“I passionately believe that, as marketers, you have to be a student at all times, no matter if you're 50 or 25.”
— Cheryl Gresham
Over the last two decades, the telecom industry has significantly changed, shifting from wired to wireless technology. As Millennials and Gen Z increasingly favor digital-first experiences, the market is continuously adapting to meet these new preferences. To understand how companies like Verizon Value are navigating this change, we spoke with Cheryl Gresham, the company's Chief Marketing Officer and VP of Marketing.
As the Chief Marketing Officer, Cheryl is at the forefront of crafting a holistic marketing strategy for the Verizon Value portfolio. Her role encompasses a wide range of responsibilities including enhancing brand identity and awareness, spearheading demand generation and innovative campaigns, optimizing media investments, and more. Cheryl came on board Verizon in December 2021. Under her leadership, Verizon Visible saw a remarkable subscriber growth of over 60%. Prior to joining the Verizon team, Cheryl had an impressive track record as a marketing and media leader for some of the world's most influential Fortune 500 companies, such as Coca-Cola, Taco Bell, YouTube, and TikTok.
Tune into the latest episode or read the transcript below to explore Verizon's innovations and how they are marketing to younger generations.
- Taco Bell’s Strategic Brand Turnaround: While at Taco Bell, Cheryl and her team faced a reputational crisis. They responded by rebranding the company with the Live Más campaign, targeting the millennial market and employing innovative social media strategies. The result was a success, indicating that brands can successfully navigate challenges by embracing change, fostering teamwork, and engaging with customers on emerging platforms.
- From Traditional to Tech-Driven Marketing: To effectively adapt to her shift from consumer goods and QSRs to major tech companies like Google and TikTok, Cheryl needed to embrace a marketing strategy that is strongly results-oriented and closely aligned with financial objectives. This approach was necessary due to the tech industry's skepticism towards marketing, where tangible proof of impact is a key demand. It’s always wise to, focus on developing and implementing marketing tactics that are quantifiable and directly contribute to the overall business goals, ensuring a comprehensive business perspective is maintained.
- TikTok's Viral Dynamics and Marketing Evolution: Before joining Verizon, Cheryl was TikTok’s US Head of Marketing. She believes that several key elements contributed to the platform's rapid growth and success, such as the possibility to nurture a strong sense of community and set trends by making content go viral. If you're looking to tap into present cultural movements and appeal to new generations, harness the power of TikTok for your brand.
- Adopting an Innovative Digital-First Wireless Service Strategy: Cheryl’s leadership at Verizon Value is shaping a modern, digital-centric approach to wireless service. Products like Visible and TracFone cater to the evolving preferences of younger, tech-savvy consumers. For businesses, this strategy highlights the importance of innovation in service delivery, understanding consumer trends towards digital solutions, and the strategic use of partnerships for distribution.
- Personalizing Wireless Services for a 5G Future: As we move towards a 5G-dominated era in wireless services, the industry is witnessing a significant shift from traditional cabled connections to 5G technology and fixed wireless solutions. This evolution is accompanied by an emphasis on offering choice and flexibility, tailored to meet the distinct requirements of various customer groups. This approach aims to ensure a seamless and inclusive experience in wireless connectivity. To stay ahead in this dynamic landscape, it's crucial to invest in understanding and catering to these diverse customer needs, shaping a more personalized and effective 5G wireless service.
