I am delighted to share an entire episode from the second season of my Conversations with CommerceNext podcast. From Disney to Playboy, the Gap, Pepsico and now back into retail with Claire's Stores Inc., Kristin Patrick is one of the most experienced and passionate youth-oriented retail CMOs working today.
Welcome to The Voice of Retail. I'm your host Michael LeBlanc. This podcast is brought to you in conjunction with Retail Council of Canada.
I am delighted to share an entire episode from the second season of my Conversations with CommerceNext podcast. From Disney to Playboy, the Gap, Pepsico and now back into retail with Claire's Stores Inc., Kristin Patrick is one of the most experienced and passionate youth-oriented retail CMOs working today.
In a wide-ranging interview with myself and CommerceNext co-founder Veronika Sonsev, Kristin takes us through her fascinating and varied career in retail marketing and the valuable mentorship and learnings she has picked up on the way.
Next, we talk about how she is leveraging her experience to explore, then expand the possibilities and scope of a beloved youth fashion brand into corners of the market and corners of the world that take retail in all channels to a whole new level.
Thanks for tuning into this special episode of The Voice of Retail. If you haven’t already, be sure and click subscribe on your favourite podcast platform so new episodes will land automatically twice a week, and check out my other retail industry media properties; the Remarkable Retail podcast, the Conversations with CommerceNext podcast, and the Food Professor podcast. Last but not least, if you are into BBQ, check out my all new YouTube barbecue show, Last Request Barbeque, with new episodes each and every week!
I’m your host Michael LeBlanc, President of M.E. LeBlanc & Company & Maven Media, and if you’re looking for more content, or want to chat follow me on LinkedIn, or visit my website meleblanc.co! Have a safe week everyone!
About Kristin
Accomplished, industry awarded executive and Board Member with digital transformation expertise leading people, processes and systems to positively impact top and bottom-line performance across diverse organizations. Expertise in creating business and marketing plans that drive acquisition, brand awareness, customer loyalty and accelerated ROI.
Passion for building 21st century brands and businesses that envelop the consumer across content, product and experiences. Distinctive perspective building companies and brands that capture the imagination of the zeitgeist. Experience leading teams of innovative thinkers and doers ranges across lifestyle and image-oriented businesses in omni-channel retail, fashion, entertainment, beauty and consumer packaged goods from start-ups to multi-billion dollar global businesses. Skilled leader in digital strategy, global marketing, product development and developing business and growth plans.
About Veronika
Veronika Sonsev is the Co-Founder of CommerceNext. She also leads the retail practice for Chameleon Collective and is a contributor for Forbes on how to grow retail and ecommerce in the age of Amazon. Having spent the last 10+ years working with some of the largest retailers and direct-to-consumer brands, Veronika has intimate knowledge of the challenges facing retail and ecommerce today. She is also an advocate for women in business and founded the global non-profit mBolden, which is now part of SheRunsit.
About Michael
Michael is the Founder & President of M.E. LeBlanc & Company Inc and a Senior Advisor to Retail Council of Canada as part of his advisory and consulting practice. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience and has been on the front lines of retail industry change for his entire career. He has delivered keynotes, hosted fire-side discussions with C-level executives and participated on thought leadership panels worldwide. Michael was recently added to ReThink Retail’s prestigious Top 100 Global Retail Influencers for a second year in 2022.
Michael is also the producer and host of a network of leading podcasts, including Canada’s top retail industry podcast, The Voice of Retail, plus the Remarkable Retail with author Steve Dennis, Global E-Commerce Tech Talks and The Food Professor with Dr. Sylvain Charlebois. Most recently, Michael launched Conversations with CommerceNext, a podcast focussed on retail eCommerce, digital marketing and retail careers - all available on Apple, Spotify, Amazon Music and all major podcast platforms. Michael is also the producer and host of the “Last Request Barbeque” channel on YouTube where he cooks meals to die for and influencer riches.
Michael LeBlanc 00:05
Welcome to The Voice of Retail. I'm your host Michael LeBlanc. This podcast is brought to you in conjunction with Retail Council of Canada.
I'm delighted to share an entire episode the second season of my Conversations with CommerceNext podcast.
