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115: Carrie Bienkowski of Peapod and Vic Drabicky of January Digital on Marketing Today

Carrie & Vic

This week on “Marketing Today,” Alan hosts two guests. Carrie Bienkowski is CMO with Peapod, the online grocery ordering and delivery service. Prior to her time with Peapod, Bienkowski was based in London as head of fashion for eBay, and, previous to that, she spent 10 years in marketing with Procter & Gamble. Vic Drabicky is the founder and CEO of January Digital, a digital marketing agency, consultancy, and analytics firm working with brands ranging from David’s Bridal to Diane von Furstenberg, Oscar de la Renta, and Vineyard Vines.

During the course of their conversation with Alan, Bienkowski and Drabicky reveal the thinking behind the ways they operate and the ways their companies work together. And the dynamic nature of this in-tandem podcast episode leads to greater insight as the Bienkowski and Drabicky build on each other’s points.

Let Your Voice Be Heard

“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it’s that easy. And if we can, we’ll answer it on the next podcast. We’re looking forward to your questions!

Highlights from this week’s “Marketing Today” podcast include:

  • “Slightly older than the internet.” Bienkowski describes Peapod’s origin and evolution. (1:57)
  • Bienkowski talks about competition and how Peapod positions itself in the category. (5:12)
  • Drabicky on how January Digital’s strategy for Peapod helps it reach key customer segments. (9:40)
  • Using highly targeted, highly specific media to make sure effectiveness outweighs cost. (11:40)
  • Drabicky identifies trends: channels are getting expensive and consumers are getting more protective of their data. (13:25)
  • Bienkowski: “If you’re not testing, you’re not really living.” (15:57)
  • Bienkowski is a “modern nomad” — her peripatetic life has had an impact on the arc of her career. (27:14)
  • Drabicky and Bienkowski weigh in on the future of marketing. (39:07)