How to Build a Customer-Centric Marketing Strategy with John Sheldon of SmileDirectClub

In this week’s episode, Eric talks to John Sheldon, CMO of challenger brand SmileDirectClub and owner of one of the best Linkedin headers we’ve seen…John describes himself as a “CMO and innovation Leader, a customer data 'truffle pig', and someone who’s focused on creating irrational brand love.” Love it. There’s a TON of great advice and insight in this episode on what it takes to not just build a successful challenger brand, but also build a successful challenger marketing team. Hint: it all comes down to how well you understand and can consistently deliver on the needs of your customer…

Scratch is a production of Rival, a marketing consultancy that builds challenger brands, strategies, and capabilities to change categories. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler.

Say hi at [email protected], we’d love to hear from you. 

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024