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Digital Transformation Series – Featuring Kevin Miller – Chief Marketing Officer, The Fresh Market

 

Join Alex McCoy as she welcomes thought leaders and practitioners from some of the country’s most innovative retailers, brands, and solution providers who are experimenting, iterating, and ultimately charting a new path forward.

Alex welcomes Kevin Miller, Chief Marketing Officer at The Fresh Market, to discuss “Immersivity, Shoppable Video, and Shortening the Path to Purchase.”  Kevin will show us a new metric that he believes demonstrates that “all conversions are not created equal.”

 

About Kevin Miller
Kevin is Chief Marketing Officer (CMO) of The Fresh Market, received the CMO Innovator of the Year Award from the Millennium Alliance in 2021.  He was named one of the 30 Most Influential Marketers on LinkedIn in 2022 and a two-time Association of National Advertisers REGGIE AWARD winner in 2023.

Kevin was hired in 2020 as part of the executive management team tasked with turning The Fresh Market business around for an IPO/M&A exit by private equity owner Apollo Global. The strong turnaround results led to the successful acquisition of TFM by Cencosud (a major South American retailer) in 2022. He sits as a member of the executive international steering committee leading the strategic integration of the two companies over the next several years.

During his tenure as CMO, Kevin has grown the TFM ecommerce business from less than $5 million in 2019 to over $100 million in 2022. He launched TFM’s first loyalty program in March 2022 reaching the 1-million-new member milestone in just 7 months, making it one of the most successful membership-based program launches ever. By comparison, it took Facebook 10 months to achieve one million new members and Airbnb 2.5 years.

In February 2023, Kevin launched the U.S’s first-ever Shoppable Video-Live Commerce (SVLC) Retail Media Network in partnership with Firework, a leading Silicon Valley video tech company.

These TFM SVLC Retail Media Network videos/live streams were viewed over one hundred million times and consumers spent over seven hundred days watch time viewing the shoppable content in 2022. TFM won the 2023 DigiDay TV & Video Award for Best Live Video Strategy.

Kevin also helped lead The Fresh Market to eight straight quarters of comparable sales growth despite significant economic, supply chain and inflationary headwinds. During this period, The Fresh Market was voted “The #1 Best Supermarket in America” in the USA Today Readers’ Choice Poll for two consecutive years 2021 and 2022.

Prior to The Fresh Market, Kevin was CMO for Natural Grocers (NGVC). In four and a half years, he led marketing and digital transformation resulting in twelve straight quarters of positive sales and traffic comps and Natural Grocers being recognized as one of the “World’s 20 Fastest Growing Retailers of 2018” by 24/7 Wall St.

Kevin has served as President of KMMP Media Group, SVP CMO of ABC Radio Networks, VP National Marketing Pizza Hut, VP Management Supervisor for Subway, Field Marketing Manager Coca-Cola USA, McDonald’s advertising account executive at Leo Burnett USA.

Kevin is a member of the select CMO Master’s Circle of the Association of National Advertisers (ANA) focusing on global growth challenges of the world’s leading brands.

Kevin is a West Point graduate who served six years as an Army Officer achieving the rank of Captain. Highly decorated, Kevin earned several awards and achievements including the Meritorious Service Medal (twice), the Army Commendation Medal (twice), the Army Ranger Tab and the Army Parachutist Badge. He received a Digital Marketing Certificate from the Harvard Business School (HBS) Executive Education program in 2010. He lives in Greensboro, NC with his wife and daughter and his son is a recent West Point graduate class of 2020.

 

Series Sponsors
The Digital Transformation Series is proudly sponsored by:

Conversations On Retail is a one-of-a-kind platform where retailers, their suppliers, solution providers, and other industry experts gather to exchange ideas, insights, and best practices while growing their professional network… one conversation at a time. We host online gathering places and resource centers (including WinningWithWalmart.com) that help the industry connect with experts, solutions, and thought leadership.

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