This episode of CMO Weekly features an insightful interview with Vadym Sotskov, Country Manager for JugaBet, one of Latin America's rapidly rising betting brands. The discussion covers the aggressive, locally-focused strategy that has propelled JugaBet to a leading position in key markets like Chile and Peru.
Key Discussion Points
Vadym Sotskov's Background and JugaBet's Genesis:
Sotskov's main professional background is in data and analysis.
He has been with JugaBet since its launch 2.5 years ago, initiating the brand and even creating its name for the betting platform.
The core goal was to build a strong competitor to international brands by acting as a local brand.
They focused on a localized approach from the beginning, including building a large, local professional team within the regions (like Chile and Peru).
Rapid Market Success and Strategy:
JugaBet is growing rapidly and is already positioned as the second-biggest brand in Chile within just two years.
The two main factors for this quick success are:
Strong Local Expertise/Presence: Unlike many competitors based in Europe or elsewhere, JugaBet has a significant local presence and team that deeply understands the nuances of the market.
Massive Sponsorship Investment: They invested heavily in building a huge brand presence through sponsorships.
Sponsorship and Fan Engagement:
JugaBet sponsors the two biggest football teams in Chile, which together account for about 80% of the fan base.
The selection strategy was to sponsor the "best of the best".
They recognized that even the two top teams have different "vibes," "consumers," and connection styles to their fans, requiring a nuanced approach.
Engagement is more than just a logo on a jersey. Activations include on-site presence at matches, promotional stands, giveaways, meet-and-greets, and producing hundreds of events for customers.
Business Metrics and Trust:
The key focus shifts with growth. Initially, it was on acquisition (new sign-ups, first deposits).
Now that the customer base is large, the primary focus is on retention and engagement—keeping customers happy and increasing their lifetime value.
Customer trust is paramount. Referrals (current customers inviting others) are a key performance indicator (KPI) that validates their strategy and builds long-term loyalty.
Surprises and Future Plans:
A major insight was the significant difference between close Latin American countries (like Chile and Peru) despite a shared language (Spanish). Accents and dialects can be so different that people sometimes don't understand each other. This confirmed the necessity of their highly localized approach.
Two main future directions:
Continual Expansion: They recently launched in Mexico and now hold ten licenses there.
Product Improvement/Loyalty: A significant focus on loyalty features.
A new feature launching is a loyalty store where active players can earn points through missions and redeem them for real, physical prizes (tickets, autographed jerseys, gym subscriptions, coupons) to create a tangible connection between the online and offline world.
Welcome to CMO Weekly! Host Hayley Glover sits down with Adam Lamentowicz, Group Chief Commercial Officer (CCO) of SuperBet, to uncover the strategies behind one of Europe's fastest-growing tech and entertainment companies.
Adam Lamentowicz, who serves as the Chief Commercial Officer for Central and Eastern Europe (CCO CEE) at SuperBet, dives deep into what it truly takes to build a successful, resilient, and sustainable business in the high-stakes, hyper-regulated global gaming industry.
This episode is a masterclass in market strategy and international growth, focusing on:
The Framework for Sustainable Success: Adam shares the foundational blueprint for success, emphasizing that a long-term business must be built around a deep-seated purpose that the customer will appreciate.
Leading International Expansion: Insights on how SuperBet successfully navigates and leads expansion across some of the world's most dynamic and regulated betting markets.
Lessons for Operators: Valuable advice for early-stage or smaller operators who are looking for a framework to scale and eventually compete with industry leaders.
Adam is a 25-year veteran of the gaming and betting industry. Before taking on the international leadership role, he served as the CEO of SuperBet Poland, where he was instrumental in establishing the brand's strong market position. His company, SuperBet Group, is recognized globally, having been ranked as high as #11 in the prestigious EGR Power 50 list of the world's most powerful betting and gaming companies.
If you want to understand the bold moves, tough lessons, and breakthrough ideas that are shaping one of the largest forces in the European entertainment sector, this is the episode for you!
In this episode of CMO Weekly, host Hayley Clover sits down with James Whitemore, the Chief Marketing Officer at Indeed, to unpack the marketing strategy behind the world's most powerful employment platform. James, who leads global marketing, communications, and the Indeed Hiring Lab, brings a unique perspective to the role, balancing a deep history in B2B enterprise tech (including roles at Celigo and NetApp) with a fresh focus on Indeed's mission.
James dives into the pivotal role of marketing in a company dedicated to its mission: "We help people get jobs". He reveals how Indeed structures its marketing efforts to serve its three distinct audiences: job seekers, Small-to-Midsize Businesses (SMBs), and large enterprise clients.
