Andréa Mallard, CMO at Pinterest – Ignite Marketer of the Week
In this edition of Marketer of the Week, Ignite Visibility spotlights Andréa Mallard, Chief Marketing Officer at Pinterest.
Ignite Visibility applauds the Pinterest team for reporting better-than-expected quarterly results just last week.
The image-sharing company saw a 10% boost in its stock price thanks to first-quarter sales growing in the mid 70% range.
Wall Street expected growth of about 56%.
Further, Pinterest benefited from significant user growth. The platform’s monthly active users (MAU) grew 37% to 459 million in Q4.
“We welcomed over 100 million additional monthly active users to Pinterest in 2020, more than any other year in our history,” said Chief Executive Officer Ben Silbermann.
U.S.-based ad revenue grew 67% to $582 million. Total revenue came in at $706 million.
“Our investments in ad tools and sales coverage continued to pay off, especially during a strong holiday season,” Pinterest said in a letter to investors. “Advertising demand was healthy across different advertiser sizes and verticals, with retail demand further building off last quarter’s recovery.”
The company earned 43 cents per share. That number beat Wall Street estimates of 32 cents per share.
Silbermann also said that Pinterest saw growth among Gen Z consumers who visit the app “because they want spaces where they can explore their own interests and hobbies.”
Additionally, the CEO noted that Pinterest continues to help creators make money on the platform. Along those lines, the company will bring on content publishers known for their ability to educate people rather than just entertain.
Of course, all of this great success wouldn’t be possible without awesome marketing. And for that awesome marketing, Pinterest can thank Andréa Mallard.
Andréa Mallard
Mallard joined Pinterest in November of 2018. If you want to know something about her track record with the company since that time, read the previous section.
Before joining Pinterest, Mallard served as CMO of Athleta, a women’s apparel brand.
While there, she managed a team of about 100 who assisted her with marketing and ecommerce.
Oh yeah, she also handled a budget of about $100 million.
As CMO, Mallard oversaw the creative and strategic vision of Athleta’s brand campaigns. For that effort, she earned a CMO award for Creativity & Storytelling in 2018.
In 2017 and 2018, Mallard’s work led Athleta to double-digit sales and earnings growth. She achieved that by developing a strategy involving “media mix optimization, org restructure, the introduction of design thinking into product innovation methodology, commercial planning transformation, and the launch of a new in-house storytelling team.”
She also launched the Hill City brand. That’s a line of men’s apparel.
Prior to working for Athleta, Mallard served as CMO and Chief Brand Officer at Omada Health.
According to her LinkedIn page: “I helped fuel Omada’s explosive growth through world-class demand generation, robust and relentless sales enablement, a pioneering brand that’s redefining healthcare, and creative content that intrigues the brain and inspires the heart.”
She also handled the process of identifying key points-of-difference across all brand touchpoints.
Her efforts paid off. In 2017, Fast Company named Omada one of the 50 most innovative companies in the world and the most innovative healthcare company.
Before that, the World Economic Forum listed Omada as a “Tech Pioneer.” And Interbrand labeled the company a “Breakthrough Brand.”
Today, Mallard is a published author who makes frequent appearances at TEDx conferences all over the world. She covers subjects from brand strategy to product innovation to entrepreneurialism.
She currently serves on the board of Unu Motors, an electric scooter company based in Europe.
Wrapping It Up
If you’ve spent a lot of time reading the weekly news updates on this site, you’ve noticed that Pinterest continues to grow, both financially and in terms of what it offers users and advertisers.
That’s because of the work of Andréa Mallard. And with her continuing to handle marketing for the brand, you can expect to continue reading those kinds of stories into the foreseeable future.
