April Berthene
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Shopper/Retail
Thorne Shifts Marketing Message Strategy Away From Product Focus
After a consumer survey, supplement brand Thorne launches a new marketing campaign that focuses on the brand’s differentiators rather than product outcomes, Chief Growth Officer Mary Beech shares.
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Top Women Network
The Knot Says ‘I Do’ to ChatGPT Ads Pilot
The Knot Chief Marketing Officer Jenny Lewis shares goals for the ChatGPT ads pilot, how the brand plans to target consumers and how the company first got involved.
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Campaigns
Great Clips Taps into Quarterback Kirk Cousins’ Love for Value Haircuts in New Campaign
Great Clips’ recent promotion featuring Kirk Cousins and Jesse Palmer drove an 11.6% increase in sales. The salon’s new VP of marketing shares the highlights and strategy behind the campaign.
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Shopper/Retail
Land O’Lakes CMO Aims to Change Rural America’s Image
Land O’Lakes, a multi-billion-dollar cooperative of farmers, sponsors a stock image collection and launches a toolkit for the entertainment industry to help portray rural America as a vibrant community.
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Shopper/Retail
Date Brand Joolies Ignites Growth in ‘Sleepy’ Category With Vibrant Packaging, Micro-Influencers
Joolies’ top marketer shares how the brand shook up a quiet category and now boasts 46% year-over-year sales growth.
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Campaigns
Three CMOs Weigh In on the Power of a Marketing Campaign Tagline
Chief marketing officers from True Religion, Shutterfly and Rambler weigh in on the importance of taglines in marketing campaigns.
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Shopper/Retail
Milani Cosmetics Touts Quality Ingredients in New Campaign
Milani CMO shares insights into the brand’s new campaign ‘What’s Inside Is Everything’ and why it reformulated one of its staple products.
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Influencer Marketing
Gordon Ramsay Says Yes to I Can’t Believe It’s Not Butter
CMO Olga Osminkina-Jones shares how the butter-substitute brand snagged celebrity chef Gordon Ramsay as the face for the brand’s new campaign featuring its reformulated product.
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Shopper/Retail
CMO at Beyond Yoga Taps into ‘In Real Life’ Marketing
Beyond Yoga, a Levi’s-acquired fitness apparel brand, now operates 14 stores with plans to expand in 2026. CMO Katie Babineau shares the retailer’s hyperlocal approach to marketing a store opening and other initiatives.
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Shopper/Retail
City Furniture Boosts Organic Search Traffic With More Product Data
City Furniture increases the information on its product detail pages by 50%, resulting in an increase in conversion rate from the shopping cart and a bump in organic traffic.
