TOMS makes shoes. They also make a difference, changing 100 million lives by donating ⅓ of profits to good causes. In this episode of CleverTap Engage we chat with Ian Stewart, the CMO and chief digital officer of TOMs.

He’s led marketing teams at MTV, Coke, UGG, and Converse, and is an avid surfer. But he’s also an expert retention marketer, brand strategist, funnel designer, and influencer marketing expert.

In this episode, we chat about selling via purpose, using influencer marketing in a totally new way, running different funnels for different customer segments, reinventing a brand, and boosting retention in tough times.

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

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CHAPTER TIMESTAMPS

0:00 Reinventing a brand

1:48 Brand transformation

4:20 Changing a model

6:10 Balancing purpose and profit

8:37 CMO and CDO: chief digital officer

13:18 Surviving a pandemic, supply chain, and more

17:52 Influencer marketing, redefined

21:41 Customer retention and 2 funnels

25:33 Segmenting customers at TOMS

27:41 Marketing partnerships that work