Ok! Welcome back to my new podcast: The Marketing Playbook with Mark Friedman! Presented by Details Interactive. Here, you’ll take away 3 game-winning marketing plays every episode to take back to your team. I’m your host, Mark Friedman, and my career has been focused on direct-to-consumer marketing; direct mail, physical retail, and digital commerce.
This is Episode #7 and today’s guest is Jodi Watson. She’s a CMO, Marketing Consultant, and Board Member. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – subscribe and leave a 5-star review if you have your playbook!
What is The Marketing Playbook with Mark Friedman?
Mark Friedman (that’s me) knows direct-to-consumer marketing. The 30+ year industry veteran has served as the President of eCommerce at Steve Madden, Chief Marketing Officer of Brooks Brothers, mentor to dozens of startups, and even youth sports coach. You’ll take away 3 fundamental tips every episode to help your team knock it out of the park, and draw up strategies for digital marketing, eCommerce, customer monetization, and pivoting with the brightest all-stars in business. Do you have your playbook?
Podcast Episode #7: Jodi Watson – CMO, Marketing Consultant, and Board Member
Jodi Watson, the CMO, Marketing Consultant, and Board Member, adds her page to the Marketing Playbook. Hear how to unlock and apply customer insights, how to start new project teams, how to learn from failure, Jodi’s experiences leading Eddie Bauer, Williams-Sonoma, and Petco, and her digital nomad sailing journey. This episode covers everything from customer insights to tales from Jodi’s boat. Here’s a small sample of what you will hear in this episode:
- What is the impact of Coronavirus on retail
- Why buyers are liars
- Who inspires Jodi as a leader
- What was Jodi’s role at Williams Sonoma
- Her favorite metrics
- Desktop vs. Mobile Conversion Rate
- Where to invest in tech as a CMO
- How do you prioritize your brands
Connect with Jodi on LinkedIn and on Instagram at @Living_on_a_Boat.
Let’s open the playbook. Ready? Break! Check out the episode, show notes, and pictures below for much more detail.
Show Notes
- Intro
- [0:22] The Marketing Playbook with Mark Friedman
- [0:24] Details Interactive
- [0:31] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- [0:40] Connect with Jodi on LinkedIn and on Instagram at @Living_on_a_Boat
- [0:49] Thank you as always to Max Branstetter of the Wild Business Growth Podcast at Hippo Direct for producing this podcast. You can reach him at max@hippodirect.com to bring your podcast to life
- Jodi’s Page of The Marketing Playbook with Mark Friedman
- [1:28] DTC (Direct-to-Consumer)
- [1:34] Puerto Vallarta, Mexico
- [2:06] How Jodi lives as a digital nomad
- [2:42] What is the impact of Coronavirus on retail
- [4:06] Cash flow
- [4:28] Brick-and-Mortar, eCommerce
- [4:56] InstaCart, FreshDirect, Amazon Fresh
- [5:35] WhatsApp, Facebook Messenger
- [6:50] Jodi’s background
- [7:25] Portland State University, Marine Biology
- [8:45] Why buyers are liars
- [9:07] Henry Ford
- [9:39] Who inspires Jodi as a leader
- [10:18] Circuit City
- [11:14] Matt Blonder on The Marketing Playbook with Mark Friedman
- [13:02] MBA (Masters of Business Administration)
- [13:49] Business Acumen
- [14:08] What was Jodi’s role at Eddie Bauer
- [15:50] Catalog marketing
- [16:32] Google, Yahoo!, AOL
- [17:01] Whether Eddie Bauer had silos
- [19:29] What was Jodi’s role at Williams Sonoma
- [19:57] The Spiegel Group, Crate and Barrel, Newport News
- [20:18] Pottery Barn
- [21:38] Why Williams Sonoma was late to digital
- [22:42] Jodi’s favorite metrics
- [23:08] KPI (Key Performance Indicator)
- [23:18] Bounce rate
- [23:38] ROI (Retrun on Investment), ROAS (Return on Ad Spend), P&L (Profit and Loss Statement)
- [24:28] Do businesses get attribution right
- [25:10] CMO (Chief Marketing Officer)
- [25:58] COVID-19
- [26:23] Trackability
- [26:38] Desktop vs. Mobile Conversion Rate
- [27:06] At Details Interactive, you can discuss your business with a seasoned direct-to-consumer marketing executive who’s helped launch and grow web businesses and integrate multi-channel marketing initiatives. Learn more at DetailsInteractive.com
- [27:46] Petco
- [28:23] How the CMO role has changed
- [28:41] CEO (Chief Executive Officer)
- [29:46] Where to invest in tech as a CMO
- [30:17] CIO (Chief Information Officer)
- [31:29] Chip Bergh on The Marketing Playbook with Mark Friedman
- [31:48] Companies being socially positive
- [32:26] GlassDoor
- [33:12] What was Jodi’s role at Wolverine Worldwide
- [33:34] Merrell, Sperry, Saucony, Harley-Davidson
- [34:20] Executive Recruiter
- [35:35] How do you prioritize your brands
- [36:16] Networking
- [37:36] Warnaco
- [37:46] What can you learn from failure
- 2-Minute Drill
- [39:36] Nike
- [39:59] Apple
- [40:06] Windy weather app
- [40:27] Calyx & Carolla, DoorDash
- [40:50] Something Jodi wishes she was better at
- [41:04] Sea Shepherd
- [41:32] What superpower Jodi wishes she had
- [41:42] Her most prized possession other than family
- This Week’s 3 Game-Winning Plays
- [42:12] Connect with Jodi on LinkedIn and on Instagram at @Living_on_a_Boat
- [43:47] This week’s 3 Game-Winning Plays are as follows:
- Unlock and apply customer insights
- Start new project teams
- Learn from failure
- [44:46] If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
- [44:54] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- Theme Song: Jazzy Man Funk Rock – Auditone Music Library – provided by Jamendo
How can I work with Details Interactive?
That’s it! Today’s game ball goes to Jodi Watson. Thank you, Playbook Marketers, for listening. If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts. You can also follow us on Twitter at @DetailsInteract and learn more at DetailsInteractive.com. Until next time, The devil is in the details.