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Speaker 1: You're listening to Math and Magic, a production I Heart Radio.

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Speaker 1: My favorite thing we did recently was for Mother's Day.

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Speaker 1: We recognize that there are a lot of mothers but

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Speaker 1: weren't going to have the opportunity of physical contact with

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Speaker 1: the loved ones. And at the same time, we know

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Speaker 1: that small businesses have been impacted, so we partnered with

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Speaker 1: some of the small growers. We purchased a million dollars

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Speaker 1: worth of flowering plants. Then we went to Uber and said, hey,

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Speaker 1: can we help support your drivers and we had Uber

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Speaker 1: drivers deliver these flowering plants to senior living facilities across

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Speaker 1: the country, particularly in cities that were hard hit to me.

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Speaker 1: That's how a brand with a heart celebrates Mother's Day

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Speaker 1: at a time like this. Hi'm Bob Pittman. Welcome to

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Speaker 1: Math and Magic. Stories from the Frontiers of Marketing Today.

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Speaker 1: On another one of our work from Home episodes, we

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Speaker 1: have someone who has seen marketing from the client and

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Speaker 1: agency side, who has worked in many dramatically different sectors

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Speaker 1: and it's even left marketing a few times to be

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Speaker 1: an entrepreneur. She has great stories and unique insights. She's

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Speaker 1: now the CMO of Lowe's Marissa Thalbern. Marissa is at

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Speaker 1: one of the few companies that's actually growing through the

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Speaker 1: pandemic and is providing an essential service and a focus

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Speaker 1: on the part of life we're all focused on now

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Speaker 1: our home. Marissa grew up in New York Bronx Science

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Speaker 1: grad which means that she was really a smart kid.

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Speaker 1: After an impressive Ivy League experience, she hit the ground

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Speaker 1: running ad agencies, TV production, her own blog for executive Moms,

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Speaker 1: and on the client side, her marketing ex variants fans

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Speaker 1: a surprising wide range of companies Revlon Calvin, Klein Cosmetics,

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Speaker 1: Estate Lauder, and Taco Bell. She even sang cabaret in

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Speaker 1: New York City. She's a role model and a mentor

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Speaker 1: too many, a big think or a marketing and a

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Speaker 1: good friend. Marissa, welcome, Thank you, Bob. What an intro?

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Speaker 1: My goodness. Well we're gonna get into all of that,

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Speaker 1: but first, I want to do you in sixty seconds

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Speaker 1: to get going. You ready to go? I think? So?

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Speaker 1: Do you prefer sunrise or sunset? Sunset California or New

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Speaker 1: York Tide? Mets are Yankees, Mets, beach or mountains beach,

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Speaker 1: Corn tortillas or flower tortillas? Corn, Casa Lupa or Nacho fries.

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Speaker 1: Oh man, that's like choosing children. I will say, Casa lupa.

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Speaker 1: It's about to get harder. Smartest person you know besides you. Oh,

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Speaker 1: I love that childhood, he wrote my parents. First job,

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Speaker 1: first real real draw was being an assistant account executive

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Speaker 1: in a big ad agency. Last book, you read the

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Speaker 1: Dutch House favorite app. I think I would be lost

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Speaker 1: without ever note secret tempt. I think people would be surprised.

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Speaker 1: I'm really good at puzzles. I'll bet you're getting a

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Speaker 1: lot of use out of that. Right now, poolside cocktail,

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Speaker 1: a nice fresh prozen mohito. And what did you want

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Speaker 1: to be when you were growing up? An actress or

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Speaker 1: a lawyer. Let's get into the meat of it right now. So,

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Speaker 1: during your tenure, Taco Bell achieved record sales growth, the

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Speaker 1: highest passion index among fans of any brand in the

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Speaker 1: restaurant industry, and was the second fastest growing brand in

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Speaker 1: the US, following only Netflix. How did that prepare you

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Speaker 1: for lows and this COVID nineteen pandemic change in the

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Speaker 1: American consumer? I think because I've had the benefit of

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Speaker 1: doing things that you know, people look at and think

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Speaker 1: we're bold or unusual, and I don't know that I

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Speaker 1: saw them so much that way. It was my curiosity,

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Speaker 1: in my sense of opportunity and taking on a really

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Speaker 1: interesting new challenge that enabled me to go from some

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Speaker 1: of the things I had done earlier in my career,

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Speaker 1: to then moving onto beauty, to being a digital leader

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Speaker 1: when I didn't necessarily see myself as a digital leader,

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Speaker 1: to then being able to make a massive industry shift

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Speaker 1: with Taco Ball, and now going to LOWS. I think

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Speaker 1: all those things have taught me how to really lead

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Speaker 1: with an agile mind and connect dots that aren't obvious,

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Speaker 1: and I think that's one of the greatest joys I've

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Speaker 1: found as my career has progressed as a marketer and

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Speaker 1: as a leaders. When you've just done the same thing

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Speaker 1: your whole career, you have a lot of expertise, but

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Speaker 1: it doesn't necessarily give you other perspectives that allow you to,

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Speaker 1: you know, view the world in a different way. And

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Speaker 1: so I really felt that that was the perspective I

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Speaker 1: was going to bring to LOWS. I come in with

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Speaker 1: a sense of humility, like I'm clearly not coming in

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Speaker 1: as a longstanding home improvement industry expert. And that's okay,

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Speaker 1: because if you counterbalance all the people that do have

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Speaker 1: that with a totally fresh way of approaching the brand

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Speaker 1: and creating a real connection with with people, which is

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Speaker 1: our job, then I feel very equipped for it. Of course,

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Speaker 1: none of us were really prepared for a crisis of

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Speaker 1: this magnitude personally or professionally, but again, having to learn

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Speaker 1: and on board the company three thousand miles away in

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Speaker 1: a zoom, I just said to myself early on, I

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Speaker 1: just have to think of this as another test of leadership.

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Speaker 1: Let's jump into that point. You obviously had a plan

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Speaker 1: for Lows coming in. How did that plan change in

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Speaker 1: this pandemic? In a couple of ways. I think that

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Speaker 1: my plan was to be a little bit more sequential

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Speaker 1: in how I tackled things in an ordinary assimilation process.

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Speaker 1: As a big executive, you want to really take the

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Speaker 1: time to listen and to learn and to ingest everything

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Speaker 1: and have it tumble around in there and start jotting

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Speaker 1: your notes and putting it together into a vision and

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Speaker 1: a plan. And I didn't have the luxury of time

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Speaker 1: to do that as much as I would have liked,

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Speaker 1: so it round up being very much like a parallel

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Speaker 1: path of still having to do that assessment, but also

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Speaker 1: immediately having to triage the work that was already in

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Speaker 1: place because the world was changing so quickly and so profoundly,

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Speaker 1: and what would have been perfectly acceptable and relevant a

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Speaker 1: week earlier was suddenly now potentially risking being just totally

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Speaker 1: toned up or wrong. Everything's changing quickly. How do you

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Speaker 1: track the change in consumer sentiment and the needs of

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Speaker 1: the consumer that are changing this quickly and this radically.