Key Discussion Points:
The Mission-Driven Brand: Learn how Indeed maintains its top-line brand vision while tailoring its message for different segments. James shares a fascinating internal symbol—the orange chair—that ensures the job seeker is "always at the table" in every decision.
The Future of Data and AI: Discover how Indeed manages its audience of around 615 million job seekers. James explains how the company is deploying cutting-edge AI and propensity modeling to track "triggers and signs" that a job seeker is becoming active. This system helps personalize content at scale and feeds into agentic SDR tools for relevant outreach, driving their digital-first business model.
Brandformance in Practice: The Indeed CMO breaks down the company's "mixed bag of tactics" in marketing. While Indeed has massive brand awareness and a strong digital focus, James shares the surprising performance success of more traditional channels like direct mail and linear radio advertising, which is confirmed through continuous holdout and incrementality testing.
From Sales to CMO: James reflects on how his over 25 years of combined sales and marketing experience, which began with direct sales, influences his leadership, emphasizing the critical need for a close connection between sales and marketing teams.
Don't miss this in-depth look at how Indeed is navigating a fast-changing labor market, balancing performance with storytelling, and leveraging data with empathy to transform the hiring process.
In this episode of CMO Weekly, host Hayley Clover sits down with Matthew Kellie, Senior Vice President of Marketing at Sandbox VR, to explore the unique challenges and breakthrough strategies of marketing one of the premier location-based virtual reality entertainment platforms.
Matthew, a marketing veteran with a fascinating career history—from a French chef to roles at Supercell Games, Robinhood, and CMO at brilliant.org—shares why the opportunity to merge his love for physical hospitality with digital marketing drew him to Sandbox VR.
What is Sandbox VR? Matthew gives the elevator pitch for the truly immersive, social experience that goes far beyond at-home VR. He details how their proprietary technology, haptic feedback vests, motion trackers, and even in-room wind effects are used to make customers feel like they are completely in the game—whether they're fighting a zombie apocalypse or playing a real-life Squid Game.
Key Takeaways & Discussion Points:
The Marketing Challenge: Learn how Matthew's team tackles the complex challenge of merging two worlds: the digital cinematic fantasy of VR with the real-world social energy of an "epic night out" with friends.
Effective Strategies: Matthew reveals the primary advertising means for driving foot traffic and brand resonance, focusing heavily on influencer ads, social media content, and leveraging the cool, shareable videos customers receive after their experience.
Experiential Marketing: We dive into the difficulties of bringing the full, deeply integrated VR experience out of the physical stores for experiential marketing due to the tech stack's complex requirements.
BONUS: Don't miss the story behind Matthew's fortune cookie tattoo, a hilarious anecdote involving his grandfather and the Marines in World War II!
This episode is a masterclass in driving growth for a high-tech, high-touch consumer experience that thrives on social connection.
Welcome to CMO Weekly! In this episode, host Hayley Clover sits down with Andrew Strickman, Chief Marketing Officer of New American Funding (NAF). Andrew, a marketing veteran who led branding at realtor.com and infuses a journalist's storytelling mindset into his work, discusses how he’s helping NAF fulfill its core mission: defining a path to homeownership for everyone, including underrepresented and diverse communities.
This conversation is a must-listen for any marketing leader navigating high-stakes, regulated industries and looking to scale content production while maintaining brand compliance and a powerful emotional connection with consumers.
Key Takeaways & Discussion Points:
AI in a Regulated Industry: Andrew reveals New American Funding's journey in adopting generative AI for content creation. Learn how NAF has successfully integrated AI to save hundreds of hours per week (up to 360 hours/week) and reduce their time-to-publish from days to hours, all while navigating the stringent regulatory landscape of financial services.
Compliance and Content Velocity: Discover how regulatory checks and balances are built directly into NAF’s AI platform, which has pleased their legal team and dramatically sped up the compliance review process.
The Power of Purpose-Driven Marketing: A deep dive into NAF's mission-first strategy, particularly through their initiatives like NAF Promise, which focuses on underrepresented communities in their homeownership journey.
The "Hell Yeah" Campaign: Andrew discusses the creative inspiration and strategy behind NAF’s bold "Hell Yeah You're Buying a Home" campaign. Hear how the campaign shifts the focus from rates and approvals to acknowledging the emotional moment of triumph for new homeowners.
Mindful Leadership: Andrew shares his philosophy on fostering a culture of empathy, accountability, and trust to build high-performing, highly engaged marketing teams.
Brand Love: Andrew shares the brand outside of the mortgage space that is currently setting the standard for marketing and storytelling (Hint: it’s finance adjacent!).
