Learn how to market with the modern consumer’s wants and needs in mind at Commerceweek, July 11–12, with brand leaders from Visa, Uber, TikTok and more. Sign up now to save 35%.
For a 106-year-old brand, The Clorox Company is taking an unconventional approach to the direct-to-consumer model.
Instead of embarking on an acquisition spree, like Unilever did when it acquired Dollar Shave Club for $1 billion, or building a team entirely in-house, Clorox poached former Boxed marketing chief Jackson Jeyanayagam in January to write the playbook for what a DTC brand can look like inside a CPG giant. With a focus on health and wellness companies within Clorox, Jeyanayagam is creating a custom tech stack and adapting a startup mentality to develop products and, the company hopes, brands that serve both consumers and shareholders.