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Speaker 1: You know, I can tell you there's tons of data sources,

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Speaker 1: and there are, and I would say we're absolutely looking

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Speaker 1: at all those, But you know, I think part of

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Speaker 1: the reason we're in our roles is because you better

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Speaker 1: have a certain intuition and instinct for how this is

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Speaker 1: all playing out and from the signals you're just seeing

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Speaker 1: in culture, in media, and you've got to put that

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Speaker 1: all together to be able to make decisions in the moment,

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Speaker 1: which is really what we were doing. I mean, this

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Speaker 1: really was a first in terms of how truncated this

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Speaker 1: all was. Where I would be working on some new

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Speaker 1: creative so new to the brand, and then feeling like

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Speaker 1: even a few days later, suddenly some of the nuance

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Speaker 1: of that that felt right just a few days ago

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Speaker 1: suddenly wasn't so right. And I think now it's getting

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Speaker 1: a little bit more elongated. But this what I would

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Speaker 1: call it, maybe the first four to six weeks of

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Speaker 1: this crisis being so prominent in the United States was

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Speaker 1: very much an exercise of trying to scramble and and

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Speaker 1: figure it out. And I think there's now been a

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Speaker 1: lot written about the sameness of certain advertising that's come out,

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Speaker 1: and and I agree with that, but I also have

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Speaker 1: a certain amount of empathy because if you think about it,

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Speaker 1: we were all operating on the same insight. You were

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Speaker 1: an early advocate of audio. You've now seized the lead

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Speaker 1: and share a voice in audio. First time I can

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Speaker 1: remember in this category, why is audio important? And what

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Speaker 1: does radio do that TV or digital don't. I will

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Speaker 1: tell you that for a significant chapter of my career

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Speaker 1: in the two thousands, let's say, in a little beyond,

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Speaker 1: I guess I found myself being an early digital marketing leader,

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Speaker 1: which I found amusing because I always thought of myself

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Speaker 1: as a marketer, but marketing was becoming digital. So my

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Speaker 1: question even back then was, well, why isn't everyone a

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Speaker 1: digital marketer? But there was that era where you had

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Speaker 1: to lead it by kind of owning it, and so

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Speaker 1: I found myself kind of being a bit of a

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Speaker 1: bias champion for certain channels. And then when I was

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Speaker 1: in a CMO role, I had the ability to be

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Speaker 1: agnostic again and not just be champion digital but really

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Speaker 1: saying I want to look holistically and champion what works.

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Speaker 1: And audio also has a really interesting and important place

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Speaker 1: in It was in our channel mix for Taco About,

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Speaker 1: and it's for sure a big part of our channel

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Speaker 1: mix at Loews. And I think it's because there's an

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Speaker 1: intimacy that comes from the experience of how people connect

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Speaker 1: to music or how they want to listen to news,

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Speaker 1: and I think right now the voices of audio are

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Speaker 1: particularly important. I mean, there is really a sense of

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Speaker 1: having companionship and feeling like you know those people and

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Speaker 1: they're really in some ways talking to you, and when

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Speaker 1: we're all at sheltering in place and feeling isolated. While

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Speaker 1: on the one hand, audio has been known to be

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Speaker 1: a very out of home, on the go medium and

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Speaker 1: we've loved it for that reason, especially with our professional customers,

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Speaker 1: but I still think there's a role for just you know,

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Speaker 1: that sense of relationship and the trust that you feel

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Speaker 1: with those people. That's one of my favorite parts of

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Speaker 1: working in this medium. It's interesting you're on that point.

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Speaker 1: You know, research is showing right now that the consumers

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Speaker 1: are reevaluating brands during this pandemic and they're favoring the

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Speaker 1: ones that have a mission to help the community. How

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Speaker 1: is that factoring into your marketing plans and what are

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Speaker 1: you doing to address that? Let me back up and

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Speaker 1: saying that the outset of this crisis really hitting. One

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Speaker 1: thing was clear is that we had to change what

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Speaker 1: we were doing, but not everyone knew exactly how I

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Speaker 1: raised what I felt were a few key tenants of

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Speaker 1: what was the right way to connect and communicate as

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Speaker 1: a brand in time of crisis, and one of them

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Speaker 1: was being much more about the relationship than the selling,

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Speaker 1: and another was making sure we spoke with relevance and

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Speaker 1: usefulness that if there's a role for our brand to

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Speaker 1: be heard at this time, people want and need us

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Speaker 1: to be heard. And you think about brands as the

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Speaker 1: new authorities of trust, even over political leaders. And that's

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Speaker 1: not a partisan statement. It's actually been proven out through

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Speaker 1: the data. Sort of a bit of a commentary on

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Speaker 1: the state of our world, that we actually looked to

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Speaker 1: brands as authority figures, and that means that if we

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Speaker 1: deliver on that trust, it's really quite magnificent, and if

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Speaker 1: we don't, it can be conversely, really quite a betrayal.

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Speaker 1: And that lastly, it is a I'm a social responsibility.

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Speaker 1: And I look back on the work that we then

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Speaker 1: did over just the next four weeks and purposefully or not,

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Speaker 1: we checked all those boxes and I'm really proud of

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Speaker 1: that because it takes a lot to swing an organization

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Speaker 1: the size of a lows you know. You know, it's

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Speaker 1: interesting big businesses are valued. Again, how does that play

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Speaker 1: into your marketing thinking? You know the advantage of a

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Speaker 1: big brand as you tend to have the ability to

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Speaker 1: have a bigger voice. So I guess, tied to what

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Speaker 1: I said previously, you have the power of a large

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Speaker 1: media sandbox to play and you just have to how

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Speaker 1: you choose to do it is up to you. This

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Speaker 1: was not a time to go yell and scream promotions,

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Speaker 1: really a time to reflect on what home means to people,

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Speaker 1: to mirror the way in which homes were, you know,

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Speaker 1: quickly being transformed in terms of living rooms becoming offices

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Speaker 1: and garages becoming gyms, and it's just so relatable. And

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Speaker 1: then using our social channels to create content that that

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Speaker 1: reflects even further and gives people examples and showcases users

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Speaker 1: who are doing creative things. And so, you know, that

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Speaker 1: sense of just being able to have a shared experience

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Speaker 1: and connect over that even through broadcast media, but also

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Speaker 1: through social when everyone's living these individualistic lives, I think

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Speaker 1: becomes a real opportunity for a brand like ours. And

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Speaker 1: then the reason why we've stayed open through this period

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Speaker 1: is that, you know, we are an essential retailer and

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Speaker 1: consider that two thirds of what we sell as non discretionary.

