April Berthene, Author at Chief Marketer

Gritty Ambassadors To Increase Brand Awareness At Every Man Jack

The personal care brand refreshes its packaging, launches a new brand platform and taps sports influencers in a push to increase its marketing efficiency, said the VP of Brand.

Shopper/Retail

Tractor Supply CMO Aims to Balance AI With The Human Connection

At CommerceNext, Tractor Supply’s Chief Marketing Officer discusses how the retailer is using AI to do more, but still keeping its stores and employees as the hub of its brand.

Shopper/Retail

Target’s VP of Creative Shares Tips After Winning In-House Marketing Agency of the Year

Target’s in-house team of 400 marketers creates worlds and stays true to its brand identity, VP of Creative Scott Swartz says in this Q&A.

Shopper/Retail

How a Well-Known License Propels a Toothbrush Brand

How U.K.-based toothbrush brand Ordo is breaking into the U.S. by marketing its electric children’s brushes with Squishmallows, Wicked and Minions licenses.

Shopper/Retail

Naturium CMO Jake Galtere Explains Why Community Is the Skincare Brand’s Superpower

Naturium, the skincare brand owned by E.l.f. Cosmetics, launched a new campaign that features 11 real customers. CMO Jake Galtere shares the details.

Shopper/Retail

Chewy Chases World Cup Attention With Cuddle Shuttle

The Florida-based pet care brand is capitalizing on The World Cup in its backyard by being a host city sponsor and providing therapy dogs to fans.

Shopper/Retail

How FragranceNet Weighs the Cost of RCS Marketing

The newer form of text marketing, rich communication services, delivers more engagement from shoppers but a richer price tag for retailers.

Shopper/Retail

How Helzberg’s New Product Data System Drives Customer Acquisition

Fine jewelry retailer Helzberg increased online sales by 25% and accelerated product launches after implementing a new data asset management system.

Shopper/Retail

Advance Auto Parts Returns to Brand Campaigns in Time for America’s 250th Birthday

Following its best quarter in five years, Advance Auto Parts is highlighting its 94-year heritage in a new top-of-funnel marketing campaign, said Bruce Starnes, Chief Merchandising Officer.

Shopper/Retail

Florastor CMO Shares Creator Challenges and An Unexpected Male Customer

Florastor just launched a skin probiotic. CMO Bindu Shah shares why the product is resonating with men, how it keeps tight guardrails on its influencers and how it’s launching a product with Lindsay Hubbard.