115: Carrie Bienkowski of Peapod and Vic Drabicky of January Digital on Marketing Today

10/03/18 • 42 min

This week on “Marketing Today,” Alan hosts two guests. Carrie Bienkowski is CMO with Peapod, the online grocery ordering and delivery service. Prior to her time with Peapod, Bienkowski was based in London as head of fashion for eBay, and, previous to that, she spent 10 years in marketing with Procter & Gamble. Vic Drabicky is the founder and CEO of January Digital, a digital marketing agency, consultancy, and analytics firm working with brands ranging from David's Bridal to Diane von Furstenberg, Oscar de la Renta, and Vineyard Vines.

During the course of their conversation with Alan, Bienkowski and Drabicky reveal the thinking behind the ways they operate and the ways their companies work together. And the dynamic nature of this in-tandem podcast episode leads to greater insight as the Bienkowski and Drabicky build on each other's points.

Let Your Voice Be Heard

“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!

Highlights from this week's “Marketing Today” podcast include:

“Slightly older than the internet.” Bienkowski describes Peapod's origin and evolution. (1:57)
Bienkowski talks about competition and how Peapod positions itself in the category. (5:12)
Drabicky on how January Digital's strategy for Peapod helps it reach key customer segments. (9:40)
Using highly targeted, highly specific media to make sure effectiveness outweighs cost. (11:40)
Drabicky identifies trends: channels are getting expensive and consumers are getting more protective of their data. (13:25)
Bienkowski: “If you're not testing, you're not really living.” (15:57)
Bienkowski is a “modern nomad” — her peripatetic life has had an impact on the arc of her career. (27:14)
Drabicky and Bienkowski weigh in on the future of marketing. (39:07)

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.

Let Your Voice Be Heard

Highlights from this week's “Marketing Today” podcast include:

“Slightly older than the internet.” Bienkowski describes Peapod's origin and evolution. (1:57)
Bienkowski talks about competition and how Peapod positions itself in the category. (5:12)
Drabicky on how January Digital's strategy for Peapod helps it reach key customer segments. (9:40)
Using highly targeted, highly specific media to make sure effectiveness outweighs cost. (11:40)
Drabicky identifies trends: channels are getting expensive and consumers are getting more protective of their data. (13:25)
Bienkowski: “If you're not testing, you're not really living.” (15:57)
Bienkowski is a “modern nomad” — her peripatetic life has had an impact on the arc of her career. (27:14)
Drabicky and Bienkowski weigh in on the future of marketing. (39:07)

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

114: Dawn Colossi of FocusVision believes people are the key to a company’s success

In this week's episode of “Marketing Today,” Alan talks with Dawn Colossi, the new chief marketing officer at FocusVision. Colossi is a transformative marketer who has experience in the tech and B2B spaces, and she has also spent time in public relations and publishing. During the podcast, Colossi and Alan discuss at length her recent LinkedIn article, “My First 90 Days as a CMO.”

In talking about her article, Colossi reveals her belief that it's an organization's people who power and deliver success. “If I've learned anything in my career and as a professional, it's that the people are really the most important thing of what you do,” says Colossi. “And if you don't have good, engaged, happy people, they're not going to share your passion, and you're never going to get where you're going.”

Let Your Voice Be Heard

Highlights from this week's “Marketing Today” podcast include:

“Sometimes there's a plan you're not aware of.” Colossi traces the arc of her career. (1:37)
From focus room setups to full-service research provider: Colossi discusses how FocusVision started and where it is today. (3:56)
Colossi reveals what motivated her to write “My First 90 Days as a CMO.” (5:39)
“It's a lack of clarity around what the role actually is.” Colossi on the short tenures prevalent in the CMO ranks. (9:16)
Understanding the fundamentals: Building a system to generate results over time. (19:45)
Establishing customer trust sometimes means providing solutions without selling product. (26:09)
Technology has defined and enabled Colossi's career. (30:54)

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

117: Craig Evans, Chief Creative Officer at Wunderman Seattle

This is part of a 3-part series of episodes from “Marketing Today”. Host Alan Hart interviews Craig Evans, Chief Creative Officer at Wunderman. In this interview, Alan and Craig discuss the challenges related to modern creative departments as they deal with marketing across multiple, ever-changing channels and platforms. They also discuss how AI is changing the world of marketing and the boundaries of personalization.

Let Your Voice Be Heard

Highlights from this week's “Marketing Today” podcast include:

1:12 – Introducing Craig Evans
1:30 – What skills are necessary for cross-channel experience design?
2:32 – How are changing technologies changing creative departments?
5:20 – Discussing AI and Wunderman's approach to it
8:20 – What are some email personalization tactics that work well?
9:43 – What advice would Craig give his younger self?
10:40 – What is your best (go-to) source of information today?
11:40 – What is one thing you love/hate?

3 Key Points:

Modern creative departments need to bring together many, many skills – including data scientists, UX and developers (not just traditional designers).
Creative ideas and strategies are more flexible and effective in the marketplace when they're informed by multiple disciplines (not just traditional designers).
Technologies (and their influence on marketing) are changing rapidly and it's important to be an early-adopter and stay informed as technologies change.

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.