Don't forget to like, comment, and subscribe for more conversations with the world's top marketing leaders on CMO Weekly!
#CMOWeekly #AndrewStrickman #NewAmericanFunding #MarketingStrategy #GenerativeAI #CMO #FinTech #MortgageMarketing #BrandStorytelling #Leadership #MarketingLeadership #NAFPromise
Welcome to CMO Weekly! In this episode, hosts Hayley Clover and Dylan Feinstein sit down with Tracy Tannenbaum, Chief Marketing Officer of Meritage Homes, for a deep dive into her 30+ year marketing career and the bold strategies she's used to transform one of the nation's largest homebuilders.Tracy, an avid traveler who has visited over 80 countries and every continent, brings a diverse background from industries like AT&T, Petco, and healthcare to the highly complex world of homebuilding.Key Takeaways You'll Discover: The "Data is King" Philosophy: Learn how Tracy leverages a consistent focus on market research and customer service from her B2C and B2B experience to drive strategic shifts at Meritage Homes. Breaking the "Sea of Sameness": Tracy explains how she took on the challenge of a sector with little brand distinction by modernizing the Meritage brand—including a strategic color palette shift—to stand for stability, trust, optimism, and energy. Eliminating Homebuyer Friction: Discover the groundbreaking strategic decisions Meritage made to simplify the new construction process and remove buyer skepticism. This includes guaranteeing a move-in date (the only builder to do so), offering transparent pricing, and including items like appliances and window treatments that are typically unexpected added costs. The Realtor Partnership: Hear about Meritage's consistent commitment to working with real estate agents regardless of market conditions, and how they developed a loyalty program to help realtors grow their business. Digital-First Advertising: Get an exclusive look at how Tracy's team creatively tailors their message for different digital channels (like HBO, YouTube, and LinkedIn) to combat short attention spans, including their unique, fun "Paymore Plaza" campaign which relates the home buying process to hotels to highlight pain points.Don't miss this masterclass in marketing strategy and brand leadership!Connect with Meritage Homes and Tracy Tannenbaum: Website: MeritageHomes.com Email: tracy.tannenbaum@meritagehomes.comEnjoyed the episode? Hit that subscribe button for more in-depth interviews with the world's top marketing leaders!
In this episode of CMO Weekly, host Hayley Clover and guest co-host Carlo Palomino, President of Open Fortune, sit down with Courtney Brown Warren, the Chief Marketing Officer at Kickstarter. Courtney shares her incredible journey from a graphic designer to a multi-industry marketing leader, with a career spanning L'Oreal, Time Inc., Madison Square Garden, Audible, and Twitter.Courtney discusses her core marketing philosophy, which centers on brand storytelling and understanding the "why" behind consumer behavior to create "fandom". She believes a great marketer combines "art and science" to thread the needle and tell a compelling story that makes people care.The episode delves into the challenge and excitement of reigniting the Kickstarter brand. Courtney explains the platform's B2B2C model, where creators are the businesses and backers are the consumers. She reveals the strategies behind Kickstarter's explosive growth in 2023, including a 482% increase in social growth and a 1,300% spike in YouTube subscribers. This success is attributed to telling good stories, strong SEO, and amplifying content from creators.Courtney also talks about Kickstarter's evolution from a platform for creative arts to a "launch platform" for a wide range of categories, including design, technology, games, and comics. She highlights the importance of strategic partnerships, such as one with Tubi, to provide creators with distribution opportunities beyond just funding. As a leader, she sees herself as an "orchestrator," trusting her talented team to execute the marketing and outreach strategies that align with company goals.This episode is a masterclass in modern marketing, brand leadership, and leveraging community to drive exponential growth.#cmoweekly #podcast #marketing #podcastinterview #kickstarter
This episode of CMO Weekly features an interview with Peter Scherr, the Chief Marketing Officer of Noom. Hosted by Hayley Clover, the show delves into Scherr's career and his current role guiding Noom's marketing strategy.Key Discussion Points: Career Trajectory: Scherr discusses his diverse career path, which began in investment banking before he quickly realized it wasn't his passion. He then moved into digital marketing, working at a startup acquired by DoubleClick (now part of Google). This experience provided a foundational understanding of building a digital business. He went on to hold key marketing roles at companies like JetBlue, American Express, and Vroom, where he helped build the brand and take it public. Joining Noom: Scherr was drawn to Noom because it sits at the intersection of technology and healthcare and has a mission to empower people to live better, longer lives. He was also excited by the company's evolution from a weight loss app to a broader digital health platform. Marketing at Noom: Scherr explains that Noom's marketing is science-backed but focuses on storytelling that people can relate to, such as struggles with willpower or the relief of progress. The company leads with empathy, transparency about benefits and costs, and aims to