The WARC Podcast

The Effective CMO: Instacart's Laura Jones

8 snips
Jul 3, 2025
Laura Jones, CMO of Instacart, shares insights into the company's remarkable growth from a startup to a major player in grocery orders. She discusses the shift from performance-driven marketing to a balanced brand-building approach, adapting to post-pandemic consumer behavior. Listeners learn about Instacart's strategic debut at the Super Bowl, integrating nostalgia with effective audience engagement. Jones emphasizes the importance of holistic marketing metrics and fostering a collaborative culture within her teams to drive continued success.
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INSIGHT

Full-Funnel Marketing Necessity

  • Marketing must integrate demand capture and demand generation to be effective.
  • Full-funnel strategy is essential as relying only on lower funnel or upper funnel alone is insufficient.
INSIGHT

Freedom as Brand Promise

  • Instacart's brand promise frees customers from grocery shopping stress.
  • This resonates with busy households and those with mobility or time constraints.
ADVICE

Unify Teams for Multiplier Effect

  • Align brand, performance, and revenue teams under one big platform.
  • Integrated campaigns create a multiplier effect yielding greater growth and revenue.
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