Jenny M Fernandez, MBA, 费 珍妮

Curious about how to navigate the ever-changing influencer landscape? Join me tomorrow at Morning Brew's NYC event, "Perfecting Your Influencer IQ" where I'll be speaking with Mae Karwowski, Founder & CEO, Obviously & Kyle Hagge, Chief of Staff, Morning Brew about: 🌟 Consumer Sentiments: Understand the current attitudes and behaviors about influencers. 💡 Maximizing ROI: Strategies to leverage influencer partnerships effectively. 📈 Trends: Discuss the latest trends shaping the influencer landscape and how to stay ahead. It's not too late to register: https://lnkd.in/dwvaDSiZ #InfluencerMarketing #ROI #ConsumerInsights #MarketingTrends #MorningBrew

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Jane Sarasohn-Kahn shares great insight into the 2024 Edelman Trust Barometer special report on trust and health. If you're looking to improve trust in healthcare, the upcoming #AHIP2024 panel Jane mentions will be right up your alley. #healthequity #healthandtrust

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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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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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Research, data and facts are imperative to invent transformative ideas. The unmet need is met when data shows gaps. Additionally, the environment in which one innovates can foster more creativity and growth. Each year Edelman, a world class Chicago Public Relations firm conducts their annual Trust Barometer Report. This outstanding body of work is global. Each year the report focuses on diverse topics related to trust; an asset broken in our society. Over 32,000 people responded global across 28 counties. There is proof an innovative idea, well developed can be adopted fast! In the first two months of launching the new AI boom, Chat GPT experienced over 100M people logging in to pilot the tool and fueled the AI boom. (That is 1/3 of the US Population.) Headlines on Innovation from this year’s report: ·       Fear of Innovation Becomes Political ·       Family-owned businesses are more trusted over publicly traded firms, private firms and NGO’s ·       In 2024 countries led the world on trust scores like China, India, Thailand, USE and Nigeria ( high 70’s) where the US fell again below the norm on trust to 46. ·       Over 60 % of people say Establishment Leaders cannot be trusted to Tell Us the Truth: Journalists, Government leaders and business leaders. ·       Near 40 % of all countries surveyed Believe Innovation is Mismanaged Rather Than Well Managed (probably due to the unknown outcomes of innovation and sloppy early stage processes) ·       In Western Democracies, Resistance to Innovation Is Political. Far greater resistance to all aspects of innovation from the right than the left, politically. Over a 20-point gap in respondents who reject innovation, based on their individual average acceptance rating across green energy, AI, gene-based medicine, and GMO foods ·       Demand for enhanced Business-Government Partnership on Innovation Surges, up 15 points from last survey. To overcome global skepticism, innovators need to take more predictive insights/data into consideration to build innovative ideas. This can help mitigate the associated perceived risks for investors and observers. I spend a lot of time with early-stage dreamers and founders. Caution to founders: Mismanaged innovation processes will ignite more backlash in support of innovation. Collaboration with governments, thought leaders can help. Take more time telling your venture story with proof and facts on customer acceptance to gain adoption of your idea and reduce cynicism. Thank you, Edelman for another momentous year of insights! Sign up to get your report. https://lnkd.in/eJ-uG-yi @KatieSpring 1909 FAU Tech Runway DePaul University @ColemanEntreprenuerCenter Polsky Center at the University of Chicago

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I am fascinated by how the creator economy is shifting the best practices of brands in the marketing space. Frank Cooper III, the Chief Marketing Officer of Visa, has a very interesting perspective on this in an article written by Kimberly A. Whitler in Forbes. Take a look to see how brands are adapting 👇 #Foap Forbes #Creators #CreatorEconomy https://lnkd.in/eGZA95NG

