This week, Rea announced a partnership with meal-kit service CookUnity to sell a line of Babish-branded pre-made dishes. The first four launch in the New York tri-state area, with Chicago and Los Angeles coming next. The eventual goal is a rotating menu of 10 core dishes plus five seasonal items. Rea developed each recipe himself and worked with CookUnity’s test kitchens to make them work at scale.

Making the Food Actually Accessible

The timing makes a lot of sense. A big part of the Babish audience watches him cook dishes they have no realistic shot of pulling off at home. His pot roast and fried chicken are fan favorites, but they take serious time and technique. Now those same fans can just order them delivered. CookUnity had already been an advertising partner of the channel, so this deal grew naturally out of an existing relationship. Rea gets paid per meal sold.

A Podcast, a Rental, and More

The CookUnity partnership is just one piece of a busy stretch for the Binging with Babish brand. Back in May, Rea launched a podcast through Vox Media called In the Booth with Babish. It runs every two weeks and features long-form conversations about food with guests like William H. Macy and Alton Brown. Vox handles the production backend while Rea keeps creative control. The first season runs 26 episodes.

Earlier this spring he also opened Bed n Babish, a short-term rental compound along the Delaware River designed for food-focused travelers. It rounds out an already solid portfolio that includes several cookbooks, a cookware line sold through Walmart and Amazon, and Baked with Babish, a THC-infused sugar product that is getting a wider rollout this fall.

Building a Business Without the Martha Stewart Gene

Rea hit 4 million YouTube subscribers earlier this year. He quit his day job in post-production just six months after starting the channel in 2016, which says a lot about how quickly the audience responded. The business today runs lean: his longtime friend Sawyer Jacobs serves as CEO, and there are four full-time staffers including two editors. Made In, the cookware brand, invested $3 million in the operation in exchange for native sponsored content on the channel.

Despite all of it, Rea is pretty clear that the business side is not what drives him. He is a film school graduate who spent seven years in post-production before YouTube, and that creative background is still very much the engine. He is going into production this summer on a thriller he has been writing for about a decade, a story about a person who wakes up in a different body each day. He pointed to Kane Parsons, the Backrooms filmmaker now developing a project with A24, as the kind of trajectory the creator path can actually open up.

“Every YouTuber is a small business. You are an LLC generating revenue and changing your business model depending on what’s trending.”

Andrew Rea, Binging with Babish

That quote sums up where the creator economy sits right now. The most durable creator brands are not just banking ad revenue anymore. They are building product lines, media partnerships, and experiences that can hold an audience well beyond a single platform. Binging with Babish is a pretty good example of what that looks like when it actually works.

The post How Binging with Babish Turned 10 Years of YouTube Into a Full Business appeared first on Marketeller.

OpenAI: Getting Serious About Enterprise Marketing

OpenAI hired Colin Fleming—most recently CMO at ServiceNow, with 13 years at Salesforce before that—as CMO for its business unit. The hire signals something specific: OpenAI is deepening its enterprise marketing focus, not just growing the consumer side. Fleming brings real B2B credentials, and appointing someone with that profile to a dedicated business-unit CMO role suggests the company is building out a serious enterprise go-to-market function.

This is separate from OpenAI’s broader CMO role, which went to Kate Rouch (formerly of Coinbase, and before that 11 years at Meta across Facebook, Instagram, and WhatsApp) in late 2024. OpenAI now has dedicated marketing leadership for both consumer and enterprise—a structure that reflects how dramatically the company has grown.

For an AI company trying to communicate complex technology to audiences ranging from developers to enterprise buyers to everyday consumers, the right marketing structure isn’t optional—it’s foundational. Expect OpenAI’s enterprise communications to become significantly more focused under Fleming’s direction.

Furthermore, Fleming’s appointment reflects a wider trend across AI companies: as products move beyond developer tools into enterprise-wide deployments, marketing to procurement teams, legal departments, and C-suite executives requires a fundamentally different approach than marketing to ChatGPT’s consumer base. A former ServiceNow CMO, with deep experience selling cloud software to enterprise buyers through long sales cycles, is precisely the profile you reach for when you want to accelerate that transition. In short, this isn’t a brand-building hire—it’s a revenue-focused one.

• Key appointment: Colin Fleming as CMO, Business Unit (from ServiceNow)
• What it signals: A structured push into enterprise marketing, separate from consumer brand work.

CNN: One Organization for Brand and Growth

CNN named Anna Frost as head of marketing for CNN Worldwide, bringing the network’s brand marketing and growth marketing capabilities under a single organization for the first time. The consolidation is deliberate: rather than running separate teams in parallel, CNN is betting that unified leadership will produce more coherent strategy across both functions.

