Carolyn Nephew joins Jennifer and Risa on the first episode of 2025 for CPG Scoop!
Carolyn Nephew has an extensive background in advertising and marketing, having worked on campaigns that have won numerous Effies, a Cannes Lion among other prestigious awards. She started her Account Management career at NY City agencies (Y&R, Grey and Kirshenbaum & Bond), working on iconic brands like Virgin Atlantic Airways, Comedy Central, Cablevision and Wyndham Hotels and Resorts. One of the first truly "integrated" marketers of her time, she worked on both ground-breaking creative campaigns, as well as results driven direct marketing.
Carolyn then went client-side, working for 15 years at Verizon, where she managed Customer Relation Marketing for several years, driving unprecedented customer growth with the lowest churn rate in the industry. She then went on to establish lifecycle management programs for the business base, where she drove 6% growth and a 20% stem in customer loss and established automated solutions for the sales team to help manage existing account communications.
Her career at Verizon then led her to the media department, where she took on B2B strategy across all segments. Her experience came full-circle, as she then went on to manage Audience and martech strategy, executing 1P media targeting strategies based on her extensive knowledge of the company's customer segmentation. She managed the DMP and created acquisition models that negated the need to rely on 3P data, and revamped the entire company's advertising tech stack, resulting in $5MM in cost-savings and greater media efficiency.
Looking for a change, Carolyn went to CPG leader Reckitt in 2019, where she led Full-funnel Consumer Engagement for the Health portfolio. In this role, she built end-to-end solutions while owning that strategic narrative for iconic brands like Mucinex and Airborne. Her team oversaw strategy, performance marketing, offline and online media, including ecomm content, Websites, CRM and influencer programs.
Now, Carolyn is looking for her next adventure!
Our favorite takeaways from this episode with Carolyn:
- Disruptive marketing is essential for standing out in a crowded market.
- Agility in marketing strategies is more important than ever due to rapid changes in consumer behavior.
- Brands need to adapt to digital-first strategies to remain competitive.
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