12 episodes

The Business of Marketing Podcast features conversations with C-Level leaders who share how the C-Suite works together with Marketing to drive business transformation. Topics that will drive these conversations include how to create cross-functional teams, establish clear communications, uphold purpose, build employer brand, invest in customer-centricity, drive technology adoption and innovation and develop talent for the future.

The Business of Marketing Adweek & SAP

    • Business
    • 5.0 • 5 Ratings

The Business of Marketing Podcast features conversations with C-Level leaders who share how the C-Suite works together with Marketing to drive business transformation. Topics that will drive these conversations include how to create cross-functional teams, establish clear communications, uphold purpose, build employer brand, invest in customer-centricity, drive technology adoption and innovation and develop talent for the future.

    How BIC Drives Innovation in the Face of Disruption

    How BIC Drives Innovation in the Face of Disruption

    For over 75 years, BIC has grown from humble beginnings to become a globally recognized and iconic brand.



    But how do you take a legacy brand like BIC whose core business is making pens, lighters, and disposable shavers, and maintain relevance in a world that has seen every significant disruption in almost everything analog due to technological innovation and digital transformation?



    On the season finale of The Business of Marketing Podcast, we sat down with BIC CEO Gonzalve Bich during Adweek’s CMO Summit to discuss how they have maintained their relevance by making their business internationally diverse, inclusive, and cross-functional.



    The family-owned brand is truly generational as Gonzalve’s grandfather, Marcel Bich, founded the company back in 1945. Gonzalve is an incredible leader whose perspective of business transformation and how to drive innovation in the face of disruption centers on putting your core values as a business before anything else.



    Tune in to learn about his 18-year journey learning every facet of the business, their "Writing the Future, Together" sustainable development program with a goal to improve learning conditions for 250 million children around the world by 2025, and the ways they have managed to reach new customers through their latest partnership with Snoop Dogg and Martha Stewart.



    Brought to you by SAP

    • 24 min
    How a Viral TikTok Led to the Transformation of Ocean Spray’s Business

    How a Viral TikTok Led to the Transformation of Ocean Spray’s Business

    On September 25, 2020, Nathan Apodaca’s car broke down on his way to work, so he decided to take his skateboard to avoid being late. On his way, he grabbed a bottle of Ocean Spray Cran-Raspberry, fired up TikTok, and would inadvertently go on to create one of the most viral moments of the year.



    Not only did the feel-good “Dreams” video make Nathan an overnight sensation on TikTok, and reintroduce Fleetwood Mac to an entire generation of creatives, but it also reinvigorated a 91-year-old legacy brand in Ocean Spray.



    No one could have predicted the significance of this cultural moment or the impact on the fortunes of Ocean Spray’s business, least of all their CEO Tom Hayes. However, as a veteran of the food business and a leader with tremendous empathy for his customers and stakeholders, Tom knew that this was an opportunity to do something that would not only transform Nathan’s life, but it would also catapult the brand into the zeitgeists that is TikTok meme culture.



    During Social Media Week New York, Tom Hayes sat down for a special episode of The Business of Marketing Podcast to discuss the viral moment and how they used it as the catalyst to engage with a whole new generation of consumers.



    Brought to you by SAP

    • 32 min
    Turning Around an Icon: A Conversation with Rolling Stone's President and COO Gus Wenner

    Turning Around an Icon: A Conversation with Rolling Stone's President and COO Gus Wenner

    Founded by Jann Wenner in 1967, Rolling Stone magazine has been a leading voice of music and popular culture for more than 50 years.



    It was during the 50th anniversary of the iconic brand that everything changed. In 2017, after realizing they wouldn't be able to thrive as a mid-size, independent publishing company, Jann and his son Gus Wenner, who joined the company back in 2012, sold the company to Penske Media Corporation (PMC).



    Since joining the company, Wenner has transformed Rolling Stone from a print-based business to a multi-platform content brand. Under his leadership, they have gone through an extraordinary period of transformation enabled in large part by his vision for how to interweave the brand's world-class journalism and storytelling into the fabric of culture and society.