For a media organization navigating the fractured attention economy of 2026—where streaming, social, and traditional broadcast all compete for the same audiences—having brand-building and audience-growth aligned under one leader makes considerable sense. The challenge for any marketing head in media is maintaining editorial credibility while also driving subscriber numbers, and those goals don’t always point in the same direction. Frost’s appointment is a bet that one strong leader can hold both.

Frost’s background makes her well suited for this challenge. Her most recent role was Senior Vice President and Head of Growth and Lifecycle Marketing at Peacock, NBCUniversal’s streaming platform—one of the most competitive environments in streaming growth marketing. Before that, she led Growth Marketing for CNN+, which means she understands CNN’s direct-to-consumer aspirations and risks firsthand. Her earlier career included a Vice President role at Live Nation Entertainment and more than 13 years at The Walt Disney Company, working across direct-to-consumer, international, television, and studio divisions. That breadth—live events, streaming, entertainment, news—means Frost brings a genuinely cross-industry view of how media brands build and retain audiences.

The structural consolidation itself is also significant. Previously, brand marketing and growth marketing operated as separate teams at CNN. Combining them acknowledges something many media companies resist: brand health and subscriber growth aren’t separate problems. A strong brand lowers acquisition costs; a growing subscriber base validates the brand. Siloed teams produce inconsistent messaging. Frost’s role is a bet that integrated leadership can solve both at once.

• Key appointment: Anna Frost as Head of Global Marketing, CNN Worldwide
• What it signals: A unified approach to brand and growth, consolidating what were previously separate functions.

Chloé: Evolving Luxury for a New Generation

Luxury fashion presents a particular marketing challenge. You need to honor what makes a brand desirable while making it genuinely relevant to younger consumers who have very different relationships with brands than previous generations did. Chloé’s latest leadership appointment is part of that ongoing recalibration.

Effective luxury marketing in 2026 requires more than aspirational imagery. It demands a coherent story about craftsmanship, sustainability, and cultural relevance—told consistently across digital channels, influencer partnerships, and physical retail. The brands navigating this well are the ones with leadership that understands both the heritage they’re working with and the culture they’re marketing into.

• What it signals: A continuing effort to modernize luxury brand communications without diluting what makes the brand distinctive.

Why the 2026 Marketing Leadership Hires Matter

A CMO appointment rarely makes front-page news, but it’s often one of the most consequential decisions a brand makes. The person leading marketing defines how a company talks about itself, who it’s talking to, and what it stands for in culture. At OpenAI, the enterprise hire is about making a complex technology story legible to large organizations. At CNN, it’s about surviving and growing in a fractured media environment. At Chloé, it’s about staying culturally relevant as consumer expectations around luxury evolve.

These three hires are each, in different ways, responses to genuinely difficult strategic problems. Following what these leaders actually do over the next 12 months will be more interesting than the announcement itself. Meanwhile, for a look at how brands are putting their marketing to work right now, see our analysis of the top World Cup marketing campaigns of 2026.

The post Marketing’s Movers & Shakers: Top Leadership Hires Spark New Strategies at OpenAI, CNN, and Chloé appeared first on Marketeller.

Building a Better Business: The Build-A-Bear Turnaround Story

Remember Build-A-Bear Workshop? For a while, it seemed like the popular stuffed animal creator might be a thing of the past. But under the savvy leadership of President and CEO Sharon Price John, the company has engineered one of retail’s most impressive comebacks.

This isn’t just a story about a cute brand. Although some stories out there shows how a business hits one viral trend to revive its business, this story is more of a masterclass in business reinvention and clever marketing strategy. It shows how focusing on the fundamentals, adapting to new trends, and truly understanding your audience can lead to incredible success.

The Challenge: More Than Just a Brand Fix

When Sharon Price John stepped in as CEO in 2013, Build-A-Bear faced significant challenges. The company needed more than just a marketing facelift; it needed a complete business overhaul. The core problem wasn’t that people didn’t like building bears anymore, but that the business model itself needed to evolve with the changing retail landscape. This meant looking at everything from store leases to product offerings and how they connected with customers.

The Experiential Advantage and Omnichannel Evolution

Build-A-Bear’s initial success was built on experiential marketing, the joy of creating a personalized stuffed animal in a fun, interactive store setting. John understood this core strength but also recognized the need to expand beyond it. Her strategy involved several key pillars:

• Rethinking the In-Store Experience: While the core experience remained, Build-A-Bear refined its in-store offerings, ensuring they stayed fresh and engaging for a new generation of kids and even nostalgic adults.
  
