Fran Brzyski’s Post

Why marketing chiefs are ascending to CEO and joining boards. By infusing a marketing mindset into the CEO role, companies can cultivate a culture of innovation and agility essential for staying ahead in a rapidly evolving marketplace. According to The CMO Survey from spring 2023, an ongoing study run by Duke University’s Fuqua School of Business, more of corporate America’s senior marketers say they’re responsible for fields such as pricing, innovation and competitive intelligence. In 2020, for example, 32.7% of respondents said revenue growth was their responsibility, but by 2023 that figure was 41.4%. For Ewan McIntyre, vp analyst and chief of research at Gartner, this leadership shift reflects a growing impetus on the marketing function to deliver growth. “This isn’t just about a trend of CMOs moving into CEO roles,” he noted, arguing instead that a “new breed” of highly mature, experienced CMOs who are laser-focused on customer growth are being cherry-picked for CEO—sometimes via promotions within their own brands. #CMO #Marketing #Leadership #Strategy #Multidisciplinary #RevenueGrowth #Business #CustomerGrowth #CustomerFocused

There's been a lot of discussion around the future CMO role. In the last 12 months, we've heard about brands cutting the position, (UPS, Etsy) and brands reinstating it, (Unilever, Gap). Today, Robert Klara, Jason Notte and Rebecca Stewart explore the changing nature of the CMO remit for ADWEEK's May cover story. No longer confined to managing a brand and its messaging, we found the post’s responsibilities now include a host of disciplines. Some CMOs have even mastered new corporate responsibilities well enough to step up to the CEO’s office. Today’s multi-skilled marketers are also taking board seats at other companies—experiences that can help them evolve further as CMOs. Don't take our word for it though, read the conversations with Everette Taylor, CEO at Kickstarter, Stephanie McCarty, CMO at Taylor Morrison, and Carrie Palin, CMO at Cisco, to uncover the many lives of today's CMO 👉 https://adweek.it/4an63WB

CMOs, and marketers in general, are expected to know a lot more about a lot more things these days. It's a challenge to keep up with the quickly changing technology, media, and rules. How do you cope with learning new things all the time? What role do your ecosystem partners play in helping you stay on top of the latest trends, insights and data analysis? If you need help, CMD has a team of insights, strategy and research specialists who can help. https://lnkd.in/gj6tb3fb

What is the most effective way to scale a brand? Here is my two cents: Launch narrow and deep. 10-15 stores. Do demos, Instacart, social media, end caps and whatever is necessary to get consumer pull off the shelf. Achieve strong velocity. Focus on “building a brand” and not building revenue. Win over a direct audience. Have them love your brand and what you are doing. Start building a deep following. Rinse and repeat on the next batch of doors. BUILD a BRAND AND NOT BIG REVENUE out of the gate.!!!! What is everyone’s thoughts on how to grow a brand and win? #cpgindustry #scaling #brandbuilding #winning Matt Matros Stephen Gaither Mark A. Samuel Oded Brenner Sara Thompson Eric Skae Ryan Rouse Jordan Buckner

The consumer news, brands, people, places, things that captured my attention last week: 1. Kiehl’s starts selling on Amazon — (from WWD) https://lnkd.in/gxA2mDWH 2. Gap raises full year forecast and Zac Posen bets on celebrities to revive the brand — (from WWD & Vogue Business Instagram) https://lnkd.in/gxA2mDWH 3. The flat lay is back — (from Glossy) https://lnkd.in/gxA2mDWH 4. DTC Briefing: Startups are pursuing a mix of credit and equity amid fractures in funding — (from Modern Retail) https://lnkd.in/gxA2mDWH 5. The fight for influencer marketing dollars heats up with a lawsuit — (from BoF) https://lnkd.in/gtWGAb6A 6. 96% of Ulta’s sales run through their loyalty program — BoF Case study on loyalty — (from BoF) https://lnkd.in/ghZ9Gx-u 7. Abercrombie’s stock surges 24% as they capitalized on “wedding weeks” — (from CNBC) https://lnkd.in/guzQKu8U 8. Golden Goose sells $500 dirty sneakers — they’re raising €100M in an IPO — (from WSJ) https://lnkd.in/gi94ff54 9. L Catterton leads $40M Series A investment for Squared Circles — (from PR Newswire) https://lnkd.in/gdJzvTij

Bridges play a crucial role in connecting things. Such as places, people, ideas, and brands. I recently took a moment to appreciate the significance of bridges while in Chicago with Chris O'Grady. They bring two seemingly independent things together, resulting in increased efficiency and value. At Breaktime Media we always want to bring things together. One example, Stewarding and telling a brand’s story + driving frictionless commerce activities. Another example, taking a brand’s assortment of items + personalization to an individual shopper of which item is right for them. There is nothing better than being a bridge. As you start your day, consider the impact of being a bridge to those you encounter today. The benefits will not only enrich your life but also contribute to making the world a better place. #Bridges #Connection #Efficiency #Value #MakeADifference #payitforward #shoppermarketing #bethechange #ecommerce