resist hype. Noom's approach emphasizes understanding the "why" behind behavior, not just the "what," to help users build healthy habits. Measuring Success: Beyond clicks, Noom measures success through metrics like the lifetime value to customer acquisition cost ratio (LTV to CAC) to ensure profitable growth. Retention is a huge component of LTV, and they measure it by tracking user engagement with lessons and coaching, and whether users feel more confident over time. Use of AI and Channels: While AI is not used to create all content due to the industry's strict regulations and need for human review, Noom uses it to support human coaches, analyze marketing data, and create personalized plans for users. Scherr states that the company's brand efforts are dominated by TV and OTT, while digital channels are focused on paid social in Meta and Google. Leadership and Advice: Scherr describes his leadership style as one of empowerment, encouraging team members to act as CEOs of their respective channels. He emphasizes accountability, developing people, and leading by example with fairness and ethics. He advises new marketers to dive deep into their channel but also to pay attention to how all the different parts of a campaign work together.#cmoweekly #marketing #startup #podcastinterview #noom
In this episode of "CMO Weekly," we sit down with Pam Piligian, the Chief Marketing Officer of Navy Federal Credit Union, the world's largest credit union. As the CMO, Pam is a leader focused on brand narratives, corporate social responsibility, and digital marketing trends. She oversees marketing and advertising strategy, including research and public relations.
Join us as Pam shares her insights on:
Purpose-Driven Marketing: Learn how Navy Federal's marketing strategy is centered around a deep understanding of its members' needs and a focus on "doing what is right for the member".
The "Our Members Are the Mission" campaign: Discover the story behind this successful brand platform and tagline, which was developed to generate loyalty and trust among active-duty military personnel, veterans, and their families.
Building Trust: Pam discusses how the credit union leverages data and storytelling to build a deeper connection with its audience, positioning Navy Federal as a "flight to safety" during economic uncertainty.
Data and Creativity: Hear Pam's philosophy on how marketing is a blend of "art and science" and how her team uses data to turn insights into opportunities and guide strategic decision-making.
Pam has over 25 years of account management experience with major brands like Wachovia, Energizer, and Nabisco. She is also a founding member of the DC chapter of Chief, an organization that empowers women in leadership. A true inspiration, she has also completed nearly 50 marathons across the nation.
#marketing #podcast #podcastinterview #cmoweekly
This episode of CMO Weekly features a conversation with Raina Enand, the Head of Marketing at Blue Apron, a Wonder company. With over a decade of experience scaling brands in beauty, e-commerce, and food and beverage, Raina discusses her career journey and her current role leading Blue Apron's brand relaunch.The episode covers:Career Path and Intentionality: Raina shares her early career experience at L'Oréal, which she describes as "the best marketing school you can go to". She talks about her intentional decision to move from traditional brand management to a startup to gain hands-on digital marketing experience, a skill she felt was crucial for the future. She also recounts the story of how she joined Wonder as the first marketing hire after receiving a random text message.The Blue Apron Relaunch: Raina details the comprehensive relaunch of the Blue Apron brand, explaining that it was driven by a new business strategy based on customer feedback and data. She highlights the shift from a subscription-only model to offering faster, easier, and more flexible meal solutions that meet the post-pandemic needs of customers.Rebranding and Go-to-Market Strategy: The rebranding effort focused on maintaining brand awareness while making the brand feel modern and fresh. The new logo has hand-drawn, "flowy" nuances to make it feel less authoritarian and more like a sous chef. The go-to-market campaign addresses "subscription fatigue," positioning Blue Apron as a solution that meets customers where they are.Marketing Channels and Influencer Strategy: Blue Apron is changing its media mix to focus on brand consideration rather than just promotions. This includes returning to channels like TV, connected TV, streaming audio, and podcasts for the first time in years. A significant part of the new strategy is a large-scale influencer campaign, working with over 100 creators to create authentic content, treating them as an extension of the marketing team. Raina mentions drawing inspiration from Abercrombie's successful brand relaunch to regain relevance.This episode is a must-listen for anyone interested in brand transformations, strategic marketing pivots, and the evolving landscape of e-commerce.For more from Raina, you can follow her on LinkedIn. You can find Blue Apron on all social platforms, including Instagram, under the username "Blue Apron".#marketing #cmoweekly #podcastinterview #blueapron
