BevNET Live Summer 2024: Marketing The CustomerCentric Brand Strategy
Using the process that brought heywell to life, co-founders and industry veterans Ashley Selman and Britt Dougherty explain how entrepreneurial beverage companies can move beyond a particular ingredient or functionality, yielding a brand that can be engaged repeatedly by consumers.
Ashley Selman is co-founder and CEO of heywell, a modern wellness beverage company on a mission of making wellness more simple and accessible for everyone, every day. Before founding heywell, Ashley spent 17 years at MillerCoors, most recently as Vice President Brand Marketing where she led portfolio and brand strategy, pioneered new products and innovations and led new capabilities in digital and brand experience. Most notably she led the Blue Moon Brewing Company business to become to the #1 craft brand in the U.S. and built the brand’s first standalone brewery in Denver. Prior to MillerCoors, Ashley cut her teeth in CPG working for Russell Athletic and was a core member of a start up agency that helped pioneer shopper-marketing for Wal-Mart, P&G and Coca-Cola. Ashley is an executive board member at Fast Company and serves on the board of non-profit Changing Worlds.
Britt Dougherty is co-founder and COO of heywell, a modern wellness beverage company on a mission of making wellness more simple and accessible for everyone, every day. Britt previously held the position of Vice President of Consumer Insights and Engagement at MillerCoors where she specialized in leveraging empathy to create growth. In her decade with the company, she provided strategic thought leadership across the MillerCoors portfolio, overseeing human experience, marketing insights, media and partnerships, precision marketing, brand experience, agency operations, design, licensing and futuring. Her prior experience includes working in Oil at BP Americas and research at Millward Brown. Britt has been recognized for her marketing achievements as an Advertising Age Women to Watch, Diversity Journal's Women Worth Watching, and was selected to the Brand Innovators Women to Watch List.
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