ways, and Marisstella is here to highlight those differences and explain why her industry is the best to work in. After a quick review of her first year in her current role, our guest walks us through Nissan’s Heisman House and Big Game campaigns, how the introduction of college athlete sponsorships has changed the dynamics, how Gen Z’s need for authenticity has influenced the marketing landscape, and her summation of automotive marketing theory. Marisstella also explains how the complexities of her job fuel her, how she and her team use influencers, what she thinks about mentorship, what Nissan North America has planned for 2024, and her advice for new and aspiring marketers who are looking to follow a similar career path.

Key Points From This Episode:

• Why romance novels are Marisstella Marinkovic’s secret passion. 
• A review of her first year as Chief Marketing Officer of Nissan North America. 
• Exploring Nissan’s Heisman House campaign.  
• How it’s possible to sponsor college athletes, and how it’s changed sponsorship dynamics
• Nissan’s approach to their Big Game (Super Bowl) commercial. 
• Authenticity, and Gen Z’s influence on marketing.
• The theory of automotive marketing. 
• Why Marisstella appreciates the complexities of her job.
• How it takes time to see the results of marketing in the automotive industry. 
• The way she and her team use influencers.
• Marketing areas that she’s prioritizing in 2024. 
• Debunking unpopular opinions about marketing. 
• Her nonautomotive experience and how it applies to the work she does today.
• Our guest’s sales pitch for joining the automotive marketing industry.
• Nissan’s approach to mentoring, and our guest’s advice for young, new marketers.

Links Mentioned in Today’s Episode:

Marisstella Marinkovic on LinkedIn

Nissan Motor Corporation 

Allyson Witherspoon on LinkedIn

KIA

Zillow 

‘El Test Drive | Nissan USA & Nissan Latino’

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Joining us today is Pat O'Toole, the Chief Marketing Officer of the iconic Burger King. Recorded in person at the Burger King headquarters in sunny Miami, Florida, this episode unveils the highly-anticipated Million Dollar Whopper campaign and insider secrets to Burger King’s “Reclaim the Flame” plan to accelerate growth. Pat is an accomplished marketing executive with a proven track record in elevating iconic brands to new heights. With a deep understanding of global markets and a history of steering some of the most beloved brands, he continues to make a lasting impact on the marketing landscape. In our conversation, we discuss his path from broadcast journalist to marketing guru, why now is the most exciting time in marketing history, and how the company is celebrating people's unique tastes through the Million Dollar Whopper campaign. You’ll gain valuable insights into multi-location marketing in the fast-food space, serving franchisees and the end consumer, the next generation of marketing, and much more. To discover how Pat is taking Burger King’s marketing to new heights, tune in today!

Key Points From This Episode:

• Background on Pat and the historic Burger King headquarters in Miami, Florida.
• His journey from journalism to marketing executive. 
• The state of the current marketing landscape and how it will evolve.
• What a Million Dollar Whopper is and the motivation for it.
• The story, process, and technology behind the Million Dollar Whopper campaign.
• Burger King’s Reclaim the Flame plan and Pat’s role in it.
• Insights into the company’s overall remodel strategy.
• How Burger King is servicing both franchisees and the end-consumer.
• Pat's transition from marketing in CPG to the fast-food space.
• Essential advice that Pat has for budding marketers. 
• Ways that he is mentoring the next generation of marketers.
• A lighting round of marketing-related questions. 

Links Mentioned in Today’s Episode:

Pat O’Toole on LinkedIn

Burger King

Million Dollar Whopper Competition

OKRP

PepsiCo

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Is parking a commodity, or does LAZ Parking simply offer a differentiated branding experience? Helping us get to the bottom of this is the National Senior Director of Marketing at LAZ Parking, Kim Spagnulo.  Kim joins us to explain how LAZ became the biggest and fastest-growing privately-owned parking operator in America, and how she fulfills her role as its National Senior Director of Marketing. After hearing the story of how LAZ was founded, our guest walks us through the company’s unique culture, how she goes about her work on a national level, and the challenges she’s endured along the way. Kim also shares insight on the technology trends in marketing that she’s most excited about, how Google fits into the picture, why she values brand consistency and how this plays out on social media, and her advice for new and aspiring marketers. Be sure to tune in to hear what Kim thinks about Yelp and AI-powered marketing, and to learn about the job opportunities that are available at LAZ Parking.   