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Speaker 1: So there's the inspirational side of home improvement, which I love,

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Speaker 1: but then the very real fact that if you're running

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Speaker 1: a household right now and your dishwasher breaks, it's really

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Speaker 1: important that you get a dishwasher a washing machine to

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Speaker 1: keep your home running smoothly and with cleanliness. So making

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Speaker 1: sure that people understood that we were there for them

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Speaker 1: through all that. My favorite thing we did recently was

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Speaker 1: for Mother's Day. On Mother's Day, instead of just doing

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Speaker 1: traditional Mother's Day marketing, we did something very different as

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Speaker 1: we recognize that there are a lot of mothers, particularly

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Speaker 1: seniors who you know, if they're in a senior living facility,

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Speaker 1: this is a time where the you know, the social

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Speaker 1: distancing is particularly strict because of the health ramifications and

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Speaker 1: so likelihood as they weren't going to have the opportunity

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Speaker 1: of physical contact with the loved ones. And at the

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Speaker 1: same time, we know that small businesses have been impacted

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Speaker 1: by this period. So to me, this was a real

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Speaker 1: win win where we partnered with some of the small

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Speaker 1: growers UM that might be hurting a little bit. We

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Speaker 1: purchased a million dollars worth flowering plants. Then we went

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Speaker 1: to Uber and said, hey, can we help support your

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Speaker 1: drivers who we know are hurting business wise? And Uber

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Speaker 1: helped facilitate it, and we had Uber drivers deliver these

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Speaker 1: flowering plants to senior living facilities across the country, particularly

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Speaker 1: in cities that were hard hit, and brought some joy

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Speaker 1: to um mother's, grandmothers and some motherly figures all around

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Speaker 1: the country. That to me, that's how a brand with

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Speaker 1: Heart celebrates Mother's Day at a time like this. Before

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Speaker 1: we dig into your career some more, I want to

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Speaker 1: go back in time you grew up in Queens, New

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Speaker 1: York City during the seventies and eighties. Can you paint

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Speaker 1: a picture of that world, what was important to you

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Speaker 1: and the influences on you? Oh? Wow, I can. It

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Speaker 1: was very lucky to have to extremely devoted, loving parents.

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Speaker 1: I had a combination of a public school education and

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Speaker 1: a private school education. I'm grateful for both. I learned

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Speaker 1: a lot from both my parents. But I think the

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Speaker 1: funny thing is I was driven and they didn't even

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Speaker 1: necessarily know why, because they didn't think that they pushed

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Speaker 1: me terribly hard. But I just had that driving instinct

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Speaker 1: to get straight a's, to figure out my future, and

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Speaker 1: so a lot of that was just really self propelled.

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Speaker 1: What was it in your environment that propelled you? Were

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Speaker 1: your parents that way or was that you? Just because

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Speaker 1: it's you. I'll be vulnerable and tell a personal story

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Speaker 1: that I don't think i've ever shared. Is So I

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Speaker 1: was in the local public school in Queens, and I

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Speaker 1: was the kid that was getting straight a's. And in

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Speaker 1: second grade I was writing plays and casting my you know,

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Speaker 1: fellow second graders in it. And in third grade I

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Speaker 1: started to get bullied a bit. The principle of the

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Speaker 1: school told my parents that maybe they should tell me

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Speaker 1: to stop being so creative, that maybe i'd fit in better.

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Speaker 1: And that was such a horrific answer to my mother

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Speaker 1: that my mother, who was the product of two public

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Speaker 1: school teachers herself, realized they had to do something different

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Speaker 1: for me, and they pulled me out of public school

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Speaker 1: and put me in private school. You know, like any

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Speaker 1: kid who has an experience like that, it was it

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Speaker 1: was a little bit scarring, but I wound up having

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Speaker 1: just an extraordinary experience at this private school Buckley on

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Speaker 1: Long Island that I went to, and then I went

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Speaker 1: to this giant, albeit magnet high school called Bronxide side.

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Speaker 1: These like wildly different school experiences. And you know, when

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Speaker 1: you're young, and I'm raising two teenagers right now, it's

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Speaker 1: so hard to feel comfortable being yourself. I think that

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Speaker 1: only comes much later. And my mom was just to

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Speaker 1: this day will always be the most unabashedly authentic person

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Speaker 1: I know. And I think one of the gifts of

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Speaker 1: age and experience and rising in leadership is I think

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Speaker 1: I've gotten much more confident just being that way, being

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Speaker 1: truly and unapologetically myself, um and allowing that to influence

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Speaker 1: my leadership style, and I think some ways that really

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Speaker 1: actually build closeness as opposed to distance. You were talking

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Speaker 1: about your creativity when you were young, and you started

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Speaker 1: out with an interest after college and film, TV and production,

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Speaker 1: but instead of doing all that, you jump to advertising.

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Speaker 1: Why advertising? What was it that captured you? So they're

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Speaker 1: very few times in your life where you can actually

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Speaker 1: picture yourself standing at at a fork in the road

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Speaker 1: and seeing to pass and try I figure out which

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Speaker 1: to pick. But that point, right at the edge of

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Speaker 1: college going into my professional career was one of them.

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Speaker 1: My career in audio actually started in college where Brown

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Speaker 1: had this fantastic commercial radio station that was nationally known,

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Speaker 1: and I did the news. It was pretty amazing. I

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Speaker 1: was a college student and I covered elections interview at

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Speaker 1: the Governor of Rhode Island. I loved it. But then

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Speaker 1: I also had this rising appreciation for marketing, and I

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Speaker 1: had done a great internship in advertising, and so I

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Speaker 1: had a chance to go interview with the TV station

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Speaker 1: in Plattsburgh, New York, which is up by Niagara Falls.

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Speaker 1: I was told that the weather man at the station

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Speaker 1: worked at McDonald's part time and make ends meet. And

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Speaker 1: then I also had an opportunity to go work in

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Speaker 1: advertising in New York City, which was home where I

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Speaker 1: felt socially, I'd be happier and I could dress up

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Speaker 1: and go to work and and frankly be with my

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Speaker 1: mom because my father died suddenly in college and that

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Speaker 1: was a very traumatic experience for all of us. And

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Speaker 1: so I chose the advertising in the New York path

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Speaker 1: And a few years later I did wind up doing

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Speaker 1: a stint in broadcast journalism because I guess I hadn't

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Speaker 1: totally gotten it out of my system. But it's just

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Speaker 1: funny how it all comes back and connects, and I

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Speaker 1: realized how much of my job today is about being

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Speaker 1: a communicator and packaging information. But that was a real

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Speaker 1: fork in the road moment. You started on the agency side,

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Speaker 1: and you had a pretty impressive career there Saci and Sacchi,

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Speaker 1: J W. T. Tarlow, clients like J and J. Claire

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Speaker 1: all Revlon, and then you made the jump to the

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Speaker 1: client side at Calvin Clin Cosmetics. Why agency to client?

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Speaker 1: I knew I wanted to be on the client side

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Speaker 1: because I wanted that sense of real ownership and stewardship

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Speaker 1: of the totality of brands it's just so funny when

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Speaker 1: you're young and ambitious, like I was thirty. I was

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Speaker 1: now head of global advertising at Calvin Clin Cosmetics side

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Speaker 1: a big team, but it was just a chance to really,

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Speaker 1: I think, have influence, which was important to me, and

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Speaker 1: to be able to bring a combination of skills. But

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Speaker 1: I'll tell you a lot of my twenties was very

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Speaker 1: angsty about why was I in this business world when

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Speaker 1: I was really a creative person at heart? Because I

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Speaker 1: wound up in the what was the strategy side, and

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Speaker 1: back then, being an account management was they didn't have

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Speaker 1: planners yet, so you were like the strategic person and

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Speaker 1: I did love that, but I also had this bizarre,

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Speaker 1: we're a little bit of a nagging sense of resentment

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Speaker 1: that there were people actually named creatives in the building

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Speaker 1: and I wasn't one of them. And I felt like

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Speaker 1: I wanted to walk around with a big sign around

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Speaker 1: my next saying no, I'm really a creative too. So

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Speaker 1: I really struggled early in my professional life trying to

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Speaker 1: reconcile who I was that way, like, couldn't I still

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Speaker 1: be a creative person but really on this very professional track?

