Future Commerce · with Jackson Jeyanayagam · September 18, 2020 · 58 min
Summary
This episode features Jackson Jeyanayagam, VP and GM at Clorox, who shares his unconventional career path and diverse experiences across PR, digital marketing, and CPG. He discusses adapting to changing digital landscapes, managing brand crises, and the strategic shifts required to build and rebuild brands in the CPG and DTC sectors. Operators will gain insights into brand reinvention, influencer strategies, and navigating challenging business environments.
Key takeaways
Understand the importance of agile marketing and leveraging new platforms early, as seen with MySpace and Twitter during the early digital marketing boom.
Develop a crisis management plan, leveraging digital channels for rapid response and transparent communication, as demonstrated by the T-Mobile Sidekick hack and Chipotle E. coli outbreak.
Strategic use of influencers and content can dramatically transform brand perception, even for established brands like Old Spice.
Embrace an adaptable career path to gain diverse experiences across different company stages (startup to enterprise) and industries.
Recognize when a company's internal culture or leadership may not align with necessary digital transformations, as experienced at Chipotle.
Jackson Jeyanayagam, VP of DTC at Clorox, joins us today to talk about Clorox's DTC strategy, launching a new brand for an under-served, generation segment in the marketplace, and how his past experiences have prepared him and brought a fresh perspective to his current role.
Understand the importance of agile marketing and leveraging new platforms early, as seen with MySpace and Twitter during the early digital marketing boom.
What does this episode say about dtc strategy?
Develop a crisis management plan, leveraging digital channels for rapid response and transparent communication, as demonstrated by the T-Mobile Sidekick hack and Chipotle E. coli outbreak.
What does this episode say about founder & leadership?
Strategic use of influencers and content can dramatically transform brand perception, even for established brands like Old Spice.
What does this episode say about ai & automation?
Embrace an adaptable career path to gain diverse experiences across different company stages (startup to enterprise) and industries.
What does this episode say about brand & content?
Recognize when a company's internal culture or leadership may not align with necessary digital transformations, as experienced at Chipotle.
