In today’s episode, we’re joined by Chase Cooper, omnichannel marketing leader at Dorel Juvenile, one of the largest baby product companies in the world (behind brands like Safety 1st, Maxi-Cosi, Tiny Love, and Walmart’s exclusive Monbébé).
Chase shares her remarkable journey from starting out in the agency world to now leading U.S. media efforts across Dorel's brands — and how she’s weaving motherhood into her career path along the way.
Here’s what you’ll hear in this episode:
- Chase's career path from agency-side digital marketing to leading omnichannel marketing on the brand side
- A clear breakdown of what omnichannel marketing really means
- How internal cross-functional collaboration — marketing, sales, supply chain — is critical for omnichannel success
- Why curiosity and asking "why" can be a major superpower for marketers and leaders
- An inside look at the Monbébé stroller launch at Walmart — and how Chase’s team leveraged influencer marketing to drive viral success
- The viral moment: How a single influencer video captured over 4.6 million views, and why understanding visual storytelling in the first three seconds matters more than ever
- The importance of blending organic and paid media and testing influencer content across multiple channels
- Key consumer insight: Why dads and diverse caregivers are becoming an increasingly important audience in the baby category
- A refreshingly honest conversation about navigating career and motherhood — and why asking for help is not weakness but a leadership strength
- Why trusting your gut (and surrounding yourself with the right support) might be the best career advice you’ll ever get
Chase’s insights on authenticity, collaboration, and evolving with the consumer journey will leave you energized — whether you’re in marketing, leadership, or navigating your own life and career.
Links & Resources:
Connect with Chase Cooper on LinkedIn
See the viral Monbébé 360° Travel System post.
Don’t forget to subscribe and leave a review if you enjoyed this conversation!
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Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Don't be afraid to say you don't know something and
lean into your team and learn.
I think, as a leader, that issome of the best advice.
Put your guard down.
It's okay to not knoweverything and, if anything,
your vulnerability usually ismore relatable to your team than
you think it might be.
Speaker 2 (00:31):
Welcome back to the show.
Hope you're all having a greatweek so far.
I cannot believe that we areknocking at the door of May.
This year feels like it's goingfaster than usual, but here we
are at the threshold of May andwe have such a great guest on
for you today.
We have Chase Cooper on, andChase is someone that I came
(00:53):
across years ago in work thatshe speaks with some of the
clients that she had theretogether to do influencer
marketing and since then Chasehas taken a jump over to the
client side.
So she was on the agency sideback when I met her and now,
more recently, she has movedover to the client side, working
(01:14):
at the company Durrell Juvenile.
They create baby products,strollers and car seats and many
other products that are gearedtowards parents who have small
children, and we had theopportunity to work with Chase
in her new capacity at DarrellJuvenile, where she is really
(01:37):
the spearhead of so manyelements the omni-channel
strategy and media, which reallyincludes the strategy and how
you do paid media, where do youput the message about the
company and the company'sproducts in front of consumers.
And she also oversees theretail partnerships with Walmart
(01:58):
and Amazon and Nordstrom andBabyliss.
She does this across shopperdisplay search, social and
influencer media.
So we recently had the chance towork with Chase at Durell
Juvenile on a brand that Durellowns, which is called Monbebe.
The product that we worked onis a stroller, and it was a
(02:22):
really cool new stroller, onethat, if I tell you, I cannot
believe that it had not been onthe market sooner, just because
it is such a great solution forparents.
The stroller actually has likewhat's like a 360 swivel so you
can put your child in it and youcan have them facing you.
(02:43):
You can swivel it around sothat they're facing out and, as
any parent of young childrenknows, that that is such a
lifesaver for a parent.
Sometimes you want that childfacing you and sometimes you
want that child facing away sothat they can see what's going
on around them.
It is exclusive to Walmart, andwe got the chance to work with
Chase and her team, to work withinfluencers to create awareness
(03:06):
about the product and to getpeople to potentially be
interested in purchasing.
The product, which is also atan amazing price point, did not
have a huge audience, but hervideo was so well done for
MomBeBe and showed the reallyunique feature of the product.
(03:30):
That video went viral and itwas seen more than 4.6 million
times.
Organically, it is harder andharder to go viral on social
media.
So the fact that this video Ithink did so well is a testament
to the product the Mom Babyproduct, and then an influencer
who was really the right personto be talking about this product
(03:53):
and really understood what thebenefit was.
So on today's episode of theshow, I talk with Chase about
her career, and she has had sucha remarkable career so far.
And she's young.
She has young children and shehas still so much runway ahead
of her.
I think you will find thisconversation with Chase super
(04:15):
interesting, because not only dowe talk about her work and the
work that she gets to do day today, but we also talk about her
career and insights she'slearned along the way how she
thinks about being a leader, howshe just thinks about the idea
of trusting your gut.
She talks about howvulnerability can be a
superpower.
I really enjoyed thisconversation with Chase.
(04:37):
I think you will too.
With that, we're going to jumpright into it.
Here we go, chase, welcome tothe show.
Speaker 1 (04:46):
Hi, good morning.
Thanks for having me.
Speaker 2 (04:49):
I am excited to have you.
So we were just talking beforewe got started about how long
we've known each other.
I almost fell off my chairbecause you said it was probably
about 10 years.
Speaker 1 (05:02):
Which is crazy.
Speaker 2 (05:04):
Insane Like I just don't know where the time goes.
Speaker 1 (05:08):
You look the same, though we look identical.
Like no time has passed.
Oh, totally.
Speaker 2 (05:12):
Nothing's changed, nothing at all.
But I am delighted to have youon after knowing you for all
these years, because I think youhave such a great story to
share.
I love how you've your careertrajectory and also how you've
woven, you know, your mom hoodinto all of it.
(05:32):
So I want to get started, if wecan, talking a little bit about
your career so far, because youstarted in the agency world and
you're now on the brand side.
So can you talk about the, yourcurrent role?
You are working?
You're leading omni-channelmarketing for Durrell Juvenile.
(05:52):
What is Durrell Juvenile?
What's the company?
And then also, what isomni-channel marketing for this?
Speaker 1 (05:59):
Two really great questions.
So yeah, so started my careeron the agency side.
I learned a ton.
I started on the brand digitalside of agencies and then slowly
kind of worked my way intoShopper.
How I landed in NorthwestArkansas but Durell so people
out there may be familiar withour brands but maybe not the
(06:22):
parent company Durell Juvenile,but we are one of the largest
baby companies in the world.
We manufacture under the brandSafety First, maxi Cozy, tiny
Love, costco Kids, our privatelabel with Walmart and our
exclusive brand with Walmart MomBaby, which we'll get into a
little bit here in a bit.
And then we do some licensingwith Disney Baby.
(06:45):
So hopefully all the parentslistening you at least have one
of those items in your houseunder those brands.
And Omnichannel Depends who youask.
In my world it means paid mediaacross both digital and
in-store and really truly thatwhole 360 marketing approach.
(07:07):
So I have the pleasure ofleading the US media team to do
that across all of our brandsand all of our retail partners.
And it means also retail andD2C and our role at D2C would be
considered omnichannel.
But I get a lot of LinkedInrequests wanting to know what
omni-channel means to me,because it means so many
(07:29):
different things to so manydifferent people in the industry
.
Speaker 2 (07:32):
So for you.
Omni-channel marketing islooking at the brands under
Durell Juvenile and figuring outhow do we use these tools
across these marketing channelsto reach our target customer,
convert awareness all of it.
