On this episode, Jill Thomas, Chief Marketing and Customer Experience Officer of PGA TOUR Superstore, discusses the challenges and opportunities of marketing in the golf retail industry. She highlights the shift in the golf consumer landscape and the need to reach diverse audiences with different motivations for playing the game. Jill also shares her experience of building a high-functioning marketing organization with limited resources and the importance of trust and credibility in implementing a multi-year transformation plan.
Tune in to learn:
- The golf consumer landscape has evolved, with diverse audiences playing the game for different reasons, creating new marketing challenges and opportunities.
- Building a high-functioning marketing organization with limited resources requires strategic thinking and the ability to prioritize and execute effectively.
- Trust and credibility are crucial in implementing a multi-year transformation plan and gaining support for major investments in marketing technology.
- Surrounding oneself with strong executional team members is essential for translating strategic ideas into tangible results.
- The need for both data and analytics and creativity in marketing, and the importance of balancing short-term sales with long-term brand building.
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