Allison Lewin

Great time with Elanie and Kay from the Renegade Nutrition Podcast! Their content is always so timely related to changes in the science of nutrition, it's impact on our wellness, and how we can all be better at 'biohacking'. We discussed the importance of polyphenols in the diet for longevity, data from blue zones, and Goode Health. Give it a listen (if you have an hour or listen at 1.75x speed) and follow Renegade!

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Consumer behavior has never been more fragmented, and ROAS just doesn't work as a way to measure it. How should brands navigate that, especially mid-sized brands with limited budgets? I was lucky to get to share my thoughts at the Encore Leadership Conference by Encore Consumer Capital. A big thank you to Robert Brown for inviting me to lead this conversation. Digital marketing attribution, always a flawed methodology, has suffered a major blow since iOS 14. Up to 85% of U.S. iPhone users disabled ad tracking, according to one source, and Apple controls a majority of the U.S. mobile phone market. That means ROAS is much less accurate than it used to be. The solution is marketing mix modeling (MMM), which used to be too expensive and complex for private equity-backed brands. But Smoketown has partnered with an affordable, accurate and nimble firm called NoiseGrasp to bring those services to growth-stage companies. Here's an example of what we've learned: ➡️ For brands with a significant ecom and brick-and-mortar presence, there is a consistent halo effect, where marketing tactics focused on one channel (e.g., Amazon) also drive revenue on the other (e.g., Walmart). But that impact is hidden from ROAS measures and digital attribution. ➡️ All tactics have a point of diminishing returns and a minimum spending threshold, which ROAS misses. Overspending on the “best” tactics is common. Fragmentation amplifies the challenge. ➡️ Many brands have a tendency to overspend during their peak season when the spending is less necessary, and / or underspend during the “off-season” when the impact would be greater. ➡️ Growth brands often have no understanding of their base business (i.e., the portion of sales driven by the brand’s equity and loyalty), because it is impossible to measure without marketing mix modeling. Base weaknesses are often “covered up” by advertising or trade spend. Intrigued? DM me to learn more about whether MMM could be the right solution for your brand. #consumerbehavior #contentfragmentation #roas #digitalmarketing

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Have you ever wondered why things like Ramen have been wildly successful in recent years, while equally delicious items have not hit the mainstream? SRG's Food Forces tool combines consumer insights x cultural trends x culinary trends to help forecast the new and the next, and give you a window into how you can capitalize on (or create) the next big thing...like Ramen. Hit me up if this is intriguing and you'd like to learn more. Also, feel free to download our short Food Forces explainer PDF for more info and a case study which brings this all to life: https://lnkd.in/g797j56v

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Huge thanks to Kristine Kobe, VP of Marketing at Keurig Dr Pepper Inc., for sharing her leadership story with our team last week. The simple prompt of "Who/what people, places and experiences shaped you into the leader you are today?" reveals a lot of great takeaways, and I learn so much every time we do this. Here's my 6 favorite tips from Kristine: 🍻 Culture isn't free bagels and beer on Fridays. It's how you show up when a leader isn't in the room. Repetition is key. Be crystal clear about what you need. Be team first. Challenge your mindset and expect that of others. 🎨 Infuse creativity in a strategic way. "Creativity is more than just pictures or design. It's about how you problem solve. How you collaborate. Doesn't have to be dramatic or cost a lot of money. Think differently. Check out the Heinz fraud case study as a great example." 🔥 Do what gives you energy. If you aren't excited about your work or the people you're working with, you're probably in the wrong role. ❤️ Frame the what and the how. What you're trying to achieve is critical. But how you achieve it with others is equally important. Things happen because of people. Respect each other, and don't forget about the people behind the work. 🏃‍♀️ How you show up at work is influenced a lot by what's going on at home. Unplug, Take the PTO (really take it). Exercise. Connect deeply with friends and family. Take time for you. 📣 Advocate for yourself. If you want the bigger job, the different job or more money, make it a fact-based conversation and bring proof points. Don't just rely on the relationship itself; make it easier for them to say "yes." Got a good leadership story to share (or know someone with a great story) and want to be a guest speaker for us? Drop me a note or DM me!