CMO Weekly is joined by Andrew McCormick, Head of eToro US, for an insightful conversation about the future of investing and how eToro is making the financial markets more accessible. In this episode, Andrew shares his unique journey to eToro, from his background at a large financial institution to his current role leading the US division.He delves into eToro's mission to empower a new generation of investors by creating a platform that is not only easy to use but also fosters community and financial literacy. Andrew discusses the power of "social trading" and how it helps both new and experienced investors learn from one another. He also touches on key trends, including the growing interest in cryptoassets and the importance of adapting to a complex and evolving regulatory landscape.Whether you're a seasoned investor or just starting your financial journey, this episode offers valuable perspectives on the importance of education, the role of technology in finance, and eToro's vision for a more inclusive and transparent investment world.#marketing #podcastinterview #cmoweekly #andrewmccormick#etoro
Join us on CMO Weekly as we sit down with Amy Martin Ziegenfuss, the Chief Marketing Officer at Carnival Cruise Line. She has been leading marketing, branding, and customer experience across Carnival's global fleet of 25 ships since joining in 2023.In this episode, Amy discusses Carnival's post-pandemic marketing reinvention, which focuses on targeting travelers by mindset, celebrating togetherness through experiences, and bringing the "Choose Fun Together Promise" to life. She also shares her background in travel marketing, having previously worked at Hilton and Choice Hotels. Amy explains that the cruise industry, and Carnival specifically, is now performing better financially than in 2019, which was a record-breaking year for the industry. The conversation also touches on her leadership style, which emphasizes collaboration, emotional connection with customers, and the importance of being intellectually curious and open to diverse voices.This episode is a must-watch for anyone interested in brand evolution, post-pandemic marketing strategies, and the future of the travel industry.#podcast #marketing #cmoweekly
Join us for a masterclass in modern brand building with Paulie Dery, the dynamic CMO of AG1. Drawing on his impressive career at industry-shaping brands like Uber and YETI, Paulie shares invaluable insights on the power of creativity and the importance of authenticity in a rapidly changing world. In this episode, you'll learn how to build brands that last for 200 years, not just two.
Key Discussion Points:
The Power of Creativity: Paulie argues that creativity is the lifeblood of business success and brand building, and that great work solves all problems. He shares why he believes advertising is at its best when it has an element of "perceived magic".
Building Brands Through Community: Learn why a community-first approach is the greatest way to build a brand and foster lasting loyalty. Paulie discusses how AG1 focuses on authentic, long-term partnerships with creators who genuinely use and believe in the product, and how this strategy builds trust and drives growth.
Insights from Uber and YETI: Paulie reflects on his transformative roles at other major companies. He discusses YETI's shift from a niche product for outdoorsmen to a beloved American lifestyle brand by telling stories and embracing a "Built for the Wild" narrative. He also touches on how Uber evolved from a "gangly adolescent" into a professional entity.
AG1's Marketing Revolution: Discover how AG1 is poised to become "one of the next great brands of the world". Paulie reveals how AG1 educates consumers with entertaining content, and why the brand competes against top-tier entertainment like Game of Thrones and Mr. Beast, not just other health brands.
About the Guest:
Paulie Dery is the Chief Marketing Officer at AG1, a global health company focused on foundational nutrition. He is known for his creative leadership and strategic risk-taking, with a career that includes senior roles at YETI and Uber. Paulie is passionate about using storytelling to connect with people and change their perception of a product.
In this episode of "CMO Weekly," we sit down with Frank Cooper III, the Chief Marketing Officer at Visa, to discuss his incredible career journey and his innovative approach to marketing. Cooper, a Harvard Law School graduate, has a diverse background that spans law, music, entertainment, and consumer goods, with previous roles at iconic brands like Def Jam, PepsiCo, BuzzFeed, and BlackRock.
Key discussion points from the episode include:
A Unique Career Path: Cooper shares his story of transitioning from a career in law to becoming a visionary marketing leader. He discusses how his passion for building brands and a deep understanding of culture have driven his success across different industries.
The Power of Purpose-Driven Marketing: Learn about Cooper's core philosophy of using marketing to help people and create positive change. He emphasizes the importance of a brand's purpose as a central part of its strategy, innovation, and content.
Modern Marketing in a Digital World: Cooper talks about Visa's shift away from interruptive advertising and toward leveraging its owned channels. He explains how Visa uses platforms like LinkedIn and TikTok to add value to the user experience and connect with modern consumers.
Sponsorships as a Tool for Change: The conversation explores how Visa's long-standing sponsorships with major events like the Olympic and Paralympic Games, FIFA World Cup, and NFL go beyond traditional advertising. Cooper details how these partnerships serve as a platform to showcase innovative payment solutions and promote a more inclusive world.
