When Kristen D’Arcy took over as CMO of D2C wellness brand Homedics six months ago, she inherited a brand refresh at its first stage. But it’s what she created from those assets that made a difference. Actions such as launching a full-fledged brand campaign with a diversified media strategy, updating online creative, and incorporating ecommerce best practices to ease online navigation and encourage conversions led to an 80 percent increase in sales on Homedics’ new website.

We spoke with D’Arcy about lessons learned from previous marketing roles held at Pac Sun, American Eagle and Ralph Lauren, how influencer marketing is feeding customer acquisition, trends to follow in the D2C world and her plans to leverage educational content to tell Homedics’ brand story.

Speaking of digital media strategies, not every brand that’s familiar to consumers is able to generate new sales consistently. For Pizza Hut, that’s where digital media comes in to drive incremental sales. Here’s how the brand is leaning into a first-party data strategy through its loyalty program and website engagement.

Lastly, we’re thrilled to announce that the finalists of our second annual Top Women in Marketing Awards, which celebrates the contributions and impact of women in marketing, have been revealed. Check out the incredible women who made our short list this year—and be sure to attend the virtual celebration announcing the winners on Dec. 13 at 1 pm ET.

See you there!

Kaylee Hultgren
Editor
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at [email protected] or call (203) 899-8494.