Total Retail Talks Why SharkNinja Has Embraced 'Positionless' Marketing
9 snips
Nov 10, 2025 
Kaitlyn Hebert, Global Chief Marketing Officer for SharkNinja, shares her insights on innovative marketing practices. She introduces Ninja’s unique 'Chasing the Sun' model for product development, emphasizing rapid prototyping and consumer-driven design. Kaitlyn highlights the importance of balancing speed with brand consistency and leveraging platforms like TikTok for social commerce. She discusses the power of user-generated content and the need for autonomy and psychological safety in fostering creativity. Her approach is all about fast decision-making and learning through iteration.
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Sticky Note To Global Product In 12 Months
- A yellow sticky note idea from a cross-functional 'hack' evolved into the Ninja Crispy glass air fryer within 12 months.
- Engineers, culinary, design, and marketing prototyped together without strict swim lanes to speed product-to-shelf execution.
Chasing The Sun Accelerates Iteration
- A 'chasing the sun' innovation hub keeps ideas moving across time zones so prototypes refine continuously.
- Marketing prototypes stories in parallel to product development to influence product direction early.
Run Messy, Accountable Cross-Functional Hacks
- Run cross-functional sessions where everyone ideates and shares accountability, then leave with clear interdependent workstreams.
- Communicate trade-offs between culinary, engineering, and marketing decisions before leaving the room.