Clicks 2 Bricks

Ep 112: Alex Nocifera is the Co-Founder and CEO of LOMA, and Brian Monahan is Head of Retail Media Solutions for Dentsu

Host Rob Reed welcomes some serious local retail powerhouses to the Clicks to Bricks podcast today: Alex Nocifera and Brian Monahan. Alex, a serial entrepreneur Rob has known for over a decade, returns to the show. Following a successful exit in local marketing and founding Field Day, which was featured in episode 29, he’s now focused on his latest venture, LOMA, which he co-founded with Brett Campbell, another former guest from episode 30. Joining him is Brian Monahan, Global Client President and Head of Retail Media Solutions at the agency powerhouse Dentsu. Together, they discuss the shift toward local store marketing, exploring how local activations and media drive foot traffic, boost frequency, and connect businesses with the communities they serve. This is a great episode in a new format we are exploring, so be sure not to miss out. Thanks for listening! Key Points From This Episode: * Where guests are joining us from today. * A fun fact about Brian Monahan that most people might not know. * What Alex has been up to since Field Day and more about LOMA. * How Brian ended up at Dentsu and what they do there. * Alex speaks to where the pain is that’s preventing franchise brands from unlocking the potential of local. * Brian shares his thoughts on the idea of mistaking activity for impact; what is the unlock? * Alex shares why they’re still working with paper mail and how influence can come in many different ways. * The franchise profile: dealing with the franchisee and the possible disconnect. * We discuss the idea that retailers are becoming media networks. * Brian’s take on Walmart’s store-level support through socials and why more retailers haven’t followed it. * LOMA being built to work for big companies: centralizing the workstream.  * Alex unpacks three core constituents in retail. * Going back to the good old-fashioned match market test. * Thoughts on trends and big shifts expected for 2025. Links Mentioned in Today’s Episode: Alex Nocifera on LinkedIn [https://www.linkedin.com/in/alexnocifera/] LOMA [http://LOMAPlatform.com.] Brian Monahan on LinkedIn [https://www.linkedin.com/in/brmonahan/] Dentsu [https://www.dentsu.com/] Ep 29: Alex Nocifera is the Founder and CEO of Field Day, the Local Marketing Activation Platform [https://www.clicks2bricks.fm/podcast/alex-nocifera-founder-and-ceo-of-field-day] Field Day [https://www.fieldday.com/] Ep 30: Brett Campbell is Vice President of Field Marketing for Tropical Smoothie Cafe, and this episode is a deep dive into LSM: local store marketing [https://www.clicks2bricks.fm/podcast/brett-campbell-vice-president-tropical-smoothie-cafe] Good to Great: Why Some Companies Make the Leap...and Others Don't: 1 [https://www.amazon.co.za/Good-Great-Some-Companies-Others/dp/0066620996] Clicks 2 Bricks [http://clicks2bricks.fm]  Marketing Leaders Coffee Chat [https://meetsoci.com/coffeechat]

Ep 111: David Skena is the Chief Marketing Officer for Krispy Kreme

What sets Krispy Kreme apart from other indulgent food brands? It’s not just their delicious doughnuts. It’s their focus on creating memorable, shareable moments that bring people together. We are joined by David Skena, Krispy Kreme’s Chief Marketing Officer (CMO), to walk us through the legacy of this beloved brand and the innovative methods that have helped them expand globally to bring fresh, delicious doughnuts to an international audience. In our conversation, David sheds light on Krispy Kreme’s innovative digital marketing strategies, with a breakdown of how they are leveraging social media and limited-time-only promotions to drive customer engagement and build awareness. We also cover Krispy Kreme’s exciting new partnership with McDonald’s before discussing the opportunities it represents and the media options it’s opened up for the brand. Tuning in, you’ll hear about David’s passion for ROI marketing, why it’s clear when social media marketing delivers, and why Krispy Kreme is investing more and more into SEO every year. To find out how Krispy Kreme continues to delight customers and adapt to market trends, don’t miss this episode! Key Points From This Episode: * A fun fact about David: a surprising background as a computer programmer. * Key characteristics of the Krispy Kreme brand and what sets it apart. * Why providing a consistent, high-quality product is essential. * Krispy Kreme’s dedication to quality by “delivering fresh daily” across all access points. * How the brand has increased access with an expansive footprint in the US and globally. * An exciting new partnership with McDonald’s and the opportunities it presents. * David’s innovative approach to social media marketing for Krispy Kreme. * The value of ROI marketing: how David measures sales when using social media marketing. * Insight into Krispy Kreme’s reciprocal relationship with its franchisees. * Top tech achievement: instituting their own e-commerce channel with a fulfillment partner. * The key role that SEO, SEM, and consumer reviews play in their digital strategy. * David’s unpopular marketing opinion and what he loves about the marketing industry. * His impressive career journey from Kraft Foods to Pepsi Co. and what he learned. Links Mentioned in Today’s Episode: David Skena on LinkedIn [https://www.linkedin.com/in/david-skena-87a760/] David Skena on X [https://x.com/DavidSkena] Krispy Kreme [https://www.krispykreme.com/] Krispy Kreme Job Openings [https://www.linkedin.com/company/krispy-kreme/jobs/] Krispy Kreme on LinkedIn [https://www.linkedin.com/company/krispy-kreme/] Krispy Kreme on Instagram [https://www.instagram.com/KrispyKreme/] Krispy Kreme on TikTok [https://www.tiktok.com/@krispykreme] Krispy Kreme on X [https://x.com/krispykreme] Krispy Kreme on Facebook [https://www.facebook.com/KrispyKreme/] SOCi [https://www.soci.ai/] Clicks 2 Bricks [http://clicks2bricks.fm]  Marketing Leaders Coffee Chat [https://meetsoci.com/coffeechat]

