CMO Roundtable With VP of National Brand Marketing at Junk King, Crissy Russo

How do you deploy your marketing spend to deliver your brand's message and maximize ROI?

Crissy Russo
Vice President, National Brand Marketing
Junk King

At Junk King, a strong marketing mix is at the core of our strategy. By combining digital and traditional tactics, we can create a balance between building brand awareness and driving quick-hit conversions. Our approach is centered around the marketing funnel, focusing on awareness, consideration, conversion, and loyalty to ensure that every dollar spent contributes to growing and retaining our customer base.

To maximize ROI, we push hard for market share through brand awareness campaigns while leaning into conversion-focused tactics that drive immediate results. But it doesn't stop there. Retaining customers is critical, which is why we invest in repeat and referral campaigns designed to build long-term loyalty.

Cost efficiency is another key priority. We work hand in hand with operations to ensure we deliver the best quality service as great marketing always starts with great operations. When customers experience exceptional service, they're likely to return and refer us to friends and family, which naturally amplifies our marketing efforts without additional spend.

Finally, staying ahead of trends is crucial. Whether it's exploring new digital platforms or reimagining traditional approaches, we're always evolving our strategy to ensure we're connecting with customers in ways that are relevant and impactful. By combining a dynamic mix of tactics with exceptional operations, we deliver our brand's message effectively and maximize ROI across the board.