• Embracing Omnichannel Strategy: This was crucial. Build-A-Bear expanded its reach by integrating online sales, licensing deals, and even new product lines that appeal to older demographics, like collectors and teens. This multi-channel approach allows customers to interact with the brand wherever they are.
  
• Nostalgia and Multi-Generational Appeal: The company cleverly tapped into the nostalgia of adults who grew up with Build-A-Bear, while simultaneously attracting new, younger customers. This dual approach broadened their market significantly, with online sales now targeting 40% teens and adults with gifting and collectibles.
  
• Operational Excellence: Beyond the customer-facing aspects, John focused on internal efficiencies, like renegotiating leases and optimizing margins. These behind-the-scenes moves were vital to making the business financially sound.

The Results: A Roaring Success Story

The transformation has been remarkable. Build-A-Bear, once considered a “retail relic,” is now thriving. The company’s stock has seen an incredible surge, with reports indicating a 2,000% increase, solidifying its status as a true “market darling.” This turnaround wasn’t by accident; it was the result of a deliberate, well-executed marketing and business strategy that understood the company’s past, present, and future potential.

Sharon Price John’s leadership at Build-A-Bear Workshop provides a powerful case study for any business looking to navigate disruption and achieve sustainable growth. It’s a testament to the idea that even beloved brands need to continuously evolve to stay relevant in today’s fast-changing market.

The post From Retail Relic to Roaring Success: How Build-A-Bear Became a Marketing Darling appeared first on Marketeller.

The Walt Disney Company is one of the world’s most influential entertainment brands, so leadership shifts tend to ripple through marketing, media, and investor sentiment. Recent reporting indicates CEO Bob Iger has told associates he intends to step down and transition out of day-to-day leadership before his contract ends on December 31, 2026.

The curtain call: Iger’s reported timeline

In moments like this, the story isn’t only “who’s next,” but how confidently the company communicates stability while planning the handoff. For official updates as they develop, Disney’s Press Release Archives is the most direct source for announcements and leadership news.​

Iger playbook: A legacy built through strategic acquisitions

Iger’s defining achievement is building a modern, franchise-led Disney that can scale stories across movies, series, consumer products, and parks. Britannica credits Iger with overseeing Disney’s major expansion through acquisitions including Pixar (2006 for $7.4B), Marvel (2009 for $4B), and Lucasfilm (2012), which fundamentally broadened Disney’s intellectual property portfolio. Disney’s own board statement about Iger’s renewed term adds that since returning in 2022 he has led an “enterprise-wide transformation” aimed at restoring creativity to the center of the company and positioning streaming for sustained growth and profitability, guided by pillars of creative excellence, innovation/technology, and global expansion.

What the future holds as he leaves

If Iger steps away before late 2026 as reported, Disney will enter a high-visibility transition where confidence is shaped as much by communication as by operations. Disney has publicly framed the current era as one of transformation (especially around streaming) so the next CEO will likely be measured on execution: clearer strategy, disciplined investment, and consistent performance without diluting the brand’s creative identity. Expect Disney’s marketing to lean hard on “continuity plus momentum”: reassuring fans and investors that the franchise engine remains strong, while signaling the next phase of innovation in distribution, personalization, and global growth.

Marketing takeaways

Disney’s transition is a reminder that succession planning is also a brand campaign: you need a clear narrative, consistent creative, and aligned internal + external messaging. If your business is navigating a leadership change (or even a major repositioning), Marketeller marketing services can help you plan the messaging, build supporting content, and roll out cohesive creative across digital and print without making it feel forced.

The post A New Era for Disney: Bob Iger’s Reported Departure and What It Means for Marketing appeared first on Marketeller.

In the competitive world of real estate, simply listing properties isn’t enough. Modern buyers are looking for more than just a house; they’re searching for a home, a lifestyle, and a connection. This is where companies like The Corcoran Group truly shine, especially under the visionary leadership of their Chief Marketing Officer (CMO), Christina Panos. Their approach isn’t just about selling square footage; it’s about crafting a narrative that speaks to the heart, builds trust, and uses creativity to stand out.

The Heart of the Home: Emotional Storytelling

At the core of Corcoran’s marketing strategy is the profound understanding of ’emotional resonance.’ Panos and her team recognize that buying a home is often one of the most significant emotional decisions in a person’s life. Instead of just showcasing amenities, they tell stories that highlight the *feeling* of living in a space. Is it a cozy retreat for quiet evenings? A vibrant hub for entertaining friends? A bright, inspiring place to raise a family?

