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179: Transformation of Petco with Tariq Hassan

Tariq Hassan, CMO at Petco

During this 179th episode of “Marketing Today,” host Alan Hart interviews Tariq Hassan, chief marketing officer at Petco. Petco is a leading specialty retailer that’s been serving pets and the people who love them for more than 50 years. Petco currently has about 1,500 locations throughout North America and employs approximately 26,000 people.

On the show today, Tariq Hassan discusses the transformation that is taking place at Petco, the significant investments that they are making into nutrition, and how all of this impacts their employees, which they call their partners.

Hassan shares advice for CMOs looking to get on the same page with their CEOs and organizations. “The line of trust around your leadership table is having shared accountability with your partners, and I think if you want to have aligned trust with your CEO, it starts with being aligned with your leadership team.” How does Tariq view career risks? “Sometimes, what is a risk on paper, actually presents itself as the biggest opportunity you have going forward.” Also, learn what Tariq Hassan believes is vital about brand ethos: “Brand Ethos is really capturing and understanding what that brand purpose is. But then shaping it, bringing it to life in a way that both your internal organization knows how to activate it, as well as externally making sure your customers know how it is being brought to bear to their benefit.”

Highlights from this week’s “Marketing Today”:

  • What kind of pet does Tariq Hassan have? (01:05)
  • How did Tariq Hassan start his career toward Petco? (02:34)
  • What advice would Tariq give to improve relationships with employers? (04:36)
  • What has Tariq’s first year at Petco been like? (06:16)
  • What gave Tariq business confidence at Petco? (09:46)
  • How does he think about brand ethos? (11:10)
  • What has Tariq had to do with partners (employees) to drive change? (15:05)
  • How does he think about transformation, and have there been any factors that have been critical to success? (17:00)
  • Alan and Tariq discuss the pet market and Petco’s involvement in. (21:00)
  • How does Tariq think about pet nutrition? (25:03)
  • Is there an experience in Tariq’s life that has defined who he is today? (27:15)
  • What fuels Tariq Hassan to keep going in his career and life? (30:29)
  • Are there brands that Tariq thinks we should pay attention to? (31:37)
  • Where does Tariq Hassan see the future of marketing going? (34:40)

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