Ep 37: Patty Trevino SPV of Marketing for CKE Restaurants, Better Known by the Iconic Brands of Carl’s Jr. and Hardee’s
Trailblazing is as much a part of Patty Trevino’s DNA as it is a part of the DNA of the brands she works for. You have one guess as to who was responsible for rolling out the first Beyond Burger line in any fast food restaurant in America, and who came up with the idea of a CBD burger! Our guest today is skilled at understanding the culture of the times and is not afraid to break the rules. She also knows how important it is to have the right structures set up before pushing out innovative ideas. This combination of attributes means that she is able to give customers what they want time and time again. “Always Choose Dare” is her motto and in this conversation, we discuss the fine line that Patty thinks all marketers should be walking, her dynamic range of experiences working with different brands over the years, her opinion on some famous marketing campaigns, and why it’s so important to tailor the marketing of a brand to the specific type of media that is being used. If you’re in the marketing space, Patty also has some very valuable career advice to share and as she is a very successful product of this advice, it is well worth your time to listen!
Key Points From This Episode:
Some experiences Patty has had in her office since the start of the pandemic.
Two fun facts about Patty.
Where you can find Hardee’s and Carl’s Jr. restaurants, and the different markets that each of these chains appeals to.
How Carl’s Jr. advertising has changed over the years and the trailblazing nature of the brand.
The way that the millennial generation has changed how brands think about consumers.
CBD burgers and where the idea for them originated.
Benefits of being part of a small company.
Why “Always Choose Dare” is Patty’s motto and the fine line that she thinks all marketers should walk.
Patty’s opinion on Burger King’s recent Women’s Day campaign.
Sales and transactions are the only kinds of awards that Patty cares about as a marketer.
The importance of understanding how different types of media will work (or not work) for your brand; there’s no one-size-fits-all approach.
How CKE Restaurants has handled the COVID-19 pandemic.
Although Patty advocates for innovation, she is also aware of the necessity of planning for change.
Patty’s reasons for leaving the agency she was working for to go work in corporate, and why she recommends this trajectory to marketing students.
Valuable career advice from Patty, which has worked very well for her; “Act the part you want and don't be afraid to give up things that you love to learn something new.”
Tweetables:
“At the heart of who we are in our DNA, it was always about trailblazing.” — Patty Trevino [0:14:52]
“There's not just one set of consumers nowadays. The millennial generations, they're wanting things that represent them. They have the freedom to self-identify, whether it's the food that they eat, and they want brands to say, “Yes, you matter.”” — Patty Trevino [0:17:44]
“As a marketer, you should be on a fine line of being fired from an idea, or making a difference for your brand. If you're not willing to step into that, then you're never going to make an impact or make a change.” — Patty Trevino [0:22:27]
“Find yourself some good mentors, find yourself some people that you trust, and that will champion you. If you don't find anyone, champion yourself.” — Patty Trevino [0:44:30]
“Act the part you want and don't be afraid to give up things that you love to learn something new.” — Patty Trevino [0:48:20]