(07:53):
It's like top of the funnel allthe way down, so awareness all
the way down to purchase.
Speaker 1 (07:59):
And it's a large partnership.
I want to be clear yes, we arean amazing team and I'm so proud
to lead that, but we work veryclosely, cross-functionally,
with our brand team, with oursales team.
You've got to be lockstep withyour supply team, your C-suite.
I mean, everyone really plays arole in that.
(08:20):
So I think it's omni-channel inthe function of tactical
execution, if you will, but it'salso omnichannel in the sense
of alignment internally kind.
Did it change how people didtheir jobs?
Like making that kind of switchwithin an organization, almost
(09:05):
everyday communication with oneanother?
I mean, I think you know for along time and I'm making a
generalization here but I dothink that marketers sometimes
don't work great with salesteams or might not work great
with, you know, other teams fromthe product side, and that
might just really come down tonot understanding what each
other does.
And I think once we broke downthose barriers and understood
that, hey, if I understand howthe product is made and produced
(09:28):
and all of this intricacies,that's going to make me a better
marketer, it's going to make mea better storyteller.
Also, you might as well tellyour supply team to hey, I'm
going to do a promotion.
Do we have it in stock, right?
I mean, those are reallyfundamental questions that
sometimes we don't ask ourselves.
Speaker 2 (09:52):
I'm so glad you brought that up, because I can't
tell you how often I have heardfrom marketers, from people who
are doing different promotions,that they dream up this amazing
promotion, some great offerthat they have, and only to find
out that there's no productinventory.
They're driving demand andthere's no product there.
Speaker 1 (10:07):
And it's the worst, right?
I mean, there's so much workthat goes in to not only the
creative of what you're pushingout to you know the actual
lineage, if you will, of thecampaign.
Like there's, there's so muchthat goes into that, and then to
find that you're either out ofstock or didn't have it to begin
with, like let's start from thebeginning.
Speaker 2 (10:28):
You know, what's interesting about that is that I
think it should be justfundamental in how we think
about marketing that we arewalking the customer journey for
the, for whatever promotion,whatever communication we're
doing, we're actually walking it.
Because how many, how often dowe not pay attention maybe to
(10:51):
one detail that might seem minor, but it can completely the
reaction you're going to have toyour promotion, if you have not
thought it through Well, and Iand I think you bring up a good
point too.
Speaker 1 (11:03):
I mean, you can lay out the best strategy in the
world, but if you don'tunderstand the intricacies, like
you're not in there actuallytesting the emails, testing the
links, making sure that thepromo is serving, like you're as
terrible as the content you'regoing to drive to right, like
you've got to be a team playerin that regard too 100% Like.
Speaker 2 (11:24):
If you're going to do a promo code, let's say for a
product on a retail site, makesure the promo code works Right.
Speaker 1 (11:32):
And then maybe take the extra step and ask the
subject matter expert and say,hey, I've never done a promo
code.
Don't be afraid to say youdon't know something, and lean
into your team and learn.
I think you know, as a leader,that is like some of the best
advice.
If we're giving advice today,you know that I can give is just
, you know, put your guard down.
(11:54):
It's okay to not knoweverything and, if anything,
your vulnerability usually ismore relatable to your team than
you think it might be, and itreally has inspired a lot of
people, I think, along the way.
If you are not afraid to say,hey, I don't know.
Speaker 2 (12:11):
It's incredibly empowering to be able to say to
someone hey, you're the experton this, I need you to help
educate me.
I am not aware, I'm notknowledgeable about this thing
One of the interesting thingsI've learned as I've gone on in
my career.
I realized how little I knowand when I started I remember my
(12:37):
first job.
As you go, you realize, as youmove forward in your career, I
think you realize, because youstart to understand, how much
there is to learn.
It's like knowledge is whatlets you know almost how
ignorant you can be on otherthings.
And ignorance is not a badthing.
(12:57):
It's just like I don't know.
I don't know this thing and Iwant to learn thing.
It's just like I don't know.
I don't know this thing and Iwant to learn.
And I've always found, too,that it's one of the best traits
to have as a professional tohave curiosity and to be like oh
, I don't know this thing, butcan you like I'm going to learn
about it.
Speaker 1 (13:15):
Oh, absolutely.
I mean and I think it'sinteresting.
You bring up curiosity, becauseI feel like I've probably been
more curious than others,because I'm constantly asking
why, sometimes like a toddler, alittle bit like my toddler, is
like, but mommy, why, you know?
But I'm really trying tounderstand, hey, why are we
(13:36):
doing it this way?
Are we doing it this waybecause we've always done it
this way?
Could we think about doing itthis other way?
Way, because we've always doneit this way, could we think
about doing it this other way?
Right, and not in a challenging, combative way, but just having
that conversation to just kindof stop and pause and think
about it.
That went into the content andthe partnership too, with
SheSpeaks.
I mean, when we were workingwith you guys on our influencer
(13:57):
campaign for MomBeBe, I mean westopped, we paused, we were
curious of, hey, let's reallythink about the parent, where
they are in their mindset, wherethey are in their journey.
How can we develop greatcontent that services their need
?
Speaker 2 (14:14):
right, yeah, yeah.
Well, we'll talk about theMomBeBe campaign in a minute,
but I wanted to also emphasize Ilove that you are unafraid of
asking why and I think connectedto that.
You know it's sometimes the waythat we've done it for a long
time is no longer relevant, likethere's a reason that we did it
(14:38):
this way for a long time butnow we can do it differently,
always asking that why is soimportant?
So let's talk a little bit, ifwe can.
Let's get into the influencer,because you just mentioned it.
So, mombebe, what is Mombebe,the product that you were just
talking?
Speaker 1 (14:55):
about?
Yes, so we'll talk about thebrand here for a second.
So Mombebe is the Walmartexclusive brand that we have and
it is tagline is baby inspiredstyle, admired and it's really
our fashion brand.
It is brought to you by Durellat Walmart, exclusively at
(15:18):
Walmart.
But the idea was to bring greatproducts with that extension of
your parental style at a pricepoint you could afford, and so
the products that we have arefrom strollers to high chairs to
, you know, travel systems andcar seats, and it's really,
(15:40):
really beautiful fashion,forward thinking in that regard.
But the product that wepartnered with on was our 360
stroller.
It's our 360 travel system andit is so cool.
I mean I hope we like tag thecontent in the show notes
because people need to see it.
(16:00):
It's so great.
But you know, it's a travelsystem that allows that parent
to just spin, spin the childaround, whether that be, you
know, forward facing or they'dbe facing towards the parent,
instead of having to actuallytake apart the modular or the
car seat and move them towardsyou.
You do one flip and as parents,I mean we're always looking for
(16:24):
quick and easy solutions.
This level of technology isusually in that $900,000 price
point.
I mean we're bringing it to thecustomer for less than $400 at
Walmart right now.
I mean, if you need a travelsystem, go and get it, because
it is just totally fabulous.
Speaker 2 (16:44):
Yeah, I have to tell you, when I saw the product, I
thought it's so brilliant.
How come nobody?
I mean, it was astonishing it'sand it's one of those products
I have to say that it was soincredibly fit a need.
So, as a parent, I remember howI used to think to myself when
(17:06):
my kids were that young, wherethey were in a stroller, that
that that were that age.