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Speaker 1: And I think it's only later as I advanced to

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Speaker 1: my career that I feel really good that it is integrated.

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Speaker 1: But in those early days, it felt like I had

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Speaker 1: made this weird choice and I wasn't totally comfortable with it.

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Speaker 1: You've had this analytical side going and you were struggling

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Speaker 1: with your self perception of a creative person. What did

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Speaker 1: you learn though, on the agency side that when you

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Speaker 1: got to the clients side, realized they gave you an edge. Well,

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Speaker 1: I've said this before and I'll say it again. What

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Speaker 1: I always have been drawn to about this world of

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Speaker 1: marketing is this really cool intersection of psychology, culture slash

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Speaker 1: pop culture, and business. I like all those things in

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Speaker 1: different ways, and and the alchemy of that and putting

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Speaker 1: that together is interesting to me. And agencies are good

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Speaker 1: at that when they're at their best. Agencies are good

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Speaker 1: at kind of mining what's happening in society and culture

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Speaker 1: and then coming up with ideas. So I love that.

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Speaker 1: I was twenty five and I had the claral account

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Speaker 1: and I don't know why I was empowered to do this,

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Speaker 1: but I was the one writing like a whole portfolio

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Speaker 1: strategy for how all the brands would fit together. And

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Speaker 1: I just I really did love that part, and to

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Speaker 1: this day, I still find that kind of work really

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Speaker 1: fun and really interesting. You know, we're talking earlier about audio.

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Speaker 1: You were probably one of the first to sort of

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Speaker 1: recognize this renaissance of audio and as you talk about

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Speaker 1: companionship and and other aspects of it that other media

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Speaker 1: doesn't provide and has a unique place in the mix.

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Speaker 1: But you were an early expert on digital. Where did

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Speaker 1: that come from. The role that put me on a

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Speaker 1: stage as one of the early client pioneers of digital

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Speaker 1: was when I started at the Estay Later Companies in

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Speaker 1: two thousand and seven as the first corporate head of

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Speaker 1: digital marketing. And just to put a little bit of

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Speaker 1: a time stamp on this, two thousand and seven, we

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Speaker 1: didn't even yet say social media, So just thinking about that,

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Speaker 1: my earliest presentations were kind of preaching this idea of

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Speaker 1: something called web two point oh was coming, which was

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Speaker 1: social media. So it's just kind of amazing, like two

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Speaker 1: thousand and seven is forever ago, but also really not

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Speaker 1: that long ago. And when I got hired for the job,

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Speaker 1: I'll be honest, I mean, you put on a brave face,

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Speaker 1: but I wasn't even sure if I should have that job.

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Speaker 1: Yet I had done things that led me, of course,

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Speaker 1: to get hired from back in my early days at

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Speaker 1: Calvin Klein, starting first interactive marketing there literally when the

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Speaker 1: CEO said to me, this internet thing seems pretty important.

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Speaker 1: We should have a strategy. I kid you not. Those

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Speaker 1: were her exact words, and that's how I started my

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Speaker 1: journey of digital marketing and then founding my own website

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Speaker 1: and content platform, Executive Moms. Before anyone talked about curating content,

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Speaker 1: it was just something I felt I wanted to do,

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Speaker 1: to go into a multi channel business as head of

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Speaker 1: marketing and getting into the intricacies of how you can

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Speaker 1: use other media to drive ecommerce. So I became self

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Speaker 1: taught because it was where marketing was going and I

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Speaker 1: had a real curiosity and appetite and ability to put

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Speaker 1: it all together. And then I think equally important was

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Speaker 1: I had an ability to explain it and motivate others

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Speaker 1: without them feeling put off by it. I think that

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Speaker 1: was my real success. I want to go back and

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Speaker 1: pick up something you just mentioned about two thousand. You

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Speaker 1: had your first child and you discovered a void for

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Speaker 1: support for executive Moms. You started Executive Moms as really

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Speaker 1: a blog newsletter, especially for women. How on earth did

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Speaker 1: you find the time to do a second career at

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Speaker 1: the same time you had a career and what did

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Speaker 1: you learn from that experience? I was absolutely terrified, had

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Speaker 1: no interest in giving myself a second career. I didn't

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Speaker 1: consider myself a bold entrepreneur. It was none of that.

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Speaker 1: It was genuinely born out of a personal insight. When

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Speaker 1: I became a mom for the first time in New

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Speaker 1: York City, bastion of work life went to you know again,

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Speaker 1: remember pre social media, there was like one game in

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Speaker 1: town for new mothers. It was this new Mother's luncheon,

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Speaker 1: and we had to go around and introduce ourselves, our

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Speaker 1: baby's name, what street in the city we lived on,

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Speaker 1: and whether or not we're going back to work. And

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Speaker 1: all these moms are saying they're not going back to work.

433
00:23:57,760 --> 00:23:59,680
Speaker 1: And I'm like, okay, this is New York City. Did

434
00:23:59,680 --> 00:24:02,200
Speaker 1: you all all marry guys who run hedge funds? Don't

435
00:24:02,240 --> 00:24:04,800
Speaker 1: you want to have a career? In other words, where

436
00:24:04,800 --> 00:24:09,199
Speaker 1: are my people? Because I felt lonely and isolated and

437
00:24:09,280 --> 00:24:11,640
Speaker 1: concerned and was trying to figure it out, as new

438
00:24:11,680 --> 00:24:14,880
Speaker 1: mothers often are well fast forward. Of course I did

439
00:24:14,880 --> 00:24:16,760
Speaker 1: go back to work. This was when I was at

440
00:24:17,200 --> 00:24:20,920
Speaker 1: Calvin Klein Cosmetics, or Unilever Cosmetics as it became named.

