Most marketing leaders get involved after a product is built. SharkNinja Chief Brand and Experience Officer Michelle Crossan-Matos says her role exists because that's too late—she now oversees…
Saint James Tea Co-Founder and CEO Brad Neumann says a single packaging switch—from cardboard cartons to resealable aluminum bottles—nearly tripled the three-year-old, better-for-you iced tea brand's…
Most marketing budgets are built to capture demand—people already searching—but Indeed CMO James Whitemore says that's leaving future demand on the table. He explains why Indeed is shifting spend…
An idea isn't a strategy. Kayak's marketing team gets plenty of raw material—search behavior, trending topics, notions floating around a meeting room—but treats none of it as ready for creative until…
As brands try to make their campaign dollars stretch farther, they're looking to culturally resonant marketing that creates engagement—comments, likes and shares—and results in sales gains. Calvin…
What does it take to be one of America's Hottest Brands? We comb through our annual list of 20 brands having a moment to discern marketing lessons applicable to brands of any type or size. Find out…
Too often, brand sponsorships stop at awareness when they could offer consumers something more. Jonnie Cahill, chief marketing officer of PepsiCo International Foods, says the strongest partnerships…
As marketers reach for AI to explain every new capability, it's easy to overstate its role. Helen Melluish, VP of marketing at Expedia-owned Vrbo, says the hyperlocal targeting behind this summer's…
Shoppers don't remember what they bought—they remember the experience around it. Macy's Executive VP and Chief Marketing Officer Sharon Otterman explains how the retailer is shifting from one-off…
Haley Rosen of Just Women's Sports breaks down why the biggest opportunities in women's sports may lie beyond the games themselves. The founder and CEO of the sports-first media company—which reaches…
