Emily Josephson manages the Whole Earth, Pure Via, and Equal sweetener brands in a time when sugar is the enemy, plant-based is all the rage, and keto continues to trend upwards. In her less than two years on the business, she’s taken the young, emerging brand Whole Earth to become the fastest-growing stevia brand nationally with a fresh new marketing campaign, influencer program, and breakthrough innovation and has reinvigorated heritage Equal brand to reverse years-long declines to restore her brands & business to growth. Prior to her role at Merisant, she worked at SC Johnson on Ziploc, Scrubbing Bubbles, and Pledge and at General Mills on Go-Gurt, Liberte, and Mountain High yogurt brands. She brings a unique point of view having started her career on the agency side in NYC at McCann Erickson and DDB on Verizon, Neutrogena, and New Business Development. Emily is a passionate brand and business builder who brings creativity, consumer empathy, entrepreneurial spirit, and drive for results to everything she works on. Emily earned her MBA from Indiana University Kelley School of Business and BA from University of Rochester. She also serves on the Associate Board of the Good Food Accelerator in Chicago.
Emily Josephson’s Session(s):
9:10 am–9:50 am PDT — Thursday, June 11, 2020
Not long ago, influencer marketing was a trend. Every year-end report marketers could get their hands on invariably had a chapter in the lines of “The Rise of Influencers” or “Why Influencers Are Here to Stay.” This made sense in the past because this marketing tactic – powered by social media – began in the mid-2000s and was considered an emerging solution that lived under content creation, community management, or paid media.
Today, influencer marketing is a critical part of the marketing mix. In fact, it’s expected to grow to a $15 billion industry by 2022, up from $8 billion in 2019, according to Business Insider Intelligence estimates.
Our Top 10 Trends Influencing 2020 is a manifestation of where we see the Influencer space going and how marketers can really make an impact. Fake followers, vanity metrics and overly polished content are some of the challenges brands have faced when partnering with influencers. To build trust is increasingly difficult for brands amid an ever-so pervasive and disruptive landscape, where the digital medium itself is challenged on many fronts. But, in the face of disruption also lie great opportunities for businesses who are looking to earn trust and authentically engage with their audiences.