From Disney to Playboy, the Gap, PepsiCo and now back into retail with Claire's stores, Kristin Patrick is one of the most experienced and passionate youth-oriented retail CMOs working today. In a wide-ranging interview, Kristin takes us through her fascinating and varied career in retail marketing and the valuable mentorship and learnings she has picked up on the way.
Next, we talked about how she is leveraging her experience to explore, and then expand the possibilities and scope of a beloved youth fashion brand into corners of the market and corners of the world that take retail in all channels to a whole new level.
Let's listen and now.
Veronika Sonsev 00:52
Welcome to Conversations with CommerceNext, Kristin. You have had such an interesting career across many iconic brands, including the Gap, Playboy, PepsiCo, and of course now the fashion brand Claire's. We are excited to have you on the podcast to learn more about your background and your vision for Claire's. Welcome.
Kristin Patrick 01:11
Thank you. Thanks so much for having me.
Veronika Sonsev 01:14
Well, to start off with Kristin, we'd love it if you could tell us about yourself, your professional journey in and around retail, but also what you, what brought you to Claire's as their new CMO?
Kristin Patrick 01:24
I've had a very interesting career, grateful for every opportunity that has been given to me. I've spent time across multiple industries. And, what I find in linking them all together is that I usually find myself attracted to brands that are closely linked to culture and, and very much about, you know, design and aesthetics.
Kristin Patrick 01:49
So, I spent time in the entertainment industry and, and actually started my career at Disney. And, you know, I really learned a lot there about how to build brands. I also spent time at NBC Universal. I spent time in the retail fashion industry; I worked for Calvin Klein, Gap Inc., I was the Chief Marketing Officer for Liz Claiborne's Lucky brand. I spent time in the beauty industry working for Revlon. And I spent time as the Chief Marketing Officer for Playboy, which I will write a book about someday for sure. I was the Chief Marketing Officer for Pepsi.
Kristin Patrick 02:26
And so, now I find myself at Claire's. And like I say, when I think about my career, the, the connective tissue was really around culture. And, you know, with a, with a play on a, a design and aesthetic with all of those companies. I joined Claire's, after taking a little bit of time off to make sure that my daughter got off to college okay.
Kristin Patrick 02:50
When I stepped down from my role at Pepsi, I was consulting for a little bit. And I really wanted to get back into the corporate world. I wanted to do something where I could really sort of make a difference for young consumers, or women, like that's, that's kind of what I put in my head like, this is what I want to do. Like I loved my time at Pepsi, it was wonderful.
Kristin Patrick 03:15
But, somehow like making a cultural impact in the lives of like Gen Z and Alpha with Claire's was so appealing to me. You know, I find myself here, and it is a company that has a very long history. It's been around for 50 years. Global brand, I don't think many people realize how long the company has been around. And really, it's kind of a new day. We are building this into, you know, a global and iconic lifestyle brand. So, sort of, you know, yes, we have our retail channels, but there's something about this brand, where we can play more, more roles in consumers lives.
Veronika Sonsev 03:55
And actually, like, let, let's double click on that for just one second. Because I think a lot of our audience is familiar with Claire's, but, but some perhaps more familiar than others. So, it would help to get everyone on the same page, tell us a little bit about the business, how you go to market and, and what makes Claire's different. And I'm noticing one specific point where you're referring to it as a brand. And I think a lot of folks may think of it as a retailer with you know, over 1000 doors so talk about that evolution as well.
Kristin Patrick 04:22
Yeah, for sure. So, Claire's, like I say, has been around for 50 years, and you know, most people, it's funny because when I say that I work there, the first thing they say is, oh my god, I got my ears pierced there. And, you know, you enter, Claire's enters consumers lives at such a momentous time, you know, it's a rite of passage to get your, an ear piercing. And so, you know, we usually stay with consumers through their first ear piercing, and then on into their proms and, you know, first communions, bat mitzvahs, whatever it is, and then they come back again, to get the latest style and fashion at a great price. So yes, for many, many years, we have, you know, had retail stores around the world. We are in the process of, you know, evolving that. we have an omni-presence, you know, retail system.
Kristin Patrick 05:17
So, we've got our digital presence, we've got our owned and operated stores, we just expanded the footprint into distribution channels outside of our owned and operated doors. What's at the heart of this whole opportunity is that when you talk to consumers, and we spend a lot of time talking to consumers, you know, they've said to us, ‘You guys, could be so much more to us’, because we've been around for so long.
