Chief Marketer
we've got a lot to talk about
February 21, 2021

“Just because there never was doesn’t mean there cannot be.” These have been words to live by for Jasmin Allen, the first female Black executive to serve as SVP at Hennessy U.S. and the highest-ranking Black executive at parent company Moët Hennessy USA. And now she’s applying that philosophy company-wide through a commitment to diversity, equity and inclusion across the business.

There is a lot of talk about diversity and inclusion in the marketing industry of late. Companies are voicing commitments and new policies; agencies are reporting progress in diversity hiring practices. But Allen is a leader who is walking the walk. It’s one of many reasons why she’s our pick for CM’s Marketers on Fire series this month. Read how this trailblazer is spearheading diversity initiatives, crafting campaigns around key cultural moments and embracing emerging trends in the spirits industry, such as premiumization and personalization.

With the sunset of third-party cookies on the horizon, marketers must explore new ways to capture information from online users so that ad targeting, user tracking and personalization can continue to inform and help optimize campaigns. We look at ways in which marketers can evaluate emerging alternatives, from examining the quality and reliability of the data to determining the scale offered by the solution.

Email marketing campaigns have proven to be an effective communication tool during the pandemic as consumers seek information on sales updates, new products and more. Automation and AI technology can enhance those campaigns through personalized messaging, market segmentation and retargeting. Read about AI’s applications for marketers here.

Finally, we cover what brands need to know about Clubhouse, the hot new social audio app frequented by celebrities and influential business folk, including Elon Musk and Mark Zuckerberg. Its invite-only status ups the exclusive factor. But if you’ve managed to score entry to the club, we’ve got a few tips on how to tackle the next new social craze.

Kaylee Hultgren
Group Content Manager
Chief Marketer

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read more about
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