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Even Iconic Brands need to Innovate to Survive (Jennifer Sey, CMO of Levi’s)

Posted on March 3, 2016 by Glenn Gow

There are few brands as globally recognized and secure in their market positioning as Levi’s. The 142 year old apparel company is as iconic as it is beloved. Not ready to rest on its own laurels, however, the brand is actively engaged in martech inspired strategies. In this episode of Moneyball for Marketing, Levi’s CMO Jennifer Sey, who refers to her company as “the original bay area startup,” discusses how Levi’s uses big data to determine its optimal media mix and improve ROI around the globe, the essential skills necessary to run data driven marketing operations and a number of forward thinking pilot programs the company is using in response to the increased importance of mobile and personalization in consumer marketing. Some of the key learnings include:

Building brainpower: Jennifer talks about the expanded human resource needs of a modern marketing operations team, citing the need “as marketers to be both right and left brained.” She shares advice on how to balance the analytic and creative needs of a team, while grooming key players for future CMO and senior VP roles.

Push to personalize: We learn some of the things that Levis is doing to personalize the consumer experience, including customized homepage experience and inclusion of social data. Jennifer shares her vision for the future of personalization at Levi’s, and explains how martech is affecting the suppressing consumer effect of too many choices.

Mobile modernization: What do out of home beacon based traffic marketing, cinema audience retargeting, Shazam-activated Superbowl ads and visual recognition embedded print ads have to do with each other? They are all cutting edge mobile strategies used by Levi’s. Jennifer shares the philosophy and results behind these innovative martech experiments.

Jennifer Sey is the Global Chief Marketing Officer for Levi’s® Brand.  She oversees all marketing activity including advertising, media, PR, events, in-store, digital and social.
The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world.​Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.

 
Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.


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