The digital transformation has forced veteran brands across industries to not only make technological and strategic changes, but also implement massive organizational changes. Peter McGuinness, CMO at Greek yogurt brand Chobani, spoke with eMarketer’s Maria Minsker about how the company’s agile product and marketing teams give it a competitive advantage.
eMarketer: How has the digital transformation had an impact on your brand?
Peter McGuinness: We’re a 9-year-young company, and we launched in a digitally native way, so we haven’t had to do anything special to thrive in a digital environment. We just do what’s right for our business, our consumer and our brand. We naturally overindex on millennials and on digital, so we live, thrive and grow through social and digital. We don’t need to have a bunch of work streams connecting analog to digital or traditional to digital because we just grew up digital.
eMarketer: How does innovation drive Chobani as a brand, especially when it comes to marketing?
McGuinness: We foster a culture of creativity because we’re makers at heart. When people are surrounded by that culture, innovation flourishes. The days of a “creative department” are gone. When creativity is part of the culture, brands are able to bring ideas and products to market faster than other companies.“To this day, our founder and CEO, Hamdi Ulukaya, still personally tastes all the food. Innovation is a team sport at Chobani.”
To this day, our founder and CEO, Hamdi Ulukaya, still personally tastes all the food. Innovation is a team sport at Chobani, and everybody in this company contributes a certain level of creativity.
eMarketer: How does that level of innovation and agility help you deal with some of your biggest marketing challenges?
McGuinness: We are not bureaucratic and not very layered, which gives us a strategic competitive advantage. Our innovation and idea cycles are shorter in general, and marketing is no exception.
eMarketer: How does this organizational structure impact the consumer experience?