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Sourced from CMO Council

 

In this video, John Costello, President of Global Marketing and Innovation at Dunkin’ Brands, shares his views on mobile relationship marketing and the criticality of customer centricity when advancing the mobile agenda. “Dunkin’s purpose is to help our customers get running in the morning and keep ’em running all day long, so mobile is the perfect device for us to really connect. So we have really adopted a mobile-centric strategy as a way for us to engage with our customers and also find out what’s on their mind as well,” Costello shares.

At Dunkin’, Costello has global responsibility for Dunkin’ Donuts and Baskin-Robbins advertising, marketing, consumer engagement, digital, mobile and social marketing, and consumer and business intelligence. He oversees research and product development, the culinary team and retail channel development efforts for both brands globally.

Sourced from CMO Council