And I think we hit on, like I say, a consumer nerve in terms of that first rite of passage, but also, we're a platform for self-expression. And what consumers have told us is, Listen, we want cafes from you. Yes, I love the fact that you, you know, have these amazing accessories. But when I think about self-expressing, you know, I could do my dorm room, I could do apparel, like we've even had consumers tell us that they want cafes from us. And so, you know, we just see a, a huge opportunity to, I think give consumers a platform across many areas of their lives, i-, it to express themselves.
Michael LeBlanc 06:23
Kristin, it's, it's clear that your background in Pepsi, very youth focused, would prepare you well or would, you know, put you in the same ballpark as talking about a fashion youth fashion brand, like, like Claire's. Talk about your assessment of the brand when you first got that call. When someone first said, you know, picked up the phone, however that connection was made, what was your first impression of that call? Talk about that, and, and did you right away see a, see a connection there? And, and what was your first thoughts?
Kristin Patrick 06:51
Whenever I think about like any brand or business, I always start from its history. And then, I think about, you know, what it stands for today, what it, what, what it means in consumers lives. And then, I just naturally go to where can you go? Where can you expand the brand?
And I feel like that sort of came out of the, the training that I got really ear-, early on at Disney, right? So, Disney is brilliant at taking the characters, developing, intellectual property and, and these franchises where yes, you have obviously, the content and the entertainment, but you also have a massive consumer products business around some of these, these films. You also have massive experiences.
Kristin Patrick 07:36
So, for me, when Claire's came to me, I thought about this, the nostalgia factor of the brand. It's a beloved brand, it's, it's a trusted brand. I thought about where the zeitgeist is going in terms of like, right now for this generation, Gen Z and Gen Alpha, it is all about self-expression and, you know, literally being, being who you are, whether it's, you know, wearing polka dots one day or, you know, purple eyeshadow the next or being a jock or, or, you know, defining yourself as gender fluid. I thought to myself, this could be such a cool moment in time for Claire's, not just as a retailer, but like really doub-, doubling down on, on itself as a lifestyle brand.
Michael LeBlanc 08:26
Let's talk about the moment in time we're in right now. I was watching a video of a presentation you gave, and it was talking about, ‘Oh my god, look at the world we're in. It's so fast paced’, and then I, I clicked, and it was 2017. Alright, fast forward to 2022, disruptions from the COVID era to what's happening today.
From your perspective and, and from your background. When you think about the time we've just been through and the times that we're in today. Can you differentiate for us, or in your own mind; changes in consumer behavior or thoughts, perspectives that were kind of a, you know, an adjustment to a particular period in time versus something different, something like a structural change that has taken place that we all need to pay more attention to and think about moving forward.
Kristin Patrick 09:10
When you said that I thought about at home and the pump starts off like turning and turning in the widening gyre, right? It's like the world just keeps moving faster, and faster, and faster, right? And so, I think for marketers, of brands and businesses, it's finding what's unique to each generation, right.
And so, I think when I, when, when, when we talk about Gen Z and Gen Alpha, for them, it's really about this binary to a fluid lifestyle. And so, it's about sort of democratizing bias. And, you know, they don't just challenge convention to challenge convention, and, and to just be rebel-, rebellious, but they really want to, like further open their lives to experience. And I think that that's, you know, a little bit different from past generations, right?
Kristin Patrick 10:02
And I think that purpose driven, is going to continue to be incredibly, incredibly important to this generation. Emotional well-being is critical to this generation. And I think that brands that are, we always talk about brands being authentic, but like, really having a heart, and a perspective, and a point of view and, and understanding just what this generation has been through, I think is incredibly important, coming out of COVID.
Kristin Patrick 10:30
But, you know, in particular, a lot of these kids had something so detrimental happen to them, like they basically missed two years of, of, of school, like, can you imagine if that like happened to our generation? So, I think that that is going to be something that's going to be really important.
And they definitely have this demand for, you know, enlightened experiences. And, when I think about, you know, the pace of, of life and, and what we're, what we're moving towards, it's always going to continue probably, to feel like it's moving faster and faster. But I do think that it's like taking a breath and figuring out how you connect with, you know, what it is this generation is thinking and feeling. And I think that that's how marketers’ kind of make their way through the clutter.