How I wished I could like, justhave them, be easily able to
have them face forward or facetowards me, depending on what
was happening.
Well, now you can.
Yes.
Speaker 1 (17:20):
We solved it.
It's brilliant.
Maybe a little too late but wesolved it?
Speaker 2 (17:25):
No, but it's brilliant and it's one of those
products that it's like.
Well, I can't imagine why thisdidn't exist before, so
congratulations on launching it?
Why did you decide that,utilizing influencers for this,
to launch this brand exclusivelyat Walmart?
The Mom Baby brand thisstroller at Walmart.
(17:45):
Why influencers?
Speaker 1 (17:47):
So I think one we've all seen the stats.
I mean influencers theydefinitely tell the customer the
content story that they'relooking for in the most genuine
way and I think for this productin particular, we had to have
video.
We absolutely had to have video.
I mean these listenerslistening to me now.
(18:09):
I mean you're visually going onthis journey with me to tell
you and explain to you what thestroller and what this travel
system does, and it doesn't doit justice, right?
I mean you really need thatvisual content and I think the
power of she Speaks and thecommunity that you guys have
paired with that really knowingthe Walmart customer for this
(18:30):
being a Walmart exclusive brandwas so critical for us.
And then the content spoileralert went viral and I think it
did go viral because of reallythat matchmaking in terms of you
guys being that expert incontent and helping us really
get it to be brand first contentbut also be really organic to
(18:54):
the customer.
I think, that's definitelysomething that brands struggle
with.
If it doesn't look and feel andtalk exactly like us, therefore
, it can't work and and I thinkthat this campaign really said
differently, which was exciting.
Yeah, but just the power ofinfluencer, oh my gosh.
I mean the.
The, the immediate add to cart,is unlike any other channel.
(19:16):
It feels like right now, whichis so exciting.
And then, when you look in thecomments section too, it's like
one of my favorite things tothen, when you look in the
comments section too, it's likeone of my favorite things to do.
Can you look in the commentssection?
It's literally listening toyour customer and everyone in
the comments section said, oh mygosh, I can't believe that I
can get this at Walmart one andI had no idea that it was, you
know, under under $400.
(19:38):
It's less than that, which isincredible.
Speaker 2 (19:40):
And again.
Speaker 1 (19:41):
You know, really finding that price point at that
$900, $1,000 range like that'sa nice surprise and delight,
especially for the EverydayFamily.
Speaker 2 (19:49):
One of the pieces of content that you mentioned.
It went viral, it had 4.6million views and I think the
reason, like I went back to theteam and I said, why do we think
this piece of content worked sowell?
And I think what was reallyinteresting was A because of the
unique, the fact that thestroller kind of swiveled and it
(20:12):
was such a game changer, Ithink, for parents, like one of
those moments of like how comethis didn't exist before?
And I think that the firstthree seconds of that video,
which you have three secondsright to catch somebody's
attention as they're scrolling,the first three seconds show
demonstrated that unique element, that extremely unique element
(20:34):
of the stroller.
And then I think the otherthing was that at the time there
was trending text on screenthat said POV.
Speaker 1 (20:43):
Yeah, the POV trend.
We love the POV trend in thebaby's face Totally.
Speaker 2 (20:48):
The POV trend and this influencer really like
locked in on both of thosethings and they had the right
audience right.
So when you get thatcombination of elements, I think
you can get something that goesviral.
So when you're thinking about,you know any like were there any
(21:10):
kind of takeaways that youwould say, okay, based on this,
this is what we might thinkabout, like moving forward,
anything that you would mention,like that you think was really
interesting and that you alllearned through the execution of
the campaign, yeah, I mean, Ithink that prove that great
(21:31):
organic content can be testedwith paid, and then it's really
like floodgates open in the bestway.
Speaker 1 (21:40):
Just, you know reach and getting it out there in the
way that it needs to be seen.
You know the insights that yourteam was able to bring back to
us.
You know, I think, that it'svery easy for baby brands to
talk to mom, but the insights,especially year after year, are
trending towards all differenttypes of caregivers.
(22:00):
And a lot of the insights thatwe got from you guys were from
dads and that dads were a bigpurchase decision maker.
And you know, in this journeywith mom or their spouse,
whatever that might look like,and I think that that is so
wonderful because that, to us,that's an actionable insight.
That's an actionable insightthat then I go have a
(22:20):
conversation with our brand team, our product team, our C-suite,
whatever that might look like,right, and maybe we're already
there.
So stay tuned, but that'sawesome.
So stay tuned, oh, that'sawesome.
But I think it's important for,especially, you know brands out
there to, okay, you mightreally know your audience, but
(22:41):
don't be afraid to lean intopotentially an audience that
might surprise you, and do thatwith a great partner that's got
great insights to help you drivethat.
Speaker 2 (22:50):
So that I mean that is interesting.
And the one thing I just wantedto touch upon, because I think
this is one of the things thatmaybe came a little bit later.
In thinking about how peoplehave brands have been working
with influencers, I think thiscame a little bit later, but I
and for some brands quitefrankly, chase, I'm not sure
that they're there yet but Ithink what you all did with the
(23:13):
content understanding that usingthe content could actually be
good for paid efforts and seeingthat it was successful there I
mean, if you're a marketer,that's like.
I mean, how much A-B testing dowe all do about those sorts of
things?
Speaker 1 (23:32):
We love an A-B test.
How much A-B testing do we alldo about all sorts of things?
We love an A-B test, love anA-B test, but you know, I mean I
think that it's so.
It is so important to test, itis so important to put you know
really great content behind paid, and this, I think, is just
going to become more and moreimportant, especially I mean I
(23:53):
hate to even say the word AI onthis podcast, but in the world
of AI, we're all going to beheld to a new standard of not an
A-B test, an A-B-C-D-E-F-G,right?
I mean, you're really going tohave to be on your A-game and
understand what contentresonates.
And oh, by the way, it's goingto change every single day
(24:15):
because your algorithm is alwaysgoing to change, right?
So it's so important to keep upwith all of those facets that
are really important to how yourcontent is being served and
that end consumer and how theyare digesting that content.
And to your point earlier, Imean you got three seconds, so
those better be the best threeseconds you got.
Speaker 2 (24:35):
Right?
Well, and it's interestingbecause I think the element of
content being like reallycritical and how important good
content is is definitely notsomething new, right?
I mean, how long have we been,you know, giving awards to great
commercials and to like great?
(24:55):
You know really good content.
I think what's what's coolabout the influencer space is
that because the tools havegotten so much better in terms
of create, creating content andthe, the, the level of
professionalism, that andism,and then using it in channels
(25:18):
digital channels, let's say thatfeel native to social media.
Seeing that content is just, itfeels more native.
If you're seeing a piece ofinfluencer content and it's an
ad, you're less likely to think,oh, this is an ad I'm being
presented with and you're morelikely to tune into it.
And I think that's one of thethings that the industry is
(25:40):
starting to adopt and I thinkyou guys have already adopted it
.
Speaker 1 (25:45):
but it's a really like if you get good content,
optimize it like use it wheneveryou need good content, optimize
it Like, use it whenever youneed 100%.
