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Times are changing quickly, and consumers alongside them. But it’s during times of friction that brands are also given a unique opportunity to evolve their business and capture the engaged consumer: by activating agile systems that are already in place, while making the necessary pivots to capture fringe behaviors and continue communication to improve the customer experience.
In this session, Chipotle Vice President, Digital Marketing and Off-Premise Tressie Lieberman, with GALE Chief Brand & Experience Officer Winston Binch, will discuss how leveraging smart CRM and relevant messaging can reimagine the customer relationship and drive loyalty, even in times of uncertainty.
What viewers will walk away with an understanding of:
•Why success is dependent on the proper blend of leadership, brand, and marketing collaboration
•Why you need to capture data at all times, especially during crises
•How to bridge the in-store experience with digital connection
Key reflection questions:
•What are the blind spots in my organization that I can address now?
•Is your tech stack agile enough to rapidly mobilize and execute?
•How do you keep your customer engaged, not just for the moment, but for the long haul?
Tressie Lieberman, Vice President of Digital Marketing and Off-Premise for Chipotle, is responsible for driving digital engagement and growth of new ordering occasions. In this role, Lieberman oversees a team dedicated to building relationships with the brand’s community through social media, the Chipotle Rewards loyalty program, and CRM. Lieberman also drives the strategy and marketing of the delivery and catering business through strategic partnerships and promotions.
Under Lieberman’s leadership, Chipotle has evolved consumer engagement to include breakthrough marketing initiatives such as launching the Chipotle Rewards program utilizing Venmo as a social network and creating an influencer-inspired menu with David Dobrik’s namesake burrito. Lieberman recently spearheaded a partnership with TikTok, making Chipotle the first-ever restaurant brand with an official TikTok challenge.
With a passion for food and innovation, Lieberman also held leadership positions at Snap Kitchen and Taco Bell. At Snap Kitchen, Lieberman led a full menu, overhauling the innovation timeline to achieve an on-trend assortment. During her Taco Bell tenure, Lieberman created an incubator that focused on rapid prototyping, e-commerce, and delivery. Lieberman also designed and drove the social media and influencer strategy that positioned Taco Bell to win in youth culture.
Lieberman proudly supports her alma mater, The University of Texas, through guest lectures and student mentorship. Lieberman is a member of the board of directors of The Mobile Marketing Association and has achieved accolades such as being named an Advertising Age Woman to Watch.
Winston spent five years out of college playing guitar for an indie rock band called Stereobate. Best known for its post-rock rhythms and rebellious swagger, Stereobate fueled Winston’s love for all-things original from a young age. Channeling creativity into a new realm, Winston continued his rock star streak in the ad industry – winning 43 Cannes Lions including three Titanium lions and three Grand Prix awards; and earning recognition as one of Adweek’s 50 Most Indispensable Executives in Marketing, Media, and Tech.
In his role as Chief Brand and Experience Officer at GALE, Winston is focused on transforming and growing brands through data-driven and innovative creative work. Prior, he was the Chief Digital Officer of Deutsch North America and an independent business consultant for top brands worldwide.
The Future of Retail festival has been produced by the team at Retail Innovation Week(R), a spin-off division from research and strategy think-tank PSFK.