So as a CMO, being flexible and willing to adapt to unpredicted changes is crucial. In our field, it's inevitable for things to not always go as planned. What are the 3 most important keys to being an effective CMO leader today?įlexibility, creativity, and strategic thinking. We're tasked with keeping up with consumer preferences so we can incorporate those into our product innovation and marketing efforts, which can be challenging given the constant evolution of industry trends. What's the most challenging part of being a CMO today?ĭifferentiating our product offering to consistently attract customers in a competitive and growing marketplace. I lead the marketing department at Tropical Smoothie Cafe and oversee strategy to further develop the brand, increase guest engagement and acquisition, and drive consistent financial results for our 600-plus restaurants across the country. And, he adds, the brand just launched a newly designed website this fall that will further optimize the digital experience and provide simplified access to its online ordering platform. "We recently unveiled an updated mobile app, which enhanced Tropical Smoothie's digital cafe experience by prioritizing convenience and placing control of on-demand ordering, entertainment, and payment at the guests' fingertips," he says. Like other CMOs, Collins is exploring new technologies and identifying ways to maximize those resources. He's held numerous high-level marketing positions with companies including Paramount Parks, Nickelodeon, Universal Studios, Turner Entertainment Networks, and most recently, CMO for Carmike Cinemas.Īs CMO at Tropical Smoothie Cafe, he is charged with overseeing the planning, development and implementation of the company's marketing strategies including branding, advertising, media, product development, insights and analytics, and customer engagement. Over the past 25 years, he has a proven record of developing and executing successful integrated branding and marketing campaigns. The 20-year-old brand, which has grown to more than 600 locations in 42 states, has reported comp sales exceeding 26 percent over the past three years-and has signed 140 new franchise development agreements and opened more than 50 new locations so far in 2017.Ĭollins' background and experience should serve him well in this environment. As the new CMO at the fast casual brand known for its "better-for-you" food and smoothies, he promises to push hard on the brand's marketing efforts to get results and help the brand continue its recent growth surge. The marketing veteran was part of Tropical Smoothie Cafe's five-member executive team hire this past October. Rob Collins is one of the new kids in town. Featured in: Franchise Update Magazine: Issue 4, 2017
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