Paula Schneider on The Marketing Playbook Podcast with Mark Friedman: CEO of Susan G. Komen

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 #22 and today’s guest is Paula Schneider. She is the CEO of Susan G. Komen. 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 #22: Paula Schneider – CEO of Susan G. Komen

Paula Schneider, the Chief Executive Officer of Susan G. Komen, adds her page to the Marketing Playbook. Hear how to get screened for breast cancer, why it can affect all genders, the resources Susan G. Komen provides, how to market as a nonprofit, and Paula’s personal journey with the disease. This episode covers everything from meeting Michael Phelps to Paula’s transition from the fashion industry. Here’s a small sample of what you will hear in this episode:

• What was Paula’s experience in the apparel industry
• What does it feel like to be diagnosed with breast cancer
• What does Paula tell those recently diagnosed with breast cancer
• What can men and women do to detect breast cancer early
• What does Susan G. Komen do for marketing
• Where do donations to Susan G. Komen go
• How has COVID-19 affected Susan G. Komen
• Why is October Breast Cancer Awareness Month

Learn more and help out at ww5.Komen.org.

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
  • [0:32] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
  • [0:41] Learn more and help out at ww5.Komen.org
  • [1:34] 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
• Paula’s Page of The Marketing Playbook with Mark Friedman
  • [2:02] Paula Schneider
  • [2:13] Warnaco, Speedo, eCommerce
  • [2:40] Fashion
  • [3:18] What is Paula’s first story
  • [3:30] California State University, Chico (CSU-Chico)
  • [4:02] Nonprofits
  • [4:08] Breast Cancer
  • [4:18] Metastatic Breast Cancer, Metastatic Prostate Cancer
  • [4:48] What was Paula’s experience in the apparel industry
  • [5:13] BCBG
  • [5:42] Laundry by Shelli Segal, Liz Claiborne
  • [6:45] Michael Phelps, 2008 Beijing Olympics
  • [7:28] Chemo (Chemotherapy), Radiation
  • [8:37] How did Paula turn around American Apparel
  • [9:02] Manufacturing
  • [9:21] Pop Culture
  • [9:39] Planned Bankruptcy
  • [9:50] Hedge Fund
  • [10:23] Kanye West
  • [10:31] 7 For All Mankind, CEO (Chief Executive Officer)
  • [11:00] Women in Retail Conference
  • [11:17] Empowerment
  • [11:55] Chico’s
  • [12:03] Recruiter
  • [13:27] What was Paula’s personal experience with breast cancer
  • [13:42] Google
  • [13:57] Susan G. Komen Helpline
  • [14:18] What does Paula tell those recently diagnosed with breast cancer
  • [15:41] Oncologist
  • [16:02] Psychosocial Workers
  • [16:34] What can men and women do to detect breast cancer early
  • [16:47] Mammogram
  • [17:02] COVID-19
  • [18:08] How often are men affected by breast cancer
  • [19:13] What does Susan G. Komen do for marketing
  • [19:18] Fundraising
  • [19:50] Susan G. Komen Moments
  • [21:11] Mortality Rate
  • [21:35] Advertising
  • [21:48] Segmentation
  • [21:55] Direct Marketing
  • [22:02] Charitable Organization
  • [22:10] How does Susan G. Komen go about digital marketing
  • [22:42] Instagram
  • [23:00] Research
  • [23:08] Advocacy
  • [23:20] Women’s Health
  • [23:45] Healthcare
  • [24:01] Where do donations to Susan G. Komen go
  • [24:13] Form 990
  • [24:38] Treatment Assistance Program
  • [24:50] Copay
  • [26:42] How has COVID-19 affected Susan G. Komen
  • [26:54] Revenue
  • [27:05] Economy
  • [27:18] Susan G. Komen Walks
  • [28:22] 1918 Spanish Flu
  • [28:28] How can you volunteer for Susan G. Komen
  • [29:18] Oral Chemotherapy
  • [30:38] Local Affiliates
  • [30:50] What is Breast Cancer Awareness Month in October
  • [31:37] Live Pink
  • [32:23] “When Pink Was Only a Color”
  • [32:50] What message does Paula have for those affected with breast cancer
  • [34:12] Clinical Trials
• Outro
  • [34:48] Learn more and help out at ww5.Komen.org
  • [35:06] 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
  • [35:24] 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 Paula Schneider. 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.