Ep 110: Sheila Ullery is the Chief Marketing Officer for Milan Laser Hair Removal

When a brand has a clear and attractive value proposition and then goes on to deliver on that promise, then a dedicated following and exponential brand growth is all but assured. Milan Laser Hair Removal is focused on one thing – providing a guaranteed treatment with excellent service – and to explain how Milan always stays true to its promise to become the biggest brand in its category, we are joined today by its Chief Marketing Officer, Sheila Ullery. Sheila details what Milan Laser Removal is all about, how she approaches her work as CMO, why the brand reveres everything that happens on a local level, and how it engages with influencers. Then, our guest unpacks the role of customer reviews in her work, how AI fits in, why a marketer’s passion is a strength and not a weakness, and how all the jobs she’s had until now have prepared her for her current role. We end with Sheila’s advice to new and prospective marketers, and we get a glimpse into the types of people who inspire her the most. Key Points From This Episode: * Welcoming Sheila Ullery as she tells us about her move from Arizona to Nebraska.  * Why she loves nature and being outdoors.  * The ins and outs of Milan Laser Hair Removal, where Sheila is now the CMO.  * What the brand needs from Sheila in her position, and how she goes about it.  * The role influencers in the growth of a brand, and tips for best practices.  * How customer reviews affect Sheila’s work.  * Exploring the way Milan has embraced AI.  * Sheila’s strongly held yet unpopular opinion about marketing.  * How her experience at previous companies set her up for her current role.  * Her advice to new and prospective marketers for how to conquer modern challenges.  * The leaders who inspire Sheila the most. Links Mentioned in Today’s Episode: Sheila Ullery on LinkedIn [https://www.linkedin.com/in/sheila-ullery/] Sheila Ullery on Facebook [https://www.facebook.com/sheila.ullery.1/] Milan Laser Hair Removal [https://milanlaser.com/]   WellBiz Brands [https://wellbizbrands.com/]  L'Oréal [https://www.loreal.com/en/]  Matrix [https://www.matrix.com/] Massage Envy [https://www.massageenvy.com/] Aveda [https://www.aveda.com/]  The All-In Podcast [https://www.allinpodcast.co/]  LVMH [https://www.lvmh.com/en] SOCi [https://www.soci.ai/] Clicks 2 Bricks [http://clicks2bricks.fm]  Marketing Leaders Coffee Chat [https://meetsoci.com/coffeechat]

