Canoo’s Head of Marketing Shares How to Build a Pre-Launch Brand

From General Mills to MeUndies to Lyft, Matt Kerbel’s experience across traditional and DTC companies has provided the perfect footing for his latest endeavor—disrupting the automotive industry and redefining the future of mobility. As head of marketing and strategy at Canoo, the electric vehicle (EV) membership company set to launch in 2021, Matt and his team are building the brand from the ground up. Here, he shares meaningful career lessons and how the brand is game-ifying customer acquisition and thinking about “phygital” experiences.

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alexa.comeau@adweek.com Alexa Comeau is the programming manager at Adweek, where she works on event curation while dabbling in some writing.
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