The Sound of Success: Deirdre Findlay on Sonos' Strategic Vision
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Deirdre shares her career journey from finance to marketing leadership, her passion for connecting with global cultures, and the exciting new product innovations at Sonos.
"No one was going to tell me how to become a marketer. I learned through exposure and by being super curious. It's important to be curious, self-motivated, and roll up your sleeves to figure it out."
- Deirdre Findlay
Sonos has become synonymous with premium sound and cutting-edge audio technology. Known for its sleek design and superior sound quality, Sonos continues to innovate and lead in the highly competitive audio industry. With a strong focus on both in-home and portable audio solutions, Sonos is dedicated to delivering exceptional listening experiences. To gain deeper insights into the company’s journey and future direction, we spoke with Deirdre Findlay, the Global Chief Commercial Officer at Sonos, about the exciting advancements and strategic vision that keep Sonos at the forefront of the audio market.
Deirdre is the Chief Commercial Officer at Sonos, bringing extensive experience in marketing, brand management, and consumer engagement. Before joining Sonos, Deirdre held executive roles at companies like Google, Stitch Fix, and eBay, where she honed her skills in digital marketing and consumer insights. Her career began in finance, but her passion for creativity led her to business school and eventually to prominent marketing positions. Deirdre's unique blend of analytical and creative skills has made her a leading voice in the industry.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Connecting with Global Markets - Deirdre emphasizes the importance of staying connected with global markets and cultures. She travels frequently between Sonos offices in Santa Barbara, New York, and London, ensuring that she understands and addresses the unique needs of different regions. This global connectivity is crucial for Sonos to stay relevant and responsive to diverse consumer bases. By leveraging global insights, brands can tailor their offerings to meet the needs of various markets.
Launching Sonos Ace: Sonos Ace, the company’s new headphones, has been a much-anticipated launch driven by strong consumer demand and the company's commitment to quality. With over 50,000 requests, Sonos saw a clear market need and developed headphones that deliver best-in-class sound, a 30-hour battery life, and rapid charging for on-the-go use. The headphones integrate seamlessly with existing Sonos products, allowing users to switch audio from soundbars to headphones effortlessly. Designed to be stylish and comfortable, they enhance personal style without compromising usability during long listening sessions. Listening to consumer feedback and ensuring new products align with core values and standards of excellence is crucial in today’s competitive market.
Expanding the Audience: Sonos is targeting younger, affluent professionals with their new headphones, aiming to expand the brand's total addressable market. These headphones are designed to attract a younger demographic while maintaining appeal to existing loyal customers. They serve as an entry point for first-time buyers who desire high-quality audio products but may live in smaller spaces. The stylish and functional design caters to younger, style-conscious professionals, allowing Sonos to broaden its market reach and foster long-term loyalty while maintaining its commitment to quality and innovation. For brands, developing products that reach more people while staying true to core values and quality is crucial.
Leveraging Cultural Relevance - Sonos’s strategy to reconnect with culture through collaborations and innovative marketing campaigns is paramount. For instance, the use of music and fashion in their marketing efforts helps Sonos resonate with a broader audience. An example is their collaboration with artist Suki Waterhouse for their upcoming product launch, which aligns Sonos with contemporary cultural trends. Brands should leverage cultural trends and collaborations to enhance their relevance and appeal to a wider audience.
Listen to Deirdre on The Speed of Culture podcast to learn more about how Sonos is pioneering in the audio technology space.
