April Berthene, Author at Chief Marketer

Online October Sales On Track for Holiday Season

Social media ads, generative AI and Prime Day boost online October sales. Holiday sales are expected to slow, as consumers pull forward their holiday shopping.

Pop-Ups

Fordham University Taps Experiential to Cut Through in Higher Ed Marketing

Fordham University’s Marketing VP discusses a new brand platform designed to differentiate the institution, grow brand awareness and battle the complexities of higher education marketing.

AI

Target Debuts Enhanced AI Gift Finder for Holiday Season

Target adds a slew of customer experience digital upgrades to help shoppers find products in store and online faster.

Shopper/Retail

Vktry’s Marketing Grows Up with First National TV Ad Campaign

Shoe insoles brand Vktry debuts its first TV ad featuring professional, college and high school athletes to take its brand to the next level after years of growth from social media videos.

Influencer Marketing

True Religion CMO Shares Marketing Secrets Behind Doubling the Business

True Religion CMO Kristen D’Arcy discusses the brand’s holiday campaign and the power of upper funnel marketing.

Campaigns

Shutterfly CMO Dishes on its Holiday Marketing Campaign, AI and More

Shutterfly soups up its holiday tagline with a jingle as it prepares for its busiest time of year.

Media Relations

How Generosity Plus Public Relations Builds a Brand

Sourhouse, which manufactures and sells its own sourdough bread baking tools, prioritizes earned media to grow its brand in the niche category.

Shopper/Retail

Ulta Aims for New Shoppers and More Spend with New Marketplace

Ulta’s new marketplace allows it to expand into adjacent categories and quickly add viral products.

Cause Marketing

Rambler CMO Details how ‘Scrappy’ Marketing and Charitable Giving Fuels Growth

In this Q&A, Dave Mead, co-founder and chief marketing officer at sparkling water brand Rambler discusses the brand’s growth, marketing strategy, partnerships with charitable foundations and new tagline Chug Life.

Shopper/Retail

How Kohler Boosts Conversion from the Product Detail Page

The kitchen and bath manufacturer is overhauling all of its product images on every retailer and marketplace where it sells.