441
00:24:21,400 --> 00:24:23,680
Speaker 1: And because of my connections in the media world, I

442
00:24:23,720 --> 00:24:27,520
Speaker 1: would have lunch with editors and publishers of parenting magazines

443
00:24:27,560 --> 00:24:31,159
Speaker 1: and say, what can I join? And I was shocked

444
00:24:31,359 --> 00:24:34,840
Speaker 1: that these were the nation's experts on this stuff, and

445
00:24:34,880 --> 00:24:38,879
Speaker 1: they were all universally saying there isn't anything except Working

446
00:24:38,920 --> 00:24:43,040
Speaker 1: Mother magazine, which didn't feel quite modern, and enough people

447
00:24:43,040 --> 00:24:46,040
Speaker 1: said you should go start it. Then I did, and

448
00:24:46,040 --> 00:24:48,280
Speaker 1: and because I guess I'm a marketer, the brand was

449
00:24:48,440 --> 00:24:50,280
Speaker 1: instant for me. I knew the brand was going to

450
00:24:50,320 --> 00:24:53,040
Speaker 1: be executive moms. I just loved the dichotomy that you

451
00:24:53,040 --> 00:24:56,000
Speaker 1: could be a serious executive and a you know, warm

452
00:24:56,000 --> 00:24:57,960
Speaker 1: and friendly mom all at once, because that's what I

453
00:24:58,000 --> 00:25:01,879
Speaker 1: felt like. And lo and behold our first event, because

454
00:25:02,040 --> 00:25:04,560
Speaker 1: you know, I knew how to be entertained as a client,

455
00:25:04,920 --> 00:25:07,160
Speaker 1: was not a brown bag lunch. It was a hundred

456
00:25:07,160 --> 00:25:10,600
Speaker 1: and fifty people in a ballroom with a corporate sponsor

457
00:25:10,680 --> 00:25:13,440
Speaker 1: and guest speakers and gift bags. I stuff myself and

458
00:25:14,000 --> 00:25:15,879
Speaker 1: that was the beginning. And then I just kind of

459
00:25:15,960 --> 00:25:21,600
Speaker 1: kept going, We're going to be right back after a

460
00:25:21,680 --> 00:25:34,520
Speaker 1: quick break. Welcome back to math and magic. So let's

461
00:25:34,600 --> 00:25:39,120
Speaker 1: jump back to your client job. You go to estate Water.

462
00:25:39,200 --> 00:25:42,280
Speaker 1: As you point out, you had this new digital job.

463
00:25:42,960 --> 00:25:45,160
Speaker 1: How did you convince them that there was more than

464
00:25:45,160 --> 00:25:47,720
Speaker 1: the beautiful print ads? It was not a hard sell.

465
00:25:47,760 --> 00:25:49,480
Speaker 1: I mean, you were really at that era where the

466
00:25:49,680 --> 00:25:54,440
Speaker 1: big print ads still dominated companies like that. I would say,

467
00:25:54,520 --> 00:25:57,679
Speaker 1: looking back with hindsight as to how I accomplished it,

468
00:25:57,720 --> 00:26:01,080
Speaker 1: of course it wasn't necessarily this methoughtally thought through, but

469
00:26:01,160 --> 00:26:06,000
Speaker 1: it was a combination of finding the early adopters within

470
00:26:06,040 --> 00:26:09,240
Speaker 1: the organization, the people that want to try, and partnering

471
00:26:09,240 --> 00:26:11,800
Speaker 1: with them and getting some little winds. And you know,

472
00:26:11,840 --> 00:26:14,920
Speaker 1: in a company like the stay Lauder companies, where it's

473
00:26:14,960 --> 00:26:17,920
Speaker 1: a portfolio of well over thirty brands at the time,

474
00:26:18,600 --> 00:26:21,040
Speaker 1: it would be like taking the Argent's team who said

475
00:26:21,080 --> 00:26:23,960
Speaker 1: we want to try something, and or getting Mac, which

476
00:26:24,000 --> 00:26:25,919
Speaker 1: was a cool brand to do things like that. But

477
00:26:26,000 --> 00:26:28,960
Speaker 1: I think in terms of the bigger question you're asking,

478
00:26:29,640 --> 00:26:33,120
Speaker 1: I had to find a way to contextualize this new

479
00:26:33,160 --> 00:26:39,000
Speaker 1: world as not a betrayal of the heritage of these brands,

480
00:26:39,040 --> 00:26:42,520
Speaker 1: but rather the right thing to do because of the

481
00:26:42,560 --> 00:26:45,400
Speaker 1: heritage of those brands, and because the stay Lauder Companies

482
00:26:45,440 --> 00:26:48,200
Speaker 1: has had a founder, stay Lauder, one of the great

483
00:26:48,720 --> 00:26:52,919
Speaker 1: women entrepreneurs of the twentieth century. I don't want to

484
00:26:52,920 --> 00:26:55,320
Speaker 1: say this was a light switch moment that maybe it was.

485
00:26:55,440 --> 00:26:59,200
Speaker 1: I found this wonderful archable photo of Mrs stay Lauder,

486
00:26:59,240 --> 00:27:01,720
Speaker 1: probably back from the nineteen fifties at a beauty counter

487
00:27:01,800 --> 00:27:04,200
Speaker 1: in a department store and the heyday of that with

488
00:27:04,240 --> 00:27:07,960
Speaker 1: women surrounding her. And she was a real pioneer of

489
00:27:08,000 --> 00:27:10,879
Speaker 1: that one to one sampling that we associate now, of

490
00:27:10,920 --> 00:27:14,400
Speaker 1: course with, you know, a makeup counter and department store,

491
00:27:14,440 --> 00:27:17,080
Speaker 1: but that was she pioneered that. And I looked at

492
00:27:17,080 --> 00:27:19,119
Speaker 1: that photo and I put a headline on it, just

493
00:27:19,200 --> 00:27:21,240
Speaker 1: the photo and slide, and I put it up and

494
00:27:21,280 --> 00:27:24,960
Speaker 1: the slide said st. Lauter was the original social networker.

495
00:27:25,440 --> 00:27:27,880
Speaker 1: And what I was implying was that we're she's still

496
00:27:27,880 --> 00:27:30,560
Speaker 1: here today. She'd be the first one all over web

497
00:27:30,560 --> 00:27:33,760
Speaker 1: two point oh or social media because she was the

498
00:27:33,760 --> 00:27:36,880
Speaker 1: original one to one seller and technology was just enabling

499
00:27:36,960 --> 00:27:39,480
Speaker 1: us to do that note new ways. And suddenly I

500
00:27:39,520 --> 00:27:43,359
Speaker 1: think it reframeed this from scary tech stuff to really

501
00:27:43,440 --> 00:27:46,920
Speaker 1: just new ways of communicating in relationship building, which very

502
00:27:47,000 --> 00:27:50,160
Speaker 1: much was the heritage of the brand. So let's fast

503
00:27:50,160 --> 00:27:53,880
Speaker 1: forward two thousand fifteen. You moved to Taco Bell, big

504
00:27:53,960 --> 00:27:57,080
Speaker 1: change in sector and product, A big risk for you

505
00:27:57,280 --> 00:28:00,600
Speaker 1: personally to say I can do something that's that far

506
00:28:00,720 --> 00:28:04,960
Speaker 1: from what I've done. What excited you about Taco Bell? Well,

507
00:28:05,400 --> 00:28:08,199
Speaker 1: the funny thing is, Bob I wasn't even really a

508
00:28:08,240 --> 00:28:11,200
Speaker 1: Taco Bell consumer, being of an hatt night. I mean,

509
00:28:11,280 --> 00:28:14,320
Speaker 1: my fast food was the local corner deli. And I

510
00:28:14,440 --> 00:28:17,840
Speaker 1: say that not with embarrassment, but with acknowledgment that that

511
00:28:17,960 --> 00:28:20,280
Speaker 1: just shows the power of brands. Is I didn't even

512
00:28:20,320 --> 00:28:23,560
Speaker 1: have to be a die hard Taco Bell consumer to

513
00:28:23,640 --> 00:28:26,119
Speaker 1: feel something. When I heard that name, it interested me.

