Mary Yeager

Going solo has its merits, but from my experience sometimes the key to exponential growth lies in collaboration. Strategic partnerships can be a game-changer, offering a multitude of benefits: Market Expansion & Expertise Enhancement: Reach new audiences and leverage your partner's strengths to create a combined powerhouse. Innovation Acceleration: Fuel creative problem-solving by brainstorming ideas and resources. Enhanced Credibility & Brand Elevation: Partnering with a reputable brand strengthens your market position. #partnership #business #growth #b2b #b2c

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@BrianWieser @2024U.S.AdGrowthForecast 6.3%...the amount ad spend is expected to increase this year! At a high level: There will be more buying of ads (that’s obvious) The politicians are cutting down Out of home advertising is making a run again, digital is higher, TV is lower   How are these changes going to affect the political picture in a big election year? Does it matter?   Where you land with these changes?   https://lnkd.in/gV3pF4Ne

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If you are an outdoor or active lifestyle brand (or adjacent - I'm looking at you apparel, footwear, omni-retailers and more) - this is a MUST read. I am tooting our own horn with this, but the information is FAR too valuable to miss, especially as you are planning for 2025. What's highlighted below will for sure give you qualitative insight into your media mix, the trends to lean into (or out of), and the opportunities you are likely missing RIGHT NOW. Reach out if you've got questions! 📊 Macro trends & consumer spending insights 🏔️ Outdoor & active lifestyle market analysis 🌟 Trends driving the outdoor space in Q4 💡 Opportunities for brands right now 🎯 Pillars for success in 2024 & beyond

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🍵 GEN Z AND MILLENNIALS DISCOVER FOOD & BEVERAGE BRANDS DIFFERENTLY: ON TIKTOK AND YOUTUBE 🍵 It's no surprise that Gen Z and Millennials are also discovering new food and beverage brands through TikTok and YouTube. These platforms offer entertaining and engaging ways for brands to connect with younger audiences. Brands such as OLIPOP PBC (low sugar prebiotic soda), poppi (similar to Olipop) RYZE Superfoods (Mushroom Matcha and Coffee), Ancient Crunch Inc. (Natural chips), Rebellesnacks (Sugar free vegan candies) to name a few, have been leveraging creators on these video platforms to grow and market since their creation. Source: The New Consumer #genz #genzmarketing #cpg

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Doubled (maybe even tripled ) down on shoe testing this season. Here's my latest for GearJunkie, an update on our Winter Running Shoes Buyer's Guide. Some key takeaways: 🐥 Arc'teryx Equipment's Norvan 3 GTX sneakily became my favorite waterproof shoe of the season. They have drawbacks (too narrow for long runs, high price point) but the balance of moderate lugs and breathability make them a perfect all-terrain vehicle. Also, the purple colorway is killer. 🔥 Sub 15 ℉ I'm going with the Nike Pegasus Shield. Robust insulation, solid traction, but lower on the breathability scale 🪨 I usually love the Brooks Running fit (ran in exclusively the Ghost and Cascadia for years) but the updated midsole on the Cascadia 17 makes it a non-starter on pavement. Way too firm. In fairness, it is a trail shoe, but it's gone from my running quiver to my hiking quiver where the GTX and grip can excel and the midsole is less of an issue. More here (and thanks again to Mammoth Lakes Tourism for hosting me while I scrambled for some late season snowpack to try these in) https://lnkd.in/ekGzJagM

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Nike spent years building its brand, but its recent direct-to-consumer push has backfired. Over-discounting and losing its “cool” factor to brands like On and Hoka? This isn’t a great look for the once untouchable giant. Now, Nike’s turnaround hinges on one thing: marketing. CMO Nicole Hubbard Graham is back to prove that marketing is more than just a budget line—it’s the key to winning back customers. I see this as a giant wake-up call for CMOs everywhere. Brand marketing is no longer a nice-to-have—it’s your ticket to boardroom influence. #MarketingLessons #Martech #Storytelling #BrandMarketing #Advertising