This ’emotional marketing’ approach moves beyond cold facts and figures. It paints a picture of potential memories, future celebrations, and the comfort of belonging. By tapping into these deep-seated desires, Corcoran creates an unbreakable bond between a potential buyer and a property, transforming a mere structure into a dream.

Building Bridges of Trust in a Competitive Market

Trust is the bedrock of any successful real estate transaction. With so much at stake, buyers need to feel confident in their agents, the company, and the information they receive. The Corcoran Group has built a sterling reputation over the years, partly thanks to the legacy of its co-founder, Barbara Corcoran, and continues to uphold it through transparent practices and expert guidance.

Under Christina Panos, this commitment to trust is woven into every marketing initiative. From clear communication about market trends to showcasing the expertise of their agents, the brand consistently reinforces its reliability. This focus on integrity helps alleviate buyer anxieties and fosters long-term relationships, turning clients into advocates.

Beyond the Traditional: Creative Marketing in Real Estate

In an industry that can sometimes feel traditional, Corcoran, under Panos’s direction, embraces creativity to deliver impactful marketing campaigns. This means thinking outside the box, exploring new digital avenues, and developing distinctive brand experiences. Whether it’s through captivating visuals, engaging social media content, or unique partnerships, Corcoran consistently finds innovative ways to present properties and their brand.

This ‘creative marketing’ aspect ensures that The Corcoran Group’s message isn’t just heard, but remembered. It helps them stand out in crowded markets, attracting discerning clients who appreciate a sophisticated and imaginative approach to buying and selling property. This forward-thinking brand strategy is crucial for staying relevant and appealing to a diverse audience.

Understanding the Modern Buyer

Today’s real estate buyers are well-informed, tech-savvy, and expect a personalized experience. They often begin their property search online, consuming vast amounts of content before even contacting an agent. Christina Panos understands these ‘modern buyers’ intimately and ensures Corcoran’s marketing aligns with their journey.

This involves a strong digital presence, high-quality virtual tours, and content that anticipates their questions and speaks directly to their aspirations. By meeting buyers where they are and providing valuable, emotionally resonant information, Corcoran streamlines the process and enhances the overall client experience.

Conclusion: The Future of Real Estate Marketing is Human

The Corcoran Group’s success, particularly under Christina Panos’s influence, highlights a critical truth in today’s marketing landscape: human connection matters most. By prioritizing emotional storytelling, building unwavering trust, and infusing creativity into every campaign, they’ve not only sold properties but have also cultivated a powerful brand that resonates deeply with modern buyers.

Their approach serves as a masterclass for any business looking to connect with its audience on a more profound level, proving that in real estate, the most valuable currency isn’t just square footage – it’s the feeling of home.

The post Beyond Bricks and Mortar: How The Corcoran Group, Led by CMO Christina Panos, Masters Emotional Real Estate Marketing appeared first on Marketeller.

Big news from the world of online dating! Hinge, the popular dating app ‘designed to be deleted,’ is making headlines with a major leadership change. Long-time Chief Marketing Officer (CMO) and President, Jackie Jantos, has been promoted to Chief Executive Officer (CEO), effective immediately. This move signals a significant shift in direction for the company, especially as founder Justin McLeod steps away to launch a new AI dating app.

From Marketing Visionary to Company Leader: Jackie Jantos Takes the Helm

Jackie Jantos’s ascent from CMO to CEO is a powerful story for anyone in the marketing industry. It highlights the growing importance of marketing leadership in guiding a company’s overall vision and growth. As CMO, Jantos was instrumental in shaping Hinge’s brand identity, user acquisition strategies, and ensuring its message resonated with singles looking for meaningful connections. Her deep understanding of the customer journey, brand positioning, and digital marketing trends has clearly prepared her for this top role.

Her marketing strategy at Hinge focused on authenticity and a commitment to helping users find real relationships, differentiating Hinge from more casual dating apps. This approach, which emphasizes user experience and brand promise, will likely be a cornerstone of her CEO tenure. It shows that strong marketing isn’t just about ads; it’s about understanding the market, building a beloved brand, and delivering on promises.

Tamika Young Rises to CMO: A New Chapter for Hinge’s Marketing Strategy

With Jantos moving up, Tamika Young, a veteran at Hinge, has been promoted to Chief Marketing Officer. Young’s promotion ensures continuity in Hinge’s marketing efforts while bringing fresh perspectives to the role. Having been with the company, she understands Hinge’s core values and its target audience. Her challenge will be to build upon the strong foundation laid by Jantos, evolving Hinge’s brand strategy in an increasingly competitive market.

