Transforming The Slurpee For A New Generation With Marissa Jarratt, EVP & Chief Marketing Officer At 7-Eleven
In the latest episode of our podcast, we had the pleasure of interviewing Marissa Jarratt, Executive Vice President and Chief Marketing and Sustainability Officer at 7-Eleven. With an illustrious career that saw her transition from dreaming of being a Dallas Cowboys cheerleader to helming the marketing and sustainability initiatives at 7-Eleven, Marissa's journey is a testament to perseverance, growth, and continuous learning.
Growing Through Challenges
Marissa spent 14 years at PepsiCo, a stint that allowed her to hone her marketing skills and gain a deep understanding of brand building. She brought this experience to her current role at 7-Eleven, where she tackled customer demographics, used transaction and customer data, and faced the unique challenges of the convenience store industry head-on.
Marissa's goal has always been to modernize the iconic 7-Eleven brand, a task she has undertaken with aplomb. She has successfully used key trends impacting the industry and the growth of 7-Eleven's delivery platform to keep the brand relevant and appealing to a changing consumer base.
Mastering Modern Marketing
An important part of Marissa's strategy has been her successful rebranding of the Slurpee brand. Drawing from her PepsiCo background, she harnessed the power of customer research and the brand's archives to make the Slurpee brand resonate with today's consumers. Marissa's customer-first approach shines through her efforts to leverage various channels to amplify their message.
Her role also extends to ensuring sustainability at 7-Eleven, an area where she admits the challenges of operating at scale are considerable. Yet, Marissa is undeterred, and she has initiated measures that will add value to the business while ensuring its sustainability.
Advice for Aspiring Leaders
Marissa's advice for those wishing to emulate her path is simple - take risks, model good behavior, and cultivate curiosity. She stresses the importance of aligning decisions with personal values, an approach she believes is key to personal and professional success.
In summary, Marissa Jarratt's journey offers invaluable insights into the workings of large corporations and the role of continuous learning in personal and professional growth. Her story is an inspiring one, a tale of ascending the ladder of success through tenacity, determination, and a relentless focus on customer needs.
10 Things Learned Through My Conversation With Marissa Jarratt
1. Values are key: Jarrett emphasizes the importance of staying true to one's values. This principle guides her personal and professional decisions, allowing her to align her actions with her purpose.
2. The power of continuous learning: Her career at PepsiCo, spanning 14 years, was marked by continuous learning and growth. It was there that she honed her marketing skills and learned how to build a brand. This experience was pivotal in her ascent to her current role at 7-Eleven.
3. Leveraging customer demographics: At 7-Eleven, Jarrett has tapped into the importance of understanding customer demographics. This understanding informs her strategies and ensures that they are targeted and effective.
4. Utilizing data: Jarrett uses first-party transaction and customer data to shape her marketing strategies. This approach allows for a deeper understanding of customer behavior, thereby informing more effective strategies.
5. Tackling industry challenges: She has faced the unique challenges of the convenience store industry head-on, revitalizing the iconic 7-Eleven brand and positioning it for future success.
6. Rebranding Slurpee: Jarrett led a successful rebranding of the Slurpee brand, tapping into customer research and the brand's archives to make it relevant to today's consumers.
7. Sustainability is paramount: She is deeply committed to sustainability at 7-Eleven. Despite the challenges of implementing sustainable practices on a large scale, Jarrett is actively working to ensure the company's operations are environmentally friendly.
8. Risk-taking: Jarrett advises aspiring leaders to take risks. She believes that stepping out of one's comfort zone is a crucial component of professional growth.
9. Modeling good behavior: Jarrett underscores the importance of embodying good behavior. This, she believes, is an essential trait of a successful leader.
10. Cultivating curiosity: Lastly, Jarrett encourages individuals to nurture curiosity. This quality, she believes, is instrumental in driving innovation and fostering a culture of continuous learning.
The episode provided a wealth of knowledge, particularly for those seeking to carve a path in the marketing industry. Marissa Jarrett's journey is an inspiring testament to the power of values, continuous learning, and the pursuit of sustainability. Her insights into the complexities of marketing in the convenience store industry were particularly enlightening, and her advice for aspiring leaders was invaluable.
From cheerleader dreams to the corporate boardroom, Jarrett's story serves as a compelling roadmap for those seeking to ascend the ladder of success in their respective fields. It's an affirmation that with the right mindset, values, and approach, anything is indeed possible.
Her parting words are a fitting encapsulation of her philosophy: take risks, embody good behavior, and nurture curiosity. Here's to applying these lessons as we navigate our own paths to success!
Key takeaways:
03:02 – 04:35 — Early Career: Jarratt’s journey in marketing began with her desire to use both sides of her brain, balancing creative and analytical pursuits. Her time at PepsiCo taught her how to build a brand and drive business growth, which prepared her for her current role at 7-Eleven.
06:10 – 09:14 — Navigating Consumer Trends: 7-Eleven focuses on three key trends—catering to Gen Z, addressing economic pressures faced by consumers, and innovation within the convenience store channel. By understanding the needs of Gen Z, offering value, and constantly introducing new products, 7-Eleven aims to stay ahead of the competition.
14:33 – 15:34 — Slurpee’s New “Anything Flows” Campaign: The new campaign aims to resonate with Gen Z through video and digital channels and is based on four key principles: electric joy, amplified taste, youthful spirit and colossal presence, and features a new visual identity for the Slurpee and a capsule collection.
18:56 – 20:04 — Leveraging First-Party Data for Marketing: 7-Eleven has a large loyalty program with over 90 million members, allowing the company to use valuable first-party data to better understand customer preferences and tailor marketing strategies, campaigns and product offerings to better serve their needs.
21:48 – 23:35 — Sustainability at 7-Eleven: As chief sustainability officer at 7-Eleven, Jarratt is responsible for the company’s ambitious environmental goals. This includes measuring and improving sustainability across the company’s operations, from food and beverage to fuel and delivery services.
24:16 – 26:00 — Career Advice: Jarratt offers career advice for younger listeners, emphasizing the importance of learning, taking risks, working hard, being kind and nurturing curiosity. By staying true to one’s values and pursuing personal growth, individuals can achieve success in their chosen fields.
