AdExchanger Back To Marketing Basics, With Back Market’s New CMO
Oct 22, 2024
Joy Howard, CMO of Back Market and former marketing leader at Sonos and Patagonia, discusses her transition from promoting new gadgets to championing refurbished electronics. The conversation highlights the environmental benefits of choosing secondhand devices and addresses the shift in consumer values towards sustainability. Joy shares insights into innovative campaigns like 'Downgrade Now,' which challenges typical consumer habits, and explores the evolving landscape of trust in advertising, particularly in the context of traditional media versus social platforms.
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Joy Howard's Music Career
- Joy Howard was in a shoegaze band signed to Warner in the 90s.
- The band, Seely, released four albums, and she still receives small royalty checks.
Early Majority
- Joy Howard founded and sold Early Majority, a gender-neutral outerwear brand.
- It focused on simplified, durable outdoor clothing designed for versatility.
Marketing Approach
- Joy Howard's marketing approach involves tapping into existing cultural trends.
- She aims to shape customer behavior by working with pre-existing cultural forces.