Ep 97: Maria Hokanson EVP, Marketing, U.S. and Canada for Dairy Queen
05/01/24 • 38 min
In 2025, Dairy Queen turns 85 and in its eight-plus decades, it has evolved from being a simple soft-serve ice cream company to becoming one of the biggest QSR and burger brands in America! Dairy Queen’s philosophy is one of emotional connection, and bringing us closer to the brand today is its Executive Vice President of Marketing, Maria Hokanson. Maria walks us through Dairy Queen’s origins and history, what sets it apart from other brands in the space, what it aims to achieve in today’s climate, and how the way it has evolved since its inception has both highlighted and strengthened each of its core values. Then, we dive deeper into the brand by assessing its relationship with its franchisees, how it connects with its younger audience, its many store locations and remarkable brand reach, and how it uses old-school methods to make the most of modern technologies. Maria also explains the challenges of her work and how she overcomes them, how Dairy Queen uses AI for marketing, why she thinks that marketers deserve more respect, and her advice to anyone looking to follow a similar career path as hers.
Key Points From This Episode:
- Introducing Maria Hokanson as she walks us through Dairy Queen’s office setup.
- Danger girl and danger boy.
- The history of the Dairy Queen brand, what sets it apart, and what it stands for today.
- How Dairy Queen has evolved to keep up with, and embrace, the times.
- The way the brand speaks to its younger consumers.
- Dairy Queen’s store locations and brand reach.
- Its marketing relationship with its franchisees, and how it gets involved in communities.
- New age technologies versus old school methods, and everything in between.
- The challenges that Maria experiences in her work and how she overcomes them.
- Marketing adjustments that she’s made in 2024.
- Everything you need to know about Dairy Queen and AI.
- Why Maria believes that the role of marketing is being undervalued by the industry.
- Her professional journey with Dairy Queen, and current job vacancies at the company.
- TikTok, ROI, influencer marketing, and Zena Srivatsa Arnold/Sephora.
Links Mentioned in Today’s Episode:
‘America's Best Loyalty Programs’
In 2025, Dairy Queen turns 85 and in its eight-plus decades, it has evolved from being a simple soft-serve ice cream company to becoming one of the biggest QSR and burger brands in America! Dairy Queen’s philosophy is one of emotional connection, and bringing us closer to the brand today is its Executive Vice President of Marketing, Maria Hokanson. Maria walks us through Dairy Queen’s origins and history, what sets it apart from other brands in the space, what it aims to achieve in today’s climate, and how the way it has evolved since its inception has both highlighted and strengthened each of its core values. Then, we dive deeper into the brand by assessing its relationship with its franchisees, how it connects with its younger audience, its many store locations and remarkable brand reach, and how it uses old-school methods to make the most of modern technologies. Maria also explains the challenges of her work and how she overcomes them, how Dairy Queen uses AI for marketing, why she thinks that marketers deserve more respect, and her advice to anyone looking to follow a similar career path as hers.
Key Points From This Episode:
- Introducing Maria Hokanson as she walks us through Dairy Queen’s office setup.
- Danger girl and danger boy.
- The history of the Dairy Queen brand, what sets it apart, and what it stands for today.
- How Dairy Queen has evolved to keep up with, and embrace, the times.
- The way the brand speaks to its younger consumers.
- Dairy Queen’s store locations and brand reach.
- Its marketing relationship with its franchisees, and how it gets involved in communities.
- New age technologies versus old school methods, and everything in between.
- The challenges that Maria experiences in her work and how she overcomes them.
- Marketing adjustments that she’s made in 2024.
- Everything you need to know about Dairy Queen and AI.
- Why Maria believes that the role of marketing is being undervalued by the industry.
- Her professional journey with Dairy Queen, and current job vacancies at the company.
- TikTok, ROI, influencer marketing, and Zena Srivatsa Arnold/Sephora.
