Chief Marketer

Editor’s Note: Fashion brand Perry Ellis’ first-party data strategy relies heavily on email marketing to drive ecommerce and online advertising. Email is particularly important because it serves as an anchor for other third-party data, which allows users to be identified and retargeted even without using cookies. CM sister pub AdExchanger looks how Perry Ellis uses performance marketing to shore up its first-party data strategy.

Editor’s Note: Despite having a smaller marketing budget than its competitors in the water bottle space, Nalgene continues to experience growth by relying on its scientific heritage, digital marketing tactics and a flexible approach. Sister pub Multichannel Marketer spoke with Nalgene’s Director of Marketing Eric Hansen about its marketing budget, Amazon ad success and more.

While marketing around taboo topics like sexual wellness, body hair grooming, cannabis and alcohol has its difficulties (particularly on social media), there are plenty of strategies brands operating in provocative categories can implement to see success. Here are three tips.

We all know the old trope about CMOs holding the most tenuous seat in the C-suite. After all, you’re easy to blame for any performance shortfalls, and even easier to replace with some other bright-eyed dreamer.

The editors of Chief Marketer have named the 2024 Campaigns of the Year. Showcasing groundbreaking ideas and innovative strategies, the winners and honorable mentions have truly set the standard for marketing brilliance.

In a LinkedIn Live on October 28, Chief Marketer and payment solutions and technology company Deluxe explored how to implement trigger marketing strategies that resonate with clients and prospects at key moments. Attendees learned what marketers should be most focused on to make this a successful strategy, best practices from optimizing client campaigns, how trigger marketing contributes to overall marketing goals, specific uses cases and more.

Día de Muertos, or Day of the Dead, is a traditional Mexican holiday and celebration that honors loved ones who have passed. This year’s festivities received special attention from tequila brand Don Julio, which hosted Día de Muertos celebrations in 15 cities globally and unveiled oversized altar installations (“ofrendas”) across eight of them.

The holiday season is a critical time for small businesses (SMBs). For many, it’s a major revenue driver, helping to meet year-end goals and set the stage for the new year. However, it’s also one of the most stressful (and busy) times of the year, especially if you’re an entrepreneur in the retail or ecommerce sectors. From feeling overwhelmed and underprepared to facing the uncertainties brought forth by inflation and an unstable economy, the pressure is real for business owners.

A recent McKinsey report surveying C-suite-level marketing and growth officers from CPG and retail companies revealed what the industry has known for some time: the purview of the CMO has expanded… yet again.

Editor’s Note: While many brands are leveraging first-party data to inform ad targeting strategies amid signal loss, scotch whisky brand Dewar’s is relying on social media—specifically Meta—to find new audiences. CM sister pub AdExchanger shows how Dewar’s has built and segmented communities through social media and evolved its media mix.