Carrie Bienkowski joined Peapod, one of America’s largest online grocery companies, as their first Chief Marketing Officer in 2014. She inherited a business that was underleveraging its first party data and has significant opportunities to leverage that data to enhance and optimize the digital customer journey. More than ever, the Marketing and Technology teams need to be locked at the hip. Thomas Parkinson, joined with Carrie, will talk about ‘MarTech’ as a function and why it’s so critical (and so hard to do well) – and how this training did not come from their past roles as the landscape has changed so quickly. The reality that much of what’s required for measurement & tracking (which leads to insight, not just data) is Product / Dev dependent. If the IT/ Dev teams aren’t on board, Marketing teams are flying blind. Now 5 years and nearly 50 million deliveries later, their goal is to better position the company through personalized marketing, smart use of data and rapid iterative learning.
Tuesday, July 23
American Express Stage, Four Seasons Ballroom, Level 2
Mapping the keys to Peapod’s success. The CMO and CTO dance - who owns the customer?