Key Points From This Episode:

• A warm welcome to the National Senior Director of Marketing at LAZ Parking, Kim Spagnulo.
• How a small events company paved the way for her marriage. 
• The LAZ Parking story. 
• Why the culture at LAZ is ‘truly special’, and the types of projects it facilitates.
• How it became the largest and fastest-growing privately-owned parking operator in America.
• The way Kim uses her work of marketing parking structures to drive the company forward.  
• Some things that may surprise other marketers who aren’t familiar with LAZ’s culture.
• What Kim’s role entails on a national level, and the challenges that she encounters.
• The marketing technological trends that she’s looking forward to implementing.  
• Why Google is a major player in LAZ Parking’s day-to-day operations. 
• Exploring the importance of brand consistency for LAZ, and how it uses social media.
• Kim’s advice for new marketers. 
• Job opportunities at LAZ Parking. 
• Yelp, branded content, and AI-powered marketing. 

Links Mentioned in Today’s Episode:

Kim Spagnulo on LinkedIn

Kim Spagnulo on X

Kim Spagnulo on Facebook

LAZ Parking 

Alan Lazowski on LinkedIn 

Jeff Karp on LinkedIn 

Michael Harth on LinkedIn

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

Joe Artime’s journey with Moe’s Southwest Grill began as a student, slinging tacos and burritos. Today, he is the Head of Marketing for the franchise. During this episode, he joins us to discuss the new positioning for Moe’s Southwest Grill, the choice to pivot towards video content for 2024, and how the brand connects with local communities through its franchisees. Tune in as we do a deep dive into the history of the brand and its name, consider the future of the role of CMO, and explore the art of relating to customers through storytelling. Joe reveals his repositioning strategy set to take root in 2024, touches on new menu items that will be tested in the coming year, and shares upcoming plans for on and off-site content creation. Joe tells us his approach to relationship-building and empowering franchisees, gets candid about his predictions for the future of AI, and much more. Don’t miss this value-packed episode!

Key Points From This Episode:

• Introducing Joe Artime, Head of Marketing for Moe’s Southwest Grill.
• A fun fact about Joe that most people might not know.
• A recap of the last twelve months at Moe’s Southwest Grill and his history with the brand.
• Where the name Moe’s actually comes from: musicians, outlaws, and entertainers. 
• The new positioning of the brand which started in 2023 and will take off in 2024. 
• Questions around the future of the CMO position and how it may move into an operational role.
• Relating to customers through storytelling.
• Key areas for the upcoming repositioning of the brand.
• Where the brand could improve in the future: showcasing the food. 
• What Joe intends to do differently with branding in 2024. 
• The new menu items that will be tested in the year to come. 
• Shooting videos on site and in a test kitchen.
• Why building strong franchisee relationships is a non-negotiable. 
• What is behind the original localized approach to marketing.
• Creating guidelines and offering suggestions to empower franchisees.
• Moe’s standpoint on third-party delivery. 
• Joe’s predictions for the impact of AI on marketing in the restaurant space.
• His progression as a marketer through roles at Perkins Restaurant & Bakery, Krystal, and Burger King.
• Advice for marketers: learn the business drivers, follow the data, and understand how the technologies are changing.
• What he learned from taking on roles in different departments.
• The status of Joe’s team today.
• His take on TikTok, influencer marketing, Yelp, and a suggested guest for the podcast. 

Links Mentioned in Today’s Episode:

Joe Artime on LinkedIn

Moe’s Southwest Grill

Focus Brands

Alice Crowder is the CMO of Krystal

Ellie Doty is the Chief Marketing Officer for Burger King

Sergio Perez on LinkedIn

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

If you want your marketing to connect with younger demographics, then your best bet is to make sure that your initiatives are indisputably authentic and aligned with your values – especially when it comes to sponsorships. That’s the advice of today’s guest, Shannon Cole, head of brand marketing and sponsorship at Royal Bank of Canada (RBC). She joins us today to discuss RBC’s dedicated approach to sponsorships and the transformative impact of the RBC Training Ground program. Designed to identify and support Canadian athletes who might otherwise be lost in the system, this initiative has uncovered talents like Kelsey Mitchell, a former soccer player who won a gold medal in track cycling at the Tokyo Olympics. Discover how this program goes beyond traditional sponsorship, aligning with RBC's values to create authentic, life-changing stories that resonate with audiences. Shannon also discusses common mistakes made by marketers new to sponsorship and offers advice for aspiring marketers, before sharing her thoughts on AI, influencer marketing, and more. Join us for a fascinating conversation on how RBC leverages sponsorship to build meaningful connections and drive brand equity!
 

