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.
AI Snips
Chapters
Transcript
Episode notes
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.
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.
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.