Ep 109: Shannon Cole is the Vice President of Brand Marketing for RBC

If you want your marketing to connect with younger demographics, then your best bet is to make sure that your initiatives are indisputably authentic and aligned with your values – especially when it comes to sponsorships. That’s the advice of today’s guest, Shannon Cole, head of brand marketing and sponsorship at Royal Bank of Canada (RBC). She joins us today to discuss RBC’s dedicated approach to sponsorships and the transformative impact of the RBC Training Ground program. Designed to identify and support Canadian athletes who might otherwise be lost in the system, this initiative has uncovered talents like Kelsey Mitchell, a former soccer player who won a gold medal in track cycling at the Tokyo Olympics. Discover how this program goes beyond traditional sponsorship, aligning with RBC's values to create authentic, life-changing stories that resonate with audiences. Shannon also discusses common mistakes made by marketers new to sponsorship and offers advice for aspiring marketers, before sharing her thoughts on AI, influencer marketing, and more. Join us for a fascinating conversation on how RBC leverages sponsorship to build meaningful connections and drive brand equity!   Key Points From This Episode: * Introducing Shannon Cole, head of brand marketing and sponsorship at RBC. * Shannon’s background in soccer and how it influenced her choice of school. * Finding the balance between brand marketing and performance marketing. * The key role that branding plays for banks in setting themselves apart. * How RBC is using sponsorship to connect with younger generations. * RBC’s proud history of sponsorships and long-standing partners, including the Olympics. * A breakdown of the RBC Training Ground program and its origins. * How the program identifies and supports under-resourced Canadian athletes. * A program success story: Kelsey Mitchell's journey from soccer to Olympic gold in cycling. * Evaluating sponsorship opportunities: key criteria and metrics. * How RBC adapts its strategies to the digital era and changing consumer behaviors. * The importance of authentic, value-aligned sponsorships for RBC. * Common mistakes made by marketers new to sponsorship (and how to avoid them). * Advice to marketers interested in pursuing a role similar to Shannon’s. * Lightning round: influencer marketing, AI-powered marketing, and agencies. Links Mentioned in Today’s Episode: Shannon Cole on LinkedIn [https://www.linkedin.com/in/shannon-cole-63145345/] Royal Bank of Canada (RBC) [https://www.rbcroyalbank.com/personal.html] RBC Training Ground Program [https://www.rbctrainingground.ca/] Mary DePaoli on LinkedIn [https://www.linkedin.com/in/marydepaoli/] Kelsey Mitchell [https://olympic.ca/team-canada/kelsey-mitchell/] Clicks 2 Bricks [http://clicks2bricks.fm]  Marketing Leaders Coffee Chat [https://meetsoci.com/coffeechat]

Ep 108: Erin Newkirk is the Chief Brand & Marketing Officer for Caribou Coffee

Today on Clicks 2 Bricks, we are joined by the chief brand and marketing officer of Caribou Coffee to discuss the brand’s innovative TikTok campaign. Tuning in, you’ll hear all about Caribou Coffee and what sets it apart from other coffee brands, how it fits into the Panera portfolio, and how the coffee industry has changed in terms of market dynamics. We delve into their new TikTok dating show, Dream Date and how they’re leveraging the use of influencers and ambassadors for marketing before discussing the digital foundation they have created and how AI feeds into it. Our guest tells us about their local marketing strategies, how they optimize local search performance, and her unpopular opinion about foot traffic and marketing. Finally, Erin tells us about her interesting career trajectory and some lessons she’s learned along the way. Thanks for listening in! Key Points From This Episode: * Welcoming Erin Newkirk to the show, and a surprising fact about her. * What Caribou Coffee is all about and what makes them different from other coffee brands.  * Our guest explains the regional boundaries for Caribou Coffee within the Panera portfolio.  * How the market dynamics have shifted within the coffee category.  * Erin tells us about their new TikTok dating show, Dream Date: A Sip at Love. * What led them to make use of influencers and TikTok for marketing.  * Erin talks about the technological side of Caribou Coffee and how they use AI.  * How Caribou Coffee is working with their domestic franchisees on local marketing.  * A breakdown of their local search performance and how they optimize it.  * Erin shares an unpopular opinion about marketing that she has. * Why consumer packaged goods is a really good place to start a marketing career.  * How she compares CPG to multilocational marketing.  * Who Erin wants to see on the show next.  Links Mentioned in Today’s Episode: Erin Newkirk [http://www.erinnewkirk.com/] Erin Newkirk on LinkedIn [https://www.linkedin.com/in/erinnewkirk/] Erin Newkirk on X [https://x.com/erinnewkirk] Caribou Coffee [https://www.cariboucoffee.com/] Caribou Coffee on LinkedIn [https://www.linkedin.com/company/caribou-coffee/] Caribou Coffee on TikTok [https://www.tiktok.com/@cariboucoffee] Hannah Burner [https://hannahberner.com/] Clicks 2 Bricks [http://clicks2bricks.fm]  Marketing Leaders Coffee Chat [https://meetsoci.com/coffeechat]