Allie O'Brien, Vice President of Marketing at Harmless Harvest, joins Jennifer and Risa on the latest episode of CPG Scoop!
At Harmless Harvest, Allie leads brand building and all go-to-market executions for the brand. In her four plus years at Harmless Harvest, she’s crystalized a mission and vision for the purpose-driven brand, launched a direct to consumer e-commerce platform that keeps loyal brand lovers hydrated, and developed fun and impactful brand awareness campaigns that firmly place the brand in culture and generate buzz and conversation around the brand’s deliciously refreshing coconut beverages and tasty coconut yogurts. Prior to joining Harmless Harvest, O’Brien worked at The Clorox Company on brands like Hidden Valley Ranch and Kingsford. Outside of her virtual office you can find Allie on a trail, river or bike, exploring Montana, where she lives with her husband and pup, Pico. O’Brien holds an MBA from the Berkeley Haas School of Business and a BSFS from Georgetown University.
Our favorite takeaways from this episode with Allie:
- Why she chose iterative as her one word to describe her approach to marketing in 2024 and how that inspires her team at Harmless Harvest.
- How launching into a new category triggered a team-led analysis of how to properly repackage and showcase their new product.
- As marketers, we should believe that our work is driving the business.
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