Category Marketing

Systemized Ebullience: How Stacy Anderson, CMO of Self Esteem Brands, balances the growth needs of two brands in very different stages.

Stacy Anderson sits at the marketing helm of Anytime Fitness, a 3000+ location global fitness brand opening over a location a day in 25+ countries, and Waxing the City, a fledgling personal service brand building on a 30+ location foothold in North America and she’s responsible for getting both to their respective next growth levels. […]

Brand disruption amidst the healthcare fray. How Bryan D. Pinciaro, SVP & CMO of Vision Source®, leads a brand revolution when everything is in flux.

Meet Bryan Pinciaro. At the marketing helm of Vision Source®, a 3300+ location national franchise brand of optometry centers created in 1991 to preserve the art of independent optometric practices against large-brand retail optometry. Believing the relationship between doctor and patient is sacred, eye health is a cornerstone to total health and staying true to […]

Famous rolls, authentic bakers, millennials and a turn with stardom. How Jill Thomas, Vice President of Global Marketing, guides Cinnabon® on a clear path to growth.

“If I’m lucky, in a month from now, best case scenario, I’m managing a Cinnabon in Omaha,” Bob Odenkirk’s character laments at the end of the blockbuster AMC series ‘Breaking Bad.’ When the scene opens in the prequel ‘Better Call Saul,’ we see Odenkirk as a bakery manager in Omaha preparing the internationally famous cinnamon […]

Scott Breault: The Orangetheory® Fitness Head of Marketing discusses what he burns for; leadership, strong team engagement, and the psychology behind steering a brand strapped to a rocket ship.

  Connect with Scott on LinkedIn  and Twitter We rarely open a new CMO Outlook discussion with statistics but the Orangetheory® Fitness numbers are undeniable. As the #7 most searched term in the world for 2015 in the Workouts and Exercises category, this is just the start of their impressive results. With 383 locations currently open […]

Global CMO Susan Lintonsmith: From Candid Conversations to Chef Inspired Recipes: Driving Quiznos Revitalization

    You might think you know the Quiznos story, and whatever version you’ve heard has been told thousands of times, but it’s not the story the Quiznos’ brand is living today. With a new executive team, a new vision and new culture of transparency and listening, the brand revitalization process focuses on the core […]

Debbie Gonzalez: How Massage Envy is disrupting the category — again — by shifting perception about spa services from luxury service and price based marketing to an essential part of our wellness routine.

Babies, pets, and now wellness. With stints at Gerber and PetSmart prior to joining Massage Envy, the company’s chief brand officer Debbie Gonzalez, has spent her entire career in senior marketing roles at brands she is personally passionate about. Coming up on her second year with the company, Gonzalez is refreshing the brand with a […]

Moe’s Southwest Grill, Dominic Losacco; Celebrating Originality: How Musicians, Outlaws, and Entertainers stay authentic as they transition from regional player to national stardom.

“Welcome to Moe’s!” The signature greeting was something that Dominic Losacco, CFE, Vice President of Global Marketing for Moe’s Southwest Grill, admittedly struggled to get just right. “We have some crew members (we call them Roadies) that just own it. That signature welcome is a significant part of what makes Moe’s a true original and […]