Links Mentioned in Today’s Episode:
‘America's Best Loyalty Programs’
Previous Episode
Ep 96: Tim Rea is the Chief Experience, Brand, and Marketing Officer for Edward Jones
Authenticity is a rare trait in today’s business world, but as today’s guest tells it, being authentic is the only way to foster meaningful human connections – which are more valuable than all the money in the world combined! Tim Rea is the Chief Experience, Brand, and Marketing Officer for Edward Jones – a financial services firm with over 15,000 offices and more than 19,000 investment advisors all geared toward serving local communities throughout America – and he joins us today to walk us through the incredible work being done at his company. We begin with Edward Jones, learning what the company does, what it stands for, who it serves, its latest groundbreaking campaign, and where it fits in the financial services industry. Then, we dive into Tim’s professional history, what his role at Edward Jones entails, how his current job compares to his previous roles in retail and CPG, and an unpopular opinion about marketers that he refuses to let go of. We also discuss the evolution of the financial advisor, how Tim and his team build trust and measure success, and why he believes that marketers are best suited for business leadership positions.
Key Points From This Episode:
- Tim Rea gives us the breakdown of his company, Edward Jones.
- Why he doesn’t believe that Edward Jones is anti-Wall Street as some claim it to be.
- Understanding the Edward Jones brand and its position in the industry.
- Diving into Tim’s title and what his role entails.
- How his previous roles in retail compare to his current one in financial services.
- A closer examination of how Edward Jones works for its partners and clients.
- Exploring the evolution of the role of financial advisor.
- The ins and outs of Edward Jones’s latest campaign, Find Your Rich.
- How Tim measures success for the campaign and at work in general.
- Why being a local brand matters to him and his team, and how he builds trust.
- His strongly held and unpopular opinion on marketing and marketers.
- Tim’s professional journey, including his transition from CPG to multilocation to finances.
- Edward Jones’s mentorship program and how it inspires new marketers.
- Branded content, TikTok, Facebook, and inspirational brands.
Links Mentioned in Today’s Episode:
Next Episode
Ep 98: Vivian Acosta is the Director of Social Media for Cricket Wireless
In today’s crowded and competitive marketing landscape, many brands strive to break through the noise by creating memorable social media moments that bring their brand personality to life. In this episode of Clicks 2 Bricks, we take a look at Cricket Wireless' recent viral campaign with WWE, featuring the Cricket Chair Phone. What is a Chair Phone, you might ask? You’ll have to keep listening to find out! To unveil the secrets behind this successful brand activation, we are joined by Vivian Acosta, Cricket's Director of Social Media. Tuning in, you’ll gain valuable insight into Cricket’s social media strategy, their unique collaborations with content creators through the Cricket Creator Network, and how the brand is leveraging AI to make marketing more streamlined and effective. Vivian also shares some stereotype-smashing advice for reaching Hispanic audiences, highlighting the importance of community investment. Don’t miss this enlightening conversation that takes a deep dive into the power of collaboration, authentic engagement, and so much more!
[Update: Cricket’s plans start at $15 per month, not $25 as mentioned in the episode]
Key Points From This Episode:
- Some sporty fun facts about Vivian Acosta (that also make her a better leader)!
- The origin story of Cricket Wireless and how the brand has evolved since 1999.
- What Vivian’s role as Head of Social Media at Cricket encompasses.
- Insight into Cricket’s relationship with WWE and the unique Chair Phone campaign.
- Successes and challenges that accompany working with celebrities.
- How Cricket leverages the creator economy with the Cricket Creator Network.
- Unique benefits a wireless provider like Cricket has when working with content creators.
- Impressions, views, and other metrics that measure the success of the creator network.
- Ways that Cricket is using AI to make marketing more efficient and impactful.
- Vivian’s 10-year journey with AT&T and how it has made her a better marketing leader.
- Curiosity, authenticity, and representation: top tips for reaching Hispanic audiences.
- Why it’s important to acknowledge your blindspots and invite challenges.
Links Mentioned in Today’s Episode:
Cricket Wireless WWE Partnership
'Cricket Wireless x WWE present: CHAIR PHONE’
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