Ep 111: David Skena is the Chief Marketing Officer for Krispy Kreme
08/14/24 • 46 min
What sets Krispy Kreme apart from other indulgent food brands? It’s not just their delicious doughnuts. It’s their focus on creating memorable, shareable moments that bring people together. We are joined by David Skena, Krispy Kreme’s Chief Marketing Officer (CMO), to walk us through the legacy of this beloved brand and the innovative methods that have helped them expand globally to bring fresh, delicious doughnuts to an international audience. In our conversation, David sheds light on Krispy Kreme’s innovative digital marketing strategies, with a breakdown of how they are leveraging social media and limited-time-only promotions to drive customer engagement and build awareness. We also cover Krispy Kreme’s exciting new partnership with McDonald’s before discussing the opportunities it represents and the media options it’s opened up for the brand. Tuning in, you’ll hear about David’s passion for ROI marketing, why it’s clear when social media marketing delivers, and why Krispy Kreme is investing more and more into SEO every year. To find out how Krispy Kreme continues to delight customers and adapt to market trends, don’t miss this episode!
Key Points From This Episode:
- A fun fact about David: a surprising background as a computer programmer.
- Key characteristics of the Krispy Kreme brand and what sets it apart.
- Why providing a consistent, high-quality product is essential.
- Krispy Kreme’s dedication to quality by “delivering fresh daily” across all access points.
- How the brand has increased access with an expansive footprint in the US and globally.
- An exciting new partnership with McDonald’s and the opportunities it presents.
- David’s innovative approach to social media marketing for Krispy Kreme.
- The value of ROI marketing: how David measures sales when using social media marketing.
- Insight into Krispy Kreme’s reciprocal relationship with its franchisees.
- Top tech achievement: instituting their own e-commerce channel with a fulfillment partner.
- The key role that SEO, SEM, and consumer reviews play in their digital strategy.
- David’s unpopular marketing opinion and what he loves about the marketing industry.
- His impressive career journey from Kraft Foods to Pepsi Co. and what he learned.
Links Mentioned in Today’s Episode:
What sets Krispy Kreme apart from other indulgent food brands? It’s not just their delicious doughnuts. It’s their focus on creating memorable, shareable moments that bring people together. We are joined by David Skena, Krispy Kreme’s Chief Marketing Officer (CMO), to walk us through the legacy of this beloved brand and the innovative methods that have helped them expand globally to bring fresh, delicious doughnuts to an international audience. In our conversation, David sheds light on Krispy Kreme’s innovative digital marketing strategies, with a breakdown of how they are leveraging social media and limited-time-only promotions to drive customer engagement and build awareness. We also cover Krispy Kreme’s exciting new partnership with McDonald’s before discussing the opportunities it represents and the media options it’s opened up for the brand. Tuning in, you’ll hear about David’s passion for ROI marketing, why it’s clear when social media marketing delivers, and why Krispy Kreme is investing more and more into SEO every year. To find out how Krispy Kreme continues to delight customers and adapt to market trends, don’t miss this episode!
Key Points From This Episode:
- A fun fact about David: a surprising background as a computer programmer.
- Key characteristics of the Krispy Kreme brand and what sets it apart.
- Why providing a consistent, high-quality product is essential.
- Krispy Kreme’s dedication to quality by “delivering fresh daily” across all access points.
- How the brand has increased access with an expansive footprint in the US and globally.
- An exciting new partnership with McDonald’s and the opportunities it presents.
- David’s innovative approach to social media marketing for Krispy Kreme.
- The value of ROI marketing: how David measures sales when using social media marketing.
- Insight into Krispy Kreme’s reciprocal relationship with its franchisees.
- Top tech achievement: instituting their own e-commerce channel with a fulfillment partner.
- The key role that SEO, SEM, and consumer reviews play in their digital strategy.
- David’s unpopular marketing opinion and what he loves about the marketing industry.
- His impressive career journey from Kraft Foods to Pepsi Co. and what he learned.
Links Mentioned in Today’s Episode:
Previous Episode
Ep 110: Sheila Ullery is the Chief Marketing Officer for Milan Laser Hair Removal
When a brand has a clear and attractive value proposition and then goes on to deliver on that promise, then a dedicated following and exponential brand growth is all but assured. Milan Laser Hair Removal is focused on one thing – providing a guaranteed treatment with excellent service – and to explain how Milan always stays true to its promise to become the biggest brand in its category, we are joined today by its Chief Marketing Officer, Sheila Ullery. Sheila details what Milan Laser Removal is all about, how she approaches her work as CMO, why the brand reveres everything that happens on a local level, and how it engages with influencers. Then, our guest unpacks the role of customer reviews in her work, how AI fits in, why a marketer’s passion is a strength and not a weakness, and how all the jobs she’s had until now have prepared her for her current role. We end with Sheila’s advice to new and prospective marketers, and we get a glimpse into the types of people who inspire her the most.
Key Points From This Episode:
- Welcoming Sheila Ullery as she tells us about her move from Arizona to Nebraska.
- Why she loves nature and being outdoors.
- The ins and outs of Milan Laser Hair Removal, where Sheila is now the CMO.
- What the brand needs from Sheila in her position, and how she goes about it.
- The role influencers in the growth of a brand, and tips for best practices.
- How customer reviews affect Sheila’s work.
- Exploring the way Milan has embraced AI.
- Sheila’s strongly held yet unpopular opinion about marketing.
- How her experience at previous companies set her up for her current role.
- Her advice to new and prospective marketers for how to conquer modern challenges.
- The leaders who inspire Sheila the most.
Links Mentioned in Today’s Episode:
Next Episode
Ep 112: Alex Nocifera is the Co-Founder and CEO of LOMA, and Brian Monahan is Head of Retail Media Solutions for Dentsu
Host Rob Reed welcomes some serious local retail powerhouses to the Clicks to Bricks podcast today: Alex Nocifera and Brian Monahan. Alex, a serial entrepreneur Rob has known for over a decade, returns to the show. Following a successful exit in local marketing and founding Field Day, which was featured in episode 29, he’s now focused on his latest venture, LOMA, which he co-founded with Brett Campbell, another former guest from episode 30. Joining him is Brian Monahan, Global Client President and Head of Retail Media Solutions at the agency powerhouse Dentsu. Together, they discuss the shift toward local store marketing, exploring how local activations and media drive foot traffic, boost frequency, and connect businesses with the communities they serve. This is a great episode in a new format we are exploring, so be sure not to miss out. Thanks for listening!
Key Points From This Episode:
- Where guests are joining us from today.
- A fun fact about Brian Monahan that most people might not know.
- What Alex has been up to since Field Day and more about LOMA.
- How Brian ended up at Dentsu and what they do there.
- Alex speaks to where the pain is that’s preventing franchise brands from unlocking the potential of local.
- Brian shares his thoughts on the idea of mistaking activity for impact; what is the unlock?
- Alex shares why they’re still working with paper mail and how influence can come in many different ways.
- The franchise profile: dealing with the franchisee and the possible disconnect.
- We discuss the idea that retailers are becoming media networks.
- Brian’s take on Walmart’s store-level support through socials and why more retailers haven’t followed it.
- LOMA being built to work for big companies: centralizing the workstream.
- Alex unpacks three core constituents in retail.
- Going back to the good old-fashioned match market test.
- Thoughts on trends and big shifts expected for 2025.
Links Mentioned in Today’s Episode:
Ep 29: Alex Nocifera is the Founder and CEO of Field Day, the Local Marketing Activation Platform
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