Her marketing strategy will likely involve continuing to focus on genuine connection, perhaps exploring new channels for user engagement and expanding Hinge’s global footprint. In the fast-paced world of digital marketing, staying relevant and compelling is key. Young’s experience within Hinge positions her to maintain and strengthen the app’s unique selling proposition against rivals and emerging technologies, like AI-powered dating solutions.

The Founder’s Next Move: Justin McLeod’s AI Dating App

The leadership reshuffle comes as Hinge founder Justin McLeod departs to pursue an exciting new venture: an AI dating app. This move is significant, signaling a belief in the future of artificial intelligence within the dating landscape. While details about his new app are still emerging, it suggests a potential disruption in the market, where AI could enhance matchmaking, personalize user experiences, and even facilitate conversations.

McLeod’s vision for an AI-driven dating experience highlights a future trend in dating app development. Marketers in the dating sector will need to pay close attention to how AI integration changes user expectations and competitive strategies. This includes understanding the ethical implications of AI in relationships and how to market AI features effectively and responsibly.

What This Means for Marketing Professionals

This leadership reshuffle at Hinge, as reported by Adweek, offers several key takeaways for marketing professionals:

The Power of the CMO: Jantos’s promotion underscores that CMOs are increasingly seen as strategic leaders capable of running entire businesses. A strong grasp of brand, customer, and market dynamics is invaluable.

Continuity and Evolution: Young’s promotion shows the importance of nurturing internal talent and ensuring marketing strategies evolve while maintaining core brand values.
Innovation is Key: McLeod’s departure to explore AI dating signifies the constant need for innovation and adaptation in the tech space. Marketing strategies must be agile and forward-looking to incorporate new technologies.
Brand Storytelling: Hinge’s success has been built on its compelling brand story – helping users find genuine connections. Both Jantos and Young will continue to be custodians of this narrative, ensuring it remains central to their marketing efforts and customer engagement.

In conclusion, Hinge’s executive changes are more than just personnel announcements; they represent strategic moves in a dynamic industry. With Jackie Jantos at the helm and Tamika Young leading marketing, Hinge is poised to navigate the future of dating with a strong focus on brand integrity and innovative growth. Meanwhile, Justin McLeod’s foray into AI dating promises exciting, albeit competitive, developments on the horizon

The post Hinge’s Big Shake-Up: A New CEO and CMO to Drive Dating App’s Future appeared first on Marketeller.

Source: vegconomist.com

The Departure of a Marketing Leader

As CMO of Danone North America, Linda Bethea led marketing across a large portfolio of well-known brands in categories like dairy, plant-based, and beverages. The CMO role typically oversees brand development, advertising campaigns, market research, and digital marketing strategies, shaping how consumers see and experience the company’s products.​

According to reporting from Adweek, Danone plans to fold its U.S. marketing operations into a wider regional leadership structure instead of maintaining a stand‑alone U.S. CMO position. This change suggests that marketing leadership and decision-making will be more centralized and shared across North America, rather than concentrated in one executive for the U.S. only. Industry coverage notes that Danone publicly thanked Bethea for her six years of service and contributions to its brands.​

Danone’s Evolving Marketing Strategy: A Regional Approach

Danone’s move to integrate U.S. marketing into a broader regional structure reflects a trend many global consumer packaged goods companies are following: more integrated, regional corporate marketing models. Instead of each country operating separately, brands are tying decisions more closely to regional and global strategies.​

Key reasons behind this type of restructuring include:

• Efficiency and Synergy: A regional leadership model can create more efficient use of resources and tighter coordination across brands and markets. It allows teams to share consumer insights, research, and creative platforms, rather than duplicating efforts market by market.​
• Stronger Global Alignment: For a multinational like Danone, closer integration helps ensure that global brand strategies and brand positioning stay consistent while still being adapted to local needs. This is especially important in areas like product marketing, packaging, and messaging around health and sustainability.​
• Greater Agility: With markets shifting quickly, whether due to changing consumer behavior, digital channels, or new competitors—integrated leadership can speed up decision-making and enable faster responses to trends.​

By embedding U.S. marketing into a broader North American leadership team, Danone appears to be aiming for more cohesive marketing operations and a tighter link between commercial and marketing goals.

