A CONVERSATION WITH THE CMO OF SHAKE SHACK

Summary from the TLDR Marketing newsletter

A spotlight into the marketing career of Jay Livingston, Shake Shack’s current CMO. Livingston crafted regional and national brand marketing strategies that included collabs with Hot Ones, Game of Thrones, and the Trolls Band Together movie. He’s also created programs that aren’t “super expensive”, such as this summer’s campaign to find a “Chief Avocado Officer”. Shake Shack finds new audiences by creating “fun brand moments” to generate media buzz, gain social impressions, and create sales.