The Effective CMO: Instacart's Laura Jones returns

Instacart's Laura Jones returns to share practical lessons from Instacart's brand transformation, including prioritising effectiveness, brand-first marketing strategy, partnerships, Instacart's chase to win a Cannes Lion and much more.

Guests:
Laura Jones, Chief Marketing Officer, Instacart
Ann Marie Kerwin, Americas Editor, WARC

Chapters:
[00:00] Introduction: Instacart’s marketing transformation project
[01:36] Building the Instacart brand: From performance-pnly to full-funnel marketing
[03:47] Balancing functional messaging and emotional storytelling
[05:24] Redefining marketing measurement: From last-touch ROAS to portfolio impact
[08:02] Explaining marketing effectiveness to the C-suite
[09:25] Scaling an in-house creative agency
[12:31] Instacart's 2026 Super Bowl campaign
[16:41] Brand-building partnerships: WNBA and Feeding America
[19:27] Brand stewardship: A new view on marketing effectiveness
[21:22] Embedding brand across product, CX and culture
[21:33] Learning from Cannes Lions and Raising the Creative Bar

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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