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FreshDirect’s Top 5 Food Trends for 2025: Healthier, Sustainable, and Flavorful! 𝗞𝗲𝘆 𝗣𝗼𝗶𝗻𝘁𝘀 • Zero-Proof Beverages: The non-alcoholic drink category is evolving, offering sophisticated, botanical-infused options for premium sipping experiences. • Healthier Artisanal Breads: Focus on clean ingredients, natural fermentation, and local sourcing to deliver high-fiber, low-glycemic loaves. • Protein-Forward Products: From snacks to innovative seafood, consumers can enjoy nutrient-rich options for meeting daily protein needs. • Classic Snacks Reimagined: Nostalgic snacks are being updated with cleaner, healthier ingredients while retaining familiar flavors. • Prepared Foods with Global Flair: Convenient meals with international influences cater to busy consumers seeking gourmet flavors without the effort of cooking. 𝗪𝗵𝗮𝘁 𝗜𝘁 𝗠𝗲𝗮𝗻𝘀 ✅ Health Meets Convenience: These trends show a growing demand for food that balances wellness, quality, and ease of preparation. ✅ Sustainability Matters: Consumers increasingly prefer foods that support local producers and use clean, responsibly sourced ingredients. ✅ Nostalgia Reinvented: Classic flavors are getting healthier, ensuring indulgence without compromise. ✅ Mindful Choices: The focus on zero-proof beverages and artisanal bread reflects a shift towards healthier, more intentional consumption. Progressive Grocer | https://lnkd.in/gVJT7sSX #Retail #Supermarkets #Health #Food #Trends

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I often talked about the pace that consumers are evolving today.  Building products and strategies are no longer as simple as segmenting customers into broad cohorts.  Maybe of the platforms and methods used today are no longer effective in the modern era where consumers and their use of technology have progressed beyond where most brands are meeting them. McKinsey & Company release their recent 2024 report on the State of the Consumer where they surveyed 15,000 across 18 major markets that make up 90 percent of the global GDP.  While 2 of 9 trends are wellness focused, I found relevant applications in all 9 for our industry. 1️⃣ Young people (18-24) are driving demand and are willing to spend.  While they might be able to spend as much as their more mature cohorts, this should be an area of focus - win them now to have them spend more later. 2️⃣ Retired people - Going to the other end, retired people are spending on discretionary purchases and longevity.  They are living longer and seeing experiences - wellness concepts include travel and premium offerings. 3️⃣ Middle-Income consumers will view splurge on where they find value.  They might delay big purchases but are willing to spend on experiences. 4️⃣ Brand exploration.  During the pandemic, when supply chains were constrained, 50% of consumers switched brands when they could not find what they were looking for.  Consumers are less brand loyal than you think - which is why it is important to constantly focus on improving your experience. 5️⃣ Sustainability is not longer a key feature.  Consumers, especially Gen Z and millennials are deprioritizing sustainability for a better product or value. 6️⃣ Worldwide Wellness Wave - the new meaning of WWW.  In countries like India, Saudi Arabia and the US, 44 / 30 / 22 percent of consumers are intent on spending MORE on their fitness and wellness including supplements. 7️⃣ Wellness for women.  Consumers are indicating a great interest to spend on women’s wellness products and services.  The gap, estimated to be $1 trillion globally, could close by 2040.  A higher percentage of women in emerging markets (48 percent) show an intent to splurge on health products than advanced markets (27 percent). 8️⃣ New Urban hot spots.  Young people are moving away from the big mega cities into “secondary cities.”  How do brands expand their offering to serve these transplant consumers. 9️⃣ Social Commerce. China has lad the shift to social / mobile commerce - everyone one is following.  Gen Z makes purchases on social media 4x more than older generations. How do you address these trends? ✅ Build micro targeting capabilities.  AI can help. ✅ Invest in Wellness, not just fitness. ✅ Do not ignore the social experience. ✅ Offer premium products and experiences where consumers want them. Let me know what you think about these trends below. 👇 #strategy #markets #consumer #evolution #fitness #wellness #healthcare #premium #marketing #ai #genz #growth 