And you know and I think sheSpeaks is part of Walmart
Connect, from the partnernetwork, and so for us that was
incredibly important because wewant to make sure we're
partnering with Walmart Connectin a way, too, that works for
(26:08):
everybody's business, and Ithink you know what was so great
about that campaign was notonly from the paid aspect that
we had in meta, but then we alsotook elements of that content
and we put it in to DSP, we putit into the external audiences
(26:29):
that would have been seen as somuch as browsing a site that is
relevant to baby right Like forme as a marketer, that's a dream
and then that, to your point,really takes that content and it
puts it everywhere it needs tobe, instead of just social and
really bringing people into thefold and bringing them into
Walmart, which obviously forWalmart, we love that.
We love it.
(26:50):
Everybody wins.
Speaker 2 (26:53):
All right.
Well, I want to switch gears totalk about how you are.
So you're navigating thisjuvenile space like working for
Darrell Juvenile at the sametime as being a new mom.
So you just came back frommaternity leave a couple months
ago, right?
Yes?
I came back in January, so acouple months ago, right?
Yes, yes.
Speaker 1 (27:13):
Came back in January.
So I have a six-month-old.
So, for everyone listening, Ihave a three-and-a-half-year-old
, I have a six-month-old, I havetwo beautiful girls and I think
honestly, whew, I mean, ifanyone's figured it out, give me
a call, because no one I'vetalked to has figured it out but
I think it's been wild and it'sbeen beautiful and such a
(27:36):
blessing working at a babycompany, being a mom, because I
think that you understand theproduct, you can touch, you can
feel, you can all that.
But when you are living it andyou are in and out of the car
seat, you are in and out of thestroller, that high chair works
or it doesn't work when you needit to.
I mean that's a whole differentballgame.
So my feedback went from no, no, I really really liked this.
(27:57):
So, hey, did you see my email?
I'm going to hunt yourquestions.
But at the same time it'sreally, I think, made, hopefully
me a better cross-functionalpartner that I'm able to go to
the product team and say, hey,what if?
Right, we go back to what if?
And I can and we can talk as acompany, sometimes in a
(28:18):
brainstorming capacity, and say,hey, we thought about this
Because we're always now reallykeeping that customer at the
center.
And parents, oh my gosh, we'vegot so much going on, like I
mean, everyone's like thingsgoing on, we throw kids in the
mix, and like you don't have anyplan, all your plans just went
out the window, right, yeah,yeah, navigating that, you know,
(28:46):
has, as a marketer internally,has been really wonderful.
As a mom and a professional, Ithink you can't be afraid to set
boundaries, yeah, and I thinkthat it's also totally cool to
say, hey, I need help.
You know, I think, for for me,I, I don't have family here, so
I had to be very vocal,especially with my husband, and
(29:06):
say, hey, we need to.
You know, we need a system too,is not one like we're we?
You know, we got all hands ondeck here and I don't.
I don't think that's weakness.
I don't think that I don't thinkthat professional parents
really talk about that that much, because we're supposed to have
this whole facade of I've gotit together and, yep, I'm going
(29:28):
to be on the meeting and you maybe on the meeting, but there
may be a kid just literallyright over, right over to my
left screen, right, just likescreaming their head off, and
you just go with it and so, um,you know, we're still navigating
.
I don't know if we're evergoing to figure it out, but I'm
very lucky to work with greatgroups of people that, I think,
(29:49):
completely empathize andsympathize if they don't have
children, because we're allhumans.
We're all humans at the core ofit.
Speaker 2 (29:57):
Yeah, just in thinking about your saying don't
be afraid to ask for help.
To me, there's a theme that I'mhearing from you and it goes
back to what you were sayingbefore about asking, well, why,
why is it this way?
Why have we always done it thisway?
Asking, well, why, why is itthis way?
Why have we always done it thisway?
Does it still make sense to bedoing it this way?
(30:18):
To me, there's a vulnerabilitythat we show when we ask for
help, when we ask why we'reasking these questions, but it
also is like it's like asuperpower.
It is.
I love that.
I think it's a superpower foryou.
To me, there is thisconsistency, there's a mindset
(30:39):
of I am not going to be afraidto ask for help, I'm not going
to be afraid to ask thisquestion, and that vulnerability
that I think serves people sowell in their career done
appropriately, totally,absolutely Done professionally
and appropriately thatvulnerability is a superpower.
Speaker 1 (31:01):
I think I love that.
I love that reframing of it too, because I feel like, honestly,
I truly have always tried toshow up to my life, my job,
whatever that might be, just100% me, like you were going to
get what you get and I'mprobably maybe apologize to you
later, right?
I mean like it's just who I am,it's how I was raised and I
(31:24):
really have this approach thatjust treat people like people,
don't be an a-hole.
Treat people like people and beyourself.
And if that's not accepted towhere you are, whether that's
personal or that's professional,then it's not the place, right?
I mean, it's just, it's not,and I refuse to ever change
(31:45):
myself to be someone thatsomeone else wants me to be.
Now, that doesn't mean that Ican't take feedback and that
doesn't mean that I'm alwaysreflecting and, you know, being
aware and being more self-awareof how you can come through.
But treating people like people, not being an a-hole and like
(32:07):
showing up authentically, hasn'tfailed me yet, so I'm going to
keep on that trajectory.
Speaker 2 (32:11):
It sounds like it's working All right.
Well, my last question for youis I always love to end with
this If you could go back andgive the younger Chase, who is
just getting started in hercareer, one piece of advice,
piece of advice, what would itbe?
Speaker 1 (32:31):
I feel like you truly trust your gut, and I know that
that is like so, so simple, butI, in my experience, if I have
a gut feeling, good or bad, I'macting on it.
And I'll give you the example.
When I was starting out, I wasin the agency world.
(32:54):
I was in Fort Worth, texas.
I was at a great brand agencyand I got a call from Saatchi
and Saatchi X and I saw thatthey were located in Springdale,
arkansas.
Well, let's just be completelyhonest, I didn't know where that
was, I didn't know what wasgoing on, right, but I did know
(33:14):
that they were offering a jobfor digital strategy.
It was for Procter and Gambleand it was for Walmart.
So I knew those two companiesand I said, hey, what if?
What if I move there?
Let's just see how it goes.
And then, worst case scenario Ihated and then I moved back.
Well, guess what?
(33:35):
I didn't hate it.
It propelled my entire career.
And I think if I could go backand say to my little girl self
you know it's, trust your gut,but also trust your gut with the
right team, with the rightpeople in your corner to cheer
you on.
My husband is my biggestcheerleader.
(33:57):
My parents were the absolutebest and they instilled in me as
a little girl that literallyyou can do anything you want and
I hope to do that for mychildren.
I hope to do that.
I do that from a mentorstandpoint now.
I mean, it sounds really simpleand a little cliche, but like
trust your gut Good, bad ugly,trust it.
Speaker 2 (34:19):
I love that you said that, because I think that
frequently as women, we can, wecan beat up on ourselves for
what we like, for decisions wemade in the past.
And I think, because as womenwe are very intuitive, we go, we
do have these gut feelingsabout things, but and then we
(34:40):
make it just like we will dosomething, but we don't think of
it maybe as a proactivedecision.
So we go back and we Mondaymorning quarterback it.
Not that, by the way, I'm not asports person, but I know terms
, but I love that term of likehow you know, like you go back
and you, after you've made thedecision, you beat yourself up
and you're like, why did I dothat?
(35:00):
Why did I do that?
Well, the answer is, you wentwith your gut, but because
you're maybe not weren'tconscious of it, you like think,
you go back and you ruminate,you like, oh, you just get, like
you marinate in this likeuncertainty.
And I love that.
