Miki Berardelli on The Marketing Playbook Podcast with Mark Friedman: Founder of Miki B LLC

Ok! Welcome back to my 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 #24 and today’s guest is Miki Berardelli. She is the Founder of Miki B LLC. 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 #24: Miki Berardelli – Founder of Miki B LLC

Miki Berardelli, the Founder of Miki B LLC, adds her page to the Marketing Playbook. Hear how to take a leap to better your career, speak up for what you’re passionate about, leverage both art and science in your marketing, take an omnichannel approach, and what Miki learned from her childhood paper route. This episode covers everything from career tips to early business memories. Here’s a small sample of what you will hear in this episode:

• How are Miki and her family handling the pandemic
• How do you combine art and science in your marketing
• How do you take a leap in your career
• How was Miki’s experience at Ralph Lauren
• How do you sell luxury brands online
• How do you eliminate silos in your business
• What will holiday shopping look like in 2020
• What is a superpower Miki wishes she had

Connect with Miki on LinkedIn.

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
  • [0:29] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
  • [0:39] Connect with Miki on LinkedIn
  • [0:42] Thank you as always to Max Branstetter of MaxPodcasting and the Wild Business Growth Podcast for producing this podcast. You can reach him at Max@MaxPodcasting.com to bring your podcast to life
• Miki’s Page of The Marketing Playbook with Mark Friedman
  • [1:09] Miki B LLC, Consumer Brands
  • [1:22] Ralph Lauren, Tory Burch, Chico’s, KIDBOX
  • [1:36] How are Miki and her family handling the pandemic
  • [1:57] What is Miki’s first story
  • [2:26] Norman Rockwell
  • [2:45] Work Ethic
  • [2:51] University of Iowa, Broadcast Journalist, School of Journalism
  • [3:02] University of Illinois, B1G Football
  • [3:28] Marketing, Marketing Communications (MarCom)
  • [3:42] Print Industry, RR Donnelley
  • [4:02] What did Miki do at DirecTech
  • [5:24] How do you combine art and science in your marketing
  • [6:02] Experian
  • [6:18] What was Miki’s experience at Tween Brands and Justice
  • [6:35] Direct-to-Consumer (DTC), Limited Too
  • [7:13] Grad School
  • [7:19] Internet, eCommerce
  • [7:29] Targeting, Direct Response
  • [7:54] How do you take a leap in your career
  • [8:48] Retail
  • [9:00] Startups
  • [9:07] Brick-and-Mortar
  • [9:31] Customer Insights
  • [9:41] Digital Marketing
  • [9:48] How was Miki’s experience at Ralph Lauren
  • [10:12] Ken Seiff, Bluefly
  • [10:23] Shop.org
  • [10:48] Mobile Devices, Executive
  • [11:15] How far into digital commerce was Ralph Lauren when Miki joined
  • [11:50] Ralph Lauren Media, Polo Ralph Lauren, NBC
  • [12:15] Luxury Brand
  • [12:22] Content Marketing
  • [12:50] How do you sell luxury brands online
  • [13:15] QR Codes, Madison Avenue
  • [13:27] Omnichannel
  • [13:33] Was Ralph Lauren in silos
  • [13:42] Wholesale, Cannibalization
  • [14:12] Data
  • [14:34] Customers
  • [14:49] Brooks Brothers
  • [15:22] Email
  • [15:32] How do you eliminate silos in your business
  • [16:35] How do you tell your brand story and Brand Purpose as a wholesale brand
  • [17:02] Rhinelander Mansion, Rugby.com
  • [17:31] Organizational Structure
  • [17:52] Polo Retail Group, David Lauren
  • [18:14] What was Miki’s role as Chief Marketing Officer (CMO) at Tory Burch
  • [18:42] Word of Mouth (WOM), Product Placement, The Oprah Winfrey Show
  • [19:00] Facebook
  • [19:11] Social Media
  • [19:26] Google AdWords, Direct Mail
  • [19:52] Fashion Brand
  • [20:03] What mistakes has Miki learned from in her career
  • [20:40] Database Marketing
  • [21:35] How do you mentor someone to speak their mind
  • [22:01] C-Suite
  • [22:39] 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
  • [23:19] Technology (Tech)
  • [23:43] How do you decide what marketing technology (MarTech) to use
  • [24:17] Revenue, PR (Public Relations)
  • [24:48] Innovation
  • [24:55] L2
  • [25:17] Investors
  • [25:31] ROI (Return on Investment)
  • [25:53] How long was Miki at Tory Burch
  • [26:02] What was her role at Chico’s
  • [26:42] Recruiting
  • [26:47] CEO (Chief Executive Officer)
  • [27:22] Dave Dyer, Lands’ End, Tommy Hilfiger, HSN
  • [28:05] Human Resources (HR)
  • [28:15] White House Black Market, Soma Intimate
  • [29:01] Shareholders
  • [29:05] What was centralized at Chico’s
  • [29:42] Loyalty Programs
  • [30:12] How has retail changed during the pandemic
  • [30:38] Multichannel Marketing
  • [30:51] COVID-19
  • [31:45] Curbside Pickup
  • [32:44] What will holiday shopping look like in 2020
  • [32:51] Online Shopping
  • [33:01] Cyber Monday
  • [34:22] Black Friday, Doorbusters
  • [34:33] Apparel
  • [34:52] How will retail inventory be affected in 2021
  • [36:23] What is Miki B LLC
  • [36:55] Raising Capital, Cost of Acquisition
  • [37:30] Consulting
  • [37:35] Digital Transformation
  • [37:52] ShopRunner, Evergreen Trading, Viper
  • [38:08] Adjunct Professor, Marketing Analytics, MBA (Masters in Business Administration)
  • [38:31] What is Miki doing from a mentoring standpoint
  • [38:42] Sarah Gallagher
  • [39:29] LinkedIn
• 2-Minute Drill
  • [40:17] Nike
  • [40:32] OpenTable, SmartNews, Audible, Sonos, SiriusXM, Spotify
  • [40:55] Amazon
  • [41:12] What is something Miki wishes she were better at
  • [41:22] What is a charitable organization she’s passionate about
  • [41:30] What is a superpower she wishes she had
  • [41:42] What is her most prized possession other than family
• Outro
  • [41:46] Connect with Miki on LinkedIn
  • [42:13] This week’s 3 Game-Winning Plays are as follows:
    1. Take a leap to better your career
    2. Speak up for what you’re passionate about
    3. Leverage both art and science in your marketing
  • [43:04] 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
  • [43:17] 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 Miki Berardelli. 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.