Marketing to Mums - the Podcast
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Marketing to Tech-First Parents
In this episode David Butler highlights the enormous opportunity for brands and business owners in catering for the growing segment of Tech-first parents. He explains why we are seeing so much disruption and innovation within the parenting industry and how this is only set to continue in the coming decades. David demystifies how to appeal to Tech-first parents and shares examples of businesses getting this right. He identifies the mistakes to avoid and the opportunities to be enjoyed for astute marketers.
In this episode we explore:
Resources discussed in the show:
BE CURIOUS PARTNERS
About The Guest
David Butler is the Chief Growth Officer at Kids2, a global consumer goods company headquartered in Atlanta designing solutions to help early-stage families through its brands Baby Einstein™, Bright Starts™, and Ingenuity™.
He joined Kids2 in 2017 to help the company scale globally by transforming the company’s global R&D, design, marketing and insights functions. As part of the company’s Executive Team, David plays a strategic role in helping the company develop new business models and partnerships enabling it to quickly adapt to a fast-changing, global marketplace.
In 2018, Butler co-founded Be Curious Partners, an early-stage venture capital firm where he invests in and advises founders using technology to solve age-old parenting problems. David plays a unique role at both companies, creating a powerful strategic partnership and a clear competitive advantage for both.
Butler has more than 25 years of experience in helping companies grow through design, brand building and business model innovation.
In 2012, Butler was asked to lead “disruptive innovation” at Coca-Cola. This evolved into leading a seed-stage venturing platform called Coca-Cola Founders, where he built a portfolio of 15 companies in 10 countries in less than three years, generating a 4x return on invested capital.
In 2004, Butler joined Coca-Cola as its first global head of design. He established a cross-functional, systems-based approach to design across more than 200 countries contributing to 18 consecutive quarters of growth while saving the company over $500M. He was named, “Master of Design” by Fast Company and Forbes’ “Executive Dream Team.”
Prior to Coke, Butler led brand strategy at Sapient helping Fortune 100 companies transform into digital companies. He started his career designing large-scale brand identity systems and experiences for the Olympics, UPS, Delta, and CNN.
In 2015, David Butler co-authored “Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too), now published in over 25 countries. Daniel Pink, best-selling author of Drive and A Whole New Mindcalled it a “master class in problem-solving.” Tim Brown, CEO, and President of IDEO said it caused him to “rethink IDEO.”
He received his Bachelor of Arts, Fine Art at St. Petersburg College and a Bachelor of Arts in Mass Communications at the University of South Florida.
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
#ISOMums : Understanding the impacts of home isolation
Marketing to Mums’ #ISOMums study reveals the ups and downs of home isolation experienced by Australian mothers. The study was conducted throughout May and June 2020 and identifies emerging behaviours, drivers and sentiment formed during isolation and is of critical importance to brands, retailers and business owners.
We invite you to download a free copy of the report today.