Pinterest CMO on the Company’s Aggressive Growth Plans; Audio Streaming Pumps Up the Volume

Pinterest’s Andréa Mallard on the company’s aggressive global growth plan and our latest forecast numbers for podcast listeners. February 11, 2020 [Pinterest CMO on the Company’s Aggressive Growth Plans; Audio Streaming Pumps Up the Volume](=/SL0G3D0Ap0L0MSQ2n0039FJ)   In the beginning of her tenure as Pinterest’s first-ever CMO, Andréa Mallard established the company’s mission and core brand principles, reorganizing her team prior to the successful IPO. Now she’s focused on an aggressive global growth plan. We spoke with the marketing veteran—previously at Athleta, Omada Health and IDEO—about the unique challenges of being a company’s first CMO, what she prioritized in year one, and how Pinterest can implement an aggressive growth strategy that remains true to the brand. To establish yourself as the company’s first CMO, what did you prioritize when you stepped into the role? My biggest priority [in 2019] was to properly identify the key brand principles we were going to live by as a company. This meant I was thinking about how we amplify our points of difference in the world in a way that is unique, relevant and that's defensible over time. Then, I had to come up with a list of brand projects and ideas to help illustrate those principles in the real world. [Read the full article.](=/SL0G3D0Ap0L0MSQ2n0039FJ) [New ideal in data]( Your next big idea takes the next big deal in data. To transform the way brands use data we transformed our data company into a 21st century data company with modern fee structures. So data can inform every decision. [Find out how our new ideal provides the best deal for your brand. connect@alc.com]( [Podcast: Audio Streaming Pumps Up the Volume](   eMarketer forecasting analyst Peter Vahle and vice president of content studio Paul Verna discuss the different platforms that people use to consume music and podcasts, and how the major platforms maintain their leads. Then, Paul talks about ESPN and ABC TV ad revenue declines, Pinterest's earnings and a potential new streaming service from ViacomCBS. ["Behind the Numbers" is made possible by LinkedIn Marketing Solutions. Listen in.]( [Most Video Streaming Happens on TV Sets](   Although mobile video ad spending and viewer numbers are surging, most streaming still happens through TVs. Mobile video consumption and ad spending figures are heavily influenced by out-stream ads that appear within users’ feeds on Facebook, Instagram, Snapchat and Twitter. YouTube also gets much of its traffic from mobile. [Read the article.]( [chart-image]( ©2020 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/SL0G3D0Ap0L0MSQ2n0039FJ) | [Change email address](=/SL0G3D0Ap0L0MSQ2n0039FJ) | [Update preferences](/SL0G3D0Ap0L0MSQ2n0039FJ) | [Advertise](=/SL0G3D0Ap0L0MSQ2n0039FJ) [Select "Research Submissions"](=/SL0G3D0Ap0L0MSQ2n0039FJ) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. =/SL0G3D0Ap0L0MSQ2n0039FJ   =/SL0G3D0Ap0L0MSQ2n0039FJ