What This Means for the Marketing Industry

Danone’s changes offer several important lessons and signals for marketers:

• The CMO Role Is Evolving, Not Disappearing
  The shift away from a single U.S. CMO does not mean marketing expertise is less important. Instead, it suggests that leadership responsibilities may be shared across a wider regional or category-based team, with marketing more deeply woven into overall business strategy.​
• Integrated Leadership Models Are Growing
  More large organizations are blending marketing with sales, insights, and operations under unified regional leaders. This can lead to more consistent customer engagement and more coordinated campaigns across channels and markets.​
• Faster Response to Consumer Trends
  The food and beverage industry is constantly adapting to new consumer trends like plant-based eating, health and wellness, and sustainability. A flexible marketing structure can help brands launch product innovations and targeted advertising campaigns more quickly as tastes change.​

Overall, Danone’s move is a reminder that marketing structures are not fixed. Companies must regularly reassess how marketing fits into the wider business if they want to stay competitive and connected to their audiences. For marketers, understanding how roles, reporting lines, and regional models are changing is just as important as keeping up with new channels or tools.

The post What Linda Bethea’s Exit From Danone Means for Marketing’s Future appeared first on Marketeller.

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Source: Linkedin Best Buy Ads

Retail Isn’t Dead – It’s Evolving

People still want to shop in stores—but how they do it has changed. Today’s retail evolution is about blending digital convenience with in-person experiences. Customers browse online, compare prices on their phones, and then visit stores to see and test products before buying. To keep up, retailers must connect all these moments into one smooth journey.​

Best Buy is a strong example of this shift. The company invests heavily in omnichannel experiences, combining its website, app, and physical stores so customers can move easily between them. This is where agile marketing becomes essential: teams must react quickly to new tech, trends, and customer needs.​

The Agile Marketing Advantage

Agile marketing borrows ideas from software development. Instead of planning one huge campaign and hoping it works, teams work in short “sprints,” test ideas quickly, look at the data, and improve in real time.​

This approach helps marketers:

• Respond to customer behavior right now, not months later
• Work closely across teams like data, creative, and product
• Adjust messaging, channels, and offers based on real results

For a fast-moving category like consumer electronics, where new products launch constantly, this kind of flexibility is critical.

Jennie Weber’s Vision for Best Buy

As CMO of Best Buy, Jennie Weber leads marketing strategy, execution, membership and loyalty programs, and customer insights across both the Best Buy brand and its retail media network. With more than 20 years at the company, she uses what she calls a “non-linear” approach to building a legacy brand that can still move fast and adapt.​

Weber and her team focus on:

• Making customer-centricity part of the culture (even posting signs in conference rooms asking, “What do you know about the customer?”)​
• Treating physical stores as experience hubs, not just places to transact​
• Building a team structure that can handle constant change without losing focus

Inside Best Buy’s Smart Marketing Strategy

Under Weber’s leadership, Best Buy’s marketing strategy is about more than promotions. It is about building a connected ecosystem that keeps the customer at the center.​

1. Customer-First, Data-Driven

Best Buy uses data and insights to understand what customers need at each stage of their journey. From online search to in-store visits, the company focuses on customer experience—asking how each decision solves a real customer problem.​

• Example: using AI to personalize the Best Buy app home screen and improve product discovery for loyalty members​

2. Best Buy Ads: A Powerful Retail Media Network

Best Buy has built a strong retail media network called Best Buy Ads. This platform lets brands use Best Buy’s first-party data and customer relationships to reach shoppers across its website, app, stores, and even streaming TV.​

Recent moves include:

• Launching “We Got Next,” its first Best Buy Ads showcase to unveil new takeover packages across store interiors and exteriors​
• Connecting its retail media network to social campaigns on platforms like Facebook and Instagram​

This creates new revenue for Best Buy and gives advertisers highly targeted, measurable ways to reach tech-focused shoppers.

3. Seamless Omnichannel Shopping

Best Buy is considered a model for omnichannel strategy, blending online and in-store journeys.​

Key elements include:

• Customers can research online, then visit stores to demo products and talk to knowledgeable associates​
• Stores serve as showrooms with brand boutiques for partners like Samsung, Sony, and LG​
• The app and website support personalized recommendations, order pickup, and membership benefits​

Best Buy treats stores as a major differentiator versus pure e-commerce competitors.

4. Agility in Action

Weber often emphasizes that adaptability and resilience beat any single marketing strategy. Best Buy’s marketing team is structured to:​

• React quickly to tech trends and new product launches
• Test and learn across channels, from retail media to social campaigns​
• Pivot when consumer behavior or the market changes unexpectedly

This balance of legacy strength and modern agility helps keep Best Buy relevant.

