Ep 71: Derek Detenber is the Chief Marketing Officer for Batteries Plus
No stranger to the franchise industry, today’s guest came to Batteries Plus from senior marketing roles with world-class brands like Wendy’s and Massage Envy. As Chief Marketing and Merchandising Officer at the nation’s largest and fastest-growing battery, light bulb, key fob, and phone repair franchise, Derek Detenber is responsible for marrying marketing and merchandising omnichannel strategies to improve customer experience and elevate the brand’s public profile, as well as drive profitable sales growth for franchise owners and stores. In this episode, we talk about the similarities and differences of multi-location marketing in the diverse categories of retail, QSR, and services. We also learn about what the current AI conversation sounds like internally at Batteries Plus and how Derek sees this wave of innovation impacting brick-and-mortar marketing in the future. Spoiler alert: it’s all about the data! Join us on Clicks 2 Bricks today for a fascinating conversation about what it means to champion the customer, the obligations that marketing teams have to their franchise partners, the marketing initiatives that Batteries Plus is putting into play in 2023 and beyond, and more!
Key Points From This Episode:
A fun fact about how many countries Derek has visited in his 20-year career.
The state of marketing today and what keeps CMOs like Derek up at night.
Mastery of omnichannel strategies at Batteries Plus and the role of TikTok.
Marketing challenges Derek has encountered along his career trajectory.
Why digital-first CMOs need to hire a team of experts to stay ahead of the curve.
Brand, team, and e-commerce: Derek’s mandates when he joined Batteries Plus.
Unpacking the complexities of customer experience in multi-unit retail.
The unique dynamic between Batteries Plus’ corporate and franchise locations.
Insight into the intricacies of multi-location marketing in retail, QSR, and services.
Why there is no “one-size-fits-all” marketing solution for franchise businesses.
Ways that Batteries Plus is investing in commercial growth in 2023.
Different applications that AI lends itself to at Batteries Plus.
The importance of mentorship and Derek's career advice for young marketers.
What it means to be consumer-led, define your leadership style, and embrace digital.
Opportunities to join the team at Batteries Plus!
Derek’s take on agencies, influencer marketing, and more in the lightning round.