Frank Cooper's insights offer a masterclass in modern marketing, leadership, and staying true to one's purpose in a rapidly evolving business landscape. Whether you're a marketing professional, an entrepreneur, or a student, this episode provides invaluable lessons on the intersection of business, culture, and technology.
Welcome to a special episode of "CMO Weekly" where we're diving deep into the world of iGaming and casino content with a true innovator. This week, we sit down with Sovanna Phan, the founder and CEO of PlayJeux Studios, a Montreal-based startup that's shaking up the industry.
Join us as Sovanna shares his incredible journey, from his early days at Société des casinos du Québec to founding not one, but two gaming companies. Discover how his vast experience, including roles as Head of Online Casino and Project Manager for eGaming, fueled his vision to create PlayJeux.
In this episode, we explore:
The Power of Multiplayer: Learn about PlayJeux's unique "GameLinker" technology and how it's revolutionizing the iGaming landscape by bridging the gap between traditional casino gaming and the social, interactive experiences of modern video games.
The Future of Gaming: Sovanna discusses his vision for creating a next-generation multiplayer platform that allows players to connect, chat, and share an authentic casino experience, whether it's through slots or table games.
Building a Startup: Hear firsthand what it takes to build a successful games studio from the ground up, including the challenges and triumphs of bringing innovative ideas to life.
A Personal Story: Sovanna also touches on his diverse background and how his entrepreneurial spirit, cultivated through ventures like Groupe Quebec Phan inc., has shaped his leadership style at PlayJeux.
Whether you're a marketing professional, a gaming enthusiast, or an aspiring entrepreneur, this episode offers invaluable insights into the future of digital entertainment and the power of a clear, innovative vision. Don't miss this captivating conversation with one of the most exciting minds in the iGaming space.
In this episode of CMO Weekly, host Hayley Clover sits down with Tyler Amirault, the co-founder and CEO of Hot Takes, a free-to-play sports betting app. Tyler built the initial version of the app while in college after noticing that many of his friends needed "handholding" and a safe place to practice and learn how to bet without risking money.
Hot Takes has since grown into a successful company that helps Gen Z and other new bettors learn about sports gambling safely. The app allows users to earn real cash and Bitcoin while practicing their betting skills. The company has achieved significant milestones, including hitting number one in its category and securing affiliate partnerships with major sports betting companies like bet365, BetMGM, and Caesars. Hot Takes has also received backing from Incentive Games.
Tyler, who has a background in engineering at Square and studied at Ivey Business School, discusses his journey from building the app in college to its current success. He talks about the company's evolution from a simple free-to-play app to a content entertainment company, with a focus on targeting a broad audience and meeting them at their current level of betting experience.
Key topics covered in this episode include:
The origin story of Hot Takes: Tyler shares how the idea for the app came from a conversation with friends who were new to sports betting and didn't understand things like odds or parlays.
Marketing and growth strategy: Tyler explains Hot Takes' grassroots marketing approach, which began in Ontario with a focus on localized efforts and building trust through micro-influencers and brand partners. He also details the company's current multi-pronged, omnichannel strategy, including a heavy focus on social media platforms like Instagram, YouTube, and TikTok, a blog, and a newsletter with 25,000 subscribers.
Unique position in the market: Tyler highlights that Hot Takes has no identical competitors because it offers a completely free platform where users can play and compete with friends, monetizing through affiliate partnerships instead of taking money from users.
The future of Hot Takes and the sports betting industry: Tyler shares his long-term vision for Hot Takes as a comprehensive "entertainment ecosystem" for sports fans, with a focus on new social features like group chats and custom leaderboards. He also offers insights into the future of the affiliate space, predicting a shift towards retention and tech-forward solutions.
Audience and demographics: Tyler mentions the demographic of Hot Takes users, noting that about 24% are female, and discusses how the app appeals to both seasoned bettors and those who want to feel included in the sports betting conversation without betting real money.
Tyler also participates in a fun rapid-fire question round, revealing his favorite city, who he'd have dinner with, his biggest sports "hot take," and a brand he admires for their marketing.