514
00:28:26,240 --> 00:28:30,639
Speaker 1: It felt like a brand that already had a certain

515
00:28:31,280 --> 00:28:34,840
Speaker 1: presence in culture, but also a lot of opportunity. So

516
00:28:34,920 --> 00:28:36,879
Speaker 1: that's what drew me to have a conversation. But it

517
00:28:37,040 --> 00:28:38,960
Speaker 1: really felt like a bit of a lark. I mean,

518
00:28:38,960 --> 00:28:42,280
Speaker 1: getting on a plane flying to California have these interviews.

519
00:28:42,280 --> 00:28:44,320
Speaker 1: I mean, what I thought was one of my hard

520
00:28:44,360 --> 00:28:46,640
Speaker 1: and fast rules was that we were never leaving New

521
00:28:46,720 --> 00:28:49,200
Speaker 1: York and I guess such a shows that's good never

522
00:28:49,240 --> 00:28:53,600
Speaker 1: to say never, because conversations got serious, and my husband

523
00:28:53,600 --> 00:28:56,520
Speaker 1: and I got serious and we did what was really

524
00:28:56,560 --> 00:28:59,880
Speaker 1: for us as a family, unthinkable, and we relocated our

525
00:29:00,040 --> 00:29:04,239
Speaker 1: family two beautiful Orange County, California, where we've been for

526
00:29:04,280 --> 00:29:06,840
Speaker 1: five years and we absolutely love it. And as I'm

527
00:29:06,840 --> 00:29:09,880
Speaker 1: talking new we're obviously very close to making another move

528
00:29:09,880 --> 00:29:13,120
Speaker 1: again because of Lows. So in a way, the bravery

529
00:29:13,200 --> 00:29:15,360
Speaker 1: for me with Taco Bell is less. Who goes from

530
00:29:15,440 --> 00:29:18,440
Speaker 1: luxury beauty to fast food and more going from New

531
00:29:18,480 --> 00:29:21,320
Speaker 1: York to California. You said you started with a lark.

532
00:29:21,640 --> 00:29:25,320
Speaker 1: There must have been something. What was that pivotal moment

533
00:29:25,320 --> 00:29:27,200
Speaker 1: when the interview prosper he said, you know what, I

534
00:29:27,240 --> 00:29:29,840
Speaker 1: actually want to come here to Taco Bell. It goes

535
00:29:29,880 --> 00:29:33,560
Speaker 1: back to what I said earlier about everyone can see

536
00:29:34,160 --> 00:29:38,360
Speaker 1: the dissimilarities between luxury beauty and fast food tacos. I mean,

537
00:29:38,400 --> 00:29:43,680
Speaker 1: that's really obvious. And for me, the excitement was trying

538
00:29:43,720 --> 00:29:47,120
Speaker 1: to figure out how I could draw connections and think

539
00:29:47,160 --> 00:29:49,480
Speaker 1: about that brand in new ways. And what I started

540
00:29:49,520 --> 00:29:52,120
Speaker 1: to realize even probably before I started, was the way

541
00:29:52,160 --> 00:29:55,480
Speaker 1: Taco Bell behaved. It was really like the fast fashion

542
00:29:56,280 --> 00:30:00,840
Speaker 1: of food. I started to see commonality in the Maybe

543
00:30:00,880 --> 00:30:04,280
Speaker 1: it's just how my mind works in quirky ways, but

544
00:30:04,360 --> 00:30:08,080
Speaker 1: I think that ability to draw the unexpected connections made

545
00:30:08,160 --> 00:30:10,520
Speaker 1: me feel excited about the fact that I could come

546
00:30:10,560 --> 00:30:14,040
Speaker 1: in and bring a fresh perspective while also recognizing that

547
00:30:14,080 --> 00:30:18,040
Speaker 1: I had to learn an entire industry that was unfamiliar.

548
00:30:18,600 --> 00:30:21,480
Speaker 1: Let me jump to brands. All great marketers have their

549
00:30:21,520 --> 00:30:26,240
Speaker 1: own individual philosophy about brands. How do you think about brands?

550
00:30:26,520 --> 00:30:28,960
Speaker 1: What are they? What do they do for a company?

551
00:30:29,040 --> 00:30:31,960
Speaker 1: And how do you build a nurturing growth. I think

552
00:30:32,000 --> 00:30:35,200
Speaker 1: brands really are the soul of a company, the heart

553
00:30:35,280 --> 00:30:39,040
Speaker 1: and the soul. And this feels like a trite thing

554
00:30:39,120 --> 00:30:41,160
Speaker 1: to say, and I don't know how to make it

555
00:30:41,560 --> 00:30:44,800
Speaker 1: less so, but you really do have to personify them,

556
00:30:45,120 --> 00:30:48,400
Speaker 1: and you have to think about how they'd act and

557
00:30:48,440 --> 00:30:52,240
Speaker 1: behaved in a personified way in the world, and then

558
00:30:52,680 --> 00:30:55,360
Speaker 1: really get behind it. I love trying to get into

559
00:30:55,400 --> 00:30:58,880
Speaker 1: the essence of a brand and bringing out its best,

560
00:30:58,920 --> 00:31:05,000
Speaker 1: true self, because it's very easy in the pursuit of

561
00:31:05,360 --> 00:31:10,200
Speaker 1: some competitive opportunity or some new trend, to take a

562
00:31:10,280 --> 00:31:16,240
Speaker 1: brand off kilter, and there are many many incidences that

563
00:31:16,360 --> 00:31:18,840
Speaker 1: kind of hit the business graveyard along the way of

564
00:31:18,880 --> 00:31:22,480
Speaker 1: brands that fell off their proper path. And I think

565
00:31:22,520 --> 00:31:25,800
Speaker 1: what is most important of leading a brand is that

566
00:31:25,920 --> 00:31:28,400
Speaker 1: stewardship of how do you bring out the best of

567
00:31:28,400 --> 00:31:31,880
Speaker 1: who it really is so it connects on an authentic level.

568
00:31:31,920 --> 00:31:35,160
Speaker 1: But at the same time, just like the best people

569
00:31:35,200 --> 00:31:38,560
Speaker 1: we know, you understand them, but then they surprise you

570
00:31:38,600 --> 00:31:41,440
Speaker 1: in really interesting, beautiful ways, and those are people that

571
00:31:41,480 --> 00:31:45,000
Speaker 1: are worth knowing. So let's jump the company culture. How

572
00:31:45,000 --> 00:31:47,280
Speaker 1: do you build it and how do you use it? Well?

