Verizon Value’s Cheryl Gresham: Embracing Curiosity and Innovation in Marketing
In the latest episode of The Speed of Culture podcast, Matt Britton, CEO of Suzy, sits down with Cheryl Gresham, CMO and VP of Marketing at Verizon Value. Cheryl shares her journey through the marketing industry, her experiences with iconic brands, and the importance of curiosity and innovation in driving success.
Embracing Opportunities with Curiosity
Cheryl Gresham’s career is a testament to the power of curiosity and saying yes to new opportunities. Reflecting on her journey, Cheryl emphasizes, “There have been times when an opportunity has come my way, and I even thought, I don't want to leave this company right now. But saying yes, taking that leap of faith and trying, I think. So I'd say, say yes to your curiosity.”
From Agency Life to Brand Leadership
Cheryl’s marketing career began in the dynamic world of advertising agencies. She recalls the vibrant energy and diverse experiences gained from working with different brands. “To be in your 20s and working at an ad agency is a pretty magical time,” she says. This foundation provided Cheryl with invaluable insights into consumer behavior and marketing strategies.
Her transition from agency life to brand leadership began with Taco Bell, where she experienced a transformative period marked by the introduction of the “Live Más” campaign. “If working at the agency was like college, Taco Bell was an MBA,” Cheryl states. She highlights the importance of agility and innovation in responding to challenges like the “beef crisis” and rebranding efforts targeting millennials.
Navigating the Tech Landscape
Cheryl’s journey continued with roles at Google and TikTok, where she navigated the fast-paced tech landscape. At Google, she encountered a different perspective on marketing, driven by data and utility. “An engineer said to me once, you only need marketing if you have a crappy product,” Cheryl recalls. This skepticism forced her to prove the value of marketing investments and adapt to a data-driven approach.
At TikTok, Cheryl experienced firsthand the platform’s explosive growth and cultural impact. She shares the story of Dogg Face’s viral video and how TikTok’s ability to turn everyday moments into viral sensations exemplifies its power. “We were able to turn that creative around in about 48 hours,” she says, highlighting the platform’s speed and relevance.
Leading Verizon Value with Innovation
In her current role at Verizon Value, Cheryl oversees marketing for a diverse portfolio of prepaid brands, including Visible and TrackPhone. Verizon Value aims to expand the company’s reach by offering flexible and accessible wireless services. “We are reliant on retailers like Walmart, Target, and Best Buy,” Cheryl explains, emphasizing the importance of understanding consumer needs and behaviors.
Cheryl’s leadership is driven by a commitment to staying relevant and innovative. She stresses the importance of curiosity and continuous learning in marketing. “As marketers, you have to be like a student at all times, no matter if you're 50 or if you're 25,” she says.
Key Takeaways for Aspiring Marketers
Cheryl’s journey offers several key takeaways for aspiring marketers:
Embrace Curiosity: Stay curious and open to new opportunities, even if they require stepping out of your comfort zone.
Learn Continuously: Treat every experience as a learning opportunity, from agency life to brand leadership.
Adapt to Change: Be agile and adaptable, especially in fast-paced industries like tech and retail.
Value Relationships: Build and maintain relationships with colleagues and mentors, as they can offer support and opportunities throughout your career.
Focus on Innovation: Always strive to innovate and think ahead, anticipating future trends and consumer behaviors.
For more insights from industry leaders, subscribe to The Speed of Culture podcast on your favorite platform. Stay ahead in the dynamic world of marketing and consumer trends with lessons from Cheryl Gresham and other top executives.
