The CMO Podcast
Ciara Anfield (Sam's Club) | A Masterclass in Arriving to Purpose
Aug 30, 2023
Ciara Anfield is the Senior Vice President and Chief Membership & Marketing Officer at Sam’s Club, with over 12 years at Walmart. In this engaging discussion, she shares insights on the power of empathy in leadership and the importance of discovering brand purpose. Ciara emphasizes consumer connections and personalization in marketing strategies, reflecting on her dynamic career in retail. She discusses fostering team creativity and the balance between innovation and routine, all while navigating the vibrant world of marketing at the Cannes Lions Festival.
48:43
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Quick takeaways
- Sam's Club is transforming its brand identity by emphasizing personal engagement and storytelling in its marketing strategies.
- Ciara Anfield highlights the importance of understanding customer needs and fostering a culture of growth and collaboration within the organization.
Deep dives
The Journey of Sam's Club
Sam's Club has undergone a significant transformation in its branding and marketing strategies. Recently, the company acknowledged its identity not just as a wholesale retailer but as a brand that engages with customers on a personal level. This shift has been observed through a series of creative initiatives, including a notable Super Bowl advertisement with Kevin Hart and a holiday movie trailer. The aim is to reconnect with a diverse audience, moving away from its traditional image and engaging consumers in relevant stories that highlight the value of membership.
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