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Join Circana for an expert webinar on America’s shopping, eating, and cooking behaviors on Wednesday, July 17, at 1 p.m. CT! Darren Seifer and I will share new insights into the connections between food and beverage retail sales, shopping habits, at-home consumption, and out-of-home foodservice trends. We will cover: ☑️ Mealtime and snacking opportunities, exploring how U.S. consumer behavior can inspire new sales and marketing ideas. ☑️ Using consumer behavior data to develop effective growth strategies for all sectors of food and beverages, both in-store and online. ☑️ Why a one-size-fits-all approach won’t work in today’s diverse U.S. market, as different groups have unique ways of solving mealtime challenges. Don’t miss this chance to gain fresh insights and uncover new growth possibilities for your business! Secure your spot by registering here: https://lnkd.in/gASHa4hH

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5  spicy 🌶, from-the-trenches topics Blue Seedling’s positioning lead Jordan Elkind will be tackling together with retail executive Kim Gallagher (Urban Outfitters, Anthropologie, Nuuly) in our live event in two weeks: 1. The most common mistakes tech vendors make in pitching AI products 🤦‍♀️ 2. Why your product team hates your marketing team right now – and what to do about it 😡 (<-- love this one - so true!) 3. AI-washing: what it is, and how to do it right 🖌 (<-- we’ve done it and we’re not ashamed) 4. What market leadership looks like in a world where buyers don’t know what they want or need 🤷‍♂️ (<-- I’m seeing this one on a weekly basis) 5. Why everything you think you know about positioning is wrong…sort of :) 😵 Join our live webinar on 7/17: Positioning your AI venture: The definitive playbook for winning in 2024. Learn more and sign up free in the comments.

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What people want on their plates changes fast. In the F&B industry, being reactive is no longer enough. To lead, brands must anticipate consumer behavior by understanding the why behind emerging trends. This is where the 2025 Trend Predictions come into play. Powered by Tastewise's Gen-AI, these insights reveal not just what’s trending, but how to strategically position your brand to capture tomorrow’s market. As decision-makers, it’s time to elevate beyond data—it’s time to shape the future. Tomorrow: Join the 2025 Trend Predictions webinar at 11am EST to gain the insights needed to lead the market. Sign up here: https://lnkd.in/d-deStbP

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When I decided to leave my role as SVP of Marketing Billd back in June of 2023 to start my own CPG brand, there was ONE thing I heard very consistently from almost everyone I spoke to.... "Have you heard of SKU?" It was clockwork. I'm not kidding. If I met anyone in CPG (Founders, investors, etc.), they'd all say "You need to get in touch with the folks at SKU. Even just the connections will be helpful." 14 months later, Amia was accepted into the Fall 2024 Cohort at SKU and will be joining 7 other exciting brands and founders on a journey towards acceleration, learning, community, and opportunity. I'm thankful for all of the opportunities that I continue to get with this brand. To me, it's a testament to our mission and vision of empowering a billion people worldwide to take control of their migraines through more holistic, dietary approaches, without the need for pharmaceuticals. We have a big vision. To ensure every single grocery store worldwide has a "Trigger-Free" aisle that people with migraine can shop, just like allergen or gluten-free aisles. Don't get me wrong. This shit is hard. The opportunities that have opened up are great. And it's nice validation. But nothing is handed to me. I'm busting my ass every step of the way. Thanks to Brooke Wilson, Buff Greebe and Michelle Breyer for the opportunity! Looking forward to working with you all. About SKU: SKU was founded in 2011 by lawyer Shari Wynne Ressler and serial entrepreneur Clayton Christopher, founder of Sweet Leaf Tea and Deep Eddy Vodka, with the mission of accelerating CPGs. It has been a catalyst in establishing Austin as a CPG powerhouse. Since it was founded, more than 100 companies have completed the SKU program. SKU has gained a national reputation for excellence, with such publications as Forbes naming it one of the top CPG accelerators. Learn more at www.sku.is.

