From stickers to the Super Bowl: We sit down with Reddit’s chief marketing officer
Roxy Young is Reddit’s chief marketing officer.
She explains to Mumbrella how she managed to steer the company’s marketing efforts from a bunch of stickers with the logo on to an inventive Super Bowl ad that set the internet alight.
You oversaw the first consumer marketing campaign at Reddit? How did it all come about?
I joined Reddit in 2017. And when I joined, there was no marketing organisation. All of the marketing, up to that point, had just been organic, word of mouth. I asked, ‘What marketing have we done’, and they, with a very straight face, said ‘stickers’.
So, when I stepped into the role, I started assessing the opportunities that we had to create a strong narrative, so that we could showcase the value of Reddit.
And so we built out our business marketing team focused on helping brands and businesses reach the right audiences and achieve their success on Reddit. And then, from a consumer perspective, we were focused on understanding recognition of the brand. relevance of the brand, and reputation of the brand.