Michael LeBlanc 11:16
I, I want to touch on a brand architecture question. So, amazing experience, you know, Playboy, Gap, PepsiCo, now Claire's. When you look at a brand, and you touched on this earlier when you talked about your work at Playboy, how do you understand how far you can push a brand's parameters? You know, when you first, your first day in the office, you got a whiteboard, you got a clean desk, you got a cup of coffee on your desk, and you're thinking, well, how far can I even frame this brand? Is, there natural limits to brand expression in your architecture or are those artificial? And, and you really start with literally a, a white, a clean whiteboard?
Kristin Patrick 11:54
That's a great question. So, my philosophy is I, and in some ways, I always take the first step, which is like what's in the history? What's in the DNA, right? I talk to people who've been at the company for 30 years to really understand, like, from their perspective, you know, what, what, when, when you were here with the founders, or whether they were founders or not, like, like, what was at the heart of the brand?
You know, from there, I talked to consumers. I usually go out into culture. And, you know, I remember at Playboy, we brought a group of people together from the entertainment industry, we bought, we bought, we brought sexual philosophers together to figure out like, where the zeitgeist was going. So, so there's a lot of conversations and a lot of due diligence in terms of like, where the future is going.
I usually bring in a group of people together internally at the company and like, you know, there's a whole series of discussions and exercises that go on, because one of the things I've learned is like, you can't just suddenly come out and say, okay, the brands about this and, push it down from the top of the organization.
Michael LeBlanc 13:03
We’re reinventing, get ready.
Kristin Patrick 13:04
Yeah, yeah, no bad. And, and I've done that a couple of times and made mistakes early on in my career. It's like you come out from on high like, oh, here it is, you know that, that, that bad.
Michael LeBlanc 13:15
Here's the tablet, here, here's the brand, here's the brand, new brand guidelines. Just please start today.
Kristin Patrick 13:21
Exactly. You know, there's exercises, like one of my favorite exercises that I love to do with like a, you know, a team of selected people from around the company is this thing called like, your brand attic is on fire. So, your brand attic is on fire, like what do you want to take about the brand into the future? And then like, what do you want to let burn? And, you know, it's really interesting, because I feel like that sort of unites everybody in terms of saying out loud, well, actually, we never really liked that part of what we were doing.
Kristin Patrick 13:52
And so, you know, in some ways, whether you've been at the company for 50 years, or you're, you're a new person to the company, like it just, it ends up uniting everybody. The other stuff that I do, obviously, is kind of go out and talk to consumers, take a temperature check. And then, really kind of use my own hunches in terms of you know, how much we can, we can push the brand.
I inherently believe that today's consumers are multifaceted and that, you know, the best brands exist in multiple places in their lives. First of all, for convenience, sake, and like if I love a brand and it's doing everything that, you know, I, I, I want it to do and it aligns with my personal belief system, like, yes show up more places. You know, I even think about, you know, brands and companies that I love. And, if I find something that just like fits with, with me and who I am, I, I trust them to like enter into more places in my life. And I definitely think that that's the case for the next couple of generations coming down the pike.
Michael LeBlanc 14:58
If you're enjoying this podcast, please be sure and hit that subscribe button on your favorite podcast platform so you don't miss another great episode. We'll be right back with our interview with Kristin Patrick from Claire's right after this message.
Michael LeBlanc 15:10
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Michael LeBlanc 15:53
You know, I want to double click on one thing is, as, as Veronika said, your brand building thing, you know, at Pepsi, you would, you would judge market share, brand awareness, regard and recognition. But there's a whole cast of characters involved in whether that beverage is actually sold on shelf at, and at what velocity. Now that you're, again, kind of at this retail where, how do you connect the brand work you do with the ROI of moving units about creating sales by hitting ROI objectives?
Kristin Patrick 16:23
So, it's interesting, because in some ways, when you have your own owned and operated channels, it's a lot easier to use data and analytics to measure how, how you're succeeding or not, right? When you work out, like, some of these big global brands, your relationship with the consumer is held with a third party distribution system that you're servicing, right? So, the, the, the consum-, the customer was Walmart, Target, 711. And so, you, you, you know, getting real time data about how the business is moving, can be very difficult.
Kristin Patrick 17:06
So, you know, my favorite brands to work on are, and are ones where, you know, they're shopping online, I can see what they're buying, I know immediately if they don't like something. I think for this generation in particular, like our organic social channels, are a wealth of information, and knowledge, sometimes good, sometimes bad.