That is your piece of advice togo with your gut and trust like
(35:21):
, trust your gut, Just trust,just trust yourself.
And maybe the one thing that Iwould say is maybe just be
conscious of it, like saying Iam consciously going with this,
because it's what I feel and I'mgoing to.
I'm going to do that and and Ithink it's it's such a good
piece of advice.
I love that I love that.
Speaker 1 (35:41):
It's simple but I feel like very important.
So hopefully those listeningtrust your gut.
Speaker 2 (35:48):
Well, chase Cooper, thank you so much.
Thanks for having me.
This was so fun.
I am so I'm so happy that wegot a chance to chat.
I I learned a lot.
I am grateful that you agreedto spend some time with me today
.
Speaker 1 (36:01):
Well, thank you for asking.
I am happy to come back andappreciate you and the she
Speaks team so much and we'lltalk later.
Yeah, thank you.
Thanks so much.
Don't be afraid to say you don't know something and
lean into your team and learn.
I think, as a leader, that issome of the best advice.
Put your guard down.
It's okay to not knoweverything and, if anything,
your vulnerability usually ismore relatable to your team than
you think it might be.
Speaker 2 (00:31):
Welcome back to the show.
Hope you're all having a greatweek so far.
I cannot believe that we areknocking at the door of May.
This year feels like it's goingfaster than usual, but here we
are at the threshold of May andwe have such a great guest on
for you today.
We have Chase Cooper on, andChase is someone that I came
(00:53):
across years ago in work thatshe speaks with some of the
clients that she had theretogether to do influencer
marketing and since then Chasehas taken a jump over to the
client side.
So she was on the agency sideback when I met her and now,
more recently, she has movedover to the client side, working
(01:14):
at the company Durrell Juvenile.
They create baby products,strollers and car seats and many
other products that are gearedtowards parents who have small
children, and we had theopportunity to work with Chase
in her new capacity at DarrellJuvenile, where she is really
(01:37):
the spearhead of so manyelements the omni-channel
strategy and media, which reallyincludes the strategy and how
you do paid media, where do youput the message about the
company and the company'sproducts in front of consumers.
And she also oversees theretail partnerships with Walmart
(01:58):
and Amazon and Nordstrom andBabyliss.
She does this across shopperdisplay search, social and
influencer media.
So we recently had the chance towork with Chase at Durell
Juvenile on a brand that Durellowns, which is called Monbebe.
The product that we worked onis a stroller, and it was a
(02:22):
really cool new stroller, onethat, if I tell you, I cannot
believe that it had not been onthe market sooner, just because
it is such a great solution forparents.
The stroller actually has likewhat's like a 360 swivel so you
can put your child in it and youcan have them facing you.
(02:43):
You can swivel it around sothat they're facing out and, as
any parent of young childrenknows, that that is such a
lifesaver for a parent.
Sometimes you want that childfacing you and sometimes you
want that child facing away sothat they can see what's going
on around them.
It is exclusive to Walmart, andwe got the chance to work with
Chase and her team, to work withinfluencers to create awareness
(03:06):
about the product and to getpeople to potentially be
interested in purchasing.
The product, which is also atan amazing price point, did not
have a huge audience, but hervideo was so well done for
MomBeBe and showed the reallyunique feature of the product.
(03:30):
That video went viral and itwas seen more than 4.6 million
times.
Organically, it is harder andharder to go viral on social
media.
So the fact that this video Ithink did so well is a testament
to the product the Mom Babyproduct, and then an influencer
who was really the right personto be talking about this product
(03:53):
and really understood what thebenefit was.
So on today's episode of theshow, I talk with Chase about
her career, and she has had sucha remarkable career so far.
And she's young.
She has young children and shehas still so much runway ahead
of her.
I think you will find thisconversation with Chase super
(04:15):
interesting, because not only dowe talk about her work and the
work that she gets to do day today, but we also talk about her
career and insights she'slearned along the way how she
thinks about being a leader, howshe just thinks about the idea
of trusting your gut.
She talks about howvulnerability can be a
superpower.
I really enjoyed thisconversation with Chase.
(04:37):
I think you will too.
With that, we're going to jumpright into it.
Here we go, chase, welcome tothe show.
Speaker 1 (04:46):
Hi, good morning.
Thanks for having me.
Speaker 2 (04:49):
I am excited to have you.
So we were just talking beforewe got started about how long
we've known each other.
I almost fell off my chairbecause you said it was probably
about 10 years.
Speaker 1 (05:02):
Which is crazy.
Speaker 2 (05:04):
Insane Like I just don't know where the time goes.
Speaker 1 (05:08):
You look the same, though we look identical.
Like no time has passed.
Oh, totally.
Speaker 2 (05:12):
Nothing's changed, nothing at all.
But I am delighted to have youon after knowing you for all
these years, because I think youhave such a great story to
share.
I love how you've your careertrajectory and also how you've
woven, you know, your mom hoodinto all of it.
(05:32):
So I want to get started, if wecan, talking a little bit about
your career so far, because youstarted in the agency world and
you're now on the brand side.
So can you talk about the, yourcurrent role?
You are working?
You're leading omni-channelmarketing for Durrell Juvenile.
(05:52):
What is Durrell Juvenile?
What's the company?
And then also, what isomni-channel marketing for this?
Speaker 1 (05:59):
Two really great questions.
So yeah, so started my careeron the agency side.
I learned a ton.
I started on the brand digitalside of agencies and then slowly
kind of worked my way intoShopper.
How I landed in NorthwestArkansas but Durell so people
out there may be familiar withour brands but maybe not the
(06:22):
parent company Durell Juvenile,but we are one of the largest
baby companies in the world.
We manufacture under the brandSafety First, maxi Cozy, tiny
Love, costco Kids, our privatelabel with Walmart and our
exclusive brand with Walmart MomBaby, which we'll get into a
little bit here in a bit.
And then we do some licensingwith Disney Baby.
(06:45):
So hopefully all the parentslistening you at least have one
of those items in your houseunder those brands.
And Omnichannel Depends who youask.
In my world it means paid mediaacross both digital and
in-store and really truly thatwhole 360 marketing approach.
(07:07):
So I have the pleasure ofleading the US media team to do
that across all of our brandsand all of our retail partners.
And it means also retail andD2C and our role at D2C would be
considered omnichannel.
But I get a lot of LinkedInrequests wanting to know what
omni-channel means to me,because it means so many
(07:29):
different things to so manydifferent people in the industry
.
Speaker 2 (07:32):
So for you.
Omni-channel marketing islooking at the brands under
Durell Juvenile and figuring outhow do we use these tools
across these marketing channelsto reach our target customer,
convert awareness all of it.
(07:53):
It's like top of the funnel allthe way down, so awareness all
the way down to purchase.
Speaker 1 (07:59):
And it's a large partnership.
I want to be clear yes, we arean amazing team and I'm so proud
to lead that, but we work veryclosely, cross-functionally,
with our brand team, with oursales team.
You've got to be lockstep withyour supply team, your C-suite.
I mean, everyone really plays arole in that.
(08:20):
So I think it's omni-channel inthe function of tactical
execution, if you will, but it'salso omnichannel in the sense
of alignment internally kind.
Did it change how people didtheir jobs?
Like making that kind of switchwithin an organization, almost
(09:05):
everyday communication with oneanother?
I mean, I think you know for along time and I'm making a
generalization here but I dothink that marketers sometimes
don't work great with salesteams or might not work great
with, you know, other teams fromthe product side, and that
might just really come down tonot understanding what each
other does.
