In this edition of Marketer of the Week, Ignite Visibility spotlights Kerry Tucker, Chief Marketing Officer at pocket.watch.
Ignite Visibility applauds her and the pocket.watch team for the company’s recent launch of the “Love, Diana” brand. It’s a line of children’s products based on the popular YouTube channel Kids Diana Show.
That channel, by the way, claims more than 67 million subscribers.
The “Love, Diana – The Princess of Play” product line includes dolls, related accessories, jewelry, plush toys, collectibles, and more.
It’s also a relevant brand based on the current challenges we face.
“Amid social distancing, playtime looks different as families navigate a new normal,” says Stone Newman, pocket.watch CRO. “However, pretend play remains an essential part of children’s growth, and it’s inspiring to see millions of kids and families around the world have found a playmate in Diana. We are proud to introduce consumer products that encourage imagination and capture the inherent creativity in kids. We are thrilled to be partnering again with Walmart and that they are supporting Love, Diana as our exclusive launch partner.”
The new products are targeted to kids ages 3 and over.
It’s a launch made possible with the help of CMO Kerry Tucker. But she’s got another claim to fame.
A Seasoned Executive
Before I get into the “big fish” that Tucker recently landed, it’s worth taking a few moments to go over her background.
Tucker’s leadership experience spans a portfolio of diverse companies, including Fortune 500 multi-nationals and lesser-known startups.
On her LinkedIn profile, you’ll spot household names such as Martha Stewart Living Omnimedia, Victoria’s Secret, and CBS.
But she’s also worked with Hello Sunshine. You might not have heard about that one. It’s a media and production company founded by celebrity Reese Witherspoon.
Tucker began as CEO with Hello Sunshine right out of the age. There, she handled everything from brand positioning to content strategy to infrastructure.
She also worked with the Video Genome Project as COO. That company was acquired by Hulu in 2016.
At Victoria’s Secret, Tucker served as EVP Marketing. During her tenure, she oversaw marketing for Victoria’s Secret and Pink brands at more than 1,100 retail locations.
On to pocket.watch
Now, Kerry Tucker is CMO at pocket.watch, another brand you might know about.
According to the company’s website, pocket.watch is “a new studio that specializes in entertaining and inspiring kids and families through digital-first content.”
The company also aims to spark children’s imaginations with lifestyle products such as… toothbrushes?
Yep. Indeed, it seems like the company wants to make everything as fun as possible for children.
But pocket.watch also formed an alliance with a fun brand that’s already familiar to countless children. And that’s how Tucker landed the big fish.
Partnering With an 8-Year-Old
Ever heard of Ryan Kaji? He’s the YouTube celebrity that’s richer than you are.
And he’s all of eight years old.
He got his start as a YouTuber at the ripe old age of three. Now he’s got 27 million subscribers.
Hey, some people have the “it” factor.
What does this have to do with pocket.watch and CMO Kerry Tucker? A lot, actually.
Three years ago, Ryan’s family enlisted the aid of pocket.watch to build brand-name awareness beyond YouTube. The company assisted with licensed merch and a Nick Jr. TV-show called Ryan’’s Missing Playdate.
But Tucker’s vision went bigger than that. She wanted to promote Ryan in a family-oriented setting shared by millions of people.
The Macy’s Thanksgiving Day Parade
Tucker’s challenge: fly a float that promotes the YouTube brand in the 2020 Macy’s Thanksgiving Day parade.
No, the float wouldn’t be an image of Ryan himself. Instead, she’d fly the YouTube celebrity’s superhero alter-ego: a character named Red Titan.
And, believe it or not, lots of kids recognize Red Titan.
That’s important because one of Macy’s policies is that the float must be instantly recognizable (think: Snoopy).
Still, the sell didn’t come easy for Tucker. She had to fly back-and-forth between Culver City, CA and New York several times to make the case.
But she made it. She’s a marketer, after all.
And now, in just a few weeks, you’ll see Red Titan flying along with other well-known characters in the Macy’s Thanksgiving Day Parade.
Thanks to Kerry Tucker.
She’s Still Got It
After all these years of success under her belt, it’s clear that Chief Marketing Officer at pocket.watch is still a tireless marketer blessed with the gift of innovation. Her most recent win with the Macy’s Thanksgiving Day parade proves that.
Now, let’s see where her creativity and experience take pocket.watch.
I think the sky’s the limit.