Key Points From This Episode:

• Introducing Shannon Cole, head of brand marketing and sponsorship at RBC.
• Shannon’s background in soccer and how it influenced her choice of school.
• Finding the balance between brand marketing and performance marketing.
• The key role that branding plays for banks in setting themselves apart.
• How RBC is using sponsorship to connect with younger generations.
• RBC’s proud history of sponsorships and long-standing partners, including the Olympics.
• A breakdown of the RBC Training Ground program and its origins.
• How the program identifies and supports under-resourced Canadian athletes.
• A program success story: Kelsey Mitchell's journey from soccer to Olympic gold in cycling.
• Evaluating sponsorship opportunities: key criteria and metrics.
• How RBC adapts its strategies to the digital era and changing consumer behaviors.
• The importance of authentic, value-aligned sponsorships for RBC.
• Common mistakes made by marketers new to sponsorship (and how to avoid them).
• Advice to marketers interested in pursuing a role similar to Shannon’s.
• Lightning round: influencer marketing, AI-powered marketing, and agencies.

Links Mentioned in Today’s Episode:

Shannon Cole on LinkedIn

Royal Bank of Canada (RBC)

RBC Training Ground Program

Mary DePaoli on LinkedIn
Kelsey Mitchell

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

To become a transformational CIO, one must have key characteristics, capabilities, and leadership styles that foster followership and inspire others to embrace their vision. This is the belief of Michael Chachula, Chief Information Officer for FAT Brands, who joins us today to shed some light on what it takes to manage the marketing tech stack for 18 different restaurant brands in a total of 2,300 locations, including Fatburger, Johnny Rockets, and Fazoli’s. With a background in tech, finance, and hospitality, Michael exemplifies the well-rounded expertise needed to run tech for a multi-brand restaurant portfolio, but it’s his focus on inspiring rather than commanding people to follow him that stands out in this interview. He also shares his take on how artificial intelligence is impacting the restaurant industry today and into the future and we discuss how tech providers can become trusted advisors, why industry experience is more important than the latest tools, and so much more! For a down-to-earth conversation with a true visionary leader, don’t miss this episode with FAT Brands’ CIO Michael Chachula!

Shifting the relationship their customers have with AI software from a tool to a partner in the business is the main focus of our guest, and his company, today. We are excited to have with us on the show, Afif Khoury, the Founder and CEO of SOCi, the first CoMarketing Platform for Multi-Location Brands. Join the conversation as we learn more about the SOCi marketing platform, what makes their AI unique, and the crawl, walk, and run options of their model. We discuss the point solution versus the platform conundrum, how brands have responded to their platform, and thoughts on how AI will impact the local listings product area and open up new innovations around it. If you’re intrigued by the idea of AI-powered data scientists, train marketers, and force multipliers for corporate marketing teams and local representatives, then you are going to love this episode!

With some of the strongest franchise opportunities on the market, BELFOR Franchise Group is a dominant brand in the home services category. For more than 10 years, BELFOR Franchise Group has been empowering entrepreneurs to own businesses that are not only designed for growth but also provide profoundly meaningful services to their communities. Today, you’ll hear from Abigail Baker, Senior Vice President of Marketing for BELFOR Franchise Group, a curated portfolio of brands that often serve businesses and consumers in the wake of natural disasters. Abby is charged with marketing for all 12 brands, some of which are regional, some of which have national footprints, and all of which do business at the hyperlocal level. In this episode of Clicks 2 Bricks, we discuss the marketing challenges Abby faces with some specifics about how she partners with and empowers her franchisees. Tuning in, you’ll also learn about the power of content, why investing in SEO ranking is critical, how to use data to your benefit, and more!

Jeanniey Walden is the founder and CEO of Liftoff Enterprises, an award-winning marketing executive, renowned work-life advocate, and host of the nationally syndicated TV show, Liftoff with Jeanniey Walden. Jeanniey attributes her success to AIR: Authentic, Inspirational, and Relatable interactions, and she applies this lens to everything she does, including her new position as CMO of Rite Aid. In today’s episode of Clicks 2 Bricks, she shares her customer-centric perspective on multi-location marketing and offers some insight into her lifelong mission to inspire others, which not only informed her decision to start her own TV show but permeates every aspect of her role at Rite Aid. We discuss the inner workings of moving from an interim role to a full-time gig, why Jeanniey embraces the hurdles that come with being a challenger brand, and why she believes that networking, a strong work ethic, and asking for guidance are important steps on the journey to success, plus so much more! For insight into the whole health ethos of one of America’s smallest large companies, be sure to tune in today!