And I think once we broke downthose barriers and understood
that, hey, if I understand howthe product is made and produced
(09:28):
and all of this intricacies,that's going to make me a better
marketer, it's going to make mea better storyteller.
Also, you might as well tellyour supply team to hey, I'm
going to do a promotion.
Do we have it in stock, right?
I mean, those are reallyfundamental questions that
sometimes we don't ask ourselves.
Speaker 2 (09:52):
I'm so glad you brought that up, because I can't
tell you how often I have heardfrom marketers, from people who
are doing different promotions,that they dream up this amazing
promotion, some great offerthat they have, and only to find
out that there's no productinventory.
They're driving demand andthere's no product there.
Speaker 1 (10:07):
And it's the worst, right?
I mean, there's so much workthat goes in to not only the
creative of what you're pushingout to you know the actual
lineage, if you will, of thecampaign.
Like there's, there's so muchthat goes into that, and then to
find that you're either out ofstock or didn't have it to begin
with, like let's start from thebeginning.
Speaker 2 (10:28):
You know, what's interesting about that is that I
think it should be justfundamental in how we think
about marketing that we arewalking the customer journey for
the, for whatever promotion,whatever communication we're
doing, we're actually walking it.
Because how many, how often dowe not pay attention maybe to
(10:51):
one detail that might seem minor, but it can completely the
reaction you're going to have toyour promotion, if you have not
thought it through Well, and Iand I think you bring up a good
point too.
Speaker 1 (11:03):
I mean, you can lay out the best strategy in the
world, but if you don'tunderstand the intricacies, like
you're not in there actuallytesting the emails, testing the
links, making sure that thepromo is serving, like you're as
terrible as the content you'regoing to drive to right, like
you've got to be a team playerin that regard too 100% Like.
Speaker 2 (11:24):
If you're going to do a promo code, let's say for a
product on a retail site, makesure the promo code works Right.
Speaker 1 (11:32):
And then maybe take the extra step and ask the
subject matter expert and say,hey, I've never done a promo
code.
Don't be afraid to say youdon't know something, and lean
into your team and learn.
I think you know, as a leader,that is like some of the best
advice.
If we're giving advice today,you know that I can give is just
, you know, put your guard down.
(11:54):
It's okay to not knoweverything and, if anything,
your vulnerability usually ismore relatable to your team than
you think it might be, and itreally has inspired a lot of
people, I think, along the way.
If you are not afraid to say,hey, I don't know.
Speaker 2 (12:11):
It's incredibly empowering to be able to say to
someone hey, you're the experton this, I need you to help
educate me.
I am not aware, I'm notknowledgeable about this thing
One of the interesting thingsI've learned as I've gone on in
my career.
I realized how little I knowand when I started I remember my
(12:37):
first job.
As you go, you realize, as youmove forward in your career, I
think you realize, because youstart to understand, how much
there is to learn.
It's like knowledge is whatlets you know almost how
ignorant you can be on otherthings.
And ignorance is not a badthing.
(12:57):
It's just like I don't know.
I don't know this thing and Iwant to learn thing.
It's just like I don't know.
I don't know this thing and Iwant to learn.
And I've always found, too,that it's one of the best traits
to have as a professional tohave curiosity and to be like oh
, I don't know this thing, butcan you like I'm going to learn
about it.
Speaker 1 (13:15):
Oh, absolutely.
I mean and I think it'sinteresting.
You bring up curiosity, becauseI feel like I've probably been
more curious than others,because I'm constantly asking
why, sometimes like a toddler, alittle bit like my toddler, is
like, but mommy, why, you know?
But I'm really trying tounderstand, hey, why are we
(13:36):
doing it this way?
Are we doing it this waybecause we've always done it
this way?
Could we think about doing itthis other way?
Way, because we've always doneit this way, could we think
about doing it this other way?
Right, and not in a challenging, combative way, but just having
that conversation to just kindof stop and pause and think
about it.
That went into the content andthe partnership too, with
SheSpeaks.
I mean, when we were workingwith you guys on our influencer
(13:57):
campaign for MomBeBe, I mean westopped, we paused, we were
curious of, hey, let's reallythink about the parent, where
they are in their mindset, wherethey are in their journey.
How can we develop greatcontent that services their need
?
Speaker 2 (14:14):
right, yeah, yeah.
Well, we'll talk about theMomBeBe campaign in a minute,
but I wanted to also emphasize Ilove that you are unafraid of
asking why and I think connectedto that.
You know it's sometimes the waythat we've done it for a long
time is no longer relevant, likethere's a reason that we did it
(14:38):
this way for a long time butnow we can do it differently,
always asking that why is soimportant?
So let's talk a little bit, ifwe can.
Let's get into the influencer,because you just mentioned it.
So, mombebe, what is Mombebe,the product that you were just
talking?
Speaker 1 (14:55):
about?
Yes, so we'll talk about thebrand here for a second.
So Mombebe is the Walmartexclusive brand that we have and
it is tagline is baby inspiredstyle, admired and it's really
our fashion brand.
It is brought to you by Durellat Walmart, exclusively at
(15:18):
Walmart.
But the idea was to bring greatproducts with that extension of
your parental style at a pricepoint you could afford, and so
the products that we have arefrom strollers to high chairs to
, you know, travel systems andcar seats, and it's really,
(15:40):
really beautiful fashion,forward thinking in that regard.
But the product that wepartnered with on was our 360
stroller.
It's our 360 travel system andit is so cool.
I mean I hope we like tag thecontent in the show notes
because people need to see it.
(16:00):
It's so great.
But you know, it's a travelsystem that allows that parent
to just spin, spin the childaround, whether that be, you
know, forward facing or they'dbe facing towards the parent,
instead of having to actuallytake apart the modular or the
car seat and move them towardsyou.
You do one flip and as parents,I mean we're always looking for
(16:24):
quick and easy solutions.
This level of technology isusually in that $900,000 price
point.
I mean we're bringing it to thecustomer for less than $400 at
Walmart right now.
I mean, if you need a travelsystem, go and get it, because
it is just totally fabulous.
Speaker 2 (16:44):
Yeah, I have to tell you, when I saw the product, I
thought it's so brilliant.
How come nobody?
I mean, it was astonishing it'sand it's one of those products
I have to say that it was soincredibly fit a need.
So, as a parent, I remember howI used to think to myself when
(17:06):
my kids were that young, wherethey were in a stroller, that
that that were that age.
How I wished I could like, justhave them, be easily able to
have them face forward or facetowards me, depending on what
was happening.
Well, now you can.
Yes.
Speaker 1 (17:20):
We solved it.
It's brilliant.
Maybe a little too late but wesolved it?
Speaker 2 (17:25):
No, but it's brilliant and it's one of those
products that it's like.
Well, I can't imagine why thisdidn't exist before, so
congratulations on launching it?
Why did you decide that,utilizing influencers for this,
to launch this brand exclusivelyat Walmart?
The Mom Baby brand thisstroller at Walmart.
(17:45):
Why influencers?
Speaker 1 (17:47):
So I think one we've all seen the stats.
I mean influencers theydefinitely tell the customer the
content story that they'relooking for in the most genuine
way and I think for this productin particular, we had to have
video.
We absolutely had to have video.
I mean these listenerslistening to me now.