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The most successful social media post I have ever been part of started with these words: "We hear you." The key to the success? Leading with empathy. A while back, a client of ours at Smoketown, LLC got wrapped up in a rumor that was fueled by misinformation. This rumor turned into potent controversy on social media and our client was widely accused of walking away from their core values. No part of these rumors were true, and, to be honest, they were quite absurd. A natural reaction would have been to be judgmental: how could these folks fall for such a ridiculous story? But that reaction, while natural, would have been the wrong one. In the midst of a firestorm, it is powerful to slow down, summon more empathy, and figure out the underlying reason for the drama. Once we did that, the frame changed. We read the radioactive social media comments. A pattern emerged: the brand's fans were having a hard time trusting institutions, including us. It was almost as if they were just waiting for the trust to be broken. So we tried to level with them: "We hear you." At the end of the day, no matter how value-driven and transparent a brand is, they are still a business. And to consumers, this means there is always the potential for their trust to be broken. That's why brands with a real commitment to their values, which was the case for this client, need to make empathy a core competency. From the outside, the social media post could have seemed simple, almost trite. But the reaction was exactly what we hoped: Thousands of positive engagements. More shares than any post in the company's history. Consumers appreciated being heard. With empathy, everyone won. #empathy #brandcommunication #brandvoice #marketing #brandvalues

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🌟 2025 Sales & Marketing Trends for Wine, Spirits, and Beer Brands 🍷🍸🍺 Alright, fellow rebels in the industry, let’s talk about where the future’s headed. We’re not just peeking into 2025; we’re smashing the door wide open. Here’s what you need to know about the trends that are going to shake up your world – and why you need to be ready to ride this wave or get left behind. 1. AI-Driven Personalization Goes Mainstream 🤖 By 2025, brands that don’t leverage AI for hyper-personalized marketing are going to feel as relevant as dial-up internet. We’re talking about AI that understands your customers’ tastes better than they do. Imagine sending a targeted campaign that knows they prefer an oaky Chardonnay over a fruity Sauvignon Blanc. Yeah, it’s that real. Get Ready: If you’re not on the AI train, it’s time to punch your ticket. This is where marketing is headed, and it’s not waiting for anyone. 2. Experiential Marketing 2.0 🎤 Forget the old-school tastings. 2025 is all about immersive, hybrid experiences. Virtual reality tours of your distillery? Augmented reality cocktail recipes? Yes, please. Consumers are craving something more than just a sip – they want a story, a journey, an adventure. Warning: If you’re still pouring samples behind a table at a trade show, you’re about to be upstaged. Time to level up your game. 3. Sustainability Isn’t Just a Buzzword Anymore 🌱 By 2025, sustainability isn’t an option; it’s a demand. Brands that can’t show their eco-credentials will be left behind in the dust. We’re talking about transparent sourcing, eco-friendly packaging, and a genuine commitment to doing better. No more lip service – it’s time to walk the talk. Action Item: Start implementing sustainable practices TODAY. This is going to be your biggest selling point. 4. Community-Led Growth 👫 Brands that win in 2025 will be the ones that build communities, not just customer lists. Think exclusive memberships, private tastings, and online forums where your most loyal fans can connect, share, and spread the word for you. Next Step: Start cultivating your community now. The days of mass marketing are fading; it’s time to build deeper, more meaningful connections. The Bottom Line: If you’re not adapting, you’re dying. 🔥 2025 isn’t the year for playing it safe. It’s the year for pushing boundaries, taking risks, and rewriting the rules. If you want to thrive, you’re going to need to be bold, be brave, and be ready to disrupt the market. Stay rebellious. Stay relevant. 🍻 👉 Follow me for more industry insights and bold moves.

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"Lose all the indulgent cock about courage and possibilities and transparency. We aren’t saving the world. We are serving it coffee. Remember that brand positioning, whatever you call it, is what we want our customers to think when they think about us. Nothing more." Brands, know your place. #brandstrategy

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🌟 The Return of Fiber: CPG's Next Big Wave Who would have thought fiber would be making headlines again? But here we are in 2024, and this humble nutrient is having yet another turn in the CPG spotlight. The timing couldn't be better. As conversations around GLP-1s dominate wellness circles, consumers are rediscovering fiber's natural role in appetite regulation. Data shows searches for fiber-rich foods are up 29% this year – and smart brands are taking notice. Remember the protein-and-fiber boom of the early 2000s? This time feels different. We're seeing fiber show up in unexpected places: sparkling waters, smoothie boosters, and even sodas. Even though brands like poppi and Jones Soda Co. already contain fiber, there's a fascinating consumer psychology at play. While terms like "prebiotics" and "probiotics" can feel scientific and distant, everyone understands fiber. It's familiar. It's trusted. And yes, we all know exactly what it does for our digestion 😉 Leading the charge in the beverage space, pioneers like Bruno Gorgulho Rodrigues at vibi+ and Tom Bushkie at hellowater are revolutionizing how we think about functional hydration. They're proving that getting your daily fiber doesn't have to mean choking down supplements or forcing down another bowl of bran cereal. The innovation opportunity here is massive. As we look toward 2025, expect to see fiber-fortified products expanding beyond traditional categories. The real winners will be brands that can make fiber both functional AND delicious. #CPG #FoodInnovation #Wellness #ConsumerTrends #ProductDevelopment Photo by Vanessa Loring

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In the world of branded food, a critical gap often overlooked is the deep understanding of core consumers and brand identity. Too many early-stage food companies see packaging as just a container, missing its true power. Your packaging isn't just a wrapper—it's your brand's billboard. It tells your story, defines your values, and sets you apart in a crowded market. Brand identity is essential for distinguishing a brand and maintaining customer loyalty, especially in the franchising sector, where it is key in driving value. A lack of alignment on this can easily make or break a deal. During my conversation with the 1851 Franchise on successful mergers and acquisitions in franchising, I emphasized other critical factors such as a strong back office, well-defined standard operating procedures, robust field support, and a cooperative partnership with the franchisor. At Greenwich Capital Group LLC, we observe firsthand how effective implementation of these elements can influence outcomes in the M&A market. To read the full article, click here: https://lnkd.in/gByQbPGd

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"Purpose is dead. Long live purpose!" Two or so weeks ago, I had a thought-provoking conversation with Ken Beaulieu, head of the Association of National Advertisers' Center for Brand Purpose, about whether marketers are truly moving on from purpose or if it's simply evolving into something more profound. Ken shared research he conducted this past Spring with Internationalist Insights and was curious to learn my take on what it said about the evolving role of purpose in today's complex landscape. Some key topline insights I shared with Ken include: 🔍 Purpose: Evolving, Not Fading Despite sentiment among some marketers that purpose is "one and done," the ANA-Internationalist research reveals that purpose is very much alive and evolving. While 85% of marketers acknowledge that insubstantial purpose can harm a company, a strong brand purpose remains a “North Star” for organizational alignment and impact. 🔗 Beyond Marketing: A Holistic Commitment Purpose is maturing into what it is meant to be: much more than a marketing strategy. It's a company-wide effort transcending PR tactics, one that requires the commitment of the entire organization, from the C-suite to front-line employees to ensure it is embedded into brand DNA and business operations. 💡 Five Guidelines for Embracing Purpose: 1. Align Purpose with Organizational Goals: Purpose is most effective as a driver of decision-making and operations, not a stand-alone initiative or after-thought. 2. Communicate Authentically: Sincere messaging, backed by tangible actions, is crucial for resonating with all material stakeholders. Empower Stakeholders as Advocates: Engaged communities amplify brand reach and grow impact. 3. Cultivate an Ethical Supply Chain Across Sectors: Partnering with nonprofits and maintaining responsible practices enhance the honesty of purpose. 4. Embrace Continuous Improvement: Purpose is an ongoing tool for risk management and innovation. When activated effectively, purpose serves as a strategic compass for modern brands, guiding them to navigate today's shifting social landscape more fluidly. Embedding purpose in a brand’s DNA and business operations cultivates genuine engagement, enhances social impact, and drives profitable growth. For more in-depth insights, read my full article on the ANA's Industry Insights blog. (https://lnkd.in/eX7uGgcR) What do you think about purpose in today's landscape? Is it one and done or is its role evolving? Share your thoughts in the comments below! #Purpose #MarketingStrategy #Growth #Performance #CorporateResponsibility #SustainableBusiness #SocialImpact #BrandCitizenship #DoGood

