Summit Hill Foods: How CMO Kyle Peterson Introduced an AI-Enabled, Digital-First Approach
- Consumer Goods & Services
Fallon Wolken
- 0
- 3 minutes read
More About Peterson
Peterson brings an extensive 20-year background in the food industry across categories such as baking, cereal, yogurt, frozen meals and plant-based beverages.
He served across several senior marketing and brand management roles at leading CPG companies, including General Mills, Post and SunOpta, where he focused on strengthening consumer connections and brand equity across both established and emerging brands.
For Better Than Bouillon, the goal was twofold. The company looked to strengthen its connection with loyalists through increased creativity in the kitchen and also expand its reach to next-gen foodies.
For Louisiana Hot Sauce, Summit Hill Foods wanted to support its expanding geographic footprint by introducing the brand to new consumers, taking it from a regional powerhouse and turning it into a national brand.
Modernizing Marketing
The company sought a leader who could not only build on a strong growth trajectory but also accelerate that growth by shifting marketing to a digital-first mindset that transformed the marketing mix and how Summit Hill Foods approaches campaign and creative development.
Historically, the company’s marketing approach was heavily focused on traditional media, with most support concentrated around the holidays, says Peterson.
“The shift to a digital-first approach has enabled us to support the brand year-round with sharper targeting and highly tailored messaging, while also strengthening our real-time performance measurement,” he says. “This allows us to more quickly assess what’s working and make timely adjustments.”
It has resulted in increased variety and volume in the creation of creative assets, bringing a new level of complexity to marketing. It has led to more agile processes and workflows, and structures that act on real-time learnings so the company can be more responsive to consumer needs.
The experience-led approach leverages digital touchpoints that enhance every stage of the customer journey through tactics such as targeted CTV, add-to-cart functionality and recipe-focused contextual placements.