And I think you know, the brands I've worked on, or companies where they have their own credit cards is a massive amount of amazing information. And, you know, I've been thinking a lot about Claire's and consumer insights and, you know, really using 24/7 conversations, as well as all of the information that we have at the company to make us smarter about our merch techs to make us smarter about our marketing programs. And, you can't do that with every company. And, and you can't do that with every company based on, I think who you're selling to and what the distribution strategy is.
Veronika Sonsev 18:07
Yeah, that makes, that makes a lot of sense. And, and I think that's the benefit of being, you know, having that direct relationship with the customer versus the indirect relationship with the retailer to the customer and you get so much more first-hand information. I want to switch gears a little bit and talk about career. At Pepsi you worked with Indra Nooyi, who is one of the top female executives in corporate America. What did you learn from that experience? And what aspects of PepsiCo's culture are you bringing to Claire's?
Kristin Patrick 19:14
I loved my time at Pepsi. And, you know, it is, it is definitely, I would say, one of the best cultural marketers in the world. In addition, I think that the way they think about marketing, you know, it's not just a, an activation strategy, the marketing team, you know, they're trained as general managers. So, they really kind of drive and run the business, and they're, they're kind of at the center of the universe from an activation perspective, but also from a product perspective. You know, they oversee many parts of the business. So, it truly is like, a best-in-class brand management system, which I love.
Kristin Patrick 19:21
Now that is quite different from retail where you usually have marketing, merchandising, and, you know, that partnership is incredibly, incredibly important, but I am bringing a sort of, some of the brand management philosophies to Claire's because I think that, you know, as we evolve to thinking about, you know, our owned and operated retail channels and our eCommerce business and, you know, maybe even branching into the metaverse it's like, what are all of the places where Claire's can play? At the heart of it is that brand, right. The, the traditional retail fashion organization, I think needs to be a little bit different here because of what we're trying to do.
Veronika Sonsev 20:05
Yeah. And especially since it seems like you're also not only offering the product in your own stores, but there seems like a, a bit of a wholesale business developing that will kind of go well beyond the direct-to-consumer businesses. Is that what I heard in the beginning? I want to clarify.
Kristin Patrick 20:18
Yeah, that for sure. I think that, I think that there is that, and, like I say, I definitely learned about best-in-class general management through Pepsi. And so, I think that there's a lot of opportunity actually, for the fashion retail business to learn from some of the CPG companies.
And, you know, I look at the retail business and a lot of the, it, it is owning your own retail doors is kind of a dream come true for a marketer, because you can control so much in terms of what's going on in those stores. And, you know, you can get real time data, you're constantly talking to consumers. And so, I always loved that aspect about working in retail. When, when, you know, we could test things very quickly and pivot. So, it's nice to kind of be back on this side of the fence doing this.
Michael LeBlanc 20:44
If you're enjoying this interview, you may want to join us for the CommerceNext Summit on June 21st and 22nd at the New York Hilton Midtown. We'll be gathering our community of trailblazers and change makers to talk about the future of digital commerce and share the latest strategies for eCommerce acceleration.
The theme of the summit is, ‘Seizing the Next Wave of Growth’. And we'll be covering everything from how to set up shop in the metaverse to scaling performance marketing strategies with first party data.
Hope you'll join us in June, learn more and register at commercenext.com.
Kristin Patrick 21:42
And then, I think you asked me about Indra Nooyi. She was an extraordinary leader. She was fair, she was human, she was tough. I especially loved when she talked to us about, you know, as a woman managing career, her, her children growing up. And, some of those discussions, you know, just meant the world to me, while I was raising my daughter, and you know, doing that, doing that job, And, and so to have a leader like that, who, like I say, is, is an incredible mind, but also to share some of those personal stories, was, was really nice to be around.
Veronika Sonsev 22:28
That's amazing. And it gives you kind of great experience. I love the, kind of the, the thinking about, you have to be business owners like P&L ownership, kind of align the two parts of the business, but then also align to the human aspect of the business and really understand the people who work with you and, and help kind of, help them bring their best selves forward. And it, it's, that's probably been a very amazing experience.
