Artwork

Treść dostarczona przez MMA Global / LightningPod. Cała zawartość podcastów, w tym odcinki, grafika i opisy podcastów, jest przesyłana i udostępniana bezpośrednio przez MMA Global / LightningPod lub jego partnera na platformie podcastów. Jeśli uważasz, że ktoś wykorzystuje Twoje dzieło chronione prawem autorskim bez Twojej zgody, możesz postępować zgodnie z procedurą opisaną tutaj https://pl.player.fm/legal.
Player FM - aplikacja do podcastów
Przejdź do trybu offline z Player FM !

Zena Arnold, CMO of Sephora US: Balancing Brand and Performance

54:42
 
Udostępnij
 

Manage episode 386540382 series 3478229
Treść dostarczona przez MMA Global / LightningPod. Cała zawartość podcastów, w tym odcinki, grafika i opisy podcastów, jest przesyłana i udostępniana bezpośrednio przez MMA Global / LightningPod lub jego partnera na platformie podcastów. Jeśli uważasz, że ktoś wykorzystuje Twoje dzieło chronione prawem autorskim bez Twojej zgody, możesz postępować zgodnie z procedurą opisaną tutaj https://pl.player.fm/legal.

Full transcript

The "brand versus performance" marketing debate happens in all industries, but no one appreciate the value of brand as performance better than Zena Arnold, the CMO of Sephora US. Her job requires her to balance the demands of both online and in-store operations ("I get emails every hour during our great sales," she notes), so performance means more than just clicks.

"One of our key roles of marketing and retail is driving traffic, whether that's into a store or whether it's to our site or our app," Arnold says. "And it's pretty awesome when you turn things on to see that having a direct effect almost immediately ... One of the things that's been growing for us a lot is buying online, picking up in-store. So people are thinking about it, they want something maybe right away, they know the store's on the way home, but let me just order it, have it waiting for me, I can run in quickly, grab it and go. So that blurring of the channels has been really good for our customer client experience."

Today on Building Better CMOs, she talks with MMA Global CEO Greg Stuart about her background in computer science, her past roles at firms like P&G and Google, and why you need to learn and adapt constantly to thrive in senior executive roles. Plus: What is the future of AI in marketing? And how do you turn customers into brand ambassadors?

Follow or subscribe to Building Better CMOs

Rate & review the podcast

Links:

This episode was produced and edited by Eric Johnson from LightningPod.fm.

Learn more about your ad choices. Visit megaphone.fm/adchoices

  continue reading

33 odcinków

Artwork
iconUdostępnij
 
Manage episode 386540382 series 3478229
Treść dostarczona przez MMA Global / LightningPod. Cała zawartość podcastów, w tym odcinki, grafika i opisy podcastów, jest przesyłana i udostępniana bezpośrednio przez MMA Global / LightningPod lub jego partnera na platformie podcastów. Jeśli uważasz, że ktoś wykorzystuje Twoje dzieło chronione prawem autorskim bez Twojej zgody, możesz postępować zgodnie z procedurą opisaną tutaj https://pl.player.fm/legal.

Full transcript

The "brand versus performance" marketing debate happens in all industries, but no one appreciate the value of brand as performance better than Zena Arnold, the CMO of Sephora US. Her job requires her to balance the demands of both online and in-store operations ("I get emails every hour during our great sales," she notes), so performance means more than just clicks.

"One of our key roles of marketing and retail is driving traffic, whether that's into a store or whether it's to our site or our app," Arnold says. "And it's pretty awesome when you turn things on to see that having a direct effect almost immediately ... One of the things that's been growing for us a lot is buying online, picking up in-store. So people are thinking about it, they want something maybe right away, they know the store's on the way home, but let me just order it, have it waiting for me, I can run in quickly, grab it and go. So that blurring of the channels has been really good for our customer client experience."

Today on Building Better CMOs, she talks with MMA Global CEO Greg Stuart about her background in computer science, her past roles at firms like P&G and Google, and why you need to learn and adapt constantly to thrive in senior executive roles. Plus: What is the future of AI in marketing? And how do you turn customers into brand ambassadors?

Follow or subscribe to Building Better CMOs

Rate & review the podcast

Links:

This episode was produced and edited by Eric Johnson from LightningPod.fm.

Learn more about your ad choices. Visit megaphone.fm/adchoices

  continue reading

33 odcinków

Wszystkie odcinki

×
 
Loading …

Zapraszamy w Player FM

Odtwarzacz FM skanuje sieć w poszukiwaniu wysokiej jakości podcastów, abyś mógł się nią cieszyć już teraz. To najlepsza aplikacja do podcastów, działająca na Androidzie, iPhonie i Internecie. Zarejestruj się, aby zsynchronizować subskrypcje na różnych urządzeniach.

 

Skrócona instrukcja obsługi