CMO Weekly, hosted by Hayley Clover, features an interview with Katelyn Watson, the Chief Marketing Officer at Talkspace. In this episode, Watson discusses her career journey, marketing strategies at Talkspace, and the brand's evolution. The episode is sponsored by OpenFortune, a marketing company that places brand messages inside fortune cookies.Watson's Career and Transition to Talkspace:Watson has led marketing at several fast-moving companies, including Nurx, Shutterfly, Care.com, and Cabbage. She specializes in scaling, repositioning, and reintroducing brands to the public.Watson's interest in mental health began at Nurx, where a mental health service focused on medication management was launched. The positive response from patients highlighted the great need for mental health services.A key factor in Watson joining Talkspace was the brand's high recognition and positive reputation.Talkspace's Marketing Strategy and Brand Evolution:Unlike her previous roles, where she focused on building growth engines for lesser-known brands, Watson found that Talkspace's existing brand recognition made developing a growth strategy easier.The brand was well-known for its partnership with Michael Phelps, which helped to associate Talkspace with online therapy. This campaign, which capitalized on the timeliness of telehealth and the reduction of mental health stigma, was so successful that the brand is still benefiting from the ad spend years later.Talkspace has shifted from being a direct-to-consumer subscription service to being in-network with most major insurance companies. This change makes therapy more accessible and affordable, with most people paying a $0 copay.The marketing focus has shifted from "who is Talkspace" to "did you know therapy is now affordable?". This new messaging emphasizes that therapy is for everyone and can be used for "mental fitness," not just for addressing problems. The brand underwent a "refresh" to convey this new mission of accessibility.To tell more authentic stories, Talkspace now features its own members in campaigns, sharing their real-life experiences with therapy. These stories cover a wide range of topics, from breakups to work struggles, and include testimonials from teens and seniors.The brand refresh also included new colors, fonts, and photography, all centered around the theme of "realness". The new brand identity aims to show that Talkspace helps people "make sense of whatever is going on in their life".Talkspace's marketing has moved away from a heavy reliance on traditional brand marketing like linear TV and out-of-home ads, which were used in its early stages. The company's first profitable quarter in January 2024 was achieved after a significant reduction in marketing spend.The company now focuses on "brand-formance," a convergence of brand and performance marketing. A key part of this strategy is partnerships with companies like Aura, where both brands can reach new, relevant audiences.The Future of Talkspace:Watson is focused on marketing new AI innovations, such as "TalkCast," an AI-created personalized podcast for members. She is also working to address the stigma associated with AI in a clinical setting.Other future initiatives include leveraging AI to help therapists with administrative tasks, like writing post-session notes, to free up time for patients.The company plans to continue expanding beyond therapy into other mental health services like psychiatry.Watson envisions a future where mental healthcare is not just a weekly session but is "woven in and out throughout your day" through new products and services.
In this episode of "CMO Weekly," host Hayley Clover sits down with Amina Pasha, the CMO of Thrive Market, for an insightful discussion on her 20-year career in marketing and her strategic approach to leading Thrive Market's growth.
Amina Pasha shares her journey, beginning with her foundational years at Procter & Gamble, where she gained extensive experience working on iconic brands like Pantene, Wella, Pampers, Crest, and Oral-B. She highlights how these experiences, often involving struggling brands, provided her with a "general management base" and a deep understanding of consumer mastery. A pivotal moment in her career came with the realization that 75% of women in the Middle East, a key market for Pantene, were under 24, yet the marketing targeted older demographics, leading to a significant brand turnaround after shifting strategy.
Amina discusses her transition to mission-driven brands, sparked by the birth of her son. She served as the Head of Marketing for The Honest Company, where she learned about direct-to-consumer (DTC) and e-commerce marketing, as well as scaling CPG brands in beauty and baby. Her passion for healthy living led her to Thrive Market five years ago, where she quickly rose to CMO.
At Thrive Market, Amina focused on blending values-led brand storytelling with digital precision. She explains how her previous experiences allowed her to swiftly diagnose and address challenges in people, processes, and plans, enabling rapid scaling of the business. A key initial step was defining the brand strategy and articulating its values and unique selling propositions. She also built out the brand side of the team, bringing in leaders from diverse backgrounds like Sephora to head media and another beauty company for creative, fostering a "brand and performance magic". Under her leadership, Thrive Market has grown to over $700 billion in revenue and 1.6 million members, becoming the world's first climate-positive grocery platform and a leader in food equality.
Amina emphasizes Thrive Market's focus on "wellness champion parents," their primary target audience. She discusses their current "Back to School" campaign, aimed at reducing the cognitive load for busy moms by offering innovative, healthy, and easy solutions, including new products and exclusive brands like Thrive Market Fruit Circles and Partake's World's Tiniest Cookies. She also highlights the importance of self-care for mothers, noting that Thrive Market offers products for moms like Acure Hydrogel patches, magnesium, lavender mint teas, and supplements.
The conversation delves into Thrive Market's social media strategy, particularly their success with TikTok. Amina explains how TikTok, initially used for creative learnings and identifying cultural trends, became a powerful platform for authentic connections through micro-content creators. She notes the platform's utility as a "knowledge camp" for insights that can influence other marketing channels.