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If you don't have a Quality and Compliance strategy in 2025 for your CPG brand, feel free to steal this one: Foundational Framework -Define how quality and compliance align with the brand's overall goals (e.g., customer trust, market differentiation, regulatory adherence) -Identify applicable regulations (e.g., FDA, USDA, EU requirements) based on the brand’s products and markets. -Ensure executive alignment and commitment to quality and compliance as core business functions, not cost centers. Governance & Oversight -Establish a team or designate roles (not a committee) to oversee implementation and maintenance of systems. -Develop a clear set of SOPs (standard operating procedures) for key processes. -Regularly conduct risk assessments to identify potential quality or compliance failures. System Implementation -Address regulatory requirements (e.g., labeling, claims substantiation, safety assessments). -Include mechanisms for monitoring, documentation, and reporting. -Focus on product quality and continuous improvement. -Establish controls for raw materials, manufacturing, packaging, and distribution. -Leverage automation and AI tools for document management, audits, and process monitoring. Training & Culture -Regular, role-specific training on regulatory and quality expectations. -Promote a mindset where employees at all levels prioritize quality and compliance. -Ensure alignment across departments (e.g., R&D, marketing, ops). Supply Chain & Vendor Management -Vet and approve suppliers and contract manufacturers based on compliance and quality standards. -Conduct regular audits of key suppliers and contract manufacturers. -Set clear expectations with suppliers for quality, testing, and compliance deliverables. KPIs & Continuous Improvement -Quality: Product defect rates, customer complaints, internal audit findings. -Compliance: Regulatory violations, recall rates, inspection readiness. -Analyze trends and implement corrective/preventive actions (CAPAs) based on data. Documentation & Communication - Maintain clear, accessible documentation of all quality and compliance activities. -Develop a strategy for responding to inquiries with verifiable data. -Ensure timely and accurate submissions (e.g., product registrations, certifications). Crisis Preparedness -Establish a process for managing quality or compliance issues, such as product recalls. -Have pre-drafted templates for stakeholder communication during crises. Audit Readiness -Conduct regular internal and third-party audits to ensure compliance. -Prioritize corrective actions based on audit findings. Optimization Cycle -Quarterly or annual evaluations of the strategy's effectiveness. -Solicit feedback from internal teams, customers, and regulators to refine processes. This is loosely similar to the strategy Qualitas Executive Group deploys across most of our brand clients What's your 2025 Quality and Compliance strategy? #quality #compliance #cpg

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📚 Serendipity struck at Powell's Books in Portland! I stumbled upon Mike Kim's "You Are The Brand" - a book I've been eager to explore. As I settled into a cozy corner of the hotel lobby, I was reminded of the irreplaceable joy of holding a physical book. In our digital age, there's something magical about the tactile experience of turning pages. Anyone else feel this way? Diving in, I knew I bought the right book when I read: "For so much of our lives, we see ourselves through the lens of a company, organization, or role rather than the skills we possess or who we inherently are. We fail to see our unique expertise." How often do we define ourselves by job titles, overlooking our unique skills? Focusing on the life we want to live is the way to see ourselves not what job titles we have had. I'm excited to uncover more gems of wisdom. I'm curious: Have you read "You Are The Brand"? How do you approach your personal brand? #PersonalBranding #YouAreTheBrand #ProfessionalGrowth #SelfDiscovery #PowellsBooks

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Thank you for having me on The Marketing Girly, Natalie Peters! I had a great time sharing my story from PR agency life to VP of Brand Marketing at CorePower Yoga, talking about the power of community experiences, some of my favorite brand love moments and partnerships, and more. You can check out the episode here: https://lnkd.in/gDkzednx

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