We’ve heard many rags-to-riches stories from startups all across the country, but few compare to the near-instant success of the fast-growing food brand, Dave’s Hot Chicken. Its CMO, Brad Haley, joins us once again after his previous appearance on the show as the CMO of IHOP. After finding out an interesting fact about Brad that many didn’t know, our guest then walks us through the story of Dave’s Hot Chicken, what initially attracted him to the brand, Drake and other big-name investors of the company, and how he approaches this role differently compared to his previous jobs. Dave’s Hot Chicken was born in the social-digital age, and our guest explains how Instagram has been key to its success, why cultural impact matters more than sales, adapting to the digital age as a marketer, and everything you need to know if you are a new marketer with CMO aspirations. Few are as accomplished as Dave when it comes to successfully implementing game-changing campaigns, and after summating the current state of marketing, Dave explains why the Jack in the Box campaign stands out from all the rest in his remarkable career. If you’d like to hear more about working with Dave’s Hot Chicken and perhaps becoming a franchisee of your own, then be sure to tune in! 

According to a recent survey, Coldwell Banker was the most recognizable real estate brand of 2021, with 91% of surveyed consumers correctly identifying the brokerage's logo. How does a business achieve this level of brand recognition? Finding the right Chief Marketing Officer is a good place to start! CMO might be his title, but “brand champion” might be a more appropriate moniker for David Marine, who has worked in the marketing group of the most recognized brand in real estate for more than 20 years. He says that his superpower is storytelling, which has enabled him to reshape the brand’s luxury and commercial divisions, create the first real estate video-centric YouTube channel, and even develop what is considered the highest-rated real estate ad of all time. In this episode, David joins us to share some insight into his journey and highlight some of the marketing strategies that made him the CMO he is today. We discuss how marketing in the real estate world has changed pre- and post-pandemic, how David ensures that Coldwell’s messaging is consistent across its network of 100,000 agents, and how he and his team are thinking about the technology topic du jour: AI-powered marketing. We also touch on search engine ads, influencer marketing, and so much more, so you won't want to miss this instalment of Clicks 2 Bricks with Coldwell Banker CMO David Marine!

On the show today, we have the massively experienced and insightful Jason Seeley, who currently holds the position of Vice President of Digital at CKE Restaurants. CKE is the corporation behind Hardee's and Carl's Jr., and we get to hear from Jason about his role at the company and how he approaches each of these brands and their marketing initiatives. Our guest has a really interesting career journey, and he talks about how he started as a graphic designer and his time at Walmart and Wendy's, which ultimately led to him transitioning into digital marketing and moving up the corporate ladder. We also spend some time on the impacts of the pandemic, what the digital marketing landscape looks like at this specific point in history, and where it might be headed in the next few years. Jason weighs in on the impact of AI, finding great tech partners, and also offers some helpful advice for young marketers trying to accrue good experience and enhance their resumes. Join us to hear it all!

The world around us is constantly changing but there is one thing you can be sure will always stay the same: marketing fundamentals. Today’s guest, Mike Templeton is the director of Digital Experience for Casey’s, the third-largest convenience store chain and the fifth-largest pizza chain in the country! One of the core themes of this episode is the “phygital” experience (if you haven’t heard the term before, don’t worry, you’re not alone), which deals with the interconnectedness between the digital and the physical world. Tune in today to hear about Mike’s fruitful career journey in the marketing space and absorb invaluable knowledge as he shares his thoughts on how to use the power that consumers have in the marketplace to your advantage, things to take into consideration when choosing technology partners and solutions, the importance of prioritizing localization, why he is excited about the potential of AI, and so much more! 

Retail juggernaut, Walgreens is beginning to prioritize healthcare across all their service offerings. Linh Peters is Walgreens’ CMO, and she joins today to describe the role that marketing will play in her employer’s new venture. Linh has worked with other huge brands including Calvin Klein, Best Buy, Target, and Starbucks, and she explains how the challenges in her current role differ from the other jobs she’s worked before. As a loyalty specialist, Linh goes into detail about the current state of marketing, the ins and outs of Walgreens’ myW™ Days program, why brands have less power now than they did before COVID, and how a rewards program influences a CMO’s marketing strategy. We learn about how the data alone can validate any rewards program, why the most important thing is to connect with customers as opposed to giving out freebies, the biggest mistakes that first-timers make when launching a loyalty program, and whether the recent changes in marketing are for better or worse. Our guest also explains how a harrowing 5months on a boat informed her worldview, how her upbringing in Vietnam and migration to America influenced her career choices and bred her passion for healthcare, how having a personal board of directors could grow you as a leader, and what the future of Walgreens looks like: healthcare, marketing, and beyond! 