Looking ahead, Amina envisions Thrive Market further leveraging AI to reduce cognitive overload for parents by personalizing the shopping experience and curating tailored boxes based on family health goals and needs. She also sees the company redefining "healthy" in the next five years, moving beyond just food to offer holistic health solutions that address sleep, stress, and overall well-being, bridging the gap between health data and the shopping experience.
The episode concludes with a rapid-fire Q&A, revealing Amina's favorite city , her dream dinner guest, and her non-negotiable daily workout ritual. She also shares her current "brand crush" – longevity-based skincare products that work at a cellular level.
Welcome to CMO Weekly, the podcast that goes behind the strategies of today's most influential marketing leaders! In this insightful episode, host [Host's Name - if known, otherwise remove or generalize] sits down with Jason Karklins, Vice President of iGaming at Delta Bingo Online.Get ready to explore the exciting intersection of traditional entertainment and cutting-edge digital innovation. Jason Karklins offers a unique perspective on how Delta Bingo, a long-standing name in the gaming industry with numerous land-based locations, is successfully venturing into the online iGaming space.In this episode, you'll discover: The Evolution of Bingo: How Delta Bingo is leveraging its established brand and player loyalty to transition into the digital realm, attracting new audiences while catering to existing enthusiasts. iGaming Strategy & Challenges: A deep dive into the specific strategies and hurdles involved in launching and growing an online gaming platform within a regulated market. Learn about the unique considerations for marketing iGaming products and ensuring a responsible gaming environment. Player Experience in the Digital Age: How Delta Bingo Online is replicating the community and excitement of in-person bingo halls for an online audience, focusing on user experience, game design, and engaging digital features. Marketing Bingo to a New Generation: Insights into how Delta Bingo Online is reaching younger demographics and broadening the appeal of a classic game through innovative marketing campaigns and digital channels. The Future of Online Gaming: Jason shares his vision for the growth of iGaming and how Delta Bingo plans to stay at the forefront of this rapidly evolving industry. Responsible Gaming in the Digital Space: Discussion on Delta Bingo Online's commitment to responsible gambling practices, including their recent RG Check accreditation, and how they foster a safe and enjoyable environment for players.Whether you're a marketing professional, an iGaming enthusiast, or simply curious about how traditional industries adapt to digital transformation, this episode offers valuable insights and a fascinating look into the world of online bingo.Don't forget to like this video, subscribe to CMO Weekly for more in-depth conversations with top marketing leaders, and hit the notification bell so you don't miss our next episode!#CMO #Marketing #iGaming #DeltaBingoOnline #OnlineGaming #DigitalTransformation #Podcast #BusinessStrategy #ResponsibleGaming #MarketingStrategy #GamingIndustry #CMOWeekly #JasonKarklins
In this episode of "CMO Weekly," host Haley Clover interviews Thomas Metzger, Co-founder and CEO of Lotto.com. Thomas Metzger discusses how Lotto.com is revolutionizing the lottery industry by allowing users to order real lottery draw and scratch tickets from their phones.
Key points from the episode include:
- Lotto.com's Impact Since its launch, Lotto.com has delivered over $100 million in winnings to 3 million users and introduced the nation's first digital scratch ticket.
- Background of Thomas Metzger Metzger has a long history in the gaming and lottery industry, having held senior roles at Scientific Games, Camelot, and Bear Stearns. He was introduced to online lotteries during his time at Camelot, the operator of the UK National Lottery, which launched its digital channel in 2009 and saw digital sales grow to nearly 50% by 2024-2025 without cannibalizing retail.
- Mission and Strategy Lotto.com's mission is to build a more accessible, secure, and responsible lottery ecosystem for the digital age, without cannibalizing traditional retail lottery sales. They aim to attract incremental players who may not typically play the lottery due to inconvenience or other factors.
- Digital Scratch Tickets Metzger explains the proprietary process behind Lotto.com's digital scratch tickets, where physical tickets are scanned and digitally covered, allowing users to "scratch" them on their phones or computers.
- Marketing Approach Lotto.com spends over 90% of its marketing budget on digital channels like Google and Facebook, targeting a younger, wealthier, and digitally native demographic that state lotteries typically don't reach. This approach provides incremental marketing dollars for lotteries.
- Future of Lottery Metzger predicts that in five years, more states will have both state-run online lottery sales and lottery carriers like Lotto.com, catering to different customer segments and expanding the digital footprint of the lottery industry.
- Philanthropic Aspect A significant portion of lottery proceeds goes to good causes like public education, which Metzger emphasizes as a core benefit of the lottery system.
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