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Awesome visual from The Wall Street Journal showing how #privatelabel sales have changed from a year ago. How can brands PUNCH BACK? 👊 Well, there is no single magic wand. Rather, brands must takes a multi-prong strategy to combat the PL threat. According to my colleague Jamie Dooley (who advises Profitero clients on PL strategies), this involves: ⚫ Better communicating your differentiated value through stand out #PDP content. Most private label content is basic, so brands can win by creating more compelling visuals to show off use cases and amplify RTBs and by leveraging #usergenerated testimonials where it's allowed. ⚫ Better #omnichannel negotiations. If retailers want you to invest more in #retailmedia make it contingent on better in-store / online promo positions and getting your fair share of organic Page 1 search visibility. ⚫ Better #SEO strategy. Retailers may give their private label products an unfair advantage in search, but that doesn't mean you should let competitors rank above you because your content is not search optimized. Invest in doing deep keyword research to make your #ecommrce product titles & descriptions more relevant to retailer algorithms and invest in #review syndication. Heavy discounting is a race to the bottom and isn't sustainable, but strategically using promo to boost organic search rank can be effective. ⚫ Better #innovation. If you don't already have a good innovation pipeline, then it's time to get serious. Launching new pack sizes will only get you so far. The ultimate way to differentiate vs PL is to solve unmet consumer needs. This is happening in the soda category with probiotic sodas like Poppi and in cereal with "protein enriched" "plant based" options. The bottom line: As long as #inflation lingers on, private label will continue to grow. But they can't get take ALL the share in the category. Fight hard now to make sure the share they take is from competitors and not your own brands. Like the saying goes, "You don’t have to run faster than the bear to get away. You just have to run faster than the person next to you.”

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I attended a great event yesterday hosted by one of our clients, GlobalWIN, called Cocktails and Conversation: A Toast to Modern Motherhood featuring Stephanie Kramer, Chief Human Resources Officer of L'Oréal USA and author of the inspiring book "Carry Strong: An Empowered Approach to Navigating Pregnancy and Work." Stephanie's discussion not only touched upon the essence of her new book but also illuminated the often overlooked struggles that women face during pivotal life transitions, particularly in the workplace. Her insights resonated, shedding light on the challenges many women encounter and the profound impact these experiences have on their professional and personal lives. A key takeaway I took from this conversation was the concept of work-life fluidity. Rather than rigidly pursuing a work-life balance that often feels unattainable, Stephanie emphasized the importance of fostering environments where employees can seamlessly integrate their work and personal lives. This notion of work-life fluidity acknowledges the diverse needs and responsibilities individuals juggle and encourages organizations to adapt accordingly. Creating a culture that embraces flexibility and supports employees in achieving harmony between their professional and personal pursuits is not just beneficial—it's essential for cultivating a thriving, inclusive workplace. Events like this serve as invaluable platforms for voices to be heard and actionable insights to take. Women deserve to achieve their goals while also going through motherhood! #WorkLifeFluidity #WomenEmpowerment #BeTheBrandCollective #WomenInBusiness

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I admit it. I would rather stand in a corner watching what is going on than engage in small talk. I am really bad at it. Think 'awkward teenager' at a school dance. Yeah. That bad. But there is hope. I went to a networking event last week....and I actually talked to people. So, you can teach an old dog new tricks. Take a look at the article below. It may give you some insight or tips about how to engage successfully. #networking #social #connecting #communications https://lnkd.in/eyyG58rQ

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As a CMO, the pressure to drive results and make an impact is immense. And in those times when everything seems to be hitting a dead end, some of the most important things CMOs can do are: ✅ Revisit the company's core vision, mission, and values. By doing so, you realign the entire organisation around its greater purpose. Also, ensure marketing is consistent. Brands have been shown to benefit from a 33% revenue increase when they consistently present their brand values, image, and messaging across all marketing channels. ✅ Double down on making real human connections through your messaging. Gather and share real customer stories, replace corporate jargon with conversational language, and interact through influencers that your audience trusts. Consumers with an emotional connection to a brand stay with that brand for an average of 5.1 years versus 3.4 years. ✅ Tap into the deeper 'why' behind your brand. Consumers trust brands that stand for something beyond just profits. Whether it's sustainability, social justice or supporting local communities, it's your responsibility to discover and activate your brand's greater purpose. But beware of hollow posturing. You must genuinely live those values to stand for them. ✅ Finally, participate in the conversation, both externally and internally. The best ideas come through open dialogue and idea sharing. If you have any other important ideas to share - please add them to the comments; thanks! #marketing #strategy #leadership #strategicmarketing