Studying the liberal arts can be beneficial to almost every aspect of your life, as it forces you to develop a level of critical thinking that is necessary for navigating the world that we live in. Moreover, anthropology can provide a firm foundation from which a prospective marketer can grow and flourish. That is the journey of today’s guest, Andrea McCauley, as she explains how her love for anthropology provided the vital skills that she still uses in marketing today.  Andrea is the Head of Marketing and Senior Vice President for Massage Envy, a nationwide wellness franchise that provides massage, stretch, and skin care services. After Andrea and Rob agree on the undeniable benefits of the liberal arts, the conversation then turns to how COVID has affected marketing as a whole, the biggest challenges that marketing leaders are currently facing, and how Massage Envy uses marketing to support its franchisees. We discuss Andrea’s career trajectory and the challenges she faced when becoming CMO, the technological shifts that Massage Envy has made since COVID, what our guest thinks about AI in relation to her current role, and so much more! Andrea’s lightning round of questions explores TikTok, branded content, Yelp, and Facebook, and she delivers some important advice for all aspiring marketers.

Today on Clicks 2 Bricks, we are joined by the chief brand and marketing officer of Caribou Coffee to discuss the brand’s innovative TikTok campaign. Tuning in, you’ll hear all about Caribou Coffee and what sets it apart from other coffee brands, how it fits into the Panera portfolio, and how the coffee industry has changed in terms of market dynamics. We delve into their new TikTok dating show, Dream Date and how they’re leveraging the use of influencers and ambassadors for marketing before discussing the digital foundation they have created and how AI feeds into it. Our guest tells us about their local marketing strategies, how they optimize local search performance, and her unpopular opinion about foot traffic and marketing. Finally, Erin tells us about her interesting career trajectory and some lessons she’s learned along the way. Thanks for listening in!

Key Points From This Episode:

• Welcoming Erin Newkirk to the show, and a surprising fact about her.
• What Caribou Coffee is all about and what makes them different from other coffee brands. 
• Our guest explains the regional boundaries for Caribou Coffee within the Panera portfolio. 
• How the market dynamics have shifted within the coffee category. 
• Erin tells us about their new TikTok dating show, Dream Date: A Sip at Love.
• What led them to make use of influencers and TikTok for marketing. 
• Erin talks about the technological side of Caribou Coffee and how they use AI. 
• How Caribou Coffee is working with their domestic franchisees on local marketing. 
• A breakdown of their local search performance and how they optimize it. 
• Erin shares an unpopular opinion about marketing that she has.
• Why consumer packaged goods is a really good place to start a marketing career. 
• How she compares CPG to multilocational marketing. 
• Who Erin wants to see on the show next. 

Links Mentioned in Today’s Episode:

Erin Newkirk

Erin Newkirk on LinkedIn

Erin Newkirk on X

Caribou Coffee

Caribou Coffee on LinkedIn

Caribou Coffee on TikTok

Hannah Burner

Clicks 2 Bricks 

Marketing Leaders Coffee Chat

With only 105 days to deliver 80% of your revenue, working in the tax space during tax season can be incredibly intense. Add to that the aversion that most people feel to completing such a complex and intimidating task, and you have some pretty big challenges when it comes to marketing and meeting your customers where they are. Joining us today to unpack all things tax and marketing is Jill Cress, Chief Marketing Officer for H&R Block. With over 20 years of experience working with MasterCard, Jill is no stranger to the intricacies of marketing in the fintech space, and for the past year, she has taken on her first multi-location marketing role as CMO of H&R Block. We talk with Jill about her perspective on the state of marketing today, what it’s like having over 10,000 locations during tax season, and what H&R Block is doing to ensure hyper-local awareness in their marketing. We also discuss how they are using digital solutions to improve efficiency for their clients before delving into their extensive use of AI within their operations and what their recent partnership with Microsoft entails. For a fascinating conversation on tax, multi-location marketing, and so much more, be sure to tune in today!

No stranger to the franchise industry, today’s guest came to Batteries Plus from senior marketing roles with world-class brands like Wendy’s and Massage Envy. As Chief Marketing and Merchandising Officer at the nation’s largest and fastest-growing battery, light bulb, key fob, and phone repair franchise, Derek Detenber is responsible for marrying marketing and merchandising omnichannel strategies to improve customer experience and elevate the brand’s public profile, as well as drive profitable sales growth for franchise owners and stores. In this episode, we talk about the similarities and differences of multi-location marketing in the diverse categories of retail, QSR, and services. We also learn about what the current AI conversation sounds like internally at Batteries Plus and how Derek sees this wave of innovation impacting brick-and-mortar marketing in the future. Spoiler alert: it’s all about the data! Join us on Clicks 2 Bricks today for a fascinating conversation about what it means to champion the customer, the obligations that marketing teams have to their franchise partners, the marketing initiatives that Batteries Plus is putting into play in 2023 and beyond, and more!