‘Sometimes marketers get blinded’: Cuisinart’s Mary Rodgers on how the appliance brand stays current

Cuisinart is generally known for one thing -- its food processor -- but the company has been expanding its reach in the kitchen for decades.

In fact, the brand is moving beyond the kitchen into new parts of the home. Most recently, Cuisinart launched an air purifier. That makes for a tall order as a brand marketer.

This week on the Modern Retail Podcast, Mary Rodgers, Cuisinart’s director of marketing communications, spoke about how her overall approach has evolved as Cuisinart’s product line has evolved.

Rodgers has been at the company for 25 years. That’s a long time -- but her role has only expanded over the years. “The real reason I’m still here is because I work on all these exciting aspects of the business,” she said. “Sometimes when you get in certain companies, you’re very narrow in your field of vision. I like that I have a lot of influence over all of the brand marketing for the company.”

Her scope is quite large. She runs the brand’s DTC business, which in 2018 moved from outsourcing fulfillment to bringing it all in-house. The company purchased a fulfillment center in Arizona and used it as a hub for all of its distribution. It held all the inventory for online orders, as well as handled customer fulfillment for online orders from other retailers. In essence, Cuisinart now controls all of its own distribution. “It tightens up the whole system,” she said, “because we’re not shipping an item to a retailer who is then shipping an item to a consumer -- you’re compressing the entire system, basically.”

Beyond that, she controls all the other aspects of brand marketing -- which includes well-known channels like search and TV, as well as more experimental channels like TikTok. While Cuisinart is testing out the new app, Rodgers was clear that marketing campaigns must “always tie everything back to strategy.”

Since the early days, Cuisinart has tried to compile as much first-party data as it can about its customers. Today, Rodgers is trying to systematize that even more. One of the big things she’s paying attention to is lifestyle changes. Before, items like Cuisinart were often gifted during big life events like weddings. Now, wedding culture has changed and Cuisinart is trying to find ways to remain relevant.

With that is the main goal and conundrum of her job. “We have to understand the big picture,” she said. “Where are our consumers?”