Jenny Craig CEO: 3 lessons I learned about marketing after taking on the CMO role
So we partnered with Google and revised our approach to full-funnel marketing. Instead of focusing only on lower funnel digital initiatives to drive conversion, such as brand search, we optimized for digital across the whole consumer journey — from awareness all the way through sign up. By focusing long-term relationships instead of on short-term conversions, we’ve actually grown our appointment rate (conversions) by about 30%.
2. Marketing is critical in shaping the business — not just campaigns
Competition in our industry is hotter than ever. There’s a lot of information out there, and people are confused trying to figure out what to believe and what to do. At Jenny Craig, we saw this as an exciting opportunity to stand out from the crowd — to simplify our messaging and provide more relevant experiences.
We worked with Google to identify nuanced audience segments so we could deliver against the specific needs of individuals, rather than broad demographics. One segment we focused on was the “Modern Woman,” defined as someone who is interested not just in weight loss, but also in long-term nutritional health.
But this wasn’t just an opportunity to fine-tune our marketing or hone our segmentation. There were broader business implications as well. We uncovered a gap in the market for a whole new product, tailored specifically to this “Modern Woman,” an underserved but potentially high-value audience for us. This was the genesis for our Rapid Results program.
What started out as a marketing exercise has helped shape our product offerings and business model. Since the launch of the Rapid Results program, we’ve seen a 20% increase in new subscribers and company revenues are up 10%.
3. Marketing technology isn’t solely the purview of the chief information officer
Automation and machine learning have become the backbone of our business and marketing strategies. Without them, we wouldn’t be able to help as many people achieve their health and lifestyle goals. And we wouldn’t be able to drive long-term growth for our brand.