Since her first job out of college, Carley Caldas, VP Brand Marketing & Media, eos Products, has loved Brand work. In her words, “I loved it so much, I couldn’t believe it was a real job I was getting paid to do–it seemed too fun!” To her, Brand Marketing is all about relationship building. In her role, her primary focus is to build relationships through the digital personification of eos in owned and paid media. Her secret to success? She firmly believes that every brand interaction should be genuine and personable. Keep reading to discover why she is a Marketer To Watch recognized in the Wall Street Journal series. She’ll share how she uses eos’s agility and social-first mindset to create intimacy with their audience and how she believes brand leaders should be discovering as much about their brand as they are defining it.
Every marketer should listen to… “The CMO podcast with Jim Stengel – check out the episode with eos CMO, Soyoung Kang; it’s a fav!”
What gives me energy outside of work… “I’m a fool for a fantasy series, and I’m not ashamed to say it 😊“
Future of Marketing
Q: What one thing coming down the pike for marketing are you most excited about?
I’m excited about the integration of AI into our industry. Not to replace but to enhance marketers’ abilities, especially in the realms of social media and content creation.
Q: What’s something you see evolving in Media Marketing within the next five years?
I see the Creator marketplace and its convergence with other digital channels changing within the next 1-5 years. We’ve been seeing interesting integrations with Retail Media. With new opportunities like TikTok’s ‘Out of Phone’ OOH ad placement, we’ll see Creator content continue developing the landscape in channels it hasn’t previously touched.
Q: What’s a widely accepted “marketing truth” you wish marketers could do away with?
“You own your brand narrative.” Social has democratized influence so much that our brands’ narratives are being written and amplified by everyday people reacting to different brand outputs. You own the outputs, but you also own your relationship with those people, and that’s how you can influence the narrative. Your perceived brand consistency is only as good as its resonance with the people you’re trying to connect with. Branding today is a two-way street, where we, as brand leaders, should be discovering just as much about our brand as we are defining.
Marketing at eos
Q: What’s something innovative or exciting you’re currently working on?
I can’t spill all the details of what we are working on just yet, but there’s an undeniable thrill in discovering fresh and creative marketing campaign ideas, especially when they are inspired by the love of our fans. Brace yourselves for an upcoming, seriously enjoyable—and, in true eos fashion, a tad NSFW—campaign hitting socials soon. Stay tuned!
Q: What’s the most pressing business challenge you’ve faced within the last year, and how have you tried to solve it?
Building a challenger brand in an incredibly competitive Body category landscape. We’ve used our organization’s agility and social-first mindset to create an intimacy with our audience that makes our dollars work harder than those of bigger players who outspend us.
Career and Leadership Advice
Q: What’s the most game-changing career advice you’ve ever received?
Your job is what you do for a company or business. Your career is what you do for yourself. Make sure they’re working together, but don’t let either one get in the way of the other.
Q: What’s one new leadership muscle you see as the most important for marketers to exercise?
Listening is the new leadership muscle. As an industry, we’ve moved from “what brands want to say to consumers” to “what consumers want to say about brands.” If you’re not really listening to what’s being said about you, there’s no way for you to help shape it to meet your business needs.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, click here.