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As a Chief Marketing Officer, I've witnessed firsthand the transformative power that marketing expertise brings to the strategic direction of a company. By its very nature, an effective CMO is a growth catalyst able to marry data to direction and forge new paths, and yet time and again there is nary a marketer at the board table. But why is that, I've often wondered. This great read from Inc. Magazine sheds light on why having a marketing professional on your board is essential. "Sales and marketing pros tend to be non-linear, using imagination, intuition, and creativity to generate fresh, unconventional solutions" and they provide "valuable insight into industry trends, competitive dynamics, company growth challenges, and new market opportunities." They also "augment and energize your existing sales and marketing teams' efforts." That's not to say marketers don't make data-driven decisions, quite the contrary. But it's their ability to translate data and guide consumer behavior that makes their input invaluable. The landscape of business is rapidly evolving, with consumer behavior and digital engagement at the forefront of strategic priorities. Marketing is no longer just a function—it's a critical driver of growth, innovation, and competitive advantage. Here's why adding a marketer to your board is a game-changer: Consumer Insight: Marketers understand customer needs and behaviors, ensuring that strategies are aligned with market demand. Brand Stewardship: Effective brand management protects and enhances reputation, a key asset for any company. Data-Driven Decisions: Marketers leverage analytics to inform strategies, ensuring decisions are backed by real-time data. There are so many data points to consider along the customer journey; far more than a single financial spreadsheet furnishes. Innovation Catalyst: Marketing drives innovation by identifying emerging trends and opportunities for differentiation. Elevating marketing to the boardroom is not just beneficial—it's essential for sustainable success in today's dynamic market. Let's lead the way in embracing this strategic shift. #Marketing #Leadership #BoardOfDirectors #StrategicGrowth #Innovation #CMO #ChiefMarketingOfficer #ChairmanOfTheBoard #franchising

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Join Alexandra Amsden and Tom Gaunt in this upcoming webinar to explore common pitfalls in organizational culture change - and the uncommon sense moves to make instead. #StrategyMadePersonal #culture #strategyalignment

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With third party cookie deprecation coming soon, I've been working with several of my fractional CMO clients to get the teams, systems and data ready for the change. I've outlined some of the things we've been working on in the article below. If you've already addressed these, great! If not, you should definitely take a look. These are things you should be considering. https://lnkd.in/g-HuERfM

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In my 20 years in the people space, I've observed that many companies inadvertently create disjointed employee experiences. The key to transformation? Focus on what truly matters: 1. Prioritize inclusion to ensure employees feel valued 🚀 2. Leverage AI for deeper insights into employee sentiment📊 3. Implement Nike’s "Edit and Amplify" strategy:📝 - Edit: Cut ineffective programs - Amplify: Double down on successful initiatives and broadly communicate them - Align: Ensure consistency in policies across the organization Remember, true transformation is an ongoing journey. By concentrating on high-impact efforts, it’s possible to change the DNA of you organization for the better. #EmployeeExperience #WorkplaceCulture #InclusiveLeadership #AI4HR #Nike #Justdoit https://lnkd.in/gixWxkgx

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Today’s leading marketers share they often feel like human salt water taffy. The never-ending question asked by the C-Suite, “Budget is even tighter this year. Do we focus on brand or performance?” As a fractional CMO supporting small-to-midsize growth businesses, more and more the correct answer is…BOTH. Want to build a company that lasts? Consider a three-layer cake, where each new layer builds on the one before it. The layers are product/service, go-to-market, and operations. Marketing isn’t magic; it’s a blend of art and science, central to connecting each layer with the others. 🎂 First layer – A product/service which resonates. Did you own a Walkman? A Discman or perhaps a Rio? The music industry forever changed with Apple’s iPod, helping customers carry portable music players on the go. Until a user friendly iTunes platform arrived, marketing could only do so much. 🎂 Second layer – Go-to-Market. Assuming you’ve got the first layer correct, if you can’t actually sell it via retail, direct sales, or an online storefront, what’s the point? Marketing takes center stage, serving as the glue to enable sales and distribution channels. Revenue soars when marketing and sales teams work in tandem akin to a baseball pitcher and catcher. 🎂 Third layer – Operations and Service Delivery. This is the steak and not the sizzle; imperative in building the right teams, financial accountability, and all the other necessary work to run the business. Harvard Business Review has stated, “the best-managed companies enjoy 25% faster growth and 75% higher productivity than those at the bottom.” Building on a previous post from my business narrator and storyteller friend, Paul Carpenter, today’s CMOs are a neverending Jack of all trades, encompassing brand strategy, positioning, activation and loyalty, customer experience and engagement, data and analytics, digital transformation, content marketing, ROI/performance metrics, research and insights, omnichannel marketing, and so much more. Marketing CAN help your business thrive, assuming you invest in all three layers. Without getting the first layer right, you shortchange revenue growth and that beautiful cake may come tumbling down. https://lnkd.in/eG36SRiR #business #marketing #whoshungry?