Why Jennie Weber’s Playbook Matters to Marketers

Jennie Weber’s work at Best Buy shows what it takes to win in modern retail:

Treat physical stores as strategic assets and experience hubs, not just cost centers.​

Be truly agile and adaptable, not just in words but in structure and process.​

Put the customer at the center of every decision, supported by real data and insights.​

Use retail media networks and first-party data to create new value for both customers and advertisers.​

Best Buy proves that physical retail isn’t going away. Instead, it is becoming smarter, more connected, and more customer-centric. For marketers, the message is clear: the future belongs to brands that can move fast, think holistically, and never lose sight of the customer.

The post Mastering Modern Retail: The Jennie Weber Way at Best Buy appeared first on Marketeller.

In the fast-paced world of consumer electronics, standing out is key. And that’s exactly what Nothing, the ambitious tech challenger, is aiming to do with its latest strategic hire. The U.K.-based company, recently valued at an impressive $1.3 billion, has appointed Charlie Smith, formerly of the luxury fashion brand Loewe, as its first-ever Chief Brand Officer. This move signals a significant shift in how tech brands are approaching their market presence, blending high-end aesthetics with cutting-edge technology.

Nothing: The Tech Unicorn Making Waves

Founded by Carl Pei, co-founder of OnePlus, Nothing emerged with a clear vision: to make tech exciting again. Known for its distinctive transparent designs and user-focused interfaces, Nothing quickly carved a niche in the competitive smartphone and audio markets. Achieving ‘tech unicorn’ status, meaning it’s a privately held startup company valued at over $1 billion, underscores its rapid growth and market potential. Its recent Series C funding round, which boosted its valuation to $1.3 billion, solidifies its position as a serious player challenging established giants.

Nothing’s marketing strategy has always leaned towards a minimalist, almost anti-establishment vibe, focusing on design and user experience rather than just raw specs. This approach has resonated with a younger, tech-savvy audience looking for something different. The appointment of a Chief Brand Officer, especially one from the luxury sector, suggests an evolution of this strategy, aiming to elevate the brand’s perception to new heights.

Image Source: WWD Charlie Smith Leaving Loewe for Nothing Technology

Charlie Smith: A Strategic Play for Premium Branding

Charlie Smith joins Nothing after seven years as Chief Marketing Officer (CMO) at Loewe, an LVMH-owned luxury fashion house. While specific details of his achievements at Loewe or LVMH were not available through our Perplexity search, his background in high fashion is incredibly noteworthy. This isn’t just a simple executive hire; it’s a profound statement about Nothing’s future marketing direction.

Bringing someone from the world of luxury into consumer electronics highlights a deliberate move to inject a different kind of brand DNA into Nothing. In luxury, branding is paramount. It’s about storytelling, perceived value, craftsmanship, exclusivity, and creating an emotional connection with the consumer that goes far beyond functionality. Smith’s expertise likely includes:

• Elevated Brand Storytelling: Crafting narratives that resonate deeply and create a premium image.
• Design-Centric Marketing: Emphasizing aesthetics and user experience as core selling points.
• Cultivating Exclusivity: Building a sense of desirability and aspiration around the brand.
• Global Market Penetration: Leveraging experience in international luxury markets for broader reach.

This appointment suggests Nothing is moving beyond being just a ‘challenger’ brand defined by its difference, to becoming a ‘premium’ brand defined by its intrinsic value and distinct identity. The marketing strategy here is clear: borrow the best practices from the luxury world to differentiate in a crowded tech landscape, moving towards a more refined, aspirational brand image.

Why This Matters for Marketing Professionals

This strategic hire by Nothing offers valuable insights for marketers across industries. It underscores several key trends:

• The Blurring Lines Between Industries: Expertise is becoming highly transferable. A successful brand builder in fashion can bring fresh perspectives to tech.
• Brand as the Ultimate Differentiator: In an age where product specifications can be quickly replicated, a strong, resonant brand is the most sustainable competitive advantage. Nothing is investing heavily in this.
• The Power of Aesthetic and Emotional Connection: Consumers are looking for more than just utility; they want products that reflect their identity and offer a delightful experience. Luxury marketing excels at this.
• Integrated Marketing Strategy: A Chief Brand Officer role emphasizes a holistic approach to marketing, ensuring brand consistency across all touchpoints, from product design to advertising and customer service.

For marketing teams, this means thinking beyond traditional performance metrics and delving deeper into brand psychology, consumer aspirations, and the power of design. It’s about creating a lifestyle around a product, not just selling a device.

