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What would make an agency veteran go client-side and never look back? Well, for Craig Rowley, cmo of personalized goods purveyor Shutterfly, it was all about the opportunity to truly lead a brand.
“I thought, well maybe at some point I’d like to be in that role where I call the shots—where I set the vision for the brand,” said Rowley.
So, after more than 20 years in the agency world, Rowley left his executive role at Saatchi & Saatchi to take on a vp role at REI, where he spent six years leading the brand’s integrated marketing strategies. Rowley would eventually take on his first cmo role at Groupon before landing at Shutterfly, where he’s leaning heavily into brand-building for the e-commerce company. Its latest “Make It a Thing” campaign, created with partners at Mischief, speaks to the rise of creators and shifting consumer demographics for the 20-year-old digital-first company. Craig shares key campaign learnings so far, including how they are seeing it move the needle.
Tune in to hear more on Rowley’s career journey, how his agency experience helps him in his role today and what he sees fundamentally changing about the CMO role and brand-agency relationships moving forward.
This episode is also available on Spotify, iHeartRadio, and Apple Podcasts.
