Amanda explores the evolving retail landscape, the role of customer data in marketing, and how Michaels fosters creativity through its products and community initiatives.

“The way that I go about my work is always keeping the consumer front and center, and then thinking about the role that the brand is playing to make their life a bit better.”
—  Amanda Rassi

Michaels, celebrated for its expansive arts and crafts offerings, epitomizes innovation and creativity in the retail sector. With a commitment to fostering the joy of creativity, Michaels not only supplies a diverse range of products but also serves as a community hub for crafters of all levels. This dedication to creative expression ensures the brand remains beloved by hobbyists and professional artists alike. In this episode of "The Speed of Culture," we sit down with Amanda Rassi, the Senior Vice President and Chief Marketing Officer at The Michaels Companies, to explore how the brand continuously adapts to inspire and engage its vibrant community of creators.

Amanda brings a wealth of experience in consumer insights and marketing to her role at Michaels. With over 20 years in the industry, she has honed her expertise primarily at Procter & Gamble, where she spent 14 years enhancing brand and consumer strategies across various product lines and retail partnerships. Amanda’s transition to Michaels was driven by her passion for creativity and innovation, traits that she has seamlessly integrated into her leadership approach. Her strategic vision focuses on bridging data-driven marketing with customer engagement to foster a community where creativity thrives.

Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:

• From CPG to Creative Retail Leadership - Amanda Rassi leverages her robust background at Procter & Gamble to enhance brand strategy and customer engagement at Michaels. Her journey from managing global brands like Tide to leading initiatives in retail partnerships has equipped her with a diverse marketing skill set. This depth of experience enables her to effectively navigate the retail landscape, applying consumer insights to drive strategic innovation. Brands can draw on Amanda's methodology to deepen their consumer understanding and dynamically adapt their marketing strategies for sustained growth.
• Promoting Wellness Through Creative Outlets - Highlighting the therapeutic benefits of creativity, Amanda emphasizes how activities like knitting and crafting can significantly reduce stress. Michaels supports mental well-being through its products and classes, illustrating the brand's commitment to enhancing the quality of life for its customers. Brands should consider how their products or services can contribute to consumer wellness, positioning themselves as partners in their customers' health and happiness.
• Trends and Consumer Engagement in Crafting - The impact of social media on crafting trends is substantial, as Amanda points out. Take the popularity of friendship bracelets and customized tumblers on platforms like TikTok and Instagram for example. This conversation underlines the influence of digital communities in shaping and accelerating consumer trends. Brands should actively engage with these platforms to remain connected with their audience, leveraging trending topics to drive engagement and product innovation.
• Crafting an AI-Enhanced Consumer Experience - Reflecting on the future role of AI in creative industries, Amanda considers its potential to assist consumers in project selection and customization. She suggests that AI could revolutionize the consumer experience by providing personalized project recommendations and material lists, akin to selecting recipes based on available ingredients. Brands should explore how AI can enhance consumer interaction, making the shopping experience more intuitive and tailored to individual creative needs.
• Launching Maker Place to Empower Creatives - With the introduction of Maker Place,  an initiative designed to support and sell handmade goods, Michaels distinguishes itself from other marketplaces that have shifted towards mass-produced items. This platform enables creators to sell their products and offer classes, sharing their craft with a wider audience. Maker Place is a testament to how Michaels fosters a space dedicated to authentic craftsmanship, supporting small business owners and fostering customer participation in the creative process. Brands should consider how creating niche platforms can cater to specific community needs while reinforcing their core mission and values.