Balancing Analytics and Creativity: A CMO's Formula for Consumer Goods Marketing Success
by Yana Ernazarova
- Login with LinkedIn to watch the full interview!
What you'll discover
when watching Yana's story
- Large companies can benefit from creating startup-like agility within their marketing teams to compete with newer, more nimble competitors.
- Testing marketing concepts before full product development (e.g. "painted door tests") can provide valuable insights for startups.
- Modern marketing strategies need to consider the right mix of online and offline channels based on the product and audience.
- Profitability has become increasingly important in marketing strategies, moving beyond a sole focus on growth.
- Marketing requires a blend of analytical and creative skills to be effective.
- Consumer goods marketing can be particularly engaging due to its relevance to people's daily lives.
- A successful go-to-market strategy must start with a deep understanding of the target consumer.
Meet Yana Ernazarova - CMO @ Edushape
Yana Ernazarova is the Chief Marketing Officer at Edushape, a company with 40 years of experience in the consumer goods industry. Her journey in marketing began with a passion for analyzing advertising and business communication.
Yana’s career took off at Procter & Gamble, where she spent over 7 years. She climbed the ranks from associate brand manager to marketing director, working on global brands like Pampers, Pantene, and Gillette.
At P&G, Yana led a digital transformation initiative for Pampers. She created the “Pampers Startup” team, introducing startup-like agility to the marketing process.
After P&G, Yana pursued her MBA and consulted startup founders on marketing strategies. She worked with various startups through the Atomic Venture Studio in San Francisco
Yana joined Edushape for its mix of established value and growth potential. She aims to expand B2B channels and develop B2C campaigns for the company.
Check out Yana Ernazarova's thoughts on innovative marketing strategies
When it comes to why she’s attracted to marketing, Yana shares:
"What attracted me to marketing is the blend of analytical and creative skills. The analytical side involves data analysis, understanding who you're marketing to, and determining the logical reasons behind what you're marketing."
She also shares what makes a company an attractive challenge for marketers:
"For experienced professionals in marketing, there's nothing better than a great challenge. Edushape is the perfect example. Its products have been around for 40 years, with excellent quality and strong B2B relationships, presenting a unique opportunity."
And what is a “painted door test” in marketing:
"A painted door test is when you have nothing but an idea—no product yet—and you want to test its potential. You create a few simple ads, run them on Meta or Facebook, and analyze the results with minimal investment."
Get exclusive business growth tips from our top thought leaders
Subscribe and get weekly tips on growing your successful business.