573
00:31:47,400 --> 00:31:51,160
Speaker 1: I feel more comfortable talking about team culture because that's

574
00:31:51,200 --> 00:31:55,080
Speaker 1: something a little bit more in my control than total

575
00:31:55,200 --> 00:32:01,080
Speaker 1: company culture. Um. Not surprisingly, I believe that creativity is

576
00:32:01,120 --> 00:32:05,719
Speaker 1: a really good energy source for culture. Some of my

577
00:32:05,840 --> 00:32:10,200
Speaker 1: happiest moments in leading a team have been doing things

578
00:32:10,240 --> 00:32:13,280
Speaker 1: that just bring out people's creativity. And again going back

579
00:32:13,320 --> 00:32:17,000
Speaker 1: to my my resentment in my twenties that I was

580
00:32:17,040 --> 00:32:19,640
Speaker 1: in advertising but not pulled the creative I really do

581
00:32:19,760 --> 00:32:23,680
Speaker 1: believe creativity can come from all sorts of phenomenal places,

582
00:32:23,840 --> 00:32:28,480
Speaker 1: and I think speaking with openness and honesty and not

583
00:32:28,680 --> 00:32:32,520
Speaker 1: being patronizing to people just because it's a hierarchical structure

584
00:32:32,560 --> 00:32:37,200
Speaker 1: is a really really important way of engendering trust and

585
00:32:37,320 --> 00:32:40,959
Speaker 1: um and getting people motivated. So let's go to you again.

586
00:32:41,440 --> 00:32:43,960
Speaker 1: You're a mentor to many people, your role model. What

587
00:32:44,080 --> 00:32:47,040
Speaker 1: advice would you offer to someone who's building their career

588
00:32:47,360 --> 00:32:49,640
Speaker 1: and would like to be able to accomplish what you

589
00:32:49,720 --> 00:32:53,360
Speaker 1: have to be you? Well, I have to say, I

590
00:32:53,360 --> 00:32:55,640
Speaker 1: think there's still a part of me that doesn't believe

591
00:32:55,680 --> 00:32:57,760
Speaker 1: you when you say that that's how people see me.

592
00:32:58,400 --> 00:33:00,720
Speaker 1: I still feel like I'm striving and still feel like

593
00:33:00,720 --> 00:33:03,080
Speaker 1: I have so much more to do and achieve. So

594
00:33:03,120 --> 00:33:06,320
Speaker 1: I'm flattered and a little always a little indisbelief by that.

595
00:33:06,640 --> 00:33:10,720
Speaker 1: And I guess what I would then say is we

596
00:33:10,960 --> 00:33:14,080
Speaker 1: are in a bit of the world of short attention

597
00:33:14,120 --> 00:33:17,560
Speaker 1: span theater wanting instant gratification. Will be interesting to see

598
00:33:17,560 --> 00:33:22,040
Speaker 1: how this crisis maybe reshapes our behaviors that way. And

599
00:33:22,920 --> 00:33:26,959
Speaker 1: there's nothing that still shines through more than someone who

600
00:33:27,120 --> 00:33:32,240
Speaker 1: has a great attitude and incredible work ethic and humility,

601
00:33:32,280 --> 00:33:36,840
Speaker 1: along with just a tremendous level of curiosity and willingness

602
00:33:36,880 --> 00:33:41,120
Speaker 1: to try. I worked really hard in college because it

603
00:33:41,200 --> 00:33:44,280
Speaker 1: was pre internet. I opened up the Yellow Pages and

604
00:33:44,320 --> 00:33:47,760
Speaker 1: looked up communication companies and called them and said I'd

605
00:33:47,760 --> 00:33:50,920
Speaker 1: like to be your intern. Like I mean, it's so

606
00:33:51,000 --> 00:33:55,240
Speaker 1: preposterous and probably reflective a very different era, but I

607
00:33:55,360 --> 00:33:57,959
Speaker 1: just have that hunger and that desire to try and

608
00:33:58,000 --> 00:34:01,640
Speaker 1: to learn and to do. Perhaps that explains it as

609
00:34:01,680 --> 00:34:05,200
Speaker 1: best as anything. And maybe the means and the methods

610
00:34:05,200 --> 00:34:08,520
Speaker 1: are different now, especially in such a digitally enabled world,

611
00:34:08,560 --> 00:34:11,760
Speaker 1: but I think the underlying ethic that drove that still

612
00:34:11,800 --> 00:34:15,440
Speaker 1: shines as I'm looking to recruit people and mentor people.

613
00:34:15,520 --> 00:34:17,160
Speaker 1: You know it, You know the real deal when you

614
00:34:17,200 --> 00:34:19,600
Speaker 1: see it. So I want to end this episode a

615
00:34:19,600 --> 00:34:23,799
Speaker 1: little differently than I normally do. Math and magic are

616
00:34:23,800 --> 00:34:26,920
Speaker 1: the two sides of marketing, analytics and the creative ideas

617
00:34:27,080 --> 00:34:29,799
Speaker 1: you've done both. We talked about it a good bit today,

618
00:34:30,040 --> 00:34:33,279
Speaker 1: thinking about your career. What's your best example of one

619
00:34:33,280 --> 00:34:36,920
Speaker 1: of your success is driven by math the analytics side.

620
00:34:37,520 --> 00:34:41,080
Speaker 1: I think it sometimes surprises people how data driven, in

621
00:34:41,160 --> 00:34:43,080
Speaker 1: business driven I can be because I want to win,

622
00:34:43,280 --> 00:34:46,000
Speaker 1: and I don't believe that you just do that purely

623
00:34:46,040 --> 00:34:48,080
Speaker 1: an instinct. I think it's beautiful when you bring those

624
00:34:48,080 --> 00:34:52,920
Speaker 1: two things together. So, whether it was bringing multivariate data

625
00:34:52,920 --> 00:34:56,319
Speaker 1: and information to make decisions in building a Taco Bell

626
00:34:56,400 --> 00:34:59,920
Speaker 1: calendar that could exceed in terms of the business expect

627
00:35:00,000 --> 00:35:04,560
Speaker 1: patients a year before. Whether it was you know, early

628
00:35:04,600 --> 00:35:08,239
Speaker 1: in my career taking a leap on leaving beauty to

629
00:35:08,280 --> 00:35:11,400
Speaker 1: go be head of marketing for a home furnishing company,

630
00:35:11,520 --> 00:35:14,600
Speaker 1: and what intrigued me was it was omni channel before

631
00:35:15,480 --> 00:35:17,839
Speaker 1: there was omni channel as a phrase, and it was

632
00:35:17,920 --> 00:35:20,920
Speaker 1: the data point that we could show how if we

633
00:35:21,080 --> 00:35:24,480
Speaker 1: dropped a catalog that that helped Internet sales and that

634
00:35:24,560 --> 00:35:27,960
Speaker 1: in turn helped the retail business. So just again using

635
00:35:28,080 --> 00:35:31,480
Speaker 1: data connect interesting dots. I mean, those sort of just

636
00:35:31,560 --> 00:35:34,680
Speaker 1: a couple of examples I would say in my early

637
00:35:34,760 --> 00:35:38,520
Speaker 1: days at St. A. Lauder, really using all sorts of

638
00:35:39,120 --> 00:35:42,760
Speaker 1: new data, like how you could show the correlation between

639
00:35:42,840 --> 00:35:46,960
Speaker 1: a paid search ad and behavior and commerce, and starting

640
00:35:46,960 --> 00:35:50,320
Speaker 1: to say, actually, there's more science to this whole world

641
00:35:50,320 --> 00:35:53,279
Speaker 1: of marketing than we've ever had before. That's been one

