Marketing Innovation: Shake Shack & Spotify CMOs on..

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Building an Innovation Pipeline & Creating a Culture of Experimentation!

A conversation between Jay Livingston, Chief Marketing Officer of Shake Shack, Jeff Weiser, ex-Chief Marketing Office of Shopify and current Operating Partner at private equity firm L Catterton, and Dave Knox, Author of Predicting the Turn.

As we head into the back-half of 2021 and the pandemic stretches into its 19th month, the velocity of change in commerce and marketing continues.

Just consider some of the channels and opportunities available to marketers today that weren't priorities a few years ago: NFTs, Metaverse, Community, TikTok, Esports, Social Selling, and more.

At the same time, new challenges have emerged: we're seeing the death of cookies, paid acquisition is increasingly competitive, consumers continue to spend more time at home, and e-commerce penetration continues to increase post the Covid spike.

How should marketers approach these new channels and new opportunities. How can you mitigate these new risks?

Where should you invest and where should you watch? How do you best experiment when it is early, when scale is uncertain, but when learnings and benefits may be greatest?

Those are some of the questions Dave discussed with Jay and Jeff, marketing leaders from two of the world’s innovative companies.