The past 18 months have been an absolute blast - building the most exciting business I’ve ever been a part of: SEEQ! This post is long overdue, and I’m pumped to finally share what I’ve been up to. Last spring, I was introduced to SEEQ’s founders, Ben Zaver and Hannah Perez, by the ultimate connector and friend, Matthew Jung. From our very first meeting things clicked. I was inspired by their vision, passion, and the incredible business they had bootstrapped together. Having grown up immersed in consumer CPG, particularly health and wellness brands, I’ve always cared deeply about the foods we eat and the brands that serve us. I knew it was only a matter of time before this would become the focus of my career. As I spent more time with Ben and Hannah the opportunity to build something truly special in this space felt crystal clear. I joined the team as President, and over our first year, we focused on scaling the business online. Together, we’ve grown SEEQ over 300% in just the first 18 months working together. A few months ago, I embraced a new challenge, stepping into the CEO role with a focus on helping our team unlock even bigger goals for the future. I’m incredibly grateful to Ben, Hannah, and our entire team for their trust and support in allowing me to lead in this capacity. This is the kind of work that inspires me to bring my best self to the table every day. The clear protein category is beyond exciting to build. Our clear whey isolate powders are approachable, fun, and innovative—the light and refreshing drinking experience redefines what people think of when they think “protein powder.” Over the past three years, we’ve created tremendous momentum in this category, and now we’re doubling down to realize an even bigger vision. 2025 is set to be a milestone year for SEEQ. Starting in January, you’ll find us nationwide on Target shelves! This step into brick-and-mortar retail is a huge moment as we expand beyond direct-to-consumer and into a true omnichannel brand. We couldn’t have asked for a better partner to launch with. Beyond Target, we have some incredible new products in the pipeline, juicy marketing initiatives on the way, and a team more focused and energized than ever. I’m fired up for what’s ahead and truly grateful to do this work alongside such an incredible group of people. This journey and SEEQ’s success wouldn’t be possible without an amazing network of partners, advisors, and mentors. I want to thank Matthew Jung, Kent Pilakowski, Jason Kapsner, Bill Kelly, Michael Burgmaier, and David Sherry. Your support this year has made a world of difference. I also want to thank Anthony Iuzzolino of Giannuzzi Lewendon, LLP, Stephen Plattman of Anchin, The Bluebird Group, Drivepoint, and Devon Ponds for your guidance across legal, accounting, retail, and finance. We’re so grateful for your expertise and partnership. Here’s to an incredible 2025 and beyond! 🚀 Stay juicy ya'll. - Keenan

**This Day In History: Lessons from Retail Giants of the Past** Today, let's take a moment to reflect on some of the great retailers that once dominated our shopping landscapes but are now mere memories. Brands like Blockbuster, Borders, and Toys "R" Us have left indelible marks on our consumer habits, yet they ultimately succumbed to a mix of changing market dynamics and shifting consumer preferences. **Blockbuster**, once a household name in video rentals, failed to adapt to the digital streaming revolution. While Netflix was quietly reinventing how we consume entertainment, Blockbuster clung to its brick-and-mortar model, missing the opportunity to innovate and evolve. **Borders** also offers a poignant lesson. As a leading bookstore chain, it struggled to compete with the rise of online shopping and e-books. Borders didn’t fully embrace the digital world, leaving it vulnerable to competitors like Amazon, which capitalized on convenience and selection. **Toys "R" Us** is another cautionary tale. Once the go-to destination for children's toys, it faced mounting debt and fierce competition from both online retailers and discount chains. Its failure to innovate in the face of changing consumer behavior led to its demise. So, what can we learn from these giants? 1. **Adaptability is Key**: The retail landscape is constantly evolving. Businesses must remain agile and embrace change, whether it’s through technology, consumer behavior, or market demands. 2. **Embrace Innovation**: Companies need to invest in new ideas and technologies that enhance customer experience. Ignoring trends can lead to obsolescence. 3. **Understand Your Audience**: Keeping a pulse on consumer preferences is crucial. Listening to customers and adapting to their needs can set a business apart from its competitors. As we remember these once-great retailers, let’s apply their lessons to our own journeys. How can we ensure that our businesses not only survive but thrive in an ever-changing landscape? #RetailHistory #LessonsLearned #BusinessStrategy #Innovation #Adaptability

What's old is new again? * Brick & mortar mega-bookstores returning? Don't get me wrong - I love me some good old-fashioned reading, but is this a good sign for the market? Indies are lifeblood. * Legacy magazine titles are also returning (as I've written about before). SI, Business Week, Playboy, etc. And no joke, just announced this week - The Onion's paper format is coming back - perhaps the best satire on the planet. So... now what. And why... Does anyone have a meta-view story to share here? Very curious on a data-driven point of view. All I've seen thus far are opinions. And you know what they say about opinions... :) #mrxjobs. Brian Wieser, CFA Publicis Media #RIF DAIVID 🦩 MediaCom Havas Media Network Sports Illustrated The Onion Playboy Enterprises, Inc. Harvard Business Review Barnes & Noble, Inc. #publishing #media Advertising Research Foundation (ARF) American Marketing Association Association of National Advertisers #restech Insights by Kantar Insights Career Network Savanta Greenbook Erika Green

Building the next big DTC success story? Here's the hard truth: It's not just about what you make, but what you keep. Even the biggest names in DTC—yes, even Warby Parker—are grappling with profitability. Why? Because many of us are missing the bigger picture. The reality of DTC isn’t just slick websites and viral products. It’s a complex ecosystem where: 🚚 Supply chains get disrupted out of the blue 📦 Packaging costs spike overnight 📈 Material prices skyrocket unpredictably 📤 Shipping carriers hit you with surge pricing The dopamine rush of sales notifications is great, but the real work happens in the trenches: ⚙️ Mastering unit economics 📊 Optimizing operations 🏗️ Building resilient, sustainable infrastructure Here’s the brutal truth: Many DTC brands are strong on growth but weak on operations and finance. That’s a recipe for burnout—or worse, bankruptcy. Want a DTC brand that lasts? Stop chasing only top-of-funnel metrics. Start focusing on what drives long-term sustainability. Because in DTC, surviving is just as important as scaling. Would love to hear how you're tackling the growth vs. profitability challenge! Share your insights below 👇