298 | Fail Fast, Stay Nimble: Embracing Risks in Retail | with Kelly Deen

Honest Ecommerce

With over 10 years of experience in consumer marketing and digital transformation, Kelly Deen is passionate about creating and executing data-driven strategies that drive growth, loyalty, and innovation for fast-moving consumer goods (FMCG) and entertainment brands.

As the Chief Commercial Officer/CMO at kencko, Kelly leads a world-class marketing team that is transforming the way people consume fruits and vegetables through smart, convenient, and sustainable products.

Since joining kencko in 2022, Kelly has been instrumental in expanding the company's presence into 16+ global markets, launching its first brand campaign, building a loyal and engaged customer base, and developing strategic partnerships with retailers and wholesalers.

Kelly has also leveraged my professional certifications in artificial intelligence (AI) and search engine optimization (SEO) to optimize our digital experience, marketing tech stack, and member experience team.

Kelly is motivated by kencko's mission to make healthy eating accessible and enjoyable for everyone, and proud to be part of a company that is making a positive impact on people's health and the environment.

In This Conversation We Discuss:

• [00:44] Intro
• [02:14] Simplifying fruits and veggie smoothies
• [03:48] A mission to promote plant-based nutrition
• [05:05] kencko: making fruits and veggies accessible
• [07:29] Blending health solutions with the rise of D2C
• [08:29] Stepping in during D2C challenges and growth
• [09:23] The risks of meta dependency for growth
• [10:50] Cost-effective channels beyond meta for scaling
• [11:51] Overcoming today’s meta-driven growth challenges
• [12:57] Episode sponsors
• [16:10] Balancing creativity & performance in paid marketing
• [17:59] Embracing patience in the growth process
• [18:29] Driving business strategy in a growth phase
• [20:31] Seizing opportunities & meaningful connections
• [21:31] Embracing risks & landing major retail partnerships
• [23:18] Asking the right questions for strategic partnerships
• [24:17] Building relationships to navigate retail challenges
• [25:08] Offering value-added services to engage customers
• [26:34] Launching a brand campaign to boost awareness
• [27:24] Trusting your gut & embracing fearless decisions
• [29:01] Accessible healthy living with kencko products

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Fruits & veggies drinks and snacks https://www.kencko.com/
• Follow Kelly Deen https://www.linkedin.com/in/kellydeen/
• Done-for-you conversion rate optimization service storetester.com/
• Revolutionize your inventory and fulfillment process portless.com/

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