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 startup world. He put in the work and made his way to the C-Suite before landing, where he is now an Operating Partner at Emil Capital and CMO for Cheribundi.
In this episode, Rob and I 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
Resources Mentioned:
- Rob Willey
- Emil Capital
- Cheribundi
- Tart Cherry
- University of North Carolina at Chapel Hill
- Old school frozen concentrate orange juice
- Columbia Business School
- Stops along the way: Method, Task Rabbit, Spring
- Cheribundi Pit Crew
- Deebo Samuel, pro-football, and Lindsay Horan, US Women’s National Soccer Team
- Ryan Reynolds – investor in Mint Mobile, Aviation Gin, actor
- Welcome to Wrexham show
- TikTok with Simon Sinek on Need for Safety
- No Bull vs. Reebok on Crossfit Games Sponsor Change
- Hoka – running shoes
- Movie reference – She’s All That
Follow the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC)
Connect with the Guest:
- https://www.linkedin.com/in/robwilley/
- https://twitter.com/cheribundi
- https://www.instagram.com/cheribundi/
Connect with Marketing Today and Alan Hart:
- Twitter: Alan B Hart – http://twitter.com/abhart
- LinkedIn: Alan B Hart – https://www.linkedin.com/in/alanhart
- Twitter: Marketing Today – http://twitter.com/themktgtoday
- Facebook: Marketing Today – https://www.facebook.com/themktgtoday/
- LinkedIn: Marketing Today – https://www.linkedin.com/company/marketing-today-with-alan-hart/
Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.
