How Marketing Earns Respect in the Boardroom with Kimberley Gardiner, CMO at Tractor Supply

Did you know poultry is the third most popular pet in America, behind dogs and cats? It's surprising stats like this that reflect the rural lifestyle trends driving growth at Tractor Supply Company.

This week, Elena and Rob talk with Kimberley Gardiner, CMO of Tractor Supply. Learn how she measures marketing impact through business outcomes, builds teams grounded in humility, and why she rejects the brand versus performance marketing debate. Plus, hear the undeniable impact of connecting directly with customers.

Topics covered: 

• [04:00] Transitioning from automotive to Tractor Supply marketing
• [10:00] Using marketing strategically as a business driver, not cost center
• [15:00] Investing marketing dollars for measurable returns
• [18:00] Customer metrics that matter: traffic, transactions, basket size
• [22:00] Why brand marketing versus performance marketing is a false choice
• [26:00] What Kimberley learned about rodeo after joining Tractor Supply 

 





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Resources: 
2024 MarketingWeek Article: https://www.marketingweek.com/marketers-improvement-financial-fluency/

Kimberley Gardiner’s LinkedIn: https://www.linkedin.com/in/kimberley-sweet-gardiner/
 

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