Ep 115: CMO at Michaels, Amanda Rassi: Crafting Creativity, Marketing Odyssey from P&G to Michaels - a podcast by Grit Player Services

In this episode of "How The F**k Did You Get That Job?" hosted by David Jaffin, Amanda Rassi, a seasoned marketing professional, shares her career insights, tracing her path from Procter & Gamble to Michaels. Amanda delves into the challenges and triumphs of driving change at a massive corporation like Kroger, highlighting the significance of a dynamic data science team and building a unique brand marketing strategy. The conversation shifts to her role at Michaels, a creative retail giant, exploring the nuances of modernizing the in-store experience and expanding into growth initiatives. Engaging in light-hearted moments, including a fortune cookie revelation and a rapid-fire Q&A, Amanda imparts valuable wisdom on loyalty programs, the evolving retail landscape, and the essence of staying agile in marketing. Tune in to unravel Amanda Rassi's journey, offering a compelling narrative on the transformative power of marketing and the art of navigating change in the industry.

Episode Highlights:

0:00 Intro

01:49 College decision

03:48 First job out of college

06:02 Example of a first project where you were stumped but figured it out

08:29 Marketing strategy when it comes to laundry business

10:17 What does switching between brands at P&G look like to you

13:11 How did you see P&G change over your 14 years there

14:32 When did you know it was the right time to move on to a new job

17:10 What was expectation versus reality taking that gig

18:42 How did your time at P&G help you understand consumer to consumer strategy at Kroger

20:20 How do you convey messages to such a large team in a way that they understand and believe

22:46 How do you make groceries cool

24:11 How do you explain what a Kroger employee should stand for

26:30 What made Michael's the right call for you

28:36 How do you define change and evolution at Michael's

30:41 How did you go about modernizing stores

32:05 How do you go about rewarding customers for having brand affinity

34:11 How do you manage the pros and cons of online buying and brick and mortar stores and how do market them differently

35:55 How much crossover do you have with learning from other CMOs who might have a similar audience

37:41 What advice would you give to a 21 year old woman who wants to get involved in marketing

39:36 OpenFortune sponsorship

41:20 Quick question round

43:59 Outro

Further episodes of How The F**k Did You Get That Job?

Further podcasts by Grit Player Services

Website of Grit Player Services