Michelle Peterson, the CMO of Kendra Scott, emphasized the importance of fostering connection over transaction in a recent episode of the Marketing Vanguard hosted by Jenny Rooney. Peterson spoke about her personal journey from her studying chemical engineering to her current role as CMO. The discussion centered on the the brand’s remarkable trajectory, current consumer trends, as well as the unique dynamics of the jewelry industry.
Kendra Scott, a well-known lifestyle jewelry company, started over 20 years ago in a bedroom and has since gone through a major evolution. During her conversation with Jenny Rooney, Peterson underscored the brand’s focus on giving back, an initiative that creates emotional connections with consumers. She stated this was more important than merely focusing on transactions.
She also touched on the idea of composable content and how it differs from the traditional siloed CMS. A composable infrastructure disassembles content into small, modular components that can be utilized and released for various brands’ use cases, channels, and regions. Thanks to tools like this, digital teams can efficiently create smart, customizable experiences on a large scale while tapping into their creativity.
Source: CMO of Jewelry Brand Kendra Scott Discusses Marketing Triumphs}}.