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"The brands that aren’t standing out are really struggling. Now we have a selective consumer, and as an investor you have to watch those trends," said Jay Woods, chief global strategist at Freedom Capital Markets. Jay was included in a Bloomberg News article by Katrina Lewis Compoli on how Nike shares suffered a record one-day drop after reporting weaker-than-expected quarterly revenue, which was the "exclamation point" on an ugly week for consumer stocks. #FreedomCapitalMarkets #Bloomberg #Nike #Consumer #Stocks

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Content had a major shift, and brands are trying to catch up (including us). 🙃 I talked about this on the pod with Landon Wade, the evolving content world is back and one thing is clear: creator content or lower production content is becoming increasingly powerful. 💪 It’s more authentic, engaging, and frankly, what we're all used to seeing on social. We know there's still a place for polished, branded work (we have some coming out soon) but we also know we need to get better at embracing the authentic, engaging style creators bring and the magic we can make from "Shot on iPhone". We're learning and adapting as we go, working towards finding the sweet spot that really connects with people.

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Nike's recent 7-point drop in Reputation Score, as highlighted by The RepTrak Company, is a powerful reminder of how essential core values are to maintaining trust and emotional equity with stakeholders. Across all seven Drivers of Reputation, the decline suggests a broader challenge that goes beyond messaging—it’s about actions aligning with purpose. As RepTrak’s EVP Stephen Hahn-Griffiths aptly points out in this Forbes article, the quickest path to recovery lies in demonstrating integrity, transparency, and fairness. Reconnecting with Nike’s legacy as a champion of the underserved will not only rebuild its reputation but also reaffirm its standing as a purpose-driven leader in the market. With a new CEO at the helm, Nike has a unique opportunity to reset and realign with its values, paving the way for a reputation recovery that resonates deeply with its stakeholders. Read the full Forbes article here: https://lnkd.in/ePtF4sj6. What are your thoughts on the role of values in driving reputational recovery? Let’s discuss below! 👇

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I had the pleasure of hosting a webinar explaining how brands can take advantage of the most powerful tool for analytics and audience creation: AMC. To make it useful for every brand, we divided the webinar into three sections: crawl, walk and run. In the "crawl" section, Katie Eldredge Brown shared easy ways brands can utilize AMC for the first time. Take a look!

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Amazon's next big event, the Holiday Beauty Haul, kicks off on October 21st and runs through November 3rd. While it’s positioned to capture early holiday shoppers, I expect the returns to be somewhat muted - especially because the next Sephora Savings Event kicks off on 11/1 (for Rouge members). However, Amazon remains focused on its strategy - beauty is one of the few categories that has remained resilient despite inflationary pressures. By focusing on beauty, Amazon aims to tap into a category that continues to see demand, even as consumers tighten their belts in other areas. This is a strategic move to maintain momentum in a high-margin, trend-driven market when many consumers are cautious with their spending. Where will you be doing your beauty purchasing this fall - Sephora, Amazon, or somewhere else?

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🔍 Thinking of investing BIG in an influencer partnership? Ask these 3 questions before signing that pricey influencer... 1. Have they demonstrated proven performance? Before you commit, consider their track record with your brand (or others). Ask yourself: Has the influencer consistently driven significant sales or engagement for similar brands? Past performance is a strong indicator of their potential impact. 2. What do you hope to get out of working with them? Partnering with high-profile influencers who align with your brand values can create massive buzz and accelerate product adoption. Ask yourself: Do I need exposure at all costs? If so, you can justify spending big money. 3. Would exclusivity add value to the partnership? If you’ve already established a relationship with an influencer, think about an exclusive long-term partnership. Ask yourself: Do I want this person to work with our brand for many months or even a year? If so, showing a financial commitment to them is a smart move. Marketers, have you asked any of these questions when evaluating an expensive influencer contract ⬇️ #influencermarketing #creatormarketing #creatoreconomy #brandmarketing

