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332: Being a Relevant Brand in Today’s World with Rob Willey, CMO at Cheribundi

Rob Willey, CMO at Cheribundi

Rob Willey started his career working with big brands in the advertising industry and quickly understood that path was not for him. He wanted to work on the company side and build brands. So Rob went to business school and then dove into the world of startups. He put in the work and made his way to the C-Suite before landing where he is now as — Operating Partner at Emil Capital and CMO for Cheribundi.

In this episode, Alan and Rob discuss high-growth marketing and producing content rooted in paying attention to your audience rather than simply trying to get their attention. Listen in to also learn more about the role culture plays in marketing.

In this episode, you’ll learn:

  • Once you identify what makes your product remarkable, you’ve found the root of all your marketing initiatives
  • Establish who you are as an organization before bringing on another person’s influence and brand
  • No one wants to watch an ad, weave your brand into stories

Key Highlights

  • [04:43] Rob’s path to CMO
  • [09:30] What are tart cherries and their benefits
  • [21:20] Understanding your competitive differentiation
  • [26:01] Cheribundi’s influencer program
  • [29:54] Establishing your true, best self as a brand
  • [34:41] Content over advertising
  • [39:04] What role culture plays in marketing
  • [45:33] Working at challenger brands
  • [47:49] The past experience that defines Rob
  • [49:24] Advice Rob would give his younger self
  • [50:54] What marketers should be learning more about
  • [52:19] Brands and companies to take notice of
  • [56:15] The biggest opportunity or threat for marketers today

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