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Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here.<\/em><\/p>\n Jessica Serrano is CMO of Dig. She previously held marketing and brand roles at companies including Burger King and Taco Bell.<\/p>\n How would you describe your job to someone who doesn\u2019t work in marketing? <\/strong>I describe my job as similar to the scene in The Devil Wears Prada<\/em> where Miranda Priestly explains how the cerulean-blue sweater was chosen. In marketing, people don\u2019t realize how much goes on behind the scenes before you select something off a menu, a shelf, or a website. Just like in fashion, where trends are meticulously planned and trickle down through various channels, marketing involves extensive research, strategy, and creativity to influence your choices and ensure products stand out.<\/p>\n Favorite project you\u2019ve worked on? <\/strong>One of my favorite projects was launching the Diablo Hot Sauce at Taco Bell. We noticed Americans were craving spicier flavors, so we decided to test a hotter sauce. Diablo was supposed to be a limited-time offer for three months, but people loved it so much that we made it permanent. This project was special because it was the first time I owned a marketing campaign from start to finish. It feels good to ask for Diablo in the drive-thru 10 years later and know that was my baby.<\/p>\n What\u2019s your favorite ad campaign? <\/strong>I really loved e.l.f.\u2019s \u201cSo Many Dicks\u201d campaign. It touches on a genuine issue\u2014the lack of representation on corporate boards\u2014but it brings it to life in a lighthearted and hilarious way. It was cool to see it come from a beauty brand\u2014it seemed unobvious, but from what I\u2019ve read, they tie their business success to their board diversity.<\/p>\n One thing we can\u2019t guess from your LinkedIn profile: <\/strong>If I hadn\u2019t gone into marketing, I think I would\u2019ve been a reality TV producer in another life.<\/p>\n What marketing trend are you most optimistic about?<\/strong><\/p>\n I\u2019m energized by the untapped potential of social commerce for QSR brands. It\u2019s been huge for beauty and CPG brands, but with digital order-ahead, restaurants could do even more in this space. I think we could tap into real-time cravings and make it super easy for people to order right after seeing their favorite influencer enjoying a meal.<\/p>\n What\u2019s one marketing-related podcast\/social account\/series you\u2019d recommend? <\/strong>Exchanging @the_marketing_millennials memes on Instagram helps keep us sane. Their content can be painfully relatable\u2014and I think it helps us to not take ourselves too seriously.<\/p>\n<\/div>\n