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This hits so true as we (I) determine what brands and people we want partner with at Doe-Anderson - the oldest indie agency in the US! "Independence registers in a deep sense of partnership. We treat our client’s success with the utmost care....any indie that considers pitching or running your business is investing its most precious and limited resources to do so—time, energy, focus, and heart." https://lnkd.in/gf9uf2iJ

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For all my marketers out there looking to be early on the train with the next big social app, I strongly suggest familiarizing yourself with noplace. A bit of a hybrid of old myspace, twitter, and Rex this one seems to be carving out a nice authentic space in the overly algo-ed ecosystem and Im anticipating a lot of opportunity to play as this sandbox expands. Im new to it myself so here for any tips and tricks while I get to know the platform better! You can find me under username: Reesito. https://lnkd.in/e5mX7WkE

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I'm sure this ad is over the top to some. It's hard to understand the competitive culture in the Nike ad if you are not an athlete. When you've competed at a high level, you grasp what it takes to win, and you are surrounded by like-minded individuals. Bringing that attitude into the workplace can be challenging, as you're now interacting with non-athletes who may not share the same drive. Athletes should be mindful of the work culture they choose to enter and ensure it aligns with their competitive nature. Finding the right balance is key to thriving both in sports and in your professional life. What are your thoughts? How do you balance competitive ambition in your professional environment? https://lnkd.in/gbWUkDhc

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Yesterday, I had the opportunity to join the talent at Colectivo23 to talk about Marketing and my squiggly career path in search for growth. Here are my ✋ takeaways: 👉 Small pivots drive big changes. Sometimes we want to change way too many things all at once. Making small career adjustments frequently is often easier to implement and learn more. 👉 You are definitely myopic. We can only see one or two decisions ahead. Opportunities you don't know of will show up as you take action towards your passion. Just don't stand still. 👉 You are NOT late. We glorify university dropouts and teenage millionaires. Though the average successful start-up founder is 45 years old. Time is relative and comparison is the ultimate dream killer. Focus on your own journey. 👉 Nothing needs to be forever. You won't really know if a path is right by sitting on your chair. Treat yourself a bit like a start-up. Experiment. Fail fast. Learn fast. Move on. 👉 Not hurting? Not growing. If it's not feeling at least a little uncomfortable, you are probably not growing. Expect it to be painful. And when it hurts, think... "great, I'm getting better". What would you add to this list? Thank you again Colectivo23 for having me. It was a pleasure! I look forward to come back next month to talk about Growth Marketing. Mentoring slots available through the link on my profile ❤️ #career #growth #marketing

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Does anyone else get to September and feel like getting their notebook out and hitting refresh? I’ve got that back-to-school feeling ✏️ Here’s what I see as IN and OUT for brands as we head into the end of the year. IN 📚 Purpose-driven storytelling 🎉 Offline - experiential, events, merch - real-world experiences 📖 Founders building in public - Substack or TikTok/Instagram vids for the brave 👯 Customers as influencers - advocacy 📣 Instagram broadcast channel = perfect for connection 🔔 Limited edition drops - utilise the waitlist for buzz 🎨 Creators as creative directors - really interesting way to partner OUT 🚫 Traditional paid ads - consumers are savvy to being sold to & over it 💬 Influencers with no substance - focus on authentic tastemakers curating & creating ❌ Overproduced content 🎁 Gifting campaigns - diminishing returns as the creator economy has evolved; build long-term paid relationships with true brand fans + focus on community 📵 SMS marketing - too intrusive and offputting 💥 Brands jumping on too many trends - veers from culturally relevant to cringe

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I love brands that create space for their customers to share their authentic experiences with their products ✨ In today’s marketing world, I truly believe that real, genuine stories are what drive brand awareness and build lasting connections. When brands listen to and amplify their consumers’ voices or relatable stories, it fosters trust and strengthens community. It's not just about selling a product—it's about creating an experience that people want to talk about. https://lnkd.in/gv3XBUnq

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This 2020 advertisement gave me chills. The creativity and overall message evokes deep emotion and brand recognition. #creativity #advertising #newideas #digitalcommunication

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