OnBase: Smashing Sales and Marketing Misalignments Ep. 421 | Mastering Marketing: Strategies for Success in Changing Landscapes
Episode Summary
In this episode of Sunny Side Up, host Michael Malone interviews Kathy Neumann, CMO of Rent., about mastering marketing strategies for success in changing landscapes. Michael welcomes Kathy to the show and delves into her extensive background in retail marketing, discussing how it has shaped her current role as CMO at Rent.. Kathy emphasizes the importance of understanding consumer motivations and solving their problems by marrying consumer insights with technology trends. She talks about the challenges of maintaining consumer-centricity and avoiding personal biases in marketing strategies. The conversation shifts towards the impact of COVID-19 on digital transformation, with Kathy highlighting how the pandemic accelerated the adoption of mobile-first and digital experiences. She shares insights about her approach to building teams, focusing on hiring for attitude and aptitude, and cultivating a culture of curiosity and adaptability. Kathy also discusses the successful rebranding of Rent. and the crucial role of engaging employees in the transformation process. She emphasizes the significance of internal engagement metrics and external client feedback in measuring the success of a rebrand.
About the Guest
Kathy joins us from Rent. where she has been CMO for the last year and a half. During her tenure at Rent. she has led a complete relaunch of the company including branding, product architecture, and company culture, resulting in a reversal of business trends from declining business to double-digit growth.
Kathy's background is steep in consumer, digital, and brand marketing across brands such as Chewy, Carter's, Lands' End, and Victoria's Secret.
Connect with Kathy Neumann
Key Takeaways
- Perspective shift: View industry challenges from the consumer's point of view, not just personal perspective.
- COVID-19 accelerated digital adoption and mobile-first mindset, impacting consumer expectations.
- A curious attitude is crucial when hiring for marketing roles; look for adaptability over current expertise.
- Embrace progress over precision and encourage trying new ideas within the marketing team.
- Successful rebranding involves rallying the entire organization around the "why" and fostering engagement.
- Metrics for internal success: Employee engagement, referrals, swag requests, and pride in the brand.
- External metrics include traffic, conversion rates, engagement, and feedback from customers.
- Navigating chaos: Maintain curiosity, recognize evolving industry trends, and stay adaptable.
- Rebranding isn't just about visuals; it's about transforming culture and aligning the entire organization.
- Communicate the "why" of change multiple times in different ways to ensure understanding and buy-in.
- Embrace disruption by focusing on where the industry is headed and adapting accordingly.
Quote
"You can't stretch standing still, so I applaud people on my team that try new things, and we celebrate the failures by learning what we can out of those interactions and quickly course correcting, but if you're not moving, you're not growing in today's environment.” – Kathy Neumann
Recommended Resources
Shout-outs
Susan Sachatello – Chief Marketing Officer at Compeer Financial
Matthew Doerrs – Vice President of B2B Marketing at Rent.
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