    On the latest episode of The Business of Marketing Podcast, we sat down with Gus Wenner, President and Chief Operating Officer, of Rolling Stone to talk about his early career experiences, learning the business of publishing from his dad, and how they have since driven business growth through digital transformation, including the launch of a daily streaming show that Rolling Stone hosts in partnership with Twitch.



    Brought to you by SAP

    • 38 min
    How Belvedere's President Leads with Vulnerability, Empathy, and Inclusion

    How Belvedere's President Leads with Vulnerability, Empathy, and Inclusion

    While most businesses are just now shifting their focus to sustainability, Belvedere Vodka had been quietly working on it for nearly a decade.

    "We've been working on sustainability since 2012 and in a pretty serious way, but we didn't really talk about it before. It was something that we did," says Rodney Williams, President and CEO of Belvedere Vodka. "We reduced CO2 emissions from 2012 to 2017 by 42% and we were the first distillery to win a green energy grant in 2018 from the EU, that information before the pandemic was kind of great for people who wanted to nerd out and sustainability. But now it's germane to a much broader audience who is online, who is making decisions and online and finds this commitment to quality, this commitment to the environment important their decision process."

    On the latest episode of The Business of Marketing Podcast, we sat down with industry legend Rodney Williams during Mediaweek 2021 to discuss his career as a purposeful and empathic leader, his focus on advocating for and building inclusive corporations, and the power and importance of brand storytelling.

    Tune in to learn how Belvedere is distilled with purpose at its core, the ways in which they are nourishing the environment and reducing its carbon footprint, and how the ways it connects socially with its consumers and communities around the world.

    Brought to you by SAP

    • 29 min
    How Square Became a Critical Lifeline for their Customers During the Pandemic

    How Square Became a Critical Lifeline for their Customers During the Pandemic

    At the beginning of 2020, Square was gearing up for a huge growth year driven in large part by brand storytelling and customer acquisition.

    No one could have planned or predicted what ultimately happened next but, the strategy, plan, and priorities didn't fundamentally change once the pandemic hit, but the needs of Square’s customers did. The company's ability to move fast and be agile to the changing landscape enabled them to provide an essential lifeline to literally millions of businesses around the world.

    On the latest episode of The Business of Marketing, we sat down with Lauren Weinberg, Global Head of Marketing for Square to discuss the importance of being an empathic leader during uncertain times and what it means to lead with vulnerability, especially when it comes to managing her team.

    Tune in to learn how Square experienced significant growth during the pandemic while providing resources, services, and loans for small businesses all over the world, the meteoric rise in cashless businesses, and some of the new tools and products that they plan to roll out to continue to help SMBs in the future.

    Brought to you by SAP

    • 33 min
    The Importance of Combining Emotion and Data to Scale Your Business with Shake Shack CMO Jay Livingston

    The Importance of Combining Emotion and Data to Scale Your Business with Shake Shack CMO Jay Livingston

    In 2001, Shake Shack started out as one hot dog cart in Madison Square Park, but over the last 20 years, it has become one of the most iconic fast casual restaurants in America with 300+ locations around the world.

    When the pandemic hit, the restaurant chain known for its burgers and shakes lost 85% of their sales within a week. This caused the brand to pivot rapidly to digital and expedite their entire digital strategy. Shake Shack not only survived the pandemic, but thrived by adding more than 2 million customers to its mobile app experience over the past year.

    On the latest episode of The Business of Marketing, we sat down with Shake Shake CMO Jay Livingston to discuss his fundamental role in the brand's digital strategy and his incredible career journey from his time in consumer banking as the SVP of Global Marketing at Bank of America to CMO of the pet-food delivery company, BARK. In 2019, Jay became CMO of Shake Shack.

    Tune in to hear about Shake Shack's mission to Stand for Something Good® and how that mission has been fundamental to the business during the Pandemic as they have had to lean heavily into their core values to ensure they were able to stay afloat, keep their staff and customers safe while still delivering a world-class experience.

    Brought to you by SAP

    • 37 min

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