Evolving Into A Global Brand with Shiri Hellmann - EP 111

Evolving Into A Global Brand with Shiri Hellmann

In Episode 111 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the breaking news that Bronto, an email marketing software, coming to an end in May of 2022. They discuss how Bronto was overtaken with other options due to the overcrowding of the email marketing space. They commented that market leaders can never become too attached to their software. Tyler and Jon also mention that the team at Fidelitas are more than happy to help with migrating over from Bronto to any other platform. (See FidelitasDevelopment.com for details)

Then Tyler introduces Shiri Hellmann, The Vice President of Marketing at SodaStream. Hellman dishes on her career path leading up to leading SodaStream's US marketing. Tyler and Shiri go on to discuss the different factors of her marketing strategy working for an independent company versus being a part of a global entity like Pepsi. In addition, Shiri gives some insight into how to market the same product with various global narratives. Shiri ends the podcast by providing listeners with a key takeaway: to have fun, because if you don’t have fun it’s not going to be worth it. There are ups and downs, but by the end of the day you have to want to get up again.

Join Tyler, Jon, and Shiri for insight into the role of global marketing and communications strategies and ways to be creative when faced with various marketing challenges and opportunities.

Timestamps 00:00 - Introduction 00:58 - What’s in the News: Bronto Declared They Will be Entering Their ‘End-of-Life’ Phase 06:09- Featured Guest: Shiri Hellmann 06:27 - Shiri’s Career Path 08:05 - Strategy Differences Between An Independent Company And A Global Brand 12:05 - Nuances of a Communication Strategy For a Global Brand 14:20 - Differences Between Marketing the Same Product In Different Countries 17:22 - SodaStream Through the Pandemic 20:30 - New Channels That SodaStream Is Investing In 24:17 - Creative Process of SodaStream and Shiri's Approach To The Brand's Messaging 27:06 - Advice For Younger Marketers 29:27 - Differences Between Agency Life and Brand Life 33:07 - Key Takeaway 37:05 - Outro

Featured Guests | Shiri Hellmann

SodaStream

What's In the News

Bronto Enters End of Life Phase

Lion’s Share Marketing Podcast

Learn More About Tyler & Jon www.tylersickmeyer.com

Need Marketing Help?

www.FidelitasDevelopment.com

Music

Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes