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Instacart’s chief marketing officer Laura Jones calls this the “year of brandformance” for the 11-year-old online grocery platform.
The amalgam comes from two functions of the marketing department, brand and performance. Those teams had reported to separate leaders, but Jones, who joined from Uber two years ago, felt they would perform better for clients and customers as one.
“This year has been about finding platforms that can really work across the funnel, and then a lot of experimentation because we’re still early in this journey,” Jones told Adweek during a conversation at Cannes Lions last week.
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