Innovating Sound: Insights from Deirdre Findlay on The Speed of Culture Podcast
In a captivating episode of "The Speed of Culture" podcast, Matt Britton, founder and CEO of Suzy, interviews Deirdre Findlay, Chief Commercial Officer at Sonos. This discussion provides a deep dive into Deirdre's career journey, Sonos' strategic growth, and the exciting launch of their new product. Deirdre shares her insights on balancing creativity with analytical thinking, the importance of company culture, and the future of sound technology.
A Career Path Driven by Passion and Curiosity
Deirdre Findlay's career is a testament to following one's passion and remaining curious. Although she initially pursued finance, her love for creativity led her to marketing. Her journey began at Digitas, where she spent 11 years honing her skills across various marketing functions. This experience laid a solid foundation for her future roles at eBay, Google, Stitch Fix, and eventually Sonos.
At Google, Deirdre thrived in a culture that valued both technical expertise and cultural fit. Her transition to Stitch Fix as CMO was driven by a desire to prove her capabilities in a more entrepreneurial environment. This role allowed her to leverage data science to solve complex marketing challenges, setting the stage for her current role at Sonos.
Joining the Board at Sonos: A Strategic Move
In 2020, Deirdre joined the board of Sonos, a decision influenced by her passion for the category, the company's need for her expertise, and the positive culture at Sonos. The transition from board member to Chief Commercial Officer was a natural progression, driven by mutual respect and a shared vision for the company's future.
Sonos: Innovating in a Competitive Landscape
Sonos has carved out a unique space in the competitive audio market through a laser-focused approach on sound quality, design, and user experience. Deirdre highlights the company's strategic chapters of growth, from home audio systems to portable speakers, and now to their latest innovation—headphones.
The Launch of Sonos Ace: A New Era in Personal Audio
Responding to over 50,000 customer requests, Sonos is set to launch their first headphones, Sonos Ace. This product embodies the company's commitment to best-in-class sound quality, sleek design, and user comfort. With 30 hours of battery life and features like sound swap with Sonos soundbars, Ace promises to deliver an unparalleled audio experience.
The decision to enter the headphone market was driven by strong consumer demand and a meticulous development process. The goal was to create a product that not only meets but exceeds expectations, staying true to the Sonos brand ethos.
Marketing Strategy and Cultural Connection
The launch of Sonos Ace involves a multi-phase marketing strategy. Initially targeting existing Sonos owners through CRM and direct-to-consumer channels, the campaign will expand to attract new, younger audiences. Deirdre emphasizes the importance of reconnecting Sonos with culture, leveraging music, fashion, and sports to engage with consumers.
A notable aspect of the campaign is the collaboration with Suki Waterhouse, a trendy artist who embodies the target demographic for Sonos Ace. This partnership exemplifies how Sonos aims to integrate cultural relevance into their marketing efforts.
The Future of Sonos: Expanding the Ecosystem
Sonos' success lies in its ability to create a cohesive ecosystem of products that work seamlessly together. Deirdre envisions expanding this ecosystem beyond home audio to include personal and portable audio solutions. The introduction of Sonos Ace is a step towards capturing a broader market, including younger consumers who may start their Sonos journey with headphones and eventually invest in other products.
Balancing Professional Growth and Personal Well-being
Deirdre's approach to maintaining a healthy work-life balance includes scheduling workouts and staying curious through continuous learning. She emphasizes the importance of external inspiration from a network of peers and industry podcasts.
Building and Leading a High-Performing Team
Deirdre values curiosity and initiative in her team members. She believes in fostering a culture where employees are self-motivated, take initiative, and constantly seek to learn and improve. These traits, combined with raw talent, drive the success of her teams.
Strategic Career Decisions and Continuous Learning
Reflecting on her career, Deirdre credits her success to making thoughtful career decisions, including lateral moves that provided valuable learning experiences. She advises professionals to have a clear vision of their career goals and to be willing to make changes when necessary.
Conclusion: The Journey Ahead
Deirdre Findlay's insights on "The Speed of Culture" podcast offer a glimpse into the strategic growth and innovation at Sonos. As the company continues to expand its product offerings and reconnect with cultural trends, the future looks promising. For professionals and marketers, Deirdre's journey underscores the importance of curiosity, continuous learning, and a balanced approach to career growth.