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Join Elaine Starling and Sara Kissing for transformational insights on mindset and abundance. Here are three key takeaways you'll learn: 1. *The Power of Gratitude:* Sara's personal story highlights the profound impact of gratitude on shaping our reality. Discover how cultivating a daily gratitude practice can elevate your energetic vibration and attract abundance into your life. 2. *The Mindset-Abundance Connection:* We discuss the intricate relationship between mindset and manifestation. Explore how you can shift your perspective and embrace abundance in all its forms. 3. *Practical Strategies for Transformation:* From daily prompts to aligning with your core values, Sara shares practical tips and strategies for transforming your mindset and living abundantly. Learn how to harness the power of intention and manifestation to create a life filled with joy, purpose, and fulfillment. https://lnkd.in/g28zeCJm

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Have you led a team after layoffs or restructuring? You have the opportunity to contribute to this leadership survey - Assessing Servant Leadership and Emotional Intelligence During Organizational Change. Many of us have witnessed how 2024 began with several companies acknowledging their need to perform layoffs or restructuring. Leaders who remain in the organization after these changes are often required to take over departments or lead new teams. Reflect on your own leadership experiences during periods of significant organizational change. How would you describe the effectiveness of your leadership in terms of your application of Emotional Intelligence and Servant Leadership? Please take a few minutes to complete a brief survey using the link below. Your responses will support a new research initiative. We greatly appreciate your support! https://lnkd.in/gZpb-Hd2 - Mary King and Adrian Terry

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"From Novelty to Nostalgia 💥 🛒 Amidst economic challenges, emerging brands are having to prioritize familiarity over novelty. 🤔 Great recent article from Modern Retail on this topic. A few highlights to share: 💼 Investors and retail buyers are favoring brands that offer comfort with a simpler and trusted proposition.  🌱 Lab-grown meat, once a hot trend, continues to face challenges in winning over mainstream consumers. 💡 Startups are shifting towards basics and modernizing classics.  Focus on innovation with broader appeal. 🍝 Examples include Gorgie's green tea energy drink and Goodles' nostalgic mac and cheese.  📈 Authenticity and simplicity continue to be keys to success for emerging brands in a crowded, competitive market. 🌊 Brands like SkinnyDipped and Gimme Seaweed are staying true to their roots while innovating with purpose. In a world craving simplicity, these startups are paving the way for lasting success. 💪 Let's embrace familiarity while still pushing the boundaries of taste and innovation! 🚀 #CPG #Innovation #Trends #EmergingBrands #FoodStartups #ClassicRecipes #Authenticity #Branding

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Wanna know why it's dangerous and irresponsible for industry stalwarts like WARC, Contagious, and Marketing Week to platform hyperbolic "anti-purpose" rhetoric from self-published books that have not been credibly vetted or fact checked? Look no further than this share from Nathan Jun Poekert. The unintended consequences of baseless fearmongering are just too costly... And the people who pay the price are people with whom the ivory tower elite will never have to cross paths. That kid in Alabama who can't buy a PRIDE shirt at Target this year will feel even less of a sense of belonging as a result of our corporate cowardice. I'll say it again. Not all perspectives are worth valuing. There is objective truth. It's why the NYT Opinion section doesn't accept the dear diary entries of anyone who feels like being heard. We look to journalists and trade organizations to find out what the truth is, and platform THAT. "Here's what everybody who our team is friendly with thinks" is not an appropriate editorial strategy. #thinkforyourself #pride #corporatecowardice #corporatefragility

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