Joel Bulger, CMO of WOWorks, on customer data personalization, owning the whole guest journey, and why knowing more lets you message less intrusively.
Joel Bulger, Chief Marketing Officer of WOWorks, on customer data personalization: how knowing more about a guest lets a brand message them less intrusively, not more.
WOWorks is the platform brand behind six better for you fast casual concepts including Saladworks and Barberitos. Joel brings 30 years in restaurant marketing, with earlier roles at Coca-Cola, Darden, Wendy's International, and Focus Brands.
In this conversation with Tullio Siragusa:
• Owning the entire guest journey instead of one slice of it
• The spider web model, where loyalty, CRM, and feedback feed one profile
• Why the more you know about someone, the less creepy your messaging becomes
• Watching traffic as the metric that solves everything else
• Turning a GLP-1 demand shift into a reason to choose the brand
He also explains what his team did when a beloved menu item had to go: they gave customers the recipe, keeping the need served after the product was gone.
Listen to the full episode: https://www.theblisspodcast.com/marketing-with-purpose-kit-breaking-down-silos-across-teams-2/
More from the series: https://www.theblisspodcast.com/categories/marketing-with-purpose-kit-series/