Raina Enand of Blue Apron: From Subscription Fatigue to Strategic Rebirth

This episode of CMO Weekly features a conversation with Raina Enand, the Head of Marketing at Blue Apron, a Wonder company. With over a decade of experience scaling brands in beauty, e-commerce, and food and beverage, Raina discusses her career journey and her current role leading Blue Apron's brand relaunch.The episode covers:Career Path and Intentionality: Raina shares her early career experience at L'Oréal, which she describes as "the best marketing school you can go to". She talks about her intentional decision to move from traditional brand management to a startup to gain hands-on digital marketing experience, a skill she felt was crucial for the future. She also recounts the story of how she joined Wonder as the first marketing hire after receiving a random text message.The Blue Apron Relaunch: Raina details the comprehensive relaunch of the Blue Apron brand, explaining that it was driven by a new business strategy based on customer feedback and data. She highlights the shift from a subscription-only model to offering faster, easier, and more flexible meal solutions that meet the post-pandemic needs of customers.Rebranding and Go-to-Market Strategy: The rebranding effort focused on maintaining brand awareness while making the brand feel modern and fresh. The new logo has hand-drawn, "flowy" nuances to make it feel less authoritarian and more like a sous chef. The go-to-market campaign addresses "subscription fatigue," positioning Blue Apron as a solution that meets customers where they are.Marketing Channels and Influencer Strategy: Blue Apron is changing its media mix to focus on brand consideration rather than just promotions. This includes returning to channels like TV, connected TV, streaming audio, and podcasts for the first time in years. A significant part of the new strategy is a large-scale influencer campaign, working with over 100 creators to create authentic content, treating them as an extension of the marketing team. Raina mentions drawing inspiration from Abercrombie's successful brand relaunch to regain relevance.This episode is a must-listen for anyone interested in brand transformations, strategic marketing pivots, and the evolving landscape of e-commerce.For more from Raina, you can follow her on LinkedIn. You can find Blue Apron on all social platforms, including Instagram, under the username "Blue Apron".#marketing #cmoweekly #podcastinterview #blueapron