Looking Ahead: What’s Next for Nothing’s Brand?

With Charlie Smith at the helm of its brand strategy, Nothing is poised for an exciting new chapter. We can anticipate a greater emphasis on sophisticated brand campaigns, elevated product launches, and a stronger focus on the emotional connection with its user base. This move solidifies Nothing’s ambition to not just compete with, but redefine, what a consumer electronics brand can be, drawing inspiration from the timeless appeal and meticulous craftsmanship of luxury goods.

This appointment is a clear indicator that in the modern market, brand perception can be just as important as innovation itself, especially for companies aiming for long-term loyalty and premium positioning. Nothing is setting a precedent for how tech companies can, and should, invest in their brand to cultivate a unique identity.

The post From Luxury to Tech: Nothing Taps Loewe’s Charlie Smith as Brand Boss in a Bold Marketing Move appeared first on Marketeller.

In the constantly evolving business landscape, marketing has traditionally been viewed as a necessary expense—essential for driving brand awareness and generating leads, yet often seen as a budget drain. However, a groundbreaking strategy is flipping this perspective by positioning marketing as a direct contributor to a company’s bottom line. This innovative approach is powering remarkable growth at Thumbtack, a leading marketplace connecting homeowners with skilled professionals.

Recently, on Adweek’s Marketing Vanguard podcast, host Jenny Rooney spoke with Thumbtack’s Chief Marketing Officer, Llibert Argerich, about his mission to transform marketing’s role inside the company. Argerich emphasizes a powerful mindset: marketing shouldn’t just spend money but should make money.

The ‘Marketing as a Profit Center’ Philosophy

What does it mean to treat marketing as a profit center? It’s about shifting focus from simply controlling costs to maximizing the return on investment (ROI) for every marketing dollar spent. Rather than only tracking expenses, Thumbtack’s marketing team actively measures the direct revenue and profits their efforts generate. This strategic investment mindset leads to measurable financial results, not just cost reductions.

For Thumbtack, whose platform efficiently matches homeowners with local service professionals across thousands of categories, this approach carries profound impact. Each successful connection delivers direct financial value. Argerich’s team relies heavily on data, analytics, and a deep understanding of customer lifetime value (CLTV) to guide their strategy.

Thumbtack’s Marketing Strategy in Action

Here’s how Llibert Argerich’s data-driven marketing framework plays out:

• Data-Driven Investment: Thumbtack rigorously evaluates marketing performance to identify which channels and campaigns acquire valuable customers and generate revenue. This enables them to funnel budgets toward the highest-ROI areas, ensuring marketing directly fuels profitability.
• Two-Sided Marketplace Optimization: Managing a two-sided marketplace means balancing marketing efforts between homeowners (service requesters) and professionals (service providers). The team employs sophisticated attribution models to understand how marketing influences both sides, optimizing for efficient matches and completed jobs.
• Focus on Customer Lifetime Value (CLTV): Beyond cost per acquisition (CPA), Thumbtack prioritizes the long-term revenue potential of customers. Marketing investments are justified based on expected lifetime revenue, promoting strategies that boost loyalty and repeat business.
• Close Alignment with Finance: Marketing operates hand-in-hand with finance, linking goals directly to financial metrics. This partnership strengthens marketing’s role as a strategic driver of corporate growth.

Key Takeaways for Marketers

Llibert Argerich’s approach provides essential insights for elevating marketing’s impact within any organization:

• Embrace Data and Analytics: Dive beyond surface metrics to understand the true financial effects of campaigns. Invest in analytics tools and expert talent to unlock these insights.
• Think Like a CFO: Align marketing strategies with the company’s financial goals, revenue streams, and profit margins. Prioritize ROI and profit contribution over just reach or engagement.
• Align with Business Objectives: Tie marketing goals directly to overarching business strategies. Demonstrated revenue impact secures marketing a vital seat at the strategic table.
• Optimize for Lifetime Value: Target customers likely to deliver long-term value through loyalty and repeat business. Balance acquisition efforts with a focus on retention and experience.

This transformative mindset, championed by leaders like Llibert Argerich, illustrates that marketing is far more than a cost center. When managed with smart strategies and measured profit objectives, it becomes a growth engine and competitive advantage.

For businesses seeking to adopt this data-driven, profit-centric approach, expert help like the creative and digital marketing services at Marketeller can craft effective campaigns that maximize ROI and business growth.

The post Beyond Spending: How Thumbtack’s CMO Turns Marketing into a Profit Powerhouse appeared first on Marketeller.