642
00:35:53,280 --> 00:35:56,239
Speaker 1: of the real revelations of this era of marketing is

643
00:35:56,280 --> 00:35:58,880
Speaker 1: how much there is and what we do with it,

644
00:35:58,920 --> 00:36:03,000
Speaker 1: of course, is the continued challenge. So being able to

645
00:36:03,040 --> 00:36:06,200
Speaker 1: take those as signals that's how I see them, and

646
00:36:06,239 --> 00:36:08,640
Speaker 1: then putting what I like to say, like the magic

647
00:36:08,680 --> 00:36:11,920
Speaker 1: fairy dust on top of it. That's actually what describes

648
00:36:11,960 --> 00:36:15,640
Speaker 1: this job for me in some ways better than anything. Okay,

649
00:36:15,640 --> 00:36:18,959
Speaker 1: so let's jump to the magic side. What's the best

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00:36:19,000 --> 00:36:22,640
Speaker 1: example of the great creative idea that made a difference

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00:36:22,719 --> 00:36:24,680
Speaker 1: that if you look back on your career say, well,

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00:36:24,719 --> 00:36:27,920
Speaker 1: that was a great one. Well, I think about some

653
00:36:28,040 --> 00:36:31,640
Speaker 1: of the things that really became giant headline grabbers at

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00:36:31,680 --> 00:36:34,800
Speaker 1: Taco Bell. What makes me proud about them? This a

655
00:36:34,880 --> 00:36:36,840
Speaker 1: couple of things. One, they didn't all have to be

656
00:36:36,920 --> 00:36:39,320
Speaker 1: my ideas, but I like to think that I inspired

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00:36:39,400 --> 00:36:41,799
Speaker 1: that kind of thinking and as a leader, that makes

658
00:36:41,800 --> 00:36:47,040
Speaker 1: me proud. Two when they happened, they hit people at

659
00:36:47,080 --> 00:36:51,080
Speaker 1: this beautiful intersection of being so surprising and yet also

660
00:36:51,200 --> 00:36:54,640
Speaker 1: making total sense. That is a really hard bulls eye

661
00:36:54,680 --> 00:36:57,359
Speaker 1: and nail, But boy does it feel good when you nail.

662
00:36:57,400 --> 00:36:59,680
Speaker 1: And a couple of examples, or like when we launched

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00:36:59,680 --> 00:37:02,480
Speaker 1: our ag Ship restaurant in Las Vegas for Taco Bell,

664
00:37:02,520 --> 00:37:05,000
Speaker 1: and we thought about things iconic to Vegas and this

665
00:37:05,040 --> 00:37:09,040
Speaker 1: idea of doing weddings within this Tacoball location, but it

666
00:37:09,120 --> 00:37:12,120
Speaker 1: actually really had a big underlying strategy as we were

667
00:37:12,120 --> 00:37:14,440
Speaker 1: trying to push the brand into more of a lifestyle direction,

668
00:37:14,520 --> 00:37:16,880
Speaker 1: and then that led to sort of this idea of

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00:37:16,920 --> 00:37:19,279
Speaker 1: Taco Ball parties, and then that ultimately led us to

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00:37:19,440 --> 00:37:23,319
Speaker 1: doing a Taco Bell hotel, reservations for which sold out

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00:37:23,360 --> 00:37:27,719
Speaker 1: in two minutes. And it was so fantastical to dream

672
00:37:27,760 --> 00:37:30,200
Speaker 1: a dream like that. And all goes back to just

673
00:37:30,320 --> 00:37:34,680
Speaker 1: feeling like such a strong steward of a brand that

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00:37:34,800 --> 00:37:38,000
Speaker 1: it felt right even if no one believed it could

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00:37:38,040 --> 00:37:41,120
Speaker 1: be done. And that to me is creativity in a

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00:37:41,160 --> 00:37:45,759
Speaker 1: business context. Marissa, You've had an amazing career. You've got

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00:37:45,800 --> 00:37:50,319
Speaker 1: great stories and important insights. Thanks for joining us today.

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00:37:50,360 --> 00:37:52,680
Speaker 1: Thank you so much, Bob. It is truly an honor,

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00:37:53,040 --> 00:37:57,759
Speaker 1: so thank you. Here are a few things I picked

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00:37:57,800 --> 00:38:02,200
Speaker 1: up in my conversation with Marissa. One personify your brand.

681
00:38:02,600 --> 00:38:05,840
Speaker 1: Rissis says that to understand branding, she gives it a persona.

682
00:38:06,280 --> 00:38:09,040
Speaker 1: That way, it's easier to understand how your brand cannot

683
00:38:09,080 --> 00:38:11,480
Speaker 1: only exist in the world, but how it should react

684
00:38:11,520 --> 00:38:14,720
Speaker 1: to the world or adapt in times of crises to

685
00:38:14,760 --> 00:38:18,160
Speaker 1: take on new challenges. Moving from Estate Lauder to Taco

686
00:38:18,239 --> 00:38:20,840
Speaker 1: Bell to Lows might seem like a zig zag, but

687
00:38:21,040 --> 00:38:23,719
Speaker 1: risks of credits or successes with being able to take

688
00:38:23,800 --> 00:38:27,320
Speaker 1: lessons she learned at one company and relate them to another.

689
00:38:27,920 --> 00:38:31,120
Speaker 1: As Merissa says, working within different sectors has taught her

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00:38:31,160 --> 00:38:34,200
Speaker 1: to lead with an agile mind, connect dots that are

691
00:38:34,280 --> 00:38:38,960
Speaker 1: always obvious, and bring fresh perspective. Three. As the world changes,

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00:38:39,080 --> 00:38:42,399
Speaker 1: it's important to use both data and instinct to track

693
00:38:42,560 --> 00:38:45,799
Speaker 1: changes in consumer sentiment. As Merissa says, data is a

694
00:38:45,880 --> 00:38:49,479
Speaker 1: key component, but without the intuition and instinct she's picked

695
00:38:49,520 --> 00:38:52,120
Speaker 1: up from cultural signals, she wouldn't be able to make

696
00:38:52,160 --> 00:39:34,080
Speaker 1: the right decisions quickly in the moment. Thanks for listening.

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Speaker 1: I'm Bob Pittman. That's it for today's episode. Thanks so

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00:39:38,400 --> 00:39:40,680
Speaker 1: much for listening to Math and Magic, a production of

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00:39:40,760 --> 00:39:43,680
Speaker 1: I Heart Radio. This show is hosted by Bob Pittman.

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Speaker 1: Special thanks to Sue Schillinger for booking and wrangling our

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00:39:46,640 --> 00:39:49,840
Speaker 1: wonderful talent, which is no small feat. Nikki Tore for

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00:39:49,880 --> 00:39:53,560
Speaker 1: pulling research bill plaques, and Michael Asar for their recording help,

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00:39:53,760 --> 00:39:57,720
Speaker 1: our editor Ryan Murdoch, and of course Gail Raoul, Eric Angel,

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00:39:57,840 --> 00:40:00,600
Speaker 1: Noel Mango and everyone who helped bring bring this show

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Speaker 1: to your ears. Until next time, H