(18:09):
I mean you're visually going onthis journey with me to tell
you and explain to you what thestroller and what this travel
system does, and it doesn't doit justice, right?
I mean you really need thatvisual content and I think the
power of she Speaks and thecommunity that you guys have
paired with that really knowingthe Walmart customer for this
(18:30):
being a Walmart exclusive brandwas so critical for us.
And then the content spoileralert went viral and I think it
did go viral because of reallythat matchmaking in terms of you
guys being that expert incontent and helping us really
get it to be brand first contentbut also be really organic to
(18:54):
the customer.
I think, that's definitelysomething that brands struggle
with.
If it doesn't look and feel andtalk exactly like us, therefore
, it can't work and and I thinkthat this campaign really said
differently, which was exciting.
Yeah, but just the power ofinfluencer, oh my gosh.
I mean the.
The, the immediate add to cart,is unlike any other channel.
(19:16):
It feels like right now, whichis so exciting.
And then, when you look in thecomments section too, it's like
one of my favorite things tothen, when you look in the
comments section too, it's likeone of my favorite things to do.
Can you look in the commentssection?
It's literally listening toyour customer and everyone in
the comments section said, oh mygosh, I can't believe that I
can get this at Walmart one andI had no idea that it was, you
know, under under $400.
(19:38):
It's less than that, which isincredible.
Speaker 2 (19:40):
And again.
Speaker 1 (19:41):
You know, really finding that price point at that
$900, $1,000 range like that'sa nice surprise and delight,
especially for the EverydayFamily.
Speaker 2 (19:49):
One of the pieces of content that you mentioned.
It went viral, it had 4.6million views and I think the
reason, like I went back to theteam and I said, why do we think
this piece of content worked sowell?
And I think what was reallyinteresting was A because of the
unique, the fact that thestroller kind of swiveled and it
(20:12):
was such a game changer, Ithink, for parents, like one of
those moments of like how comethis didn't exist before?
And I think that the firstthree seconds of that video,
which you have three secondsright to catch somebody's
attention as they're scrolling,the first three seconds show
demonstrated that unique element, that extremely unique element
(20:34):
of the stroller.
And then I think the otherthing was that at the time there
was trending text on screenthat said POV.
Speaker 1 (20:43):
Yeah, the POV trend.
We love the POV trend in thebaby's face Totally.
Speaker 2 (20:48):
The POV trend and this influencer really like
locked in on both of thosethings and they had the right
audience right.
So when you get thatcombination of elements, I think
you can get something that goesviral.
So when you're thinking about,you know any like were there any
(21:10):
kind of takeaways that youwould say, okay, based on this,
this is what we might thinkabout, like moving forward,
anything that you would mention,like that you think was really
interesting and that you alllearned through the execution of
the campaign, yeah, I mean, Ithink that prove that great
(21:31):
organic content can be testedwith paid, and then it's really
like floodgates open in the bestway.
Speaker 1 (21:40):
Just, you know reach and getting it out there in the
way that it needs to be seen.
You know the insights that yourteam was able to bring back to
us.
You know, I think, that it'svery easy for baby brands to
talk to mom, but the insights,especially year after year, are
trending towards all differenttypes of caregivers.
(22:00):
And a lot of the insights thatwe got from you guys were from
dads and that dads were a bigpurchase decision maker.
And you know, in this journeywith mom or their spouse,
whatever that might look like,and I think that that is so
wonderful because that, to us,that's an actionable insight.
That's an actionable insightthat then I go have a
(22:20):
conversation with our brand team, our product team, our C-suite,
whatever that might look like,right, and maybe we're already
there.
So stay tuned, but that'sawesome.
So stay tuned, oh, that'sawesome.
But I think it's important for,especially, you know brands out
there to, okay, you mightreally know your audience, but
(22:41):
don't be afraid to lean intopotentially an audience that
might surprise you, and do thatwith a great partner that's got
great insights to help you drivethat.
Speaker 2 (22:50):
So that I mean that is interesting.
And the one thing I just wantedto touch upon, because I think
this is one of the things thatmaybe came a little bit later.
In thinking about how peoplehave brands have been working
with influencers, I think thiscame a little bit later, but I
and for some brands quitefrankly, chase, I'm not sure
that they're there yet but Ithink what you all did with the
(23:13):
content understanding that usingthe content could actually be
good for paid efforts and seeingthat it was successful there I
mean, if you're a marketer,that's like.
I mean, how much A-B testing dowe all do about those sorts of
things?
Speaker 1 (23:32):
We love an A-B test.
How much A-B testing do we alldo about all sorts of things?
We love an A-B test, love anA-B test, but you know, I mean I
think that it's so.
It is so important to test, itis so important to put you know
really great content behind paid, and this, I think, is just
going to become more and moreimportant, especially I mean I
(23:53):
hate to even say the word AI onthis podcast, but in the world
of AI, we're all going to beheld to a new standard of not an
A-B test, an A-B-C-D-E-F-G,right?
I mean, you're really going tohave to be on your A-game and
understand what contentresonates.
And oh, by the way, it's goingto change every single day
(24:15):
because your algorithm is alwaysgoing to change, right?
So it's so important to keep upwith all of those facets that
are really important to how yourcontent is being served and
that end consumer and how theyare digesting that content.
And to your point earlier, Imean you got three seconds, so
those better be the best threeseconds you got.
Speaker 2 (24:35):
Right?
Well, and it's interestingbecause I think the element of
content being like reallycritical and how important good
content is is definitely notsomething new, right?
I mean, how long have we been,you know, giving awards to great
commercials and to like great?
(24:55):
You know really good content.
I think what's what's coolabout the influencer space is
that because the tools havegotten so much better in terms
of create, creating content andthe, the, the level of
professionalism, that andism,and then using it in channels
(25:18):
digital channels, let's say thatfeel native to social media.
Seeing that content is just, itfeels more native.
If you're seeing a piece ofinfluencer content and it's an
ad, you're less likely to think,oh, this is an ad I'm being
presented with and you're morelikely to tune into it.
And I think that's one of thethings that the industry is
(25:40):
starting to adopt and I thinkyou guys have already adopted it
.
Speaker 1 (25:45):
but it's a really like if you get good content,
optimize it like use it wheneveryou need good content, optimize
it Like, use it whenever youneed 100%.
And you know and I think sheSpeaks is part of Walmart
Connect, from the partnernetwork, and so for us that was
incredibly important because wewant to make sure we're
partnering with Walmart Connectin a way, too, that works for
(26:08):
everybody's business, and Ithink you know what was so great
about that campaign was notonly from the paid aspect that
we had in meta, but then we alsotook elements of that content
and we put it in to DSP, we putit into the external audiences
(26:29):
that would have been seen as somuch as browsing a site that is
relevant to baby right Like forme as a marketer, that's a dream
and then that, to your point,really takes that content and it
puts it everywhere it needs tobe, instead of just social and
really bringing people into thefold and bringing them into
Walmart, which obviously forWalmart, we love that.
We love it.
(26:50):
Everybody wins.
Speaker 2 (26:53):
All right.
Well, I want to switch gears totalk about how you are.
So you're navigating thisjuvenile space like working for
Darrell Juvenile at the sametime as being a new mom.
So you just came back frommaternity leave a couple months
ago, right?
Yes?
I came back in January, so acouple months ago, right?
Yes, yes.
Speaker 1 (27:13):
Came back in January.
So I have a six-month-old.
