Marley Spoon chief growth and marketing officer, Kate Whitney, is the first to admit the past year didn’t go as she expected it to.
The experienced agency and client-side marketer, who built an enviable career locally across brands such as Optus, David Jones, American Express, Foxtel and Pernod Ricard Winemakers before relocating to New York with Pernod Ricard, took up the Marley Spoon role just before COVID-19 struck.
As she puts it, the three prior years she spent in the US as Pernod’s director of digital were “the most ridiculous, wonderful three years working on spirits brands”. “There was so much budget, crazy amounts of projects, initiatives and innovation,” Whitney tells CMO.
Milestones included joining the Absolut Vodka team to help turnaround the declining brand through a sophisticated brand rejuvenation plan. “We had to build that [Absolut] brand relevance back up, so all my brand building skills, tricks and tactics in our media toolkit came to the fore,” Whitney recalls.
“I think we built one of the best media plans we have ever built and comms plans, in partnership with Sweden, to make the brand relevant again.”
At the same time, Whitney learned a lot about hierarchy in companies and decision making. And it’s these very different lessons have proved vital for Whitney as she’s navigated through the past 12…