Kristin Patrick 22:53
It was and in fact one of the things I do want to share with you, which was so amazing and heartfelt. Indra wrote a letter to my parents. And, she literally took the time to write a letter to my mom and dad and said, ‘You may find this odd that the CEO of the company is writing you a letter, but, you know, I believe that like, great families are behind kind of great people. And, this is, you know, this is what Kristin is doing at the company’. And, I have to tell you that like, my mom has that letter framed. She was crying. She was so proud. It's like, I like, seriously, how wonderful is that, that, that she took the time to do that for some of her executives?
Veronika Sonsev 23:37
Wow, that's incredible. That's, that's very heartfelt. I want to talk a little bit about the role of the CMO. Because you, obviously come from a very strong back, brand background. You know, the CMO role has been evolving. It's, it's always been a combination of art and science. But it, it does feel like, especially in retail that it's tilting towards science these days. Talk about where you see the role of the CMO evolving and how it will transform over the next, let's say five years.
Kristin Patrick 24:06
Yeah, the role of the CMO like, I don't think about, business is brand and brand is business, right. So, I do not believe that it's just about marketing activations. I believe that the Chief Marketing Officer plays a really pivotal role in a company as setting, sometimes, the vision for the company, right. Because they're so close to the consumer.
I think that a lot of the things that CMOs will be doing will be heavily steeped in data and analytics to drive decision making. But I also think that, you know, the best CMOs will be thinking about the business results. I think that they'll pivot quickly based on what they're see-, how they're seeing consumers reacting.
I think that the, the CMO role is, in some ways, interestingly enough, particularly for retail, very, very steeped in customer service lately. And, you know, being sort of the, the frontline of that, because usually the first complaints you hear bubble up in organic social, and so, you know, sort of, sort of being the master of always all things consumer. But I do think that for Chief Marketing Officers in the future, it should be more, much more about, you know, business strategy, and sort of driving where the company goes in conjunction with the CEO.
Michael LeBlanc 25:35
Well, it sounds exciting. We'll, we'll get a link from you and I'll put it in the show notes to where you can get in touch. And, and are you a LinkedIn person? Is that something that people could reach out or follow you on?
Kristin Patrick 25:45
Oh yeah, yeah. (crossover talk)
Michael LeBlanc 25:46
(crossover talk) You're on social media?
Kristin Patrick 25:48
Yes, I love LinkedIn. Yep.
Michael LeBlanc 25:50
All right, fantastic. Well, listen, on behalf of Veronika and myself, thanks so much for joining us today. It was really super to hear your perspective, such a great depth of experience. I can't imagine a better choice that Claire's could have made to someone to lead them into the future. It's been wonderful to have you on Conversations with CommerceNext. And I wish you continued success in, in all that you do.
Kristin Patrick 26:12
Thank you so much. It was an honor to be here with you guys.
Michael LeBlanc 26:17
Thanks for tuning into this episode of Conversations with CommerceNext. Please follow us on Apple, Spotify, Amazon Music or your favorite podcast platform, where we will be sharing career advice and marketing strategies from eCommerce and digital marketing leaders and retailers and direct to consumer brands each and every episode.
CommerceNext is a community, events series and conference for marketers at retail and direct to consumer brands. Through our online forums, interviews, webinars, summits and other in-person events, we harness the collective wisdom of our community to help marketers grow their businesses and advance their careers.
Join CommerceNext events to meet other industry leaders and learn the latest eCommerce and marketing strategies. You can find upcoming events at commercenext.com.
Have a fantastic week everyone.
Thanks for tuning in to this special episode of The Voice of Retail. If you haven't already, be sure and clicking subscribe on your favorite podcast platform so new episodes will land automatically twice a week.
And check out my other retail industry media properties the Remarkable Retail podcast, Conversations with CommerceNext podcast, and The Food Professor Podcast with Dr. Sylvain Charlebois. Last but not least, if you're into barbecue, check out my all-new YouTube barbecue show Last Request Barbecue with new episodes each and every week.
I'm your host, Michael LeBlanc, President of M.E. LeBlanc & Company and Maven Media. And if you're looking for more content or want to chat, follow me on LinkedIn or visit my website at meleblanc.com.
Have a safe week everyone.
SUMMARY KEYWORDS
brand, claire, consumers, retail, commerce, business, pepsi, playboy, cmo, thinking, company, marketers, chief marketing officer, podcast, career, lives, talk, generation, world, people