Tell us about your company and role.
I’ve had the great fortune of helping to build the Little Spoon brand these last 6 years—we are, today, the largest and fastest growing online baby + kid’s food company in the U.S. Our mission is simple—make parents’ lives easier and help keep kid’s healthy. With products from baby stage to big kid years and an experience catered to the modern parent, we are working hard to provide this generation of parents a fresh take in the baby + kid category.
How would you describe yourself?
I am energized by energizing people. I love a good story (even when embellished), I am largely insatiable, deeply creative, motivated when I see other people win, and grateful to be on an incredible ride at Little Spoon. The world is changing quickly, that’s a guarantee— but ultimately what I find most exhilarating about problem/solving and brand building in today’s climate is the simple fact that humans don’t change. What makes us tick, what moves us, what gives us goosebumps is a control in an otherwise highly variable environment. It becomes a question of what mechanisms, creative ideas and channel mix we use to influence and drive behavior.
What qualities does an effective marketer need to have?
You enjoy the puzzle of what makes people tick. You don’t forget that no matter what, there is always a person on the receiving end. You enjoy solving the same problem in every infinite way, you do not exhaust communicating the same value props over and over, and you believe in what you do. Most critically, you understand that whatever channel or view you own is not enough. You work with integration and multi-impression strategy at the forefront.
What has been your biggest professional success so far?
Little Spoon’s success as a healthy, empowering, and high-impact brand.
What causes are you most passionate about?
I am most concerned with people feeling seen and being treated fairly.
What do you think is the biggest challenge facing eCommerce brands?
No one is an expert anymore – it’s all changing too fast. We are not anchored in the same ways we used to be with agency or platform partners, everyone is navigating the omnipresent newness of every aspect of marketing, targeting, and advertising today.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
Sephora’s just been crushing the game for a long time.
What do you geek out over?
The increasingly rare high-impact subway campaign. Stunts that stand the test of time (Reese’s Candy Exchange comes to mind). Seeing my team succeed.