So, for everyone listening, Ihave a three-and-a-half-year-old
, I have a six-month-old, I havetwo beautiful girls and I think
honestly, whew, I mean, ifanyone's figured it out, give me
a call, because no one I'vetalked to has figured it out but
I think it's been wild and it'sbeen beautiful and such a
(27:36):
blessing working at a babycompany, being a mom, because I
think that you understand theproduct, you can touch, you can
feel, you can all that.
But when you are living it andyou are in and out of the car
seat, you are in and out of thestroller, that high chair works
or it doesn't work when you needit to.
I mean that's a whole differentballgame.
So my feedback went from no, no, I really really liked this.
(27:57):
So, hey, did you see my email?
I'm going to hunt yourquestions.
But at the same time it'sreally, I think, made, hopefully
me a better cross-functionalpartner that I'm able to go to
the product team and say, hey,what if?
Right, we go back to what if?
And I can and we can talk as acompany, sometimes in a
(28:18):
brainstorming capacity, and say,hey, we thought about this
Because we're always now reallykeeping that customer at the
center.
And parents, oh my gosh, we'vegot so much going on, like I
mean, everyone's like thingsgoing on, we throw kids in the
mix, and like you don't have anyplan, all your plans just went
out the window, right, yeah,yeah, navigating that, you know,
(28:46):
has, as a marketer internally,has been really wonderful.
As a mom and a professional, Ithink you can't be afraid to set
boundaries, yeah, and I thinkthat it's also totally cool to
say, hey, I need help.
You know, I think, for for me,I, I don't have family here, so
I had to be very vocal,especially with my husband, and
(29:06):
say, hey, we need to.
You know, we need a system too,is not one like we're we?
You know, we got all hands ondeck here and I don't.
I don't think that's weakness.
I don't think that I don't thinkthat professional parents
really talk about that that much, because we're supposed to have
this whole facade of I've gotit together and, yep, I'm going
(29:28):
to be on the meeting and you maybe on the meeting, but there
may be a kid just literallyright over, right over to my
left screen, right, just likescreaming their head off, and
you just go with it and so, um,you know, we're still navigating
.
I don't know if we're evergoing to figure it out, but I'm
very lucky to work with greatgroups of people that, I think,
(29:49):
completely empathize andsympathize if they don't have
children, because we're allhumans.
We're all humans at the core ofit.
Speaker 2 (29:57):
Yeah, just in thinking about your saying don't
be afraid to ask for help.
To me, there's a theme that I'mhearing from you and it goes
back to what you were sayingbefore about asking, well, why,
why is it this way?
Why have we always done it thisway?
Asking, well, why, why is itthis way?
Why have we always done it thisway?
Does it still make sense to bedoing it this way?
(30:18):
To me, there's a vulnerabilitythat we show when we ask for
help, when we ask why we'reasking these questions, but it
also is like it's like asuperpower.
It is.
I love that.
I think it's a superpower foryou.
To me, there is thisconsistency, there's a mindset
(30:39):
of I am not going to be afraidto ask for help, I'm not going
to be afraid to ask thisquestion, and that vulnerability
that I think serves people sowell in their career done
appropriately, totally,absolutely Done professionally
and appropriately thatvulnerability is a superpower.
Speaker 1 (31:01):
I think I love that.
I love that reframing of it too, because I feel like, honestly,
I truly have always tried toshow up to my life, my job,
whatever that might be, just100% me, like you were going to
get what you get and I'mprobably maybe apologize to you
later, right?
I mean like it's just who I am,it's how I was raised and I
(31:24):
really have this approach thatjust treat people like people,
don't be an a-hole.
Treat people like people and beyourself.
And if that's not accepted towhere you are, whether that's
personal or that's professional,then it's not the place, right?
I mean, it's just, it's not,and I refuse to ever change
(31:45):
myself to be someone thatsomeone else wants me to be.
Now, that doesn't mean that Ican't take feedback and that
doesn't mean that I'm alwaysreflecting and, you know, being
aware and being more self-awareof how you can come through.
But treating people like people, not being an a-hole and like
(32:07):
showing up authentically, hasn'tfailed me yet, so I'm going to
keep on that trajectory.
Speaker 2 (32:11):
It sounds like it's working All right.
Well, my last question for youis I always love to end with
this If you could go back andgive the younger Chase, who is
just getting started in hercareer, one piece of advice,
piece of advice, what would itbe?
Speaker 1 (32:31):
I feel like you truly trust your gut, and I know that
that is like so, so simple, butI, in my experience, if I have
a gut feeling, good or bad, I'macting on it.
And I'll give you the example.
When I was starting out, I wasin the agency world.
(32:54):
I was in Fort Worth, texas.
I was at a great brand agencyand I got a call from Saatchi
and Saatchi X and I saw thatthey were located in Springdale,
arkansas.
Well, let's just be completelyhonest, I didn't know where that
was, I didn't know what wasgoing on, right, but I did know
(33:14):
that they were offering a jobfor digital strategy.
It was for Procter and Gambleand it was for Walmart.
So I knew those two companiesand I said, hey, what if?
What if I move there?
Let's just see how it goes.
And then, worst case scenario Ihated and then I moved back.
Well, guess what?
(33:35):
I didn't hate it.
It propelled my entire career.
And I think if I could go backand say to my little girl self
you know it's, trust your gut,but also trust your gut with the
right team, with the rightpeople in your corner to cheer
you on.
My husband is my biggestcheerleader.
(33:57):
My parents were the absolutebest and they instilled in me as
a little girl that literallyyou can do anything you want and
I hope to do that for mychildren.
I hope to do that.
I do that from a mentorstandpoint now.
I mean, it sounds really simpleand a little cliche, but like
trust your gut Good, bad ugly,trust it.
Speaker 2 (34:19):
I love that you said that, because I think that
frequently as women, we can, wecan beat up on ourselves for
what we like, for decisions wemade in the past.
And I think, because as womenwe are very intuitive, we go, we
do have these gut feelingsabout things, but and then we
(34:40):
make it just like we will dosomething, but we don't think of
it maybe as a proactivedecision.
So we go back and we Mondaymorning quarterback it.
Not that, by the way, I'm not asports person, but I know terms
, but I love that term of likehow you know, like you go back
and you, after you've made thedecision, you beat yourself up
and you're like, why did I dothat?
(35:00):
Why did I do that?
Well, the answer is, you wentwith your gut, but because
you're maybe not weren'tconscious of it, you like think,
you go back and you ruminate,you like, oh, you just get, like
you marinate in this likeuncertainty.
And I love that.
That is your piece of advice togo with your gut and trust like
(35:21):
, trust your gut, Just trust,just trust yourself.
And maybe the one thing that Iwould say is maybe just be
conscious of it, like saying Iam consciously going with this,
because it's what I feel and I'mgoing to.
I'm going to do that and and Ithink it's it's such a good
piece of advice.
I love that I love that.
Speaker 1 (35:41):
It's simple but I feel like very important.
So hopefully those listeningtrust your gut.
Speaker 2 (35:48):
Well, chase Cooper, thank you so much.
Thanks for having me.
This was so fun.
I am so I'm so happy that wegot a chance to chat.
I I learned a lot.
I am grateful that you agreedto spend some time with me today
.
Speaker 1 (36:01):
Well, thank you for asking.
I am happy to come back andappreciate you and the she
Speaks team so much and